eyecare professional magazine may 2012 issue

COLORS OF SUMMER / PAGE 6 ACCESSORIES & READERS CLOSEUP / PAGE 24

May 2012 • Volume 6, Issue 53 • www.ECPmag.com

MAY2012_Cov.qxd 4/27/12 10:28 AM

rudyprojectusa.com | [email protected] | 888.860.7597 - hit 2

A Sport Rx Option for Every Patient Regardless of Budget.

Comprehensive Rx Catalog & Simplified Price List - Contains everything you need to dispense Rudy Rx Eyewear with confidence & ease.

On Staff Opticians to Help with Your Rx Solutions. Rudy University & Webinars - Customized staff education and training programs available.

Full Scratch Warranty - Now included with Rudy’s Rx Replacement Lens Guarantee.1

Seven (7) Day Turn-Around Guarantee.2

Advice on Claims Processing for Your VSP Patients.

Click to Brick Marketing Program -We solicit business on your behalf online and you earn 100% markup!

Online Rx Order Entry - Place your Rudy Rx orders online 24/7 (single vision only.)

Convenient & Profitable Starter Kits Available.

maya sport utility frame 10 lens shapes | 15 frame colors | 150 combinations

(1 ) Covers scratching, pitting & chipping for a period of one year. (2) If your job is not delivered within seven (7) business days Rudy Project will provide your patient with a FREE Rudy Project sport bag.

�

�

�

�

�

�

�

�

�

MAY2012_Rudy.qxd 4/25/12 11:44 AM

COLORS OF SUMMERBrighten up your practice for the Summer with the latest in colorful eyewear and sunwear.by ECP Staff

STAFF MENTORINGIt’s never too early to begin implementing a succession plan at your practice.by Anthony Record, RDO

DRUGSTORE EYEGLASSESUnless we clearly define all the services we have to offer, consumerswill always consider “drugstore” eyewear.by Judy Canty, LDO

FRAME REP BREAKUPSEven though it might be difficult, ending your relationship with an unreliable rep might be necessary.by Laura Miller

SELLING ACCESSORIESSupplement your practice’s income by offering all different types of eyewear accessories.by Lindsey Getz

THE VISION OF OUR PRESIDENTSIt may be surprising to discover the visual ailments that some of our most famous presidents had to overcome.by Elmer Friedman, OD

6

12

16

18

24

32

EEYECAREPROFESSIONALMagazine

Features

Departments

46

18

16

EDITOR/VIEW .....................................................................................................4INDUSTRY PROFILE........................................................................................20MOVERS AND SHAKERS.................................................................................23FRAME BOARD MANAGEMENT....................................................................28LOW VISION ANGLE .......................................................................................36ADVERTISER INDEX .......................................................................................42INDUSTRY QUICK ACCESS ............................................................................43LAST LOOK .......................................................................................................46

MAY2012

Vol. 6Issue 53

On The Cover:THE HOYA FREE-FORM COMPANY™

www.thehoyafreeformcompany.com

Con

tent

s

MAY2012.qxd 4/27/12 2:24 PM

Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff SmithProduction/Graphics Manager. . . . . . . . . . . Bruce S. DrobDirector, Advertising Sales . . . . . . . . . . . . Lynnette GrandeContributing Writers . . . . . . . . . . . . . . . . . . . Judy Canty, Dee Carew, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Ginny Johnson, Jim Magay, Warren McDonald, Laura Miller, Anthony Record, Jason SmithTechnical Editor . . . . . . . . Brian A. Thomas, P.h.D, ABOMInternet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler

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

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

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

EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd.Delivered by Third Class Mail Volume 6 Number 53TrademarkSM 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.

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

Copyright © 2012 by OptiCourier Ltd. All Rights Reserved

For Subscription Changes, email: [email protected]

Magazine

I’m sure most of you have heard about the new Google Glasses that set the internetabuzz last month. Even if you aren’t particularly interested, I would suggestgoogling “Google Glasses” or “Project Glass” to see the video of what could be thebeginning of a significant development in eyewear.

These web-ready, futuristic glasses are still inprototype form, and will not be releaseduntil the end of the year at the earliest.Google’s Project Glass, an enterprise in theirsecretive Google X lab, has spent years finetuning this cutting edge product, and is asking internet users to post their thoughtsand suggestions.

The “Project Glass: one day...” video on YouTube has over 15m views, and showswhat a day in the life of a Google glasses-wearer would be like. Shown literallythrough the eyes of a young New Yorker, the video starts with the glasses bootingup. A series of icons flash into his field of vision, like in a science fiction movie.Making use of augmented reality technology and through voice commands, thewearer checks his messages, the weather, uses Google Maps to navigate the citystreets, and uses a built-in video camera to send a picture to a friend.

So how does this affect our industry? The question of whether they will be avail-able in prescription form has seemingly been answered, as a Google employee stated that the technology that’s being incorporated could technically be insertedinto a pair of prescription glasses.

Oakley has reportedly been working on a similar, heads-up display (HUD) technology, which would project data onto lenses. Oakley CEO Colin Baden said the company has “been chasing this beast since 1997.” He told Bloomberg,“Ultimately, everything happens through your eyes, and the closer we can bring it to your eyes, the quicker the consumer is going to adopt the platform.”

The biggest consumer companies are rushing to develop these “wearables,” a category of personal electronics that they hope will be the next big craze after the current, Apple driven tablet explosion, subsides.

These developments may seem disconcerting, as they could conceivably hurt salesof conventional frames. But if you recall, Oakley did in fact pioneer a “wearable”frame years ago with its Thump sunglass that had a built in MP3 player. And thatdidn’t exactly take off. Perhaps these ultramodern glasses can help make eyewearfashionable in a new way. This technology is still in its infancy, and I would betthey will come up with a smaller, Bluetooth-like, attachment that you could justconnect to your regular frames. Regardless, you can’t fight the future, so we caneither adapt or get left behind.

EEYECAREPROFESSIONAL

4 | EEYECAREPROFESSIONAL | MAY 2012

Google’s Prescription for Eyewear

Scan this barcode with your smartphone to go to our website.

EDITOR VIEWJeff Smith

MAY2012.qxd 4/27/12 12:41 PM

Styl

e: A

uro

ra ©

201

2 Lu

cky

Bra

nd

Du

ng

are

es,

Inc

. All

Rig

hts

Re

serv

ed

MAY2012_REM.qxd 4/26/12 2:20 PM Page 1

1. CharmantEL18956 VO – An elaborate multi-metal-plated ELLE logo and daringcolor plays make this exotic acetateframe the most glamorous optionfor tropical summer days. A clevereffect with color glints such as yellowflecked red or pink and greenflecked blue ensures that thesesunglasses embody flair andstyle. www.charmant-usa.com

2. Premiere VisionTAG Heuer Avant-GardeEyewear’s Rimless Curve series features an assortment of brightcolored, statement-making temples.These handcrafted shield sunglassesprovide optimum comfort and protection, making them perfect for summer sports and every daywear. www.tagheuer.com/eyewear

3. REM EyewearFamous for its sun-soaked beaches,California is the birth place of LuckyBrand Jeans and the inspirationbehind the hottest sunglasses thissummer. In the Sunshine State yourlook is incomplete without the per-fect pair of shades, so Lucky createssignature shapes to suit every face.www.remeyewear.com

EYESTYLES

2

3

Colors of

Summer1

Colors of

Summer

MAY2012_eyestyles.qxd 4/25/12 3:02 PM Page 2

4. theotheo is unwrapping radiant colors forthe summer – straight from nature! Thecolors give the sunglasses a completely

different dimension and perfectly complement Tim VanSteenbergen’s clothing collection. The characteristic of theseframes is the metal sidepiece on the glasses. www.theo.be

5. KaenonGeorgia Jade Fade: The best-selling GEORGIA™ is a women’ssunglass style that fits a wide range of female face shapes. Withsleek, clean and curved temples, GEORGIA is a fashion-drivenpiece that is at home on the beach and sea-side cafés ofCalifornia or urban trend-centers of New York or Milan.www.kaenon.com

6. Rudy ProjectWeighing just under 0.78 ounces, ROB 2.0 shades are idealfor a day on the beach or out on a boat, in the country or inthe city, or just about anything leisure. For those with visioncorrection needs, ROB 2.0 raises the bar in the sunglass arenawith its highly refined RX option and broad parameters.www.rudyprojectusa.com

6

5

4


ClearVision

Cole Haan 961 – Designed with rich Italian acetates, the 961 is awomen’s soft square eye shape featuring genuine natural bambootemples and a sophisticated color palette of ink, plum andsalmon that includes on-trend fades. www.cvoptical.com

Clark Eyewear

Clark 773 frames are constructed of the highest quality materials,including Mazzucchelli Zyl with spring temples for added comfort and durability, The 773 is available in 4 warm summercolors, Ivory (shown) Pink, Cognac and Light Brown. Backed by a two year warranty and sold exclusively in North America byNational Lens. www.national-lens.com

eyebobsYves Dropper – handmade, high-quality readers that are sophisticated and just a bit scandalous. Wear these readingglasses down on the nose and you’lllook totally engrossed in that book(even when you’re just listening inon all the hot gossip).www.eyebobs.com

Signature Eyewear

Signature Eyewear presents the new Michael Stars, Style Flyer inSummer POP colors. This is a metal aviator with painted finisheschosen to complement Michael Stars clothing. The lenses areSOLA, CR-39 with maximum UV protection on gradient colors.www.sigeye.com

Baby Banz

Baby Banz Adventure Banz offer 100% UVA/UVB sun protectionand come in 24 stylish colors! These polycarbonate, shatter-resistant frames come in two sizes for ages 0-5. New spring colorsinclude Camo Bloom, Red Leaf (shown here) and Navy Star.usa.babybanz.com

EYESTYLES


Trevi Coliseum is distributed exclusively in North America by National Lens. Tel: 866.923.5600

national-lens.com

Cotton_Club_0412.qxd 3/29/12 9:49 AM Page 1

ZIGGY® by Cendrine O.

ZIGGY® by Cendrine O. captures the colors of the outdoors inone of Cendrine’s newest creations, ZIGGY 1164 in brown/green.Constructed of lightweight stainless steel with eye-catching threedimensional temple accents. www.zig-eyewear.com

Mondottica USAAlways testing boundaries, the Anna Sui Eyewear collection is funand flirty, with daring colors and intricate details that make thiscollection a must have for the summer. Featured is AS853 inRed, this trendy frame also comes in Black in size 56/15-135.www.mondotticausa.com

Revolution EyewearTrue Religion has released 6 newsun styles for their exquisite brandof couture eyewear which portraysthe same Hippie, Bohemian-Chic-Flare with a Vintage-Feel-Vibe thattheir jeans emit. Featured is theJamie in Burgundy Pink.www.revolutioneyewear.com

MOREL’s 1880 Collection

With its 50s look, 1880’s Margaux concept consists of 4 exclusive-ly feminine models with wide temples: 3 acetate and one combination shape. Three butterfly “cat eye” shapes and one rectangular version are adorned with a decorative silver metalinsert at the start of the temple. Margaux is offered in a trendypalette of solid or graduated acetates. www.morel-france.com

Reptile Sun

Brighten your summer with Reptile model Basilisk, a sun-sation-al style. Both trendy and stylish, this sunglass is worn and adoredby fashion innovators and sunglass enthusiasts alike.www.reptilesun.com

EYESTYLES


Hoya Vision Care funded an $80,000 grant forthe renovation of the physical plant, audio visualsystem and educational equipment in S200, aPennsylvania College of Optometry at SalusUniversity teaching laboratory. The new lab is amore contemporary environment for students tolearn and practice their knowledge and skills inthe clinical area of ophthalmic optics.

“It is gratifying and humbling to be a part ofthe development and education in the future ofour profession.” said Barney Dougher, Presidentof HOYA Vision Care, North America.

The Hoya Teaching Laboratory will be dedicat-ed at a ribbon cutting ceremony to be attendedby students, faculty, university leadership, anddistinguished alumni as well as Mr. BarneyDougher, Mr. Mike Elton, Director of ProfessionalServices, and Ms. Kathy Vojdani, AreaRepresentative, for this important and excitingevent. Beginning in January 2012, S200 is nowreferred to as the “Hoya Lab,” which was readyfor students to use this Spring semester.

The new facility boasts 2,200 square feet andaccommodates 40 students at one time in threeinstructional areas. Dean Linda Casser, O.D. said“The Pennsylvania College of Optometry is trulyfortunate that HOYA has so generously providedthe financial support needed to renovate andcontemporize such a key teaching laboratory inour program.”

Pennsylvania College of OptometryOpens New Lab with Grant from Hoya

Mike Elton, Dr. Thomas Lewis, Salus University president, Barney Dougher,Dr. Anne-Marie Lahr, assistant professor; Dr. Linda Casser, PCO Dean



LIKE MOST CIVILIAN (AND OPTICAL) ORGANIZATIONS,it was experiencing many challenges. One in particular really hithome as it related to our industry. One of the managers’ chiefcomplaints was the fact that as the senior welders are nearingretirement, there is simply no one qualified to take their place.The organization had missed the boat in terms of training,planning, and especially mentoring. It had no individual orgroup mentoring relationships in place. Surely the staff and theorganization will suffer. Surely most eye care practices are in thesame boat. What can we do to ensure that as we expand ourpractices and retire, staff members will be prepared to take theirskills – and the practice we have worked so hard to build – tothe next level?

The mentoring process requires a commitment of time, energy,and planning. It is a process of development, not a shoot-from-the-hip, casual thing. The successful mentoring plan is

built on three, fundamental components: mutu-al trust and commitment, patient leadership,and emotional maturity of all parties involved.

Invest in the lives of your team members. Learnwho they are, use their names, ask about theirfamilies, hobbies, interests, aspirations, andstruggles. While there is a fine line of not getting too involved in their personal lives andavoiding the role of psychologist or guidancecounselor, showing interest in your staffmembers helps build relationships based onmutual trust, respect, and rapport. Encourageteam members to determine their own personalstrengths. Have them identify what they likeabout themselves, and build on their strengths inthe practice. Point to past successes to build on them; analyze past challenges to avoid

recurring mistakes. Review the actions that led to success; praisecommitment to excellence.

Encourage discussion of problems and concerns. Ask the teammember to identify and analyze any perceived weaknesses andplan for areas of improvement. Be nonjudgmental. Start toincorporate team-building strategies in practice meetings.Plan internal activities that are designed to build trust andcooperation as well as external, offsite events that build moraleand excitement. Recognize success and show appreciationoften; nurture and build up team members individually.Provide consistent support and stand behind your team members. Encourage risk-taking and creative thinking. Make itsafe for your team to think outside the box. Most importantly,show no tolerance for blame after failure; foster a learn-and-grow attitude.

Mentoring Team Members toTake Their Skills to the Next Level

MANAGING OPTICIANAnthony Record, ABO/NCLE, RDO

I recently had the honor of facilitating a managementseminar at one of our military facilities...

Continued on page 14

MAY2012.qxd 4/25/12 2:53 PM

MAY2012_OptiSource.qxd 4/25/12 1:27 PM Page 1


As you plan to set up a mentoring relationship with an individual ECP or for an entire practice, consider the following10 guidelines:

1. Plan Ahead. One of the main reasons a mentoring relationship or mentoring program fails is due to lack of planning. As the mentor/leader, ask yourself,“What is our purpose here?” Once you have a mutualunderstanding of what needs to be accomplished,planning becomes much easier.

2. Gain Support from Upper Management andEmployees. If a practice manager or optician starts amentoring program or relationship but the subordinatesinvolved in it know that the practice owners don’t reallytake it seriously, success (while not impossible) is muchharder to achieve. The best way to gain support fromemployees is to involve them in every step of the process.This will provide a sense of ownership and achievegroup and individual buy-in.

3. Make Sure the Work Environment is a Healthy One.The point here is do not begin a mentoring relationshipor try to start a mentoring program if the overall environment in the practice is an unhealthy one. Doesmistrust and low morale best characterize the office climate? If the answer is yes, that needs to be addressedbefore the mentoring process begins.

4. Have Specific Goals. The best way to see a mentoringrelationship go down in flames is to not have specificgoals. The goals should be specific, measureable, realis-tic, and time-driven; think “x” to “y” by “when.”Once the goals have been mutually arrived at and agreedupon, the next step is for the mentor and protégé tocome up with specific actions to help achieve thosegoals. In all relationships between management and subordinates, one of the biggest complaints from subordinates is a lack of clarification of expectations.Don’t make the same mistake here.

5. Allow Work Time Whenever Possible. Many times peo-ple involved in mentoring relationships work on thoserelationships on their “own” time. While there is nothingwrong with working on the mentoring relationship

before or after work, allowing paid office time for thementor and protégé to work on goals, hold meetings anddiscussions sends a very powerful and clear message tothe people involved: It is important!

6. Link Goals to the Mission and Values of theOrganization.

7. Make it Easy on Yourself. What I mean by this is whenyou set up a mentoring relationship or program, don’tfeel like you have to reinvent the wheel. People waysmarter than you or me (well, at least me) have done it.Why not learn from them? Do some research on theInternet, read a book or two, and find a program thatseems to fit with your personality and the personality ofthe practice. A couple of the best resources in this regardare The Manager’s Role as Coach, published by NationalPress Publications, and Mentoring 101 by the respectedleadership guru, John C. Maxwell.

8. Opt for a Formal Structure – at Least at First. While I’mnot a rigid, by-the-book guy, realize that it’s always easi-er to move from a formal structure to a less formal onethan vice-versa.

9. Consider Ownership Every Step of the Way. While it’ssometimes an overused word or concept, a true leaderunderstands its real importance. Giving employees asense of everything you are trying to achieve should beparamount in your planning and execution of the mentoring relationships. How do you do that? Involvethem every step of the way. Make it a democracy as bestyou can.

10. Evaluate: Early and Often. Monitor the progress off thementoring relationships at least monthly. This will senda positive message to those involved, and never forgetthat what gets measured usually gets done.

Start to incorporate some of these criteria into the relationships between the experienced and inexperienced, andyou will start to have a real succession plan in place at yourpractice. And having a real succession plan helps to ensure theenduring success of the practice itself. ■

I-See Optical will be sponsoring 2 CEU seminars onMay 16th at the Sheraton in Eatontown, NJ.

To register and for more info go to:http://oanj.org/pdf/2012%20OANJ%20April%20%20May%20Seminars.pdf

Check out our new promotion for selling Varilux andCrizal products. Go to www.iseelabs.com. Fromhomepage click on New @ ISEE.Select Rewardpromo.

FREE meeting to all OANJ members!

MAY2012.qxd 4/27/12 1:54 PM

MAY2012_POG.qxd 4/25/12 1:11 PM Page 1


I LOVE SUNDAY AFTERNOONS. It’s theday of the week to relax, regroup andready myself for the coming week. I readthe newspaper from cover to cover, all theads and of course the magazine section,which for me is Parade. Parade usually hassome very interesting articles and someinteresting recipes. I give a passing glanceto “Ask Marilyn,” the column written byMarilyn vos Savant who is according toGuinness, one of the smartest people inthe world. Most of the time she solvesword problems like the ones we used toget in school about trains leaving fromvarious points at various speeds and when they should arrivesomewhere. On March 25 of this year, the question she wasaddressing was decidedly different.

“I use drugstore eyeglasses...,” it started. She now had my undi-vided attention.

“I use drugstore eyeglasses to avoid the high cost of custom-madeones, and they work perfectly well for me. Yet my eye doctor saysthat I shouldn’t buy them and that one gets what one pays for. AmI wrong to wear cheap glasses routinely?”—Anonymous, Baltimore

What the heck? Anonymous in Baltimore has so little confidence in his (or her) eye doctor that he (or she) must turnto a very smart but non-optical expert for a second opinion!

What are eye care professionals missing here? Several thingscome to mind.

1. We are not adequately communicating the need for andvalue of professional optical fitting and dispensing services and the necessity of follow-up care.

2. We are assuming that every patient wants and can affordall the bells and whistles that new lens technologies offer.

3. We are assuming that every patient wants and can afforda complete new pair of eyeglasses every year or two.

4. We have no market identity, no spokesperson, no con-sumer advertising, nothing to help the eyeglass wearingpublic understand that eyewear is more than a simplecommodity.

On the positive side, Anonymous did getan eye exam, but the entire office visitapparently ended with a payment andperhaps the scheduling of the next exam ayear or two later. What the heck? (If youknow me, heck is not the word I’m reallyusing at this point.)

Was the doctor so pushed for time thatthe patients’ questions were only given acursory response along the lines of “thestaff can help you with that?” The need to see as many patients as possible in aworking day is being pushed by lower

reimbursements from vision care plans and the reality is thatmore patients per day means less chair time per patient and lesstime to address their specific needs and questions.

Was the dispensary so boring or un-appealing that there was noincentive to check it out? Did it look so much like every otherdispensary in town that they are indistinguishable from one toanother? Same lens advertising, same frame selections, sameeverything? Everyone wearing their matching scrubs (workpajamas) trying to convey their fashion sense?

Eye care professionals need to wake up and smell the lost profits. If we don’t begin to actively promote the need and valueof professional services, from refraction to final dispensing,there will be nothing to stop patients from purchasing their eyewear at the local drugstore or online.

For those of you who believe that you can “fight fire with fire”and launch your own online store or participate in someoneelse’s online option, stop and think. When you begin to showyour patients that it’s possible and even OK to purchase theireyewear online, you’ve given them permission to shop not onlyyour site, but everyone else’s site as well.

Millions of consumers shop online every day. I shop online.My music is almost exclusively in my iTunes library; about halfof my books are on my Amazon Kindle. I have purchased fabric, shoes, clothing, flowers, gifts, even artwork online. If Iam dissatisfied with my purchase, I can send it back, no harm,and no foul. But something as personalized as eyeglasses orcontact lenses—not a chance! Drugstore glasses aren’t even

DISPENSING OPTICIANJudy Canty, LDO

Drugstore Eyeglasses? What the Heck!

MAY2012.qxd 4/25/12 2:54 PM

drugstore glasses anymore. They’re everywhere - fabric stores,book stores, gift shops, wholesale clubs, gas stations (right nextto the color contact lenses), and hair salons.

In our own dispensaries, we’ve become so enamored of high-tech gadgets and whiz-bang lenses that we’ve lost interest in thefolks who, for one reason or another, cannot afford all thattechnology. Again, stop and think. Wouldn’t it be better to keepthat patient’s warm body and checkbook in your dispensary byoffering a selection of frames and lenses in a variety of pricepoints? Can you afford to lose them and by extension everyonethey talk to about their latest eyewear purchasing experience?

Are you communicating your willingness to help maximizetheir eye care dollars with package prices or inviting them to re-use a perfectly good frame from a year or two ago? Have youconsidered offering a “family plan” for multiple purchaseswithin the same family or a frequent buyer program? Howabout referral rewards? Word-of-mouth advertising remainsthe most cost-effective form of advertising yet devised.

Is your practice active in your community and within your pro-fessional organizations? Do you advertise the professional sta-tus of your staff members?

If you’re going to compete in today’s marketplace, you need tothink outside that proverbial box more than ever. You should bequestioning every “good deal” to ensure that it is really a “gooddeal” for your business.

Now, back to Marilyn’s answer:

“Not if you meet these lucky conditions: Your vision is the same inboth eyes (that is, the same corrective strength works for both);you have little or no astigmatism in either eye (most people havesome astigmatism—a blurring of vision due to slight irregularitiesin the shape of certain parts of the eye); and the distance betweenyour pupils matches the glasses’ pupil distance. Over-the-counterglasses aren’t known to cause harm, but if they’re not quite rightfor you (like not correcting for astigmatism, which is highly individual), you’ll be subject to eyestrain, and you won’t see aswell as you would with prescription lenses. (Also, cheap lenses maydistort vision and shouldn’t be used for long reading sessions.)”

Even that simple explanation is better than “you get what youpay for,” though the latter is quicker to say on your way out thedoor and on to the next patient.

However, her last sentence was a knife in my independentheart...“Try watching for sales at mass-market chains, which aremuch cheaper than fashionable shops.”

If nothing else gets your optical business blood boiling,it should be that last sentence. I believe that last sentence should be the rallying cry for every independent Eye Care(Business) Professional. ■

MAY2012.qxd 4/25/12 2:57 PM

I am not a perfect frame representative. I may be late. I may cancel an appointmentif my child gets sick and needs my care. I might get a flat tire or heaven forbid... a speeding ticket.

Unexpected mishaps can always come up. I may not rememberto write “delayed billing” on your bill and you may be shockedwhen you get that large invoice. A frame may be missing oradded on to your order due to human error. Mistakes are partof life.

I am not a perfect sales rep, but if I mess up your order, I willmake sure you get the correct product, overnight, if I have to. IfI have to cancel an appointment, I will let you know as soon aspossible and reschedule at your convenience. If I forget to addsomething important on your bill, just call me and I will callyou back within 24 hours and get it fixed. Mistakes may be apart of life, but in the business world they need to be mended.

I don’t think any of your frame reps are perfect, but some mighthave more cancellations than others. You may be often sur-prised by a few frames added on your orders continuously. Youmay get invoiced for a product that you actually didn’t order.You may try to call and fix this problem but nobody gets backto you. A rep may avoid you to avoid exchanges and returns. Arep may tell you how to run your office.

I have heard many stories out in the field. The crazy things repsdo and still think they are going to get your business. Let themthink again. It may be time to start breaking up business rela-tionships and start expecting more of your frame representa-tives. Below are some situations and some resolutions that willwork for you if your reps are less than perfect far too often.

I can’t get to your office today – Be understanding if your repcancels once in a while. Make sure they get back on schedule assoon as possible. Your rep should also understand if you have tocancel on occasion. I am sure you have a life outside of theoffice. Be weary of numerous cancellations. How many emer-gency dentist appointments does your rep actually have? Uponrescheduling your rep should work around your time. If the repcan’t adapt to your schedule, it might be time to say goodbye.Personal issues come up, but there is no reason they shouldalways come up during your scheduled appointments.

If they cannot find a way to make a scheduled appointment, itshows you are not a very valuable account. Even if you have agood relationship with the rep, you cannot do business withconstant cancellations. Be honest with your rep and explain thatyou are both here to get a job done. It cannot be done if one sidedoesn’t work.

Did I order this? – If you get the wrong frame once in a while,don’t get frazzled. Humans and machines make errors. Callyour rep right away if your order is wrong. They should call you

THE FASHIONABLE ECP

Laura Miller


Breaking Upis Hard to Do

MAY2012_laura.qxd 4/25/12 2:59 PM Page 2

back within 24 hours and fix it by sending a return authoriza-tion or a call tag if you have received frames that are not on yourorder. These solutions are easy if you have a good rep. If the repdoes not get back to you within 48 hours, try again. I know thiscan be frustrating but reps don’t always work “banker’s hours.”

Try calling the company and see if they can fix the order. If theorder is not fixed in seven days, return the frames with the original invoice. If your rep can’t fix a little problem, what isgoing to happen if there is a big one? Send a letter with theinvoice explaining your attempts to get in contact with the rep.They should take back the frames or give you a pretty good dealto keep your business. It is not the time to worry about gettingthe rep in trouble. Customer service skills are essential for anysales representative.

If orders are continuously padded, end the relationship imme-diately. Padding is just as bad as stealing. Would you keep a repwho stole from you? Padding just shows disrespect for youroffice. You may get duplicates due to messy handwriting,sloppy typing or mechanical errors but you can tell when anorder is padded. To develop a relationship with a rep, thereneeds to respect and trust; the basics of any relationship.

Why won’t he call me back? – How many times have you triedto contact your rep, with no luck. You have tried calling the

office and their cell phone, but no one is calling you back.Unless they are on vacation, your rep should call you back within 48 hours. There is nothing more frustrating than lack ofcommunication. If you have not heard from your rep within aweek the next call should be for them to pick up their frames.

Always on their phone – This happens all the time. I see reps ontheir cell phones in your office. You may even have a sign onyour door that says, “No use of cellular phones,” but many repsdo not think this rule applies to them. Everyone’s time is important but your reps need time to focus on your business,not their own. If your rep’s continuous cell phone use bothersyou, ask them politely to leave their phones in the car or on“off”. Texting or emailing is okay if they are left waiting, but youmight want to end your relationship with the loud cell phonetalkers who are not respecting your office rules.

It may have taken a long time to build your relationship withyour representative. Sometimes, we get too comfortable andneglect customer service skills. I am sure the rep courted you toget your account. They should still court you five years later.Customer service is forefront to any business relationship.Know your business is valuable but frame reps can be disposable. Reward your trustworthy, responsible reps withyour continued business. If the relationship is not successful,don’t be afraid to “break up.” ■

MAY2012_laura.qxd 4/25/12 2:59 PM Page 3

Please provide a brief history of The Vision Council.Our organization was formed in the 1940s to promote abusiness environment that would stimulate growth andinfluence the eye care industry. At the time, we wereknown as the Optical Industry Association (OMA), andour membership was comprised of manufacturers ofophthalmic frames, lenses, cases and optical machinery.

Over the years, we’ve evolved and expanded our servic-es to help grow the optical industry. In the 1980s weestablished the Vision Industry Council of America(VICA), launched International Vision Expo & Conferenceand took over the Better Vision Institute (BVI). In 1999,to help meet the challenges of the 21st century, OMAand VICA merged to form the Vision Council of America(VCA). Over the next ten years, our organization contin-ued to expand its umbrella of resources, joining forceswith the Low Vision Council, the Polycarbonate LensCouncil, the Anti-Reflective Council and the SunglassAssociation of America. In 2008, the VCA board ofdirectors and membership determined that the VisionCouncil of America should undergo a rebrandingprocess as part of its strategic plan. That same year, weunveiled our new brand – The Vision Council – to thevision industry.

At our annual Executive Summit this past January, weannounced our joint affiliation with the OpticalLaboratories Association (OLA). The OLA is now thenew Optical Lab Division of The Vision Council and rep-resents one of six operating divisions within our organi-zation that provide guidance, education programs, marketing materials, research and advocacy outreach to address common interests among our members.

Although our name and affiliation has changed over theyears, our commitment to the optical industry remainsthe same.

What is the Council’s mission?To position members to be successful in a competitivemarketplace through education, advocacy, networking,consumer outreach, strategic relationship building andindustry forums.

Please detail the programs and services offered to ECPs.As a non-profit organization, we are dedicated toimproving the optical industry and helping ECPs to educate their communities and grow their practice. Our team works alongside industry experts, to developa variety of tools for eye care professionals, includingonline continuing education, market research and marketing materials.

In 2009, we launched a continuing education portal,thevisioncouncil.org/ecp/CE. The online initiative provides ECPs with convenient access to accreditedcourses on a variety of optical topics.

Each quarter, our industry research team prepares amarket research report called the Consumer Barometer,which provides top-line information on a number of keyareas, such as eyewear usage patterns, sales perform-ance by distribution channel, eye exam data, and forecasting data.

Our marketing & communications department hasdeveloped items like recall cards, magazines, andbrochures to help ECPs educate their patients about the importance of healthy vision. We just created a newUV-awareness children’s activity booklet, public serviceannouncement poster and waiting room magazine,Under the Sun. The majority of our educational materials are available at no cost to ECPs.

All of these resources, including our online store, areavailable at thevisioncouncil.org/ecp.

How can ECPs assist The Vision Council in achieving its goals?Eye care professionals are encouraged to attendInternational Vision Expo East in New York andInternational Vision Expo West in Las Vegas, take advantage of continuing education sponsored by TheVision Council and members of The Vision Council, anddistribute free educational and marketing materials totheir community.



EyeCare Professional’s Paul DiGiovanni, LDO, speaking withEd Greene, Chief Executive Officer, The Vision Council.

The Vision CouncilThe Global Voice for Vision

VC_0512.qxd 4/27/12 10:25 AM Page 2

with Tools from The Vision CouncilGrow Your PracticeVisit thevisioncouncil.org/ecp to learn more.

online continuing education

marketing materials

market research

eyewear fashion trends

MAY2012_VisionCouncil.qxd 4/26/12 2:29 PM Page 1


What are the requirements for joining The VisionCouncil? Is the organization open to individual ECPs?Membership is available to any person, firm or corporationconducting business in North America whose primarybusiness is the manufacturing or distribution of opticalproducts and/or services. While membership is not opento individual eye care professionals, we do have a medicaladvisory arm, the Better Vision Institute, which bringstogether representatives from ophthalmology, optometryand opticianry. These representatives serve as an advisoryboard to the supply side of the optical industry, whilehelping to raise awareness about vision related issues andproviding input for programs, materials, and continuingeducation.

ECPs who are interested in joining the BVI can always submit their CV to me or our VP of Marketing &Communication, Maureen Beddis, for consideration whena spot becomes available.

Does The Vision Council help individual patients in anyway or provide any type of funding to patients in need i.e.low vision patients?The Vision Council does not have any funding programs inplace to assist individual patients. We do, however, offerproduct-generic consumer supplements and brochuresabout many topics, including UV protection, protectiveeyewear and low vision. In addition, our organization partners with agencies that offer assistance programs.Most often we are able to help direct consumers to theright resource.

What are the future plans of The Vision Council?Right now, The Vision Council is focused on developingnew projects on behalf of optical laboratories with therecent merger of the Optical Laboratories Association(OLA), generating awareness for UV Protection and othereyewear products among the public, as well as advocatingfor increased involvement in optical-related efforts onCapitol Hill and regulatory affairs.

In addition, we expect to increase our work with U.S. andinternational agencies, using more of our member andstaff experts to produce and/or contribute to the multiplestandards and communications that are created to assistthe industry in serving the eyeglass wearing public. Wetravel the nation and globe, ensuring our members’ inter-ests are managed at many different levels and with varioustechnical groups.

Regarding the 3 O’s, do you work with any Local or Stateagencies or organizations?We are an active supporter of the Opticians Association ofAmerica (OAA), National Federation of Opticianry Schools(NFOS) and proud partner of the American OptometricAssociation (AOA).

Please explain in detail one or two of the outreach programs?Throughout the year, we work with a number of our divisions on initiatives to promote vision care and visioncare products to consumers.

A year ago, we launched a UV Protection campaign onbehalf of our Sunglass and Reader Division to increase eyeprotection purchases by promoting the importance of UVprotection to consumers. Later this month, we will unveil arefreshed version of the existing campaign, which includesa website, smartphone app and an official UV report. Thenew “Bureau of Missing Sunglasses” concept uses humorto present the same eye health information, but lendsitself better to social media and broadcast outreach, aswell as special events. To learn more about the campaign,visit thevisioncouncil.org/sunglasses.

The Vision Council also promotes eyewear as a fashionaccessory and educates consumers about the importanceof eyewear function and fit through our Eyecessorize campaign. The campaign covers optical frames, sunwearand reading glasses. The majority of the campaign’s interaction is done online through social media channelslike Facebook (facebook.com/eyecessorize), Twitter (twit-ter.com/eyecessorize) and a blog (eyecessorizeblog.com).The content is beneficial for eye care professionals in that it can be used to educate consumers about current trends, the latest products and other relevant eyewearnews. For more information about Eyecessorize, visit eyecessorize.com.

The Vision Council co-owns the International Vision Expo& Conference. Please explain more about this ventureand the concept behind Vision Expo.The Vision Council, in partnership with Reed Exhibitions,sponsors and produces two of the most exciting andimportant optical events in the Americas – InternationalVision Expo East and International Vision Expo West.These are trade-only events that bring together more than30,000 eye care professionals from the East and Westcoasts each year. By far, it’s the best place to learn aboutthe latest trends in eyewear, advances in eyecare technol-ogy and business practices.

International Vision Expo East just wrapped up in NewYork City with record-breaking attendance and internation-al Vision Expo West is quickly approaching. Education andexhibits will be held the first week in September(September 5-8) at the Sands Expo & Convention Centerin Las Vegas. Go to visionexpowest.com for more details.

Proceeds from the shows are used by The Vision Councilto educate consumers about the importance of compre-hensive vision care and the quality options in eyewear and other related products. ■

VC_0512.qxd 4/27/12 2:52 PM Page 4

Signet ArmorliteSignet Armorlite’s board of directors hasappointed Bruno Salvadori as chairman of theboard, replacing Carl Bracy. Salvadori had previously served as president and CEO of theSan Marcos-based spectacle lens maker since1993. Bracy remains senior vice president of

marketing and new business for Signet Armorlite’s parentcompany, Essilor of America. Signet Armorlite’s board ofdirectors has selected Brad Staley to replace Salvadori as president. Staley joined Essilor of America in 2007 as vicepresident of the company’s operations and technology group.

TLC Laser Eye CentersTLC Laser Eye Centers has appointed GeorgeNeal chief executive officer. Neal joins TLC withmore than 25 years of experience in the ophthalmic industry. Most recently, he served asdivision vice president, global sales and interna-tional marketing, with Santa Ana, Calif.-based

Abbott Medical Optics. Prior to Abbott, he was vice presidentof corporate development for Eyeonics; he also held positionswith Alcon Labs, Allergan Optical and Procter & Gamble.

VSP GlobalVSP Global announced that its board electedStuart J. Thomas, OD as chairman of the boardfor a term of two years. A practicing optometristin Athens, Ga. for 28 years, Dr. Thomas hasserved on the VSP board of directors since 2005and as vice chairman since 2010.

Prevent Blindness AmericaPrevent Blindness America (PBA) hasannounced that Brette McClellan, vice president, health policy government affairs ofAlcon, has been elected to its National Board ofDirectors. McClellan has previously volunteeredfor PBA by helping to orchestrate two

Congressional Vision Caucus (CVC) Capitol Hill events hosted jointly by AdvaMed’s Ophthalmic Sector and PBA.

Cherry OpticalCherry Optical has announced that AdamCherry has acquired a majority stake in theownership of the company. Cherry Optical wasfounded by Joe and Lynn Cherry in 1999. Theirson, Adam, has worked for Cherry Optical sinceits inception. Cherry Optical has 38 employees

and services customers in Michigan, Illinois, Wisconsin andacross the country.

Bruno Salvadori

George Neal

Stuart J. Thomas

Brette McClellan

Adam Cherry

MOVERS AND SHAKERS

Movers & Shakers continued on page 45

MAY2012.qxd 4/25/12 3:00 PM

OptiSource Named ExclusiveDistributor of OptiPets –The Novel Optical Accessory

OptiSource International will beexclusively distributing OptiPets, theUnited Kingdom born eyeglass holdersthat are creative, collectible and fun.The OptiPets line includes a variety ofcartoonish animals and artful nosesthat uniquely hold eyeglasses whennot in use. Each hand painted piecehas a cradle designed to hold the fold-ed temples of most eyewear. The nosebride is supported by the variousshapes of the OptiPets animals, noses,and sport figurines. The accessory lineoffers a product for every shopper:men, women and children.

“While OptiPets were originallyoffered as eye catching frame displaysfor all optical décor, they are now amust-have accessory that easily sellsthemselves”, states Daryl Squicciarini,vice president of OptiSource. “For chil-dren, the first-time eyeglass wearingexperience can be upsetting. Bybundling an OptiPet, the memorybecomes pleasant, and storing eye-wear at bedtime becomes fun.”

Find them on the web at www.1-800-optisource.com or call 1-800-OptiSource (678-4768).

Accessoriesand ReadersAccessoriesand Readers

Eyewear accessories are a nicelittle add-on. While they may notseem like they’re doing muchfor your bottom line, by the endof the year, those sales canreally rack up—that is, if you’repushing them.

Many practices fail to push these sales asthey don’t want to be bothered or don’tthink it’s worth the time. But they’re ignor-ing the bigger picture that in time, those $5 or $10 sale items can make a significantgrand total. In fact, pushing eyewear accessories may even help support your eyewear sales.

One of the reasons that practices may notpush accessories sales is the fear of “scaringoff” the customer by over-pitching them.But a well-crafted accessories pitch has theability to support the eyewear sale, not hinder it. If done tactfully, as part of theoverall eyewear pitch—focusing on howaccessories can enhance the purchased eyewear—the client will feel it’s more of aservice than an upsell. It’s what they’re usedto in spending on everything from a vehicleto a lawn care service. Upselling is part of thebuying experience and if you’re failing topitch accessories that may enhance thepatient’s overall usage of their eyewear,

you’re actually doing them a disservice.After all, the worst that can happen is they’llsay “No.”

We’ve rounded up a number of tips that can help you sell some of today’s key eyewear accessories.

Cases

Since most eyewear comes with its own case,a lot of eyecare practitioners ignore pushingthe sale of additional cases. But as a highlyfunctional item it’s something that can’t beignored. Some patients may want a secondcase for their purse or car so that there’salways a safe place to store their glasses—even if they left their primary case at home.

An eyewear case is an easy add-on to throwin after you’ve made the eyewear sale. Pointout that the primary case comes with thepurchase of the eyewear and ask if they’d liketo purchase a second case to ensure theyalways have one handy. Position it as a wayto protect their investment.

Also remember that the cases which comewith a pair of eyewear may be standard andplain. Patients might be looking for some-thing a bit more fashionable if it’s an itemthey’re going to be carrying around. If it’s apatient that seems to value fashion and isbuying a trendy frame, pitch a trendier case.

MARKETING OPTICIANLindsey Getz

Selling EyewearAccessories

Amazingly Cute Eyewear Holders

AccessoriesECP_0512.qxd 4/26/12 4:52 PM Page 2

AccessoriesECP_0512.qxd 4/25/12 11:36 AM Page 3

As with any accessory, the key to case sales ishaving them on display. Also, always be sureto utilize a case when selling a pair ofeyewear. After you’re done showing off thepiece of eyewear you’re pitching, place itgently back into the case. This helps reinforce to the patient that the eyewear issomething of “value” and helps position theitem as more desirable.

In this way, the case may actually help you inpotentially making the sale. You’re alsodemonstrating good “care” by showing thepatient how to properly take care of a nicepiece of eyewear by always storing it in a case.

Cloths and Cleaners

Eyewear cloths and cleaners are inexpensiveitems but have the ability to produce repeatcustomers. If a patient really likes a particu-lar cleaner, he or she may keep coming back.And just think—if you sold a cleaning set toeach patient you’ve sold eyewear to, thosesales can really start to add up. The key toselling cloths and cleaners is similar to sell-ing cases—you need to position it as ameans of protecting the eyewear investment.

In many cases cleaners do wind up beingone-time sales and this is largely because ofthe fact that patients don’t use them. Theymay be motivated the first couple of weeksthat they have their new eyewear to clean thelenses, but that enthusiasm can wane. Tohelp prevent this, walk your patientsthrough an actual cleaning.

Perhaps after they’ve purchased a piece ofeyewear utilize a sample bottle to demon-strate how they should clean the lenses.Then ask them if they’d like to purchase abottle. You may even drive the point homeby having your patient try on a pair of eye-wear that has dirty smudged lenses. Thenclean the lenses and have them look throughagain.

Readers

Readers may actually be one of the easiestaccessories to sell and that’s because many ofyour older patient base is already using

them. The trick is to sell patients on whythey need to buy their readers throughyou—and not at the local pharmacy.

To sell readers, consider having a section ofyour sales floor that is dedicated to readers.This will make them easy to find. Patientsthat are only in for a routine eye exam andnot in the market for new frames might stillbe inclined to check out your selection ofreaders if you have them positioned near thewaiting area.

During the exam, find out if your patientwears readers (if you don’t already know)and ask if they’d like to see the selection youhave to offer. Carry a mix of product invarying price points. Some patients mightwant to invest in a trendier or even brandname pair of reading glasses instead of thejunky frames they got from the local DollarStore or pharmacy.

Readers Chains and Jewelry

What used to be a grandmotherly accessoryis now becoming trendy and it wouldbehoove you to carry some examples ofreader holders. Many of today’s readerchains look more like a piece of beautifuljewelry. Consider having some of theseoptions on display near your readers so thatyour patients can see what’s available. Inmany cases, this is the type of item thatpatients might be interested in—they justdon’t know it exists.

If you have a patient purchasing a pair ofreaders, show them some of the chains andholders you have available and slip them onso that the patient can actually see how itlooks. It looks much trendier than it oncedid when the only option was an unsightlymetal chain.

While all of these sales pitches do take a lit-tle bit of extra time, the messages can beweaved into your primary pitch. In somecases the patient might like the supportingaccessories so much that it aids in the eyewear sale. Either way accessories are a relatively easy add-on sale that shouldn’t be ignored. ■

Fitovers® EyewearLaunches VIRTUAL TRY ONInternet Application

Fitovers® Eyewear, the leader in thesunglasses designed to be worn overprescription eyewear, has launched a new website featuring a VIRTUALTRY ON application. Since 1993, the company has set the standards withits innovative ideas and collections.

“The internet is a powerful tool tomake consumers aware of ourFitovers® Eyewear philosophy andview our collections. Our Virtual try-onsystem allows consumers to furtherqualify themselves to find theFitovers® Eyewear that is most compli-mentary to their eyeglass frame andalso see how well they Fitovers® lookon their face,” says Paul Stables ofFitovers® Eyewear.

By entering a few measurements,consumers can then choose a style, aframe color and a lens tint. The systemscales both picture uploaded andFitovers® Eyewear sunglass to a person's face, so the consumer seesexactly how the fitting will be. A consumer can save favorites and alsoemail themselves a picture of theFitovers® Eyewear they selected, andby entering their postal code, willreceive dealers that stock Fitovers®

Eyewear in their area.

For further information, visitwww.fitovers.com or call 1-888-834-8872.

Accessoriesand ReadersAccessoriesand Readers

AccessoriesECP_0512.qxd 4/26/12 4:52 PM Page 4

AccessoriesECP_0512.qxd 4/25/12 11:36 AM Page 5



“B R I C K H OW SBe the one, the only oneBuilt better than AmazonWe work together everybody knowsAnd this is how the story goes...”

Recently I attended a CE course taught by Valerie Manso, a 38year veteran of the optical industry, who knows how to capturean ECP audience to drive points home. Her Plan-o-gramcourse proves that she has been there, done that, succeeded, sur-passed and her expertise is presented in a refreshing, down-to-earth manner.

A Plan-o-gram in my ECP mind translates into a blueprint forbrick and mortar dispensary growth. I’d like to address how hercourse added value to my dispensing techniques and give her anice appraisal.

We are all on a mission and want to make a statement. I guessthat’s why having a mission statement is one of the first steps totake when setting up your Plan-o-gram. Stay true to your mis-sion statement by having the appropriate staff and product mixfor your business culture.

A Plan-o-gram helps you to better monitor the products you’reselling and the products that aren’t moving. If you are using afly by the seat of your dispensary pants method then listen up.Eyeballing your inventory and ordering frames based only onwhat you like wasn’t mentioned in class as a smart businesstool. Neither was basing your decision on which frame lines tocarry depending on how good looking, cute, or hot the rep is.Asking your reps which frames are hot would be considered asmart move though.

A Plan-o-gram ensures you have the appropriate mix by patientdemographics. Who are your patients? Knowing this will deter-mine what percentage of dispensary board space to devote tothe various categories of children, men, women, mature, teens,young adults, sunglasses, sports and safety frames.

Plan-o-grams can be designed using paper or plastic. For thepaper route, keep an inventory sold sheet listing the sale date,frame model number, color, size, cost and category. Anotherpaper trail would be to tag each frame and have a box for each frame vendor. When you sell a frame put the tag in theappropriate vendor’s box. For those practices with plastic tospend on their Plan-o-gram, Valerie applauds a web basedtracking system.

Valerie refers to frame inventory as “money on the walls.” Lookat the cost of each and every frame displayed in your dispensa-ry as a real estate investment $60, $78, $45, $120, $90. The fasteryou turn inventory, the less capital you have stagnant. Soundslike ECPs need to be flipping some real estate so we won’t bestuck subletting our space.

Dispensary real estate thinking happens to be right up my alley.Let’s walk through some of my brick hows properties. Pleasenote: I’m not receiving any type of funding, compensation orcommission from anyone mentioned in this ad.

FRAME BOARD MANAGEMENTGinny Johnson, LDO, ABOC

MAY2012.qxd 4/25/12 3:01 PM

NUPOLAR is a registered trademark of Younger Mfg. Co.

Premium product that is easy to demonstrate

Satisfied customers

Increased sales

Enhanced practice profitability

Patient loyalty resulting in referrals and recalls

Great sense of personal accomplishment

COAT ING

AN

TI-REFLECTIV

E

Courtesy of

Promotion Dates:

April 1, 2012 through June 30, 2012

For more information on this promotion, contact your FEA representative today!

FEA Industries, Inc.

Not all polarized lenses are equal in

quality and performance. NuPolar is the

world’s market leader in prescription

polarized lenses. NuPolar lenses, as the

market leader, set the benchmark for

stringent performance characteristics of

optics, polarized film technology, color

consistency, and material properties.

TO PATIENTS, TO OPTICIANS,

Improved visual comfort

Better visibility, safety, and less eye fatigue

Blocks blinding glare

Blocks 100% UVA and UVB rays

True colors and improved contrast

Stylish look

Get Polarized for the Price of Clear!

for the price of clear lenses with the purchase of

Independence AR Coating!

Receive

APR2012_FEA.qxd 3/28/12 2:03 PM Page 1

In the land of Dispensaryville, our frames are temporary ten-ants, sales reps are real estate agents, ECPs are property man-agers and labs are prime vacation spots. Property managers andagents work together to stay on top of the current real estatemarket while construction work goes on at the lab so the tenants will have a fabulous vacation.

Before you agree to list any of your property you need to becomfortable with the agents and tenants that you will be work-ing with. For ECP advice, help, answers or opinions I usuallystart with www.optiboard.com. Although I may not be anOptiboard forum postaholic or jump on any of the debate wagons, I have chimed in when I knew I could offer first handexperience to fellow ECPs. In my opinion the benefits of havinga paid subscription to the ECP Only forum are priceless. Tradeshows also give you the opportunity to meet and network withagents and find out about new tenants.

A couple of years ago I was managing some property for anowner who agreed to work with some tenants that I had neverworked with before. Our new tenants arrived and they lookedlike they had been in a fight. They had dirty faces, lots of scuffmarks and scratches and their arms were dangling. I called theagent and he promised to get the thugs out of our office ASAP.He asked me if I thought they had been in a wreck before theygot there. I said it wasn’t the moving company’s fault since thepackaging showed no signs of damage. After further review itwas determined that a human error had been made and thesetenants were in foreclosure and should not have been sent outto our neighborhood.

Moving right along...

Choosing the best tenants and agents for your practice is crucial. When you schedule closings every 8-16 weeks withyour agents they will assist you in the decision making andshould evict any tenants that simply aren’t working. We’d like to

believe that every tenant is going to pay rent or we wouldn’thave let them move in. If you need to evict a tenant without anagent present be sure the tenant leaves with the proper RAwalking papers. There are agents who will offer to take otheragent’s lazy tenants off your hands in exchange for housingtheirs. That short sale may be the easy way out unless the newcredit terms and contracts are unreasonable. Some propertymanagers choose to avoid this whole process and instead workwith remote agents who (free) rent to own.

Sometimes you may need additional housing such as a 12 storycomplex for a new line of tenants that are moving in. Keep inmind that having at least 12 tenants from the same family bet-ter insures that their name leaves a legacy.

No dogs allowed on the premises. Are you sure about that?Once I had a patient that specifically asked for dogs the firsttime I met her. She wanted to buy the ugliest frames we hadthat no one else would buy. Over the years she purchased 48pairs of eyewear from me. No they weren’t all dogs and becauseof her I look at dogs in a different way. Not taking an interest inwhat your buyer is looking for can come back to bite you.

Payment in full is required before tenants leave the property. Ifyou decide to accept earnest deposit money to hold productthen reasonable terms should be established. Promissory notesdon’t pay the practice’s bills.

After the debt is paid off then the tenants get to go on vacationfor a week. They usually look great when they come back. Everyonce in awhile a tenant will go on vacation and we find out theyhad an accident. In this case you may have to resort to sendingthem back for an all expense paid vacation.

Every day can be a buyer’s and seller’s market once you accept the fact that your dispensary is always going to be a fixer-upper. ■

MAY2012.qxd 4/25/12 3:02 PM

[ The alternative photochromic ]

www.corning.com/ophthalmic

Corn

ing

and

SunS

enso

rs a

re re

gist

ered

trad

emar

k of

Cor

ning

Inc,

Cor

ning

, NY

- Cop

yrig

ht©

201

1 Co

rnin

g In

corp

orat

ed.A

ll rig

hts

rese

rved

www.techtranindia.com888-382-6309

www.polycore-usa.com888-645-7788

Value • Reliable • Quality

APR2012_CORNING.qxd 3/30/12 10:03 AM Page 1



WHAT MOST OF US LACK is theknowledge about a president’svision behind his vision. What

about their eyesight and how each dealtwith their particular ocular problem?Resources can be found in publications bythe American Academy of Ophthalmology,Ken VanCleave of the Ameritas Group, aswell as additional information gleanedfrom various links via the internet.

As examples we can mention Franklin D.Roosevelt, John Adams, Thomas Jefferson,Harry Truman, John Kennedy, and RonaldReagan, who was severely myopic and worecontact lenses at all functions. In order toread his notes he would remove one lensand created a monovision effect very successfully. All those aforementioned werepresbyopic and needed glasses for near vision and had otherproblems associated with increased age. George Bush (the firstone) was treated for a glaucoma condition, styes and had an unusual blink rate. William Taft was subject to recurrent blepharitis and was once bitten on the eye by a bug. JimmyCarter had eye problems associated with a tear gas episode earlyin his life. Herbert Hoover was almost blind and profoundlydeaf. Richard Nixon exhibited an eye blinking habit ofunknown origin.

James Buchanan, our 15th president, had an eye defect thatforced him to tilt his head slightly forward and sideways whenengaged in conversation. It coincidentally gave the impressionof exceptional courtesy and attention to others. One ofBuchanan’s eyelids twitched which led one of his biographers to

describe Buchanan as a “winking, fidgetylittle busybody.” Zachary Taylor kept hiseyelids half closed to sharpen his vision.He was very myopic and closed one eyewhen reading to prevent double vision.

A pair of glasses aided George Washingtonin preventing dissolution of his army.Washington had received an anonymousletter from a group of unhappy officersstating that if their demands were not met “they would retire to some unsettledcountry.” A meeting was held between thedisaffected army leaders and Washington.As he took the letter from his pocket toshare it with the group, he had troublereading the lines. Pausing to put on hisglasses, he said, “Gentlemen, you mustpardon me. I have grown gray in your

service and now find myself growing blind.” The gestureseemed to affect the men greatly as they remembered past daysof fighting for the American cause and leadership ofWashington. When he left the meeting the officers expressedtheir confidence. A possible coup was averted.

Who knew that Honest Abe Lincoln had a “lazy eye?” His lefteye, according to photos and portraits taken during his lifetime,seemed to deviate up and out. This was especially noted whenhe was excited or fatigued. News reports during the hotly contested 1860 debates with Stephen Douglas describeLincoln’s eye as “rolling wildly” as he spoke. Lincoln’s left eyewas set slightly higher in his head than his right with his lefteyelid drooped a little. When he was ten years old Abe waskicked in the head by a horse. It is felt that he suffered nerve

SECOND GLANCEElmer Friedman, OD

Inside the Eyes of our PresidentsSome of our presidents were great and some not so great. But all had visions of our country’sfuture. Their views covered new concepts involving the country’s progress regarding our economy, security, public welfare, foreign affairs and a copious helping of the many and varied issues that have been problematic to presidents throughout our history.

MAY2012.qxd 4/25/12 3:03 PM

KODAK Unique Lenses give patients increased Rx accuracy

with wide distance and excellent peripheral vision in a digitally-

created full-backside progressive. Computer selected corridor lengths

based on each patient’s frame size ensure an optimal match while

advanced decentration techniques also produce thinner lenses.

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Transitions is a registered trademark of Transitions Optical, Inc. ©2012 Signet Armorlite, Inc.

PREMIUM PROGRESSIVE PERFORMANCE

The full KODAK Unique Lens line is compatible with all major anti-

reflective coatings and is available in a large selection of Transitions® lenses

from Robertson Optical.

Atlanta, GA (800) 929-2765Columbia, SC (800) 922-5525Greenville, SC (800) 223-0890

PICTURE THIS

APR2012_US_Optical.qxd 3/27/12 4:33 PM Page 1


damage that led to a malfunction of his eyelid and the extraocular apparatus. Lincoln suffered with diplopia, at times. Intoday’s day and age, we are sure that efforts would have beenmade to correct his muscle strabismus. But suppose if Lincolnwere alive today and he reached the Oval office with his eyecondition untreated?

It is not hard to imagine the resulting eye fatigue, double visionand even some low grade behavior problems. The White Housemedical staff would probably insist upon corrective surgery. Doyou think the president would pursue surgical intervention?Consider the fact that most people are hesitant to undergoanesthesia and prefer surgery only as a means of last resort.If we will follow our fanciful thinking to another level, howwould Lincoln feel about adopting one of the many modernvision treatments to correct strabismus?

Woodrow Wilson was shocked one morning in 1906 when heawoke to find that he was nearly blind in his right eye. This wasseven years before he was elected the 27th president. He hadsuffered a retinal hemorrhage He was told by his ophthalmolo-gist to rest the eye as much as possible. No other treatment wasavailable at the time. It was determined that Wilson had highblood pressure which might have caused a central retinal veinocclusion. This blockage probably caused bleeding and damagecontributing to his reduced vision. Eventually there was someimprovement in his vision, although, Wilson complained hisgolf game was never again as good as before.

By far the most interesting and dramatic case involves one of our most spirited presidents. Teddy Roosevelt was partiallyblind in his left eye and historians think he had a detached retina. This could have been caused by a blow to the head during one of his many boxing matches or from an earlierinjury suffered during one of his adventurous forays. He relished vigorous pursuits. In addition to his boxing prowess healso enjoyed hunting wild game in foreign lands or leading histroops up San Juan Hill. His was the presidency of “The BigStick,” trust busting and strong nationalism. He often preparedhis speeches on small sheets of paper with large printing andspaces between the sentences to help him see the material during delivery of the speech. Thus the manuscripts were necessarily very thick.

On Oct. 14, 1912, he arrived at the Milwaukee, Wisconsin trainstation shortly after five o’clock. He made his way through thelarge crowd to a waiting automobile that whisked him away to a private dinner party. After dinner Teddy waved to hisadmirers, put on his topcoat with the speech stuffed in one ofthe pockets, and left to head for the Milwaukee auditorium fora campaign rally. As he prepared to step into his car, a manrushed forward and jammed a gun into the ex-president’s chestand fired. As two of Roosevelt’s friends seized the shooter, hewas heard shouting “Any man looking for a third term shouldbe shot.” Roosevelt seemed more stunned than injured butblood began staining his shirt. When Roosevelt removed histopcoat, it was clear what had happened.

The .32 caliber bullet had passed through the thick speechnotes and lodged in his chest. If the speech had not been in hiscoat pocket, the bullet would have ripped straight into hisheart. He demanded to be taken to the auditorium. He climbedto the podium in his blood spattered clothes and announcedthat he had been shot. Roosevelt showed off the bloody speech,unfolded it and, haltingly, began to speak. He made referencesto his manhood, his toughness and his dedication to the nationwhile disregarding his own safety. He declared, “It takes morethan that to kill a Bull Moose.”

Since the assassination of Lincoln in 1865, the nation had suffered through two more slayings of our presidents: JamesGarfield and William McKinley. But for the inadvertent place-ment of a thick large print copy of his speech, Teddy wouldhave been included in their number.

The need for eyeglasses is now universally accepted. Who candeny the added enjoyment of daily life and the difference itmade in the lives of some of our presidents. There is an oldproverb that says, “You can’t control the wind, but you canadjust your sails.” ■

“Who knew that Honest Abe Lincolnhad a ‘lazy eye?’ His left eye, accordingto photos and portraits taken during hislifetime, seemed to deviate up and out.”

Progressivelenses.com

MAY2012.qxd 4/26/12 11:48 AM

MAY2012.qxd 4/26/12 11:49 AM


My Mother’s onset of Presbyopiacoincided with my entry into opticianry. I was “on call” to herfor reading numbers out of the phone book or any font lessthan 10 pt. in the newspaper. After a genetically fortunate,spectacle-free lifetime, she was adamant about not wearing eyeglasses. Finding this to be a deprecation of my occupationand in the spirit of my upbringing towards self-reliance, Ibrought her a 3”x 5” handheld 2X magnifier purchased frommy work using my employee discount.

The fatigue she experienced attempting to maintain a uniformfocal distance from the unstable, unwieldy morning Free Presssubstrate reached an annoyance level equal to mine in nearlythe same length of time. When she finally gave in, I’d marriedand moved out of state, thus missing the joy of performing thatfitting. However, later on, I did have to provide problem-solv-ing corrections for the optician who fit her with Kryptok’s whilefailing to supply monocular seg heights. You can run, when youcan’t abide, but it’s temporary. She kept that magnifier close byfor a very long time.

Several years later, in the 70’s and 80’s, the suburban “Mom andPop” dispensary where I worked was the only listing under“Magnifiers” in the Denver, Colorado Yellow Pages. Known asthe “Mile Hi City”, “One Mile Closer to the Sun” (or “Fun” as Iused to say, considering the number of phone inquiries wereceived), the altitude coupled with “Over 300 Sunny Days perYear” creates an environment rich with a lot more UV exposurethan the average sea-level state capital. The aging retirementpopulation with their UV-accelerated cataract growth was amagnet for ophthalmologists (more MD’s per capita than any

other US city) performing the new lens implant surgery.The post-op recovery time before a new Rx could be given wasa gaping window of opportunity for providing magnifiers of alltypes and powers to patients desperate to continue reading inthe interim.

During this same era, ophthalmologists referred their patientsto independent opticians for prescription eyewear. Medicaldoctors were not in the eyewear manufacturing business; it wasconsidered professionally inappropriate (conflict of interest)and ODs were legally required to have entrances separate fromadjacent retail dispensaries. Since my employer was an independent, not directly affiliated with optometrists becausemost had their own dispensaries, we worked mostly with MDvision prescriptions. However, today, with the emphasis onpatient convenience and an increasing sense of valuing cooper-ation amongst the three “O’s”, the Opportunity and One-stopconvenience shopping concepts present fourth and fifth “O”concepts in the eye care equation.

Regardless of which “O” you are, if you haven’t stocked lowvision aids previously, now would be a really good time to eval-uate how you may be able to integrate them into your practicespecialties mix to assist the growing percentage of agingpatients requiring a variety of low vision solutions. It’s also aneasy way to add an additional revenue stream.

After providing hundreds of demonstrations and searching formodels to fit certain patient-specific needs, my employer and Ifound that a core selection of five types comprised the largestpercentage of sales; not a huge inventory investment, nor

Power Up with the Low Down on Low Vision Aids

MAGNIFIED

LOW VISION ANGLE

Mary Armstrong, ABOC

MAGNIFIED


MAY2012.qxd 4/27/12 2:18 PM

HOYA’S DISTORTION FREE OPTICS WAS VOTED“BEST NEW PRODUCT” BY THE SHOW ATTENDEES ATINTERNATIONAL VISION EXPO EAST IN MARCH.

HOYA’s Distortion-Free Optics integrates four key components—lens materials, design, treatment and mounting system. In addition toeliminating the need for screws, wires or rims, the Avantek MountingSystem offers superior durability in comparison to drill mounts, thecompany pointed out. “As an industry we struggle for the words todescribe why one lens is better than another and we just keep usingthe word ‘better’,” said Barney Dougher, president of HOYA VisionCare. He pointed out, “HOYA Distortion Free Optics with the AvantekMounting System is a complete Vision System which gives ECPs anopportunity for the first time to show theimpact on lens design, based on the materials,AR treatment and mounting approach. It is notoften ECPs can naturally steer the conversationto all of those factors, now they can.”

“In the past, it has been nearly impossibleto make show-and-tell with lenses excitingfor the patient, however our partnership with

HOYA has added a whole new dimension to the conversation.”said Bob Zider, founder and CEO of Avantek, “We have a greatpartner in HOYA, and our collective dedication to innovation andstriving to give the patient the best available, is the driving forcebehind our early success.”

Hoya Corporation is a global technology company traded on theJapanese stock exchange and a leading supplier of innovativeand high-tech and health care products based upon its advancedoptics technologies. Avantek is a privately owned company whichspecializes in bringing new technology to the optical industry. Itwas founded by The Beta Group.

HOYA Distortion-Free Optics Voted “Best New Product” at Vision Expo East

MAY2012.qxd 4/27/12 2:26 PM


storage space taker. All of them were much more affordablypriced than a pair of eyeglasses which was befitting their temporary and/or ongoing occasional use. You will want to sur-vey your clientele lifestyles preferences (which you need to doeven for just eyewear) taking into account considerations likeage, gender, income, hobbies, and purchase accordingly, whole-sale. How about creating your own special assortment:a “Magnificent 7” Kit?, a convention/expo display or officeshowcase centerpiece – a Magnificents idea for a manufactur-er’s rep, as well.

The single most important aspect of mounting this offering inyour business is the personal one-on-one consultant serviceyou provide; try before you buy is not possible on the internet.Although currently there are plenty of recent lens power-selec-tion improvements, generally speaking the higher the power,the smaller the lens diameter. Get prepared for the questionnine-out-of-ten ask when they’ve located the strength lens thatworks for them: “Haven’t you got anything bigger?” They areapplying shoe buying psychology to this purchase: “Do youhave this style in a size larger?”

Without getting into light wave theory, lens power is inverselyproportional to diameter. For this article, I visited more than 25 magnifier catalog websites where you can buy hundreds ofdifferent styles online, but none are able to offer an illustrationor photo of what the user is going to see, because those uniqueexperiences will be different between every user and eachdevice. What you don’t want to have happen is to spend a halfhour showing a customer low vision solutions and then havethem walk out to go buy it online.

Offer them incentives to buy from you on the spot: a discount,multi-item discount, BOGO, or charge for your time, like taking a cafeteria PD; deduct the fee from the purchase price,for example. You should also focus on finding two or more dif-ferent types for different tasks, just as you do for eyewear. As“one size fits all” doesn’t work for everyone, “one style does itall” is also untrue for eyewear and magnifiers. Even two or moreof one model stationed conveniently in different locations is anadvantage to your customer: one at home/one at work; one bythe armchair/one in the car or purse.

Develop your own campaign to get the word out. Market yournew service on your website, and send direct mail announce-

ments to complimentary affiliates with a credit card-sized,promo magnifier included. Solicit involvement with your staffto participate in the exposure informing every customer,supported with table top displays, and encourage word ofmouth.

The decision to offer or expand low vision aids in your businessis an excellent career enhancement opportunity to either initially develop one of your staff as the focal point, have thefocal employee provide the training, or train all your staff atonce. Getting everyone up to speed on the pathologies of con-ditions that create the demand for these aids is rudimentary toopticianry. Start with a session on the causes and symptoms ofMacular Degeneration, Glaucoma, Cataracts, RetinitisPigmentosa (RP), and Diabetic Retinopathy.

Another staff opportunity is community outreach. If you’veever considered retirement/nursing home visits to perform freeadjustments, providing a selection of magnifiers fits right in.

Not to overlook the hobbyists, stamps and coin collecting arethe two top hobbies, neck-and-neck with doll houses. A friendwhom I’d fit with eyewear, I also supplied with a magnifier for his elementary school age daughter to use in her schoolbiology research. Another friend found two vintage paperweight magnifiers at a thrift store which I promptly pre-sented to my grandchildren, an adjunct to the coin collectinghobby I’d started with them. At 50 cents each, they made a greatgift idea, but you could package something similar in your ownshowcase: a flip-out lens attached to its own pocket carryingcase displayed with coin and stamp albums.

Magnifiers are magic conversation starters: “Now you see it.Now you don’t.” My “icebreaker/elevator pitch” began with oneof the two pendant magnifier necklaces I used to wear on thejob and off (one round in gold; one rectangular in white gold –each purchased from magnifier catalogs). People would firstask me if it was in fact a magnifier. Second question was always“Do you use it?” (before my hair turned gray). My reply, “Suredo. Change the point of view to learn something new!” Equalopportunity theatricks are available to the men on your team:Unless they want to attach a jeweler’s loop on their frame temple, sport a monocle on a retractable cord in their jacketlapel buttonhole. Magnificent. ■

MAY2012.qxd 4/26/12 11:51 AM

Photographic demonstration simulated. Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark of Signet Armorlite, Inc. ©2012 Signet Armorlite, Inc.

Picture the world through a different lens.

KODAK CleAR™ Lenses are the clear choice for your patients.

scratch resistance

THE ONLY IN-HOUSE KODAK CLEAR LENS COATING FACILITY IN MINNESOTA!In-house production ensures consistent quality and rapid turn-around.

EXPERIENCE IT TODAY!

Call 800-328-7035.

MAY2012_Ind53.qxd 4/25/12 1:13 PM Page 1

WednesdayJune 20, 2012

Washington Marriott at Metro Center

Washington, DC

FOCUS ON EYE HEALTH:A National Summit

REGISTER NOW!

Register at PreventBlindness.org/eyesummit

Join Prevent Blindness America and other leading

organizations for updates of two very significant

public health reports – Vision Problems in the U.S.

and The Economic Impact of Vision Problems – in

addition to a variety of public health presentations.

®

» Sponsorship opportunities are still available. Please visit PreventBlindness.org/eyesummit or call 800.331.2020 for more information.

....................

Gold Sponsors

Alliance for Eye and Vision Research American Foundation for the Blind American Public Health Association

AMD Alliance International Foundation for Eye Health Awareness Helen Keller International

Lions Clubs International Research to Prevent Blindness ThromboGenics

Vision 2020 USA VisionServe Alliance

Silver Sponsors

....................

MAY2012_Prevent.qxd 4/30/12 11:03 AM Page 2

JUN2009.qxd 2/20/08 4:21 PM Page 23


ADVERTISER PAGE # PHONE # WEB SITE

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

CNS Frame Displays 30 877-274-9300 www.framesdisplays.com

Corning 31 800-821-2020 www.corning.com/ophthalmic

Eyevertise 45 847-202-1411 www.EyeVertise.com

FEA Industries 29, 41 800-327-2002 www.feaind.com

Grimes Optical 42 800-749-8427 www.grimesoptical.com

Hoya Free-Form FRONT COVER 800-818-4692 www.thehoyafreeformcompany.com

Index 53 39 800-328-7035 —

i-see optical 34 800-257-7724 www.iseelabs.com

Jonathan Paul Eyewear 27 888-834-8872 www.jpeyewear.com

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

My Vision Express 43 877-882-7456 www.myvisionexpress.com

National Lens 35, 38 866-923-5600 www.national-lens.com

Nellerk Contact Lens Cases 44 607-748-2166 —

Opticom 23 800-678-4266 www.opticom-inc.com

OptiSource 13, 25 800-678-4768 www.1-800-optisource.com

ADVERTISER PAGE # PHONE # WEB SITE

Optogenics 35 800-678-4225 www.optogenics.com

PediaVision BACK COVER 888-514-7338 www.pediavision.com

Precision Optical Group 15 800-497-9239 www.poglabs.com

Prevent Blindness America 40 800-331-2020 www.preventblindness.org

REM Eyewear 5 800-423-3023 www.remeyewear.com

Reptile Sun 19 800-625-1880 www.reptilesun.com

Robertson Optical 33 800-929-2765 www.robertsonoptical.com

Rudy Project INSIDE FRONT COVER 888-860-7597 www.rudyprojectusa.com

Signet Armorlite INSIDE BACK COVER 800-759-4630 www.signetarmorlite.com

Tech-Optics 43 800-678-4277 www.techopticsinternational.com

Trevi Coliseum 9 866-923-5600 www.national-lens.com

US Ophthalmic, LLC 45 888-334-4640 www.gilohr.com

US Optical 37 800-445-2773 www.usoptical.com

Vision Council 21 800-811-7151 www.thevisioncouncil.org

Vision Systems 42 866-934-1030 www.Patternless.com

ADVERTISER INDEX

MAY2012.qxd 4/30/12 9:48 AM Page 46

MAY 2012 | EEYECAREPROFESSIONAL | 43

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

To advertise, call 800.914.4322, or visit www.ecpmag.com

OPTOGENICSOrder Today,

Dispense TomorrowIn House Digitals & ARs:

Varilux®, Shamir® & Crizal®

ORDER ON:Optogenics.com

Each Invoice = $2 or $3 RebateTel: 800.678.4225Fax: 800.343.3925

OPTOGENICS LABUPS Shipping Overnight

No Xtra Cost for Saturday Shipments

VSP,VBA,VCP Insurance Rx’s To You in

a Week or Less

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.

MAY2012.qxd 4/26/12 11:29 AM Page 47


NationalLens

America’s Leading DiscountContact Lens Distributor

Phone 1-866-923-5600Fax 1-866-923-5601www.national-lens.com

CALL FOR OUR PRICE LIST

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.

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

and 3 anti-reflective coating systems.

Balester Optical provides expert objective advice & consultation

regarding the best lens for each Rx.

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

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

www.balester.com

9¢ONLYEACH

12¢ per unit Printed!

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

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

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!

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

HELP WANTED FRAME SALES

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

collections at moderate prices. If you’rehighly motivated, experienced and have a following we would like to

talk to you.

Preview our Collections at national-lens.com

Please email your letter of interest to [email protected]

or Call 954.730.9244 x221

Sales Representative

WANTEDSunairess is seeking experienced

and aggressive Sales Representativesto market Mustang Eyewear &

Optiluxe Eyewear.Various territoriesavailable including: MI, AZ, AL, WA.

Multi-line reps are welcomed toapply. This is a unique opportunity

for experienced, independent optical professionals.

Gerard Porry, Cell: 305-798-8591,Email: [email protected]

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

NELLERKCONTACT LENS CASES

MAY2012.qxd 4/26/12 11:28 AM Page 48

Maui JimMaui Jim has announcedthat it opened offices inHong Kong’s Coda DesignCentre on April 1. Headedby Andrew Cheung, man-aging director of Maui

Jim Asia Limited, the company will offera full complement of sales, distributionand marketing support services, as wellas its complete portfolio of sunglasses, toopticians and optical stores throughoutAsia. Cheung joined Maui Jim from Bushnell Performance OpticsAsia Ltd., maker of Serengeti and Bolle eyewear brands.

Appalachian College of OptometryCurrently in the development stages, the Appalachian College ofOptometry has named Brian D. Looney, OD, as its founding president. Looney is the president of Looney Eyecare with officesin Virginia and W.Va. He graduated with honors in 1996 with adoctorate of optometry from the University of Alabama atBirmingham’s School of Optometry. The optometry school iscurrently working toward accreditation to offer a four-year doctorate of optometry degree and is projected to admit its firststudents in 2014.

Andrew Cheung

Don’t Forget to Tell Our Advertisers You Saw

it in EEYECAREPROFESSIONAL Magazine

ABO/NCLE APPROVEDCONTINUING EDUCATION

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

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

CE

MAY2012.qxd 4/25/12 3:08 PM Page 49


Vision Expo DiaryFriday morning at the show took a while to get going. Exhibitors were hopeful of aBIG Saturday however. This is probably why we got so much accomplished that day.We were able to spend quality time with old pals and made some new friends as well.

THE GALLERIA AND THE UNDERGROUND seemed brightand cheerful – a pleasant place to be while the main floor wasstarting to pick up. As if to make up for the slow start, the bigvendor booth’s soundtracks were relentlessly loud. After allthese years someone should tell them to tone it down.

We were dropped off by a cabbie at the extreme left hand sideof the Javit’s Center. He didn’t want to go an extra block to getus near the lower set of doors, you know – where the buses pickup and drop off – so we hiked past covered up glass to find anentrance amidst jersey barriers and construction debris.

Speaking of buses – when you stay at one of the official hotelsof the event – don’t you expect the shuttles would come somewhere near your hotel? In our case the nearest pick up anddrop off point was nearly a mile from the place. Actually a half-mile from the Javit’s. Walk a mile to ride a half-mile –interesting concept.

The hotel, The Hampton Inn Chelsea Manhattan 108 West 24th Street – was clean, breakfast was adequate (the coffee wasexcellent), and one of the two elevators was broken. Roomswere tiny but clean. Tiny hallways and noisy neighbors comingand going – like 3:30 AM! Also someone’s dog crying ratherloudly at all hours, thought coyotes were invading!

Neighborhood was uninspiring, needed to walk fairly far to getto much of anything worth seeing – like the Chelsea Market,75 9th Ave. We enjoyed that, great shops and food – including adelicious lobster roll and clam chowder – no, not the red stuff,but real New England clam chowder.

Also good cheap eats at the Dallas BBQ 261 8th Avenue;their ribs are great, a big noisy, good-humored place full of really happy people!

Saturday we decided to get down to Battery Park and take the ferry out to the Statue of Liberty – after checking out thesecurity line (1/4 mile long – no exaggeration!) and realizing I had a money clip with a knife blade in it in my pocket – we decided to take the Grey Line’s little ferry (a one hour trip)instead of the one that lets you out at the statue and Ellis Island.No security line!

We waited over an hour to embark, and then the strangest thinghappened. We were formed into a loose column and literallymarched across the street to a waiting bus. We were then drivento another docking facility where we boarded a very crowdedferry for our ride. Chilly to say the least but it was fun and we had good sightseeing trip.

Well, space grows short; we found a huge flea market in a parking garage across from our hotel (every weekend onSaturday and Sunday – 112 W. 25th St. near Sixth Ave.) And dined that night at the legendary L’Veau D’Or up on 129 E60th St.

The last two activities were fun and really “made” our trip.Hope the Javit’s construction is finished for next year – and I think we’ll be a lot more careful picking our hotel as well. ■

LAST LOOKJim Magay, RDO

MAY2012.qxd 4/27/12 2:21 PM Page 50

Offer KODAK Lenses and increase your capture rate.- Trusted performance and smart price- Exclusive to independent practices- Forbes 18th most reputable brand in 2011- Availability in all major insurance plans

MORE PATIENTS PURCHASING LENSES FROM YOU

PICTURE THIS

INCREASE CAPTURE RATEPRACTICE SOLUTIONS SERIES 1

$48,000Added

Revenue

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. ©2012 Signet Armorlite, Inc. signetarmorlite.com 800.759.0075

MAY2012_Signet.qxd 4/25/12 12:06 PM Page 1

MAY2012_Pediavision.qxd 4/27/12 11:43 AM Page 2

eyecare professional magazine may 2012 issue

Documents