eyecare professional magazine november 2010 issue

Guillaume LeblonArtist

Paris, France

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November 2010 • Volume 4, Issue 35 • www.ECPmag.com

LUXURIOUS EYEWEAR & SUNWEAR / PAGE 6 “HAIR SALON” DISPENSING / PAGE 24

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CLEAR VISION. CLEAN LENSES. CRISP VIEWING.

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. ©2010 Signet Armorlite, Inc.

The Clear Choice For Your Patients

KODAK CleAR™ Lenses feature optical coating technology which makes it easier for patients to care for their lenses.

Even oily smudges and grime wash away with ease.

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Call 800-328-7035.

Ordinary Lenses without Anti-Reflection KODAK CleAR™ Lenses

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Courtesy ofG

rant Italia

LUXURIOUS EYEWEARAppeal to your most fashion conscious patients by offering the latest in Luxury Eyewear and Sunwear.by ECP Staff

HERE COMES THE SUNSunglass development has come a long way and sunwear now hassomething to offer every patient.by Carrie Wilson, BS, LDO, ABOM, NCLE-AC

NEW ORGANIZATION FOR OPTICIANSThe Society for Advanced Opticianry aims to elevate the professionthrough advanced education.by Warren G. McDonald, PhD

“HAIR SALON” DISPENSINGECPs could learn a lot from the pampering experience that beautysalons offer their customers.Ginny Johnson, LDO, ABOC

PRACTICE CONSEQUENCESWithout the threat of real consequences, employees will not changetheir unproductive behavior.by Anthony Record, RDO

OAKLEY AND THE MINERSOakley sunwear was broadcast to the whole world during the rescue of the 33 Chilean miners.by Elmer Friedman, OD

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On The Cover:PERSOL®

www.persol.comEDITOR/VIEW .....................................................................................................4

MOVERS AND SHAKERS.................................................................................14

DISPENSING OPTICIAN .................................................................................30

OPTICAL PHILANTHROPY............................................................................34

OD PERSPECTIVE ............................................................................................38

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

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

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

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

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

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

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

Dee Carew, Harry Chilinguerian, Timothy Coronis,

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

Jim Magay, Warren McDonald, Anthony Record,

Jason Smith, Carrie Wilson

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

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

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

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

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

EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd.Delivered by Third Class Mail Volume 4 Number 35TrademarkSM 1994 by OptiCourier, Ltd.All Rights Reserved.

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

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

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

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

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

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

Copyright © 2010 by OptiCourier Ltd. All Rights Reserved

MagazineEditor / viewby Jeff Smith

W hatever type of practice you are engaged in, you must achieve patientsatisfaction to succeed, which is inevitably going to involve some typeof selling.

One of the simplest methods of selling is through the use of comparison. If it’s a newproduct or procedure, then a comparison is made between what it would be likewithout it and what it will be like with it, in other words the benefit to the patient.This usually involves educating the patient so that they will understand the difference. But be careful, they only need enough information to judge the value,and going beyond that point may at best bore the patient, or at worst make themmore confused. A good approach is to state general principles and then relate themto everyday experiences.

For example, you have determined that AR coating would benefit your patient.You’ve explained that the coating allows all the light to go through the lens resultingin much better aesthetics, but they still are not convinced of the value. You mightthen explain that reflected light is lost and unusable, which is like sitting down toread and turning the lights down – while the coating makes all the light available, socontrast is much improved – a point easily understood by most people.

Frame sales is a major area of potential patient satisfaction, and the varying costsmakes frames more susceptible to price shopping. If your patient doesn’t understand the value difference between a $200 frame and a $50 frame, then cost isgoing to be the primary factor. While style is easily demonstrated, many benefits ofpremium frames are hidden and must be pointed out. Always start out showing thebest quality frames that meet the requirements of the patient, and as you movedown in price, the differences in quality will become apparent.

When showing frames, always put them into the patient’s hands. Doing so not onlylets them feel the material, weight, and quality, but also gives a sense of possessionand ownership. For example, when explaining the benefits of titanium in a highquality drill mount frame, hand it to the patient. When another frame of lesser quality is handed to the patient, they recognize the weight and quality differenceimmediately.

Enthusiasm is the key to successful selling. If you’re not excited about your productsor services, how do you expect your patient to be excited and receptive? Know yourproducts and know you’re giving your patient the best in quality and satisfaction.

EEYECAREPROFESSIONAL

4 | EEYECAREPROFESSIONAL | NOVEMBER 2010

Practice Successful Selling

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1. TuraStyle is always an expression of taste and isn’t limited to one individualarea. This is our perception of the active BOGNER lifestyle: Enjoyinginspiration at the same time as using all one’s senses to learn, experienceand grow. The BOGNER eyewear collection offers distinctive designsand uncompromising quality. www.tura.com

3. alain mikliAvailable Jan 2011, the MATT sunglass collection covers the eyeswith audacious restraint and dressesthem with chivalerous camouflage.The AL1070 is made from celluloseacetate, which is unique and exclusiveto alain mikli. A fashion accessory thatcan host any prescription lenses to fit yourvision while featuring the same gradient-tint mirror effect. www.mikli.com 3

2. Silver DaggerWith uncompromising attention to detail and quality in ourclothing and jewelry designs, The Silver Dagger Eyewear collection continues that tradition with intriguing style andsophistication of extraordinary luxury. www.silver-dagger.com

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4. Revolution EyewearChristian Audigier Eyewear pays tribute to the same hip “Rockand Roll with a soul” attitude that his clothes portray. There are12 styles that come in two colors each. Each frame comes withan embroidered hard case with micro cleaning cloth enclosed.Eight of the styles come with a polarized lens, the rest are NylonShields. www.revolutioneyewear.com

5. Villa EyewearX-Ide introduces 7 new styles, including Drill, which features anacetate front and temples which are a combination of laminatedand stainless steel with engraved logo. Available in 4 color com-bination from bold black to striped blue to a translucent rasp-berry. www.villaeyewear.com

6. Creations In OpticsThe Braccialini Occhiali collection offers a new way to performfashion and style while always in pursuit of details. UsingMazzuchelli acetate, genuine Italian leather, and Swarovski crystals, this feminine collection is designed for the stylish customer who is looking to be different, yet chic and trendy.www.creationsinoptics.com

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Silhouette

Silhouette’s stunning Metal Look collection, crafted withexquisite high tech titanium, skillfully combines pure designand superior comfort lending to this collection’s light, airy feeland distinctive look. Beautifully designed with a dramatic“look-through” split temple design that lends the collection its name, Metal Look is a modern classic perfect for the discerning consumer. www.silhouette.com

Ultra Palm

The new Caviar Collection 5568 features hand set crystalsoffering unique wearable designs. The fronts and temples areembellished by radiant crystals highlighting the detailed work-manship and open end piece designs. www.ultrapalm.com

Morel Eyewear

With its light and comfortable frame, the new ÖGA: Kälkeplays with volume and subtle contrasts. Made from titaniumand combined with injected materials, the line is characterizedby exciting shapes and excellent comfort. The Kälke concept isproduced in discreet blue, grey, black and brown tones and isavailable in a range of 4 color combinations for the 2 metalbrow-bar shapes, and 3 color combinations for the injectedfront shapes. www.morel-france.com

Theo

The spectacles catch your eye through the combination of ametal frame with genuine horn accents. The horn comes fromthe Indian water buffalo, which means that it is of outstandingquality. The horn is collected at abattoirs so no animals werekilled for the horn. The combination of steel and hornensures that the frame is flexible, light and robust. The ear tipsare also in horn. This gives a really pleasant feel to the ears.www.theo.be

Grant ItaliaAlviero Martini 1A Classe is renowned for their beautiful yetfunctional handbags and luggage with the old world mapmotif, great for traveling around the globe. The AlvieroMartini 1A Classe Point of View Eyewear, also made in Italy,incorporates this motif using leather detailing in their collection. They used leather inlays into this plastic wraparound, Model MK0152 color VKLP (polarized lenses)which is the signature piece for the Italian reality showwww.donnaventura.it. www.grantitalia.com

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In-Mass technology. Mid-Index (1.56).Lighter than polycarbonate.Excellent value for money.

The alternative photochromicfor every profile

www.corning.com/ophthalmic

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Evatik

State of the art materials is key for men’s luxury eyewear andmodel E-9028 from the Evatik Collection combines titaniumwith acetate in a specialized wood grain finish. Two-tone coloring, a double bridge and a subtle metal cutout on thetemples add a touch of modern edge style. Available in Size: 57-18-145. www.evatik.com

REM Eyewear

New sunwear additions to the men’s John Varvatos collectioninclude V759 (shown), a squared aviator with “metal wire”wrapped temples for a raw rock ‘n’ roll look inspired by a JohnVarvatos belt buckle prototype. The V756 is small and circularin rich tortoise with a slightly suspicious style, indicative of avintage racer or mad scientist. V758 is a metal and acetatemodified aviator with JV signature integrated spring hinge,while the V757 has a sleek architectural line that runs fromtip-to-tip, perfect for driving.www.remeyewear.com

Trevi-ColiseumNational Lens announces the introduction ofColiseum 95, part of Trevi-Coliseum’s luxury woodframe line. Constructed of the finest quality ofmaterials including spring temples for added comfort. Available in 3 Premium Woods,Mahogany Wood (Meliaceae family, Dark coloredhard wood), Bubinga Wood (Leguminosae family,African Rose wood, medium Red-Brown color)and Ebony Wood (very dense Black wood) Framesare backed by a two year unconditional warranty.www.national-lens.com

Luxottica

The new Tiffany key sunwear designs are inspired by the fanciful key pendent chains of the Tiffany & Co. jewelry collections. Tiffany TF 4043B features a bold square eye shapeoffset by the feminine, graceful appeal of a jeweled key createdwith individually set Swarovski crystals. The key is designed asan integral part of the hinge and temple. This style featuresAPX lenses in gradient grey and brown complimenting framecolors of Black, Dark Havana, and Tiffany Havana.www.luxottica.com

LBI Eyewear

ST. MORITZ Ice 220 is the favored frame for feminine funand fantasy. A full-suspension stainless steel and nylon wirefront, gentle on the face, yet easy on the eye, is Ice 220’s invita-tion to a world of luxury. A dazzling, jeweled accent covers theframe hinge. The décor is an intricate combination of rhine-stones and sparkling ornamentation suggestive of a butterfly.Beautiful in colors Grey, Ebony and Rose, Ice 220 also featuressoft nose pads and is provided in Size: 54-18-135.www.lbieyewear.com

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Classique Eyewearannounces the launch ofthe Lisa Loeb EyewearCollection, inspired byGrammy-nominatedsinger/songwriter Lisa

Loeb’s signature cat-eye glasses, following years ofrequests from her fans.

The initial collection launches with thirteen framestyles for every look and occasion, in up to fourcolor variations per style. The Lisa Loeb Eyewearcollection includes classic pieces in black and tortoise shell as well as embellished temples accen-tuated with rhinestones and etchings. Each frame isnamed after one of Lisa’s songs and constructed intwo & three color zyl laminates. Colors range fromneutral tones to eloquent bursts of rich turquoise,lavender, lemon ice and cherry red.

Classique Eyewear Launches the Lisa Loeb Eyewear Collection

Clariti Eyewear, Inc., a California based distributor ofeyewear frames, was recently awarded a victorious rulingfrom the United States Court of Appeals for the FederalCircuit. Clariti had been sued by Aspex/Contour inMarch 2007 for purportedly infringing two patents formagnetic clip-on eyewear, held under license by Aspex.Clariti markets and distributes AirMag®, an auxiliary sunlens that magnetically attaches to a spectacle frame. On

May 24, 2010 the federal appeals court upheldthe lower court’s dismissal of Apex’s lawsuitagainst Clariti Eyewear.

Dominique Yonemoto, Clariti’s President,said, “We are very gratified that the U.S. Courtof Appeals for the Federal Circuit affirmed thelower court ruling. The decision is a vindicationof our long stated position that our AirMag®

brand magnetic eyewear cannot be held toinfringe Aspex’s patents.”

Clariti initially was granted summary judgment by the U.S. District Court for the

Southern District of New York, which dismissed the caseby holding that Aspex was equitably stopped from pursuing their infringement claims against Clariti. The federal appeals court affirmed that ruling.

Clariti Eyewear Wins Aspex Patent Infringement Lawsuit

For more information call Classique Eyewear at 1-866-5700 or go to www.classique-eyewear.com

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Movers AND ShakersAmerican National Standards Institute

Industry veteran Dick Whitney of Carl ZeissVision has been named chairman of theAmerican National Standards Institute (ANSI)Z80 subcommittee on prescription spectaclelenses. In this new role, Whitney will leadindustry representatives in continued develop-

ment of the Z80.1 standard. He succeeds Daniel Torgersen ofthe Optical Laboratories Association, who served the commit-tee for many years. Whitney currently serves as global standards manager, corporate research and development forCarl Zeiss.

Davis VisionDavis Vision recently named Dave Merwitz itsdirector of retail relationships. In his new role,Merwitz—based in Latham, N.Y.—serves asthe primary liaison to contracted retailers,responsible for “maintaining and enhancingstrategic working relationships with all retail

providers.” Merwitz, a 22-year veteran of the health careindustry, has spent 13 years with Davis Vision.

Emerging VisionSam Herskowitz has been named president ofEmerging Vision’s buying group division.Herskowitz had been president of EmergingVision’s franchise division since July 2007;before that, he was chief marketing officer. Hejoined the company in January 1996. In his

new position Herskowitz reports directly to Glenn Spina,Emerging Vision’s president and chief executive officer. Thecompany’s buying group division includes Combine BuyingGroup in the U.S. and The Optical Group in Canada.

EyenovateEyenovate, Inc. announced that Joseph Zewehas joined the company as the president andchief executive officer. Additionally, the company has changed its name to Eyenavision.Zewe takes over from his brother, David Zewe,who has served as the interim president and

chief executive officer since December of 2009. David Zewewill continue as the chairman of the company’s board ofdirectors.

Transitions OpticalTransitions Optical has named company veteran Dave Cole chief operating officer. Inthis role, Cole will provide regional and globalleadership, and business strategy development

and execution, reporting to CEO and president, Rick Elias. Cole,who started with Transitions Optical when the companylaunched in 1990, most recently served as general manager forthe North American and Australia and New Zealand markets.He will continue to fulfill these responsibilities in an interim role.

Opticians Association of AmericaAt the recent National Opticians Convention,the Opticians Association of America reelectedDiane Charles of Washington State as Presidentof the Association. Ms. Charles is the thirdfemale to be elected President in the organiza-tion’s history and her term of office runs

through September 2011. Charles is a licensed Optician andState Examiner in the State of Washington and is a formerPresident of the Washington Opticians Association. She hasbeen an active member of OAA since 1990.

Guild of Prescription OpticiansAt the recent National Opticians Convention,the Guild of Prescription Opticians (Guild)elected Kathryn Ring, owner of Eye Services ofJackson in Michigan, as Chair of the GuildCouncil. Ring is a Guild Optician who has beenactively involved in the organization for many

years and currently serves as the Guild’s representative on theOpticians Association of America’s Board. She has been hon-ored with the 1994 Distinguished Service Award from theOpticianry Association of Michigan and has been practicingOpticianry since 1976.

Briot USAOptical sales veteran Matt Cevasco has been named presidentand general manager of Briot USA. He reports to MarcAbitbol, PhD, CEO of Luneau Technology, a France-basedsupplier of ophthalmic diagnostic systems, which acquiredBriot USA’s parent company, Briot International, in June,2010. Cevasco replaces Tom Pfledging, who has left the com-pany to pursue other interests. Most recently, Cevasco workedoutside the optical industry from 2007 to 2009, serving as vicepresident of sales and marketing at Gateway Energy Services.

Luxottica USABrittany Bender has been appointed the new TradeCommunications Manager for Luxottica USA. She will play acritical role as she takes a lead position with trade media, pressrelations and the management of the website LuxandMe.com.Bender has a degree in journalism from the University of Colorado, and joins from Rooney & AssociatesCommunications, a public relations agency located in New York City.

Dick Whitney

Diane Charles

Kathryn Ring

Dave Merwitz

Sam Herskowitz

Joseph Zewe

Dave Cole

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NOVEMBER 2010 | EEYECAREPROFESSIONAL | 15

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Safigel™ Signs First U.S.Distributor Agreement with Optical Distributor Group

Safigel™ has signed an agreement with OpticalDistributor Group (ODG) for distribution of its Safigel 1-Day daily disposable contact lenses. As the secondlargest distributor of contact lenses in the United States,ODG will distribute Safigel to Eyecare Practitioners.ECPs will also have the option of having ODG shipdirectly to the patients for whom they are prescribingSafigel lenses. Eric Sharvelle, Safigel President, says that“ODG is an ideal fit for Safigel because they can offerfull-circle service to ECPs combined with an outstandingsales team.”

Safigel is the world’s only hyaluronate contact lens.Positioned at the cutting edge, these contact lenses havethe same natural bio-polymer, sodium hyaluronate (HA),used in many leading dry-eye drops. In keeping withSafigel’s mission to provide new, groundbreaking alterna-tives to ECPs who fit patients with contacts, ODG alsolooks to carry innovative products as one of the largestand fastest-growing independently owned contact lensdistributors. Jeff Rems, ODG President, asserts, “We’reexcited that Safigel chose ODG to help introduce eye-care professionals to the new generation in contact lenstechnology. With the integration of sodium hyaluronateinto their contact lens manufacturing process, Safigelcontacts are a perfect addition to an ECP’s armamentand ideal for patients seeking all-day comfort.”

For more information, contact Scott Orphanos, VP of Sales, 877-SAF-IGEL, Ext. 2, [email protected], or visit www.safigel.com

NOV2010.qxd 10/29/10 10:40 AM


SUNGLASSES are attractive, popular and multifunctional.They can protect the eyes from ultraviolet radiation, decreaseglare and light transmission, and make a fashion statement.Whether they are gray or brown, large or small, expensive or cheap, sunglasses make a statement about the person whowears them.

Early Sunglasses

Although there have been spectacles with dark lenses aroundfor centuries, early darkened glasses were never used for sunprotection or outdoor activities. These early glasses were pri-marily used to block the expression of a judge’s eyes duringjudicial proceedings, to denote societal status or used in exper-imenting with certain visual impairments. The sunglass as it isknown today is actually a twentieth century invention.

The development of the modern sunglass is multifaceted. SamFoster first introduced mass produced sunglasses to the generalpopulation in 1929. He sold glasses on the boardwalk inAtlantic City, NJ in a Woolworth store. When the sunglassesbecame extremely popular with beach going crowd, the brandFoster Grant was born. Hollywood stars of this era began wear-ing the sunglasses to hide their likenesses when in public and toalso hide themselves when they were not at their best. Once the

Hollywood stars were photographed in their sun wear, the pub-lic began emulating them and sunglasses became more popularwith the general public. Foster Grant fanned these flames lateron when they starting using the movie stars to advertise theirsun wear.

The 1930s saw the development of sunglasses for specializedoutdoor activities. Bausch and Lomb was commissioned todevelop sunglasses that would protect pilots from the high alti-tude glare that resulted in temporary blindness. The result wasa dark green tint that absorbed the harmful ultra-violet andinfra-red radiation while allowing the individual colors of thespectrum to pass through in order to maintain color trueness.This color, G-15, was placed into a specially designed frame thathad a slightly drooping eyewire. The extra room in the frameallowed more coverage for the pilot’s eye when they glanceddown at the instrument panel. The sunglasses became availableto the public in 1937 as the Ray-Ban Aviator.

The development and popularity of sunglasses stagnated untilthe 1960’s and 70’s when Foster Grant once again influenced thesunglass market with the very popular advertising campaign,“Whose behind those Foster Grants?” By using film icons suchas Raquel Welch, Peter Sellers, Mia Farrow and VanessaRedgrave, Foster Grant created a desire among the Americanpublic to imitate their favorite icons by wearing sunglasses.

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

Here Comes the Sun:The Beauty of Sunglasses

NOV2010.qxd 10/27/10 3:34 PM

How to Choose the Best Sunglass Color

Today, the average American spends more time than ever pursuing outdoor sporting and leisure activities. Just as oneshoe is not suited to all activities, neither is every sunglass.There are several different color combinations and densities forthe eye care professional to choose from. Some of the mostcommon colors as well as the outdoor activities that they arebest suited for are:

Yellow and Orange: These colors heighten contrast betweenobjects and blue or green backgrounds. Sometimes marketed as“blue blockers”, yellow and orange tints are good for hazy, foggyor overcast conditions because they eliminate blue wavelengthsof light. Not an appropriate color for an activity that dependson accurate color perception, it is an excellent choice for lowlight and indoor activities. A word of caution, yellow and orange can cause discomfort to the eyes when used inextremely bright light conditions.

Rose and Red: Although these colors heighten contrast in partly cloudy and sunny conditions, they may cause significantcolor imbalances. The main benefit to these colors is that theyallow the patients’ eyes to adjust quickly between alternatinglight conditions.

Purple: Commonly used as a fashion tint, dark purple canshade the eye while maintaining natural color perception.

Dark Amber, Brown, and Copper: These colors help reduceglare and perform best in hazy sunshine. They are especiallyadvantageous in improving contrast on grass and against blueskies; as well as activities where glare and depth perception canbe a deciding factor.

Green: A mild, contrast enhancing tint, green is generally usedto reduce eyestrain under bright lighting conditions. A soothingtint, it offers the best contrast and visual acuity of all tints dueto the fact that it allows all of the colors of the spectrum to passthrough the lens with the same percentages that pass throughthe human eye. This means that there is complete color accuracy when viewing objects through a dark green lens.

Common athletic activities that work well with tinted lensesand the best colors for them are:

• Hunting/Shooting – yellow/orange, rose/red, and darkamber, brown and copper, purple

• Cycling – yellow/orange, rose/red, dark amber, brown,and copper, gray

• Fishing/water sports – Gray, rose/red, dark amber, brownand copper

• Golf – dark amber, brown and copper, green, gray

• Winter sports – low light conditions: yellow/orange;normal lighting conditions: dark amber, brown and copper, gray

• Baseball – dark amber, brown and copper, green, gray

Upgrading to Polarized

Tints, although an effective option in sports eyewear, are not asefficient as polarized lenses. Tinting only makes the lens darker,thereby blocking the amount of usable light entering the eyewhile allowing glare to continue to exist. Polarization on theother hand, acts as a filter. Polarization is a film that is inside thelens and acts like a Venetian blind, blocking reflected light thatcauses harmful glare. As a result, colors can be used in a widerrange of outdoor activities with greater efficiency.

Dark Gray – 25% light transmission; truest color recognitionand is ideal for bright sunny days and high glare activities suchas deep water fishing and driving.

Light Gray – 55% light transmission; ideal for being used withtints to create a custom colored polarized lens.

Dark Brown – 25% light transmission; its blue blocker proper-ties are ideal for improved contrast, visual acuity and depth per-ception, and is useful in activities such as driving and shallowwater fishing.

Light Brown – 45% light transmission; ideal for being usedwith tints to create a custom colored polarized lens.

Melanin – 25% light transmission; a relatively new lens to themarket, it contains the pigment that normally occurs in thebody and is ideal for anyone with macular degeneration andworks well in bright conditions and activities in which the lightvaries such as golfing.

Red – 55% light transmission; a high contrast lens that is idealfor low light fishing and as a shooting lens in bright light.

Orange – 50% light transmission; blocks blue light, increasescontrast and is most commonly used for clay target shooting,biking, and skiing.

Green – 60% light transmission; true color balanced lens thatworks well in varying light conditions such as golf and tennis.

Violet – 55% light transmission; increases contrast and darkenscertain backgrounds so it works well with shooting in averageto bright, golfing and for winter sports.

Continued on page 18

NOVEMBER 2010 | EEYECAREPROFESSIONAL | 17

NOV2010.qxd 10/27/10 3:34 PM

Yellow – 80% light transmission; lets in the maximum amountof light so it is good for low light situations such as night hunt-ing and shooting.

Giving Sunglass Lenses the Finishing Touch

Ultraviolet CoatingUV protection, if not inherent in the material, must be appliedto every pair of sunglasses. This is not an option. Providing adark lens without proper protection can cause a greater amountof ultraviolet radiation to enter they eye due to the patient’spupil enlarging behind a dark tint, resulting in damage to theinner structures of the eye. It is the ECP’s responsibility to protect the patient by providing this option to the patient.

Anti-Reflective CoatingLight bouncing off of a dark lens creates a window pane, mirrorlike effect that causes distortion and eye fatigue. To prevent this,an AR coating can be applied to the back of the lens. This worksbest with polarized lenses, however, if the patient requests a tint-ed lens to be coated there are a few things an ECP should keepin mind. Due to the nature of tinting, AR coating can cause atint to look lighter than intended. To prevent this from happen-ing, the ECP should send a sample of the desired color to the labso that the post coated lens will be of the same density.Alternately, the ECP can tint the lens darker than desired andneutralize it back to the desired color. This will prevent the lensfrom fading in density during the multiple lens washings the ARlab will put it through.

Mirror CoatingMirror coatings are a highly reflective coating that is applied tothe front surface of the lens. It can help reduce eyestrain byblocking an additional 10 to 60 percent of light transmission tothe eye. This can be especially helpful when participating inhighly reflective outdoor activities such as water or snow skiing,driving, or at the beach. The ECP should be mindful of thecombination of mirror coating and tinting that the lens willreceive.

Conclusion

Sunglasses are a perfect option for every patient. Just as every-one needs different outfits to fulfill the needs of different occa-sions, everyone needs sunglasses to aid in their various outdooractivities. By matching the perfect sunglass to the patient, theECP combines fashion, function and protection to the patientso that they can achieve optimal vision in all surroundings. ■

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

NOV2010.qxd 10/27/10 3:35 PM

VisionWeb Lab of the Year Honorees are Luzerne Optical, US Optical, and Meridian Optical

VisionWeb, a premier provider of technology servicesto the optical industry, announced last month their honorees for 2010 Lab of the Year. The VisionWeb Labof the Year program, now in its fifth year, rewards specta-cle lens laboratories that have shown exemplary resultsgrowing and maintaining customer loyalty usingVisionWeb. This year’s honorees are Luzerne Optical,Wilkes Barre, PA; US Optical, East Syracuse, NY; and Meridian Optical Laboratory, Phoenix, AZ.

To determine the honorees, VisionWeb measured theability of the lab to retain and grow VisionWeb usageamong their customers, and their willingness and abilityto promote VisionWeb to their customers. In addition,the votes each lab received from VisionWeb memberswere incorporated into the final calculations.

Labs interested in learning more should contactCustomer Service at (800) 874-6601 or email:[email protected].

Home of Luzerne Optical Labs Home of US Optical Labs

NOV2010.qxd 10/28/10 2:57 PM



The 21st Century OpticianWarren G. McDonald, PhD

Professor of Health AdministrationReeves School of Business / Methodist University

WHAT ARE THE THINGS I havewritten about for this great audiencefor the past year or two? Do I reallyhave anything else to add? Does mycontinuing discussion of the need forimprovement mean anything to opticians? I think, from the manycomments I have received from hundreds across the country over thelast couple of years that many agreewith my ideas, but we have somemajor work to do! So today, I submitto you something new and exciting,and I am sure a bit controversial.

I am going to use my entire column this month for a discussionof a new opticianry organization, The Society for AdvancedOpticianry (SAO). Now, I know what comes immediately tomind, “Oh no, another organization. That is all we need.” But Iam here to tell you, this one is JUST what we need. I hope youagree with my assessment.

The Genesis of the Concept

The idea for a new and different organization developed after Iread an announcement from the Certified ProfessionalAccountants (CPAs) who were trumpeting the new, increasedrequirements to sit for their very rigorous certification exami-nation. I marveled at this idea, because it is so foreign to opticianry. Today, to sit for the CPA exam requires a minimumof 150 semester hours of academic credit. This is now 30 semes-ter hours beyond the bachelor’s degree. Wow! This said to methat these folks were serious about assuring that anyone whoachieved this lofty status was well educated and trained. I reallyappreciated that fact, and realized that there are many account-ants out there, but only those with the finest credentials couldactually use the CPA title.

Ergo, my pause for reflection! I imme-diately thought of the various require-ments opticians face across the coun-try (or in 27 states, the lack thereof).In my ongoing research, I find 22states that require a state license. Eachstate varies in what they require andmany hold their own requirements assacrosanct. Few of them will workwith another to make licensure acrossstate lines easy to achieve and I haveoften pondered as to why this is thecase. Is dispensing a pair of spectaclesdifferent in North Carolina and South

Carolina? If not, then allow me to use those states as examples.Why does my home state of NC require a 9-part, 2-day exam,while SC only requires the ABO and a 3-hour practical?Disparate requirements are like that in all of the 22 licensedstates. It is ridiculous...even bordering on silly in some cases.

Also of concern is the real impetus for this work to start with,the ABO/NCLE. In the past, these national board certificationexaminations required a year of experience prior to sitting forthem. Applicants also were required to pay a fee. Now, ratherthan improving the overall quality of the applicant, theABO/NCLE has made it less stringent. Now all that is requiredis a pulse and a fee and boom, you can take the examinations.What affect has this had on the individual taking the exam? Passrates are just slightly over 50%. In the past, those rates were inthe 65% range. What affect has it had on the profession? You bethe judge.

The Discussion Began

I am a long-time user of Optiboard, an online discussion forumfor opticians. This is a very popular sight, owned by opticianSteve Machol. He has done a marvelous job with the site, and Itypically enjoy the material and banter found there. I had been

The Society for Advanced OpticianryAs I was thinking about what I was going to write about this month, some really

exciting things happening in the industry caused me to pause for reflection...

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a member for some time, but had never started a thread,if memory serves me well, until I started one on this subjectentitled Entry Requirements. My argument has always beenthat opticians should be educated formally, and should do farmore in practice than they typically can do now. ComparingCPAs and opticians, I asked if we needed to increase our entryrequirements.

A simple question, it would seem, but not the case in this vastthread. The discussion drew the ire of many, and took off insome weird directions during its 30 pages, and some of it wasnot supportive. Many were angered by my position of requiringan education for opticians, which has always been confusing tome. Why would anyone fight education? I had folks get on thethread and tell me they could never have entered this “profes-sion” if not for the “apprenticeship” route they took to get here,and it would be a shame to do so now. Many forget that physi-cians and almost every other profession began this way, buthave long since abandoned it as an ineffective mechanism totrain professionals.

For the future of opticianry, my position is that we can nolonger allow that kind of training to suffice, and in this worldof advanced technologies, we must better prepare to serve theconsumer. I stand by that concept, and every other health-relat-ed profession must agree, based on their long-ago change toformal education. It appeared that those without an educationwere the loudest against it, which indicates they may have sometrepidation about their future effectiveness if others were betterprepared.

But something else happened that encouraged me tremen-dously. A huge number of people wrote to me privately, and onthe thread indicating their support! I felt very good about that,and appreciated their comments. Several of the folks wanted tohold a meeting, which we did, at the Southeastern OpticiansConference in Atlanta this summer.

The Initial Meeting

This initial meeting brought together opticians from acrossmany parts of the country. South Carolina, Georgia, Ohio,Texas, Pennsylvania, and others were there, and the discussionwas stimulating to say the least. Those who were there listenedto my ideas, as well as those of my close friend and colleague,Dr. Roy Ferguson, regarding the need for a new breed of opti-cian. Each individual there provided great insight and clearlyindicated a need for change, and I felt the best about the futureI had felt in many years.

Important to note here is that Diane Charles, president of theOpticians Association of America, was a guest of theSoutheastern and joined us, along with the Executive Director,Chris Allen. Some in the group were very anti-OAA and did not

want them in the room. These two national leaders knew that,but listened intently to the discussion, taking in stride the neg-ative feelings towards the national organization, and offeringtheir support for the concept. Another national leader, ABOChairman, Curt Duff joined us as well, and provided muchinsight into the ABO and NCLE and their role in the nationalscheme of things. He is a man of great patience and under-standing, and despite some tense moments, saw great value inthe discussion. We found a great deal of common ground inAtlanta, and a second meeting was scheduled at the ABO/NCLENational Opticians Conference in Cincinnati, Ohio inSeptember. Again, there was great dialogue, and we left Atlantawith the organizational support of the OAA and the ABO Chair!

Cincinnati and Beyond

Once the group got to Cincinnati, we met all day Saturday in aroom provided by ABO/NCLE. Further dialogue followed agreat deal of work completed on the Internet in-between meet-ings, and a new entity took shape. It was called the Society forAdvanced Opticianry (SAO), and is a group of like-mindedpeople who see a need for change in opticianry. It will offermemberships to qualified applicants that will be spelled out completely as they take shape. You will be receivingannouncements in the professional journals and trade publications regarding this new group, and I hope you enjoyreading about it.

Generally, to be a member will require a minimum of anAssociate Degree for the initial few years, and a bachelor’sdegree beyond that cut-off date. Member must be statelicensed, if required, and certified by ABO or NCLE at theadvanced level, or a Fellow of CLSA or hold the Master’sCertificate from ABO. Membership will be reviewed by a credentials committee, and we will begin to market the mem-bership to the public, the industry, and the other Os as thebenchmark for excellence, much like that CPA accountants.

Enough of dumbing down the field...let’s move ahead and elevate the field. This will have no affect on licensing or otherindividual state requirements, but will share similar educationand training requirements across the country. We will marketthat to the public. Opticians must have studied every facet ofthe field, not just bits and pieces, so there will be commonbackgrounds among the membership, unlike our current situ-ation. If someone aspires to membership, and has no degree, wecan show you how to get one, using many of the Opticianry credentials they may already have in place.

It is an exciting concept, and one I hope unfolds very rapidly.Look for the announcements regarding this exciting newgroup. ■

NOV2010.qxd 10/29/10 10:41 AM

NOVEMBER 2010 | EEYECAREPROFESSIONAL| 23

Shamir Optical Industry Ltd., Kibbutz Shamir andEssilor International announced last month that they havesigned an agreement whereby Essilor will, through aseries of transactions, acquire 50 percent of ShamirOptical. As a result of these transactions, Kibbutz Shamirand Essilor will each own 50 percent of Shamir Optical.

Headquartered in Kibbutz Shamir, Israel, ShamirOptical is a leader in the fast growing freeform lens tech-nology sector. The company reported 2009 revenues of$142 million, generated mainly in Europe and the U.S.,and has approximately 1,400 full-time employees. Essilor,based in Charenton-le-Pont, is the leading ophthalmiclens manufacturer worldwide.

Under the terms of the agreements between Essilor andKibbutz Shamir, the existing management team of ShamirOptical will remain in place.

The transaction, which is subject to regulatoryapprovals, rulings, the approval of Shamir Optical’sshareholders in accordance with Israeli law and theapproval of the district court of Nazareth, Israel, isexpected to close in mid 2011.

Amos Netzer, chief executive officer of Shamir Opticalsaid, “This venture places Shamir Optical in a position toaccelerate the development of new products and tostrengthen its presence in the market place by usingEssilor’s R&D capabilities, notably in coatings, and itsworldwide distribution network. The transaction will create synergies and provide Shamir Optical with additional resources to invest in its development.”

Hubert Sagnieres, Essilor’s chief executive officer said,“This joint venture represents a strategic addition toEssilor’s business and will strengthen our offer to the mid-tier segment with additional high-quality products.Shamir Optical’s range of products fits closely withEssilor’s. Thanks to our existing network, respectiveexpertise and the potential for vertical cost synergies, ourpartnership will allow us to grow the worldwide opticalbusiness with innovative, new value-added products andservices and to expand our offer to eyecare professionalsaround the world. Shamir Optical will continue to pro-duce and promote its brands, products and services as aseparate business entity.”

Essilor to Acquire 50 Percent of Shamir Optical

NOV2010.qxd 10/29/10 2:03 PM


When was the last time you paid for a professional haircut? Did it turn out to be an awesome experience or a bad hair day?

Have you ever noticed how hair stylists seem to be able to gather personal information and bond so quickly with clients?

It’s like they conduct a verbal lifestyle questionnaire similar towhat ECPs use to determine what is best for the patient, but Idoubt they have to role play it. As soon as you sit down in thechair at a professional hair salon, BAM, it’s all about you. Theydon’t waste time getting to know all sorts of details about yourlife and how they can help you look your very best. Maybe it’sthe fact that a state approved licensed professional is circling thechair holding a razor to your neck or sharp scissors over yourhead that does the trick.

Let the head games begin.

So, how did you like your last haircut? That’s super. How do youfeel about trying something a little different this time that I believeyou will like even better? You mentioned earlier that your hair feelsdry at times. What brand of hair products have you been using? Ican help you with that. So what else has been going on? Wow, areyou serious? Aren’t you married? That’s so good. How many chil-dren do you have? You have one child that has four legs. Ha ha,what your dog’s name? Fido. I bet Fido is spoiled. Do you have afamily photo with you? I’d love to see it. What type of work do youdo anyway? You must travel a lot. Sounds like you stay very busy

with all you’ve got going on. Before you leave today we will makesure we schedule your next appointment earlier in the day. Now,I’m going to be sending you home with a product that will reduceyour split ends and make your hair vibrantly healthy. It’s notcheap but it’s well worth the money. If you would like to relax inthat comfortable chair right there while I go in the back and getJane. Jane goes to the doctor that you were thinking about switch-ing to. Would you like a different magazine and something else todrink? Wait until you see your hair you are going to absolutely loveit. Here are your eyeglasses back. By the way, where did you getthem? They look fantastic on you.

I realize that some of you may not be familiar with salon excel-lence. Maybe you are bald, cut your own hair or think thatsalons are for sissys. The reality is that everyone wants to feelspecial, like there is no other and be pampered from time totime.

So what’s the word on the street, wall, or blog about your dispensary?

Hopefully patients are bragging about you and would never goanywhere else for their eyecare.

To keep them bragging you might want to try playing some ofthese head games:

Pamper Them

What does pamper mean? To treat someone with extreme orexcessive care and attention. It doesn’t matter what the purposeof their visit is, pamper them. Let them know that you reallyappreciate the opportunity to serve them. It’s all about them.

The Mobile OpticianGinny Johnson, LDO, ABOC

Head games it’s you and me maybe

Head games they can help us learn much more

Head games we wanna play the...head games

HEAD GAMESHEAD GAMESHEAD GAMES

NOV2010.qxd 10/27/10 3:37 PM

Deliver their new eyewear to their office or home. Complimentthem. Make them laugh. Offer valet parking. When they leaveyour practice they should feel great about the way they weretreated regardless of the results of their vision health report.

Show Them Empathy

Be sensitive to their feelings and thoughts. Everybody has a story.Listen to them without interruption. Let them know that youcan relate to what they are saying. Nod your head up and down.Something may seem like a big deal to them that you can easilyhelp them with. When you do your very best to help them, itshows, so you won’t have to toot your own horn.

Pick Their Brain

Find out what they like and dislike about their current vision,eyewear, sunwear, contact lenses etc. If they say everything is finethen try asking a few questions. You might find out that every-thing is not fine. Maybe your practice needs to do away with anystandardized lifestyle questionnaires.

Try using some brain picking questions:

Mr. Mark, do the frames with or without nose pads feel more com-fortable to you?

Mrs. Picky, what did your better half have to say about your neweyewear?

Mr. Bore, when was the last time you went to see a good movie?

Mrs. Glare, what time of day do you do most of your driving?

Mr. Worm, have you read any good books lately? How often do yousit outside and read them?

Mrs. Homemaker, I bet your precious little angel tries to grab youreyewear every chance she gets. Let’s keep that in mind when webegin looking at frames.

Mr. See, how are your golf lessons going? What time of day do youpractice? Thanks so much for referring two more of your golf bud-dies to us. It won’t be long before you will be sporting a welldeserved free pair of sunglasses.

Optical head games can be played during business hours. There’sno limit to the number of players. To be able to play you must beable to talk. Ages 3-103. The rules of these head games may varyfrom practice to practice. This will depend on if the owner likesto think outside the box. Please don’t be a loser and play headgames that are unethical. Head games are not meant to harmanyone’s reputation. No cheating is ever allowed. The ECP’s goalwhen playing head games should be to make sure that you let thepatient win and no one will call you a sissy! ■

NOV2010.qxd 10/27/10 3:38 PM

26 | EEYECAREPROFESSIONAL |NOVEMBER 2010


Managing OpticianAnthony Record, ABO/NCLE, RDO

IF YOU guessed “d,” congratulations you are our new champion! In fact, the answer is all of the above. In 1950,Ralph Edwards hosted the wildly popular radio game show

Truth or Consequences, and he announced on the air that hewould air his program from the first city in America thatrenamed itself after his show. Hot Springs – a small spa city inNew Mexico actually took him up on his offer, and renameditself Truth or Consequences. Additionally, after 17 years (1940-1957) the radio program evolved into several differentTV shows, the most popular incarnation hosted by Bob Barkerfrom 1956-1975. Of most interest to us though is the fact

that truth and/or consequences is indeed a fact many practicemanagers and eye care professionals in ownership, leadership,and supervisory roles simply cannot face. Allow me to explain.

As an adjunct instructor for Rockhurst University and NationalSeminars Group, I frequently teach a 2-day seminar entitledLeadership Skills for Managers and Supervisors. It is a verypopular class (for information when this seminar is coming toyour town, call 800-258-7246) that is attended by managers andbusiness owners from all walks of life. Early during the first day,I ask the attendees to share with the rest of the class their challenges – areas of frustration and concern in their supervi-sory roles. As you can imagine, the challenges are numerousand varied. Some complain about a lack of resources, dealingwith difficult people, managing a bullying or clueless boss, timemanagement, delegation, finding good people, getting employ-ees to embrace change, and on and on...Often though I’ll startto hear very specific challenges; for example, employees who:

Make too many personal phone calls

Conduct personal business on the phone

Send text messages during business hours

Are guilty of email or Internet misuse

Treat patients or co-workers rudely

Do not follow the practice dress code

Arrive late for work

Perform their job duties below acceptable standards

Call in sick – even though all their sick time has been

used. And on and on...

Those specific challenges could all fall under the headings of“Substandard Work Performance” or “Inappropriate Behavior.”Sometimes when these challenges are verbalized, if I’m feeling alittle frisky or sarcastic, I’ll ask the attendee, “Why do you thinkthat happens? Why are they late all the time?” Some of theanswers that are offered include: She’s a single mother, trafficjams, personal problems, had to get the kids ready for school,illness, or she knows that her co-workers are there to cover

Practice Consequences

For all the marbles, here is your final question:What is Truth or Consequences?

a. A small town in New Mexico

b. An old TV game show

c. A fact many practice managers just can’t face

d. All of the above

Practice Consequences

NOV2010.qxd 10/29/10 10:42 AM

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for her. Those are all possible explanations for the tardiness (or for any of the other transgressions listed above)on any given day, but I didn’t ask for an explanation. I asked why.

A 2008 Harris survey revealed employees call in sick for the following reasons:

Illness 35%Family Issues 24%Personal Reasons 18%Stress 12%Felt Entitled 11%

This study shows that nearly two-thirds of all absences are forreasons other than illness! A manager needs to be sensitive tothe stress of mere day-to-day survival in the challenging, com-plex world in which we live. Managers who truly are sensitive tothose needs, and are able to communicate that sensitivity bytheir day-to-day actions will have less absenteeism to deal with.

Additionally and anecdotally, I believe 90% of your employeeswill respond positively to your caring concern, and whenappropriate, counseling and coaching. Behaviors will changeand life will go on. But with some people (the other 10%) theTRUTH of the matter is that the only thing they understand isreal CONSEQUENCE. In fact, I also believe that many man-agers are blind to another truism: The people who are in mostneed of change will not change until they feel uncomfortable.May I humbly suggest that the reason why those people whosebehavior is in most need of change never change is simplybecause nothing bad ever happens to them! There is no real(say it together) consequence for not changing.

By the way, writing them up...again, setting up a meeting withyou, them and the doctor...again, talking to them, asking themto change, idle threats, cajoling, ignoring, looking the otherway, holding a meeting with the entire staff to discuss expecta-tions, rewarding other employees, etc....all of those things mayor may not be appropriate actions. But guess what? They alllack any real...consequence!

Once during a conference, one of the attendees raised her handto ask a question. “Anthony...I got this one employee...the doc-tor said I can’t ever fire her...and I done wrote her up twenty-three times...what can I do?” Her frustration was palpable.When she said that she had written her up twenty-three times,I thought she said that in the same way I might say, “I wrote herup a million times.” So I asked her, how many times have youactually written her up. Her response was astounding. “I donetold you Mr. Anthony – twenty-three times!”You see, the young

lady asking the question could not fathom that her employeehad not responded to twenty-three write-ups. Why? Becausethe woman at my seminar was a normal, decent, kind humanbeing who would have responded to the first write up. I was leftwith the daunting task of answering her question by sayingthere is nothing she can do. Her “Problem Child” is simplywaiting for twenty-four. Her real problem is not with heremployee, it is with the owner/doctor who has decreed he willnever fire the offensive employee. He is trying to hold his practice manager accountable for not being able to change theemployee’s behavior, yet he has not given the manager any realauthority to accomplish it. Because I’ve got news for you:That employee knows the doctor will never fire her. The onlyeffective tool: consequence.

Which begs the question:Why does that doctorrefuse to fire the offensiveemployee? There could be dozens of specific reasons. Let’s examine afew.

She has a family. Theeconomy is so bad. Really?If that employee cared asmuch about her family asapparently the doctordoes, and actually valuedher job, perhaps shewould respond to the real

consequence of potentially losing her job.

Trying to be a “nice guy.” Really? Why not think about being a“nice guy” for all your other employees who strive to do a goodjob and have a positive influence on your practice.

She may sue me if I fire her. Possible? Yes. Likely? No. And if youdocument your conversations, and keep good records you havenothing to fear on this front.

It’s so hard to find employees these days. When did being vertical and having a heart beat become the only requirementsto keep a job?

I don’t like confrontation. I wouldn’t want to fire her myself.Nobody likes confrontation...grow a backbone. Better yet, learnhow to handle conflict, appropriately counsel, and if necessary,how to legally and professionally terminate an employee.

No question about it...sadly...sometimes...the truth is: all wehave is consequences. ■

“A manager needs

to be sensitive to

the stress of mere

day-to-day survival

in the challenging,

complex world in

which we live.”

NOV2010.qxd 10/29/10 10:43 AM

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InfantSEE®

and more...What is InfantSEE® and why should we care?

• 1 in 10 children is at risk from undiagnosed vision problems.

• 1 in 30 children will be affected by amblyopia (lazyeye)—a leading cause of vision loss in people youngerthan 45 years of age.

• 1 in 25 will develop strabismus (crossed-eyes)—a riskfactor for amblyopia.

• 1 in 33 will show significant refractive error such asnearsightedness, farsightedness and astigmatism.

• 1 in 100 will exhibit evidence of eye disease—e.g.glaucoma.

• 1 in 20,000 children have retinoblastoma (intraocularcancer), the seventh most common pediatric cancer.

—American Optometric Association

The InfantSee program is the product of a partnership betweenthe American Optometric Association and The Vision CareInstitute of Johnson and Johnson Vision Care, Inc and is managed by Optometry’s Charity™ – The AOA Foundation. Itsmission is to provide all children in the United States with afree, comprehensive eye exam before their first birthday, though9 months is considered the ideal age.

Data compiled from the 2009 InfantSee Weeks, where morethan 1,000 comprehensive eye and vision assessments wereconducted revealed that:

• 1 in 4 premature or minority infants displayed cause forconcern.

• 1 in 4 infants in households with an annual income ofless than $25,000 and 1 in 3 infants in households withannual incomes of less than $15,000 also displayed causefor concern.

Additionally, 2 cases of retinoblastoma were diagnosed.Especially alarming since the usual occurrences are 1 in 20,000.

Since many eye conditions have no visual symptoms, earlydetection by a parent or a pediatrician during a well-babycheckup may prove difficult. InfantSee assessments are comple-mentary to well-baby exams and Optometrists are trained toidentify areas of risk that are critical to vision development.

In late December 2009, President Obama signed into law ameasure that provides nearly $600,000 in new federal resourcesto help expand the scope and impact of the InfantSEE program.The first direct appropriation was sponsored by the late SenatorRobert Byrd (D-WVA) totaled $500,000.

“Many parents of newborns do not know that the most dramaticdevelopment of a child’s visual system occurs within the first yearof life,” said Sen. Byrd. “And it is through early detection andtreatment of potential problems that parents can help ensure poorvision and eye health does not severely affect their child’s ability tolearn and place them at a disadvantage in education and in life.”

The second direct appropriation of $90,000 was sponsored bySenator Tom Harkin (D-Iowa) and will support programexpansion through outreach in Iowa.

“InfantSEE is doing much more than identifying and treating riskfactors that may cause eye and vision problems later in life,” saidSen. Harkin. “They are taking prevention to a new level to ensurehealthier, thriving children and lower health care costs down the road.”

Family history also plays a role in an infant’s visual assessmentand factors that may indicate significant risk include:

• Premature birth, low birth weight, or oxygen used following birth.

• Family history of eye diseases such as retinoblastoma,congenital cataracts, or metabolic or genetic disease.

• Drug or alcohol use during pregnancy.

• Sexually transmitted diseases, cytomegalovirus, or HIV.

• Difficult or assisted labor, which may be associated withfetal distress or low Apgar scores.

In a 2008 survey conducted by the American OptometricAssociation, only 13% of parents made sure that their childrenreceived a comprehensive visual assessment in their first yearand more than 7,600 participating Optometrists have offered tosee every baby in this country, free of charge, during their firstyear of life.

Dispensing OpticianJudy Canty, ABO/NCLE


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Optical Options...after the exam

According to Julbo (www.julbousa.com), manufacturers ofprotective eyewear for all ages, children’s eyes absorb muchmore harmful solar radiation than adults, due in part to a totally transparent crystalline lens and a very large pupil.Protective sunwear is just as important for young eyes as it is fortheir parents. As an ECP, the best baby shower gift you can giveor suggest is sunwear specifically designed for infants. Youmight consider including these very specific and sometimesdifficult to find products in your sunwear displays.

How do you judge the quality of sunwear for infants and tod-dlers? Again according to Julbo, small children, up to age 3, lookup to see everything so they need:

• Substantial coverage around the eyes.

• Flexible frames and strong lenses.

• Dark lenses that provide protection from UV A, B & C.

Julbo’s unique design allows their sunglasses to be worn upsidedown or right side up. They fit no matter what! That’s a greathelp when Mom is grappling with an active child.

Baby Banz (usa.babybanz.com) offers both polarized and non-polarized lens options for infants and toddlers. The frame hasbeen redesigned to include an embedded silicone nose and

brow piece for added comfort. Their testing and developmentwas done in Australia, one of the most demanding UV envi-ronments and have passed the most stringent standards forsunglasses in the world including ASTM compliance. BabyBanz can also be ordered with clear UV-absorptive lenses forchildren who need extra eye protection including children withlow vision, blindness, Stargardt’s Disease, eye injury/surgeryrecovery and other similar conditions. Baby Banz are RX-able.

Whatever happened to...Como frames for babies? Still availablethrough several outlets, most notably at www.solobambini.com,the Como frame has been a favorite of ECPs for many years.Como Infant frames are made in Italy from soft plastic.The frame is hinge-less and is held on the child’s face usingeither a stretch or woven adjustable band. Available in sizesfrom newborn (31-15) to baby (36-14, 38-14, 41-16) and in avariety of transparent colors, they are an excellent choice forcomfort, safety and function. Solobambini also offers its ownframe line of RX-able eyewear for children of all sizes frominfants and preemies to youngsters.

While there are many frame manufacturers who offer framesfor young children, I’ll admit a preference for soft, flexibleframes with a minimum of moving parts for infants.I dispensed them for many years with great success. ■

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34 | EEYECAREPROFESSIONAL | NOVEMBER 2010 Continued on page 36

Optical PhilanthropyLindsey Getz

As the holiday season approaches, why not consider giving back to the community, as this doctor from Oklahoma has done.

Almost 10 years ago Larry Olsen, OD, felt compelled to dosomething more for his community. The owner of Olsen VisionCare, a family eyecare practice in Edmond, Oklahoma, knew hewanted to give back in some way, but wasn’t sure of that nextstep so he turned to prayer. “I prayed that I would be able to getout of my comfort zone and do some mission work,” saysOlsen. “Well be careful what you pray for,” he laughs. “Only aweek later I was talking to a friend about his work at Cross andCrown Mission and was told that what they could really use isa doctor to provide eye care.”

Cross and Crown Mission, a non-profit based in OklahomaCity, is an outreach program that provides basic needs to thosewho cannot afford them including clothing, food, and medicalcare. With that answer to prayer coming so quickly, Olsen knewhe had to make a real commitment to serve the organization.Since then, he has made a deliberate decision to close his officeon Wednesday afternoons to spend the time serving those inneed in the community he loves. His optometric clinic providescomprehensive visual exams and frames and lenses for thosepatients in need.

One of the things this weekly service has taught him is that people in need aren’t only in far away places. “Rather than travel to a third world country, we need only drive 20 minutesinto Oklahoma City to help people who desperately need visioncare,” he says. “My daughter Aubree and I call it our weekly ‘reality check.’ The many blessings we have become very evidentwhen we meet people without jobs or who are from abusivehomes, or maybe even trapped in an addiction to drugs or alcohol. Many are completely homeless, living on the streets.We often wonder: what would these people have done if we didn’t go to serve at this mission?”

EmbracingCommunity

Dr. Larry Olsen helping a patient in need.

Examination room at Olsen Vision Care.

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Having their vision corrected does more than improve thequality of life for these patients in need. For many, it meansmuch more than that. “Many of them tell us they need glassesto be able to get a driver’s license or in order to get a job,” saysOlsen. “There are so many visual needs for so many people. It’sa blessing to us to reach out to them and in a small way, helprestore their dignity and get their lives in order again.”

Besides the act of kindness, Olsen has found that simply talkingto these people in need like they are human beings can changetheir whole attitude. Too many others have ignored them ortalked down to them. “If we could just reach our hands out andgive those in need a little respect, it can help restore theirintegrity,” says Olsen. “That can go a long way.”

Olsen says that his volunteer work for Cross and Crown hasbeen highly rewarding and he’s so thankful for becominginvolved.“There’s real happiness in doing something for peoplethat can’t pay you back,” he says.

But Olsen says in addition to being fulfilling, the experience hasalso been an eye opening one. Many of the patients haveimpacted him over the years. One in particular stands out.“There was one individual who was very smart and I couldn’thelp but ask him how he could have wound up in this position,down and out—completely homeless—when he was so sharp,”recalls Olsen.“I asked him what profession he used to be in andhe told me he was a pharmacist. He just got hooked on thewrong stuff. He lost his family, his house—everything. That’ssomething that could happen to anybody; A few small mistakesthat spiral out of control. It really puts things in perspective.”

Of all the patients, Olsen particularly enjoys working with thechildren. He says it’s been rewarding to make a difference in

their lives. They are innocent victimsand often wind up in horrible cir-cumstances that are completely out oftheir control. Olsen says that restor-ing their vision may only be a smallgesture but even the smallest effortscan go a long way.

The joy he’s gotten in helping chil-dren has also lead Olsen to becomeinvolved in the InfantSEE Program,which is a public health program,managed by Optometry’s Charity, The AOA Foundation, inpartnership with The Vision Care Institute of Johnson &Johnson Vision Care. The program is designed to ensure thateye and vision care becomes a vital part of infant wellness care.Under the program, AOA optometrists provide comprehensiveeye and vision assessments for infants within the first year oflife, regardless of a family’s income or access to insurance coverage. Currently more than 7,000 AOA-memberoptometrists have volunteered to serve as InfantSEEoptometrists. This is an opportunity for many others to serve aswell. Visit www.infantsee.org for more information.

In addition, Olsen has also been involved with VISION USA,another AOA Foundation effort. VISION USA aims to helpprovide basic eye or vision care to uninsured, low-income families, free of charge. In fact, since 1991, more than 340,000low-income working Americans have benefitted from free eyeexams through the program. It’s another great opportunity forAOA doctors of optometry to donate their services to those in need.

And Olsen says there are many moreopportunities like this out there—itsometimes just takes a little bit of timeand effort to find the right one.Everybody has different ways they canhelp, but the opportunities are certainly available. Though it canseem like a burden or timely ventureto become more involved with volunteerism, Olsen says these thingshave a way of working out. In fact,

since he began closing his office on Wednesdays, it has not hurthis business in any way. Olsen says it’s only been a positive experience from the very start. ■

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HAVE YOU or your patients ever experienced thatannoying, involuntary eyelid muscle twitching thatseems to come and then go away? This is called a tic,or more technically a myokymia. Patients who come

into an eye care professional’s office for this problem are oftenconcerned that there may be a serious problem that is occurringto their eyes. Some patients come into my office believing thatthey may be suffering from a stroke or worse. Many patientshave never experienced any problems resembling this andsometimes they think of the worst case scenarios. Usually, it is abenign and a self-limiting condition and is not associated witha disease process.

Muscles are the workhorse of the body. Muscles consist ofmuscle tissues that are made of special cells called muscle fibers.Muscle tissue has the ability to contract, resulting in the contraction and the movement of muscles. There are three categories for muscle: voluntary, involuntary and cardiac.The contraction of muscles can be under voluntary control orinvoluntary control. The movement of an arm or leg would beconsidered voluntary movement – you need to think of theaction before it happens. Food that moves through the gas-trointestinal tract is aided by involuntary muscle control – youdo not have to think about digesting a meal because it happensautomatically or via involuntary muscle contractions. There areseveral types of muscles; striated skeletal, striated cardiac, andsmooth. Skeletal muscle comprises the great mass of the humanmusculature. It has well-developed cross-striations, does notnormally contract in the absence of nervous stimulation, and isgenerally under voluntary control. Cardiac muscle also hascross striations but is different in character due to the presenceof pacemaker cells that discharge spontaneously and uniform-ly. A distinguishing characteristic of cardiac muscle tissue is thatit is able to maintain its contractions without fatigue. Smoothmuscle lacks cross-striations and is most often found in theabdominal cavity and the intestines.

Conditions that can affect muscles include infectious myositis,myopoathy, trauma, paralysis, neuromuscular diseases, lacera-

tions, contusions, myocarditis, myocardial infarction, and car-diac arrhythmia. Any neurological condition, nerve paralysis,central nervous system problem, or peripheral nervous systemproblem can also cause muscle problems. The nerves are the“electricity” that allows the muscles to know how to react.

In the eyelid, myokymia is sometimes referred to as a chronicblepharospasm. It is an involuntary spontaneous, small musclecontraction or tic of the eyelid muscles without the presence ofmuscular atrophy or muscle weakness. It is a local “quivering”of a few muscle bundles within a muscle. It can occur in normalindividuals and can start then stop spontaneously. Patients maynotice a sporadic “jumping” or “twitching” of either eyelid.It can sometimes last up to three weeks per incident.

Every movement of the eyes requires the cooperation and coor-dination of several muscles. These muscles are referred to as theextraocular muscles and encircle the eye or the eyelids. Theeffect of the muscle coordination is expressed in the differentpositions into which the eyes may be placed by their action. Theeyelid muscles and nerves that encircle the eye include the lev-ator palpebrae superioris which is innervated by the 3rd cranialnerve, the oculomotor nerve. Muller’s muscle is innervated bythe sympathetic nervous system. It is a layer of non-striatedmuscle fiber that runs vertically within the eyelids. The orbicu-laris oculi muscle is innervated by the 7th cranial nerve, thefacial nerve. There are two portions of the orbicularis muscle,the palpebral and the orbital. The palbebral portion of the mus-cle is used in the acts of blinking and voluntary winking. Theeyelids are closed by the action of the orbicularis oculi muscle.

The superior oblique is innervated by the 4th cranial nerve, thetrochlear nerve and is responsible for intorsion, depression, andabduction. The superior rectus is innervated by the superiordivision of the 3rd cranial nerve, the oculomotor nerve and is responsible for elevation, intorsion, and adduction.The inferior oblique is also innervated by the oculomotor nerveand is responsible for extorsion, elevation, and abduction. The inferior rectus muscle is also innervated by the oculomotor

OD PerspectiveJason Smith, OD, MS

Eye Muscle Anatomy, Myokymia, and Muscle Problems

NOV2010.qxd 10/28/10 2:59 PM

nerve and is responsible for depression, extorsion, and adduc-tion (turning inward). The lateral rectus muscle is innervatedby the 6th cranial nerve, the abducens nerve and is responsiblefor abduction (turning outward). The medial rectus muscle isinnervated by the oculomotor nerve and is responsible foradduction or convergence. Extraocular muscle problems cancontribute to strabismus, decreased depth perception and stereopsis, loss of fusion, loss of binocular vision, amblyopia,decreased visual acuity, ophthalmoplegias, eccentric fixation,diplopia, head tilting and head turning.

When myokymia occurs, it is believed that the focus ofirritation is in the nerve fibers of the orbicularis muscle. Rarely,eyelid myokymia may occur with a hemifacial spasm,blepharospasm, Meige syndrome, and spastic-paretic facialcontracture. Pontine dysfunction in the region of the facialnerve also has been implicated. Possible factors that can createeyelid myokymia include refraction problems, near point stress,accommodation and convergence difficulties, computer visionproblems, nerve or muscle problems, general stress or anxiety,fatigue, overwork, sleep deprivation, excess caffeine use,nutritional imbalances, allergies, dry eyes, and alcohol use.It can also be seen in patients who have multiple sclerosis.

Myokymia also needs to be differentiated from ocular myopa-thy. Muscular dystrophies or ocular myopathies may affect the

extraocular muscles and can produce ptosis and diplopia.Myasthenia gravis is a chronic neuromuscular transmitter disease characterized by fatigue of muscle groups. It usuallystarts with the extraocular muscles before the larger musclegroups become involved. Initial findings include ptosis whichprogressively becomes worse during the day. Weakness ofconvergence and upgaze are seen and paralysis of the inferiorrectus or lateral rectus muscles can be seen.

Treatments for myokymia include drugs like dilantin, tegretol,neurontin, and botulinum toxin. Many people live with thecondition. Patients need to be reassured that the condition willusually pass. Patients should be advised to reduce or eliminatethe previously mentioned factors that can cause myokymiasuch as reducing caffeine use or by getting more sleep. Localsubcutaneous botulinum toxin injections can provide reliefover a time of 12-16 weeks. Alternative therapies include takingquinine sulfate tablets by prescription only at bedtime for oneto two days. This should only be done under the care of a physician. Drinking quinine water may help but one needs todrink as much as two liters to get a beneficial dosage.Antihistamine drops can be effective and should be prescribedby an ophthalmologist or an optometrist. In very rare and complicated cases, eyelid surgery may be necessary. ■

(References available upon request)

NOV2010.qxd 10/28/10 3:04 PM



Rescued Miners

Thank OakleyThe entire world was recently captivated by the rescue of 33 miners from the San Jose mine in Chile.They were trapped a half mile beneath the AtacamaDesert for an amazing period of 69 days.

Every day of their entrapment and final heroic rescue was doc-umented and released to a world wide public. Conversations ofglobal problems were happily replaced by the amazing eventsthat took place regarding the miners, their plight and finally therescue story that astounded the entire globe. One by one, eachminer was brought to the earth’s surface into the arms of lovedones and the safety of their community. Lo and behold, it wasdiscovered that each miner was wearing an Oakley Path™ orRange® design sunglass of the Radar® series.

It seems that Oakley executives were alerted by a Chilean journalist, Jonathan Franklin, and the Chilean private healthinsurer covering eyewear protection of the miners. The sunglasscompany immediately realized that they would respond with ahelpful gesture to comfort the profoundly dark adapted eyes via35 donated sunglasses. In addition to comforting the dilatedeyes of the victims, it wouldn’t do their public image any harm.The lenses utilize a wrap around shield like design. The lensesare dark with a gray base and black iridium coating.The glasses were originally designed for sports usage such as biking and skiing.

Eye care experts declared their concern of the possibility ofdamage to the retina caused by sudden change of light whenminers come from darkness to bright light. Dr. AndrewHartwick, assistant professor at the Ohio State UniversityCollege of Optometry explained that, “There is a potential forsolar retinopathy, wherein the photoreceptor cells in the eye candeteriorate.” It is known that after a person has been in the dark

for a long period of time the natural protection of theretina in this circumstance tends to diminish.

Dr. Hartwick admits that he was not sure of what the exactlighting levels were down in the mine so that a prediction couldnot be made concerning any vision loss due to the minimallighting conditions. In order to reduce ultraviolet harm to theeye following prolonged dilation, Plutonite® lens material filtersout 100% of all UVA, UVB, UVC and other harmful blue raysup to 400nm. The Radar lenses are coated with a hydrophobicelement that prevents water from leaving marks that canobstruct vision. It is also said to repel mud, oil and dust. Thisaction became of special interest toward keeping the miner’svision clear during the rescue operations with the dust and dirtcaused by the machinery that was used. An added attractionwas the impact resistant specifications according to the standards to be met of the American National StandardsInstitute Z87.1 testing series.

Oakley claims that these standards are exceeded, thereby guaranteeing the miners the best possible vision. Oakley reportsthat the cost of this sunglass is $180, while the media has reported the cost to be between $280 and $450.

Physicians assigned to the health care of the miners also pointed out that medication was prescribed to protect the miners against common germ infections. They were instructedto perform 20 minutes of aerobic exercises each day to preventmuscle cramps during the rescue operation. It was also recom-mended that they fast for eight hours before surfacing.Upon arrival to the surface they were checked for fungal or skininfections that may have been caused by the humid underground atmosphere.

Many companies and commercial groups around the worldcontributed expertise or products connected to the rescue.NASA donated a high calorie liquid product which reducedmotion sickness as the miners were brought to the surface.

Second GlanceElmer Friedman, OD

Oakley Frame: Radar® Path™ – Crystal Black with Black Iridium

NOV2010.qxd 10/28/10 10:05 AM

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iPods were donated by Apple. Gifts were made by variousunions, companies and individuals that ranged from food andclothing, wine, toys and Halloween costumes. Mining and con-struction equipment plus drilling material were graciously con-tributed from many corners of the globe.

Representative of the miners are hoping for book and moviedeals. There is also the strong belief that a lawsuit will belaunched against the mining company. A millionaire Chileanphilanthropist, Leonardo Farkas, contributed $10,000 to eachminer. Trips to famous cities of the world are on the list ofpromises to the miners. But none received the attention andpublicity that Oakley claimed. Hundreds of dramatic photoswere taken and every one showed the miners sporting Oakleysunwear. It soon became a logo for the miners and the operation. Minister of Mining Laurence Golborne, who leadthe rescue asked to wear one of the extra pairs supplied to showhis solidarity to the miners. It soon became the most widelyknown sunglass in the world. It is estimated by some thatOakley received 41 million dollars worth of advertising and itstill continues. Some observers have noted that this could beconsidered the product placement of the year. The rescue eventwas one thing, but coming to the surface looking absolutelyglamorous in their Oakley sunglasses is surreal.

The nation of Chile experienced an astonishing day with theentire world watching in awe as Chileans rallied their supportaround the rescue. Chile president, Sebastian Pinera, had aglobal audience as he greeted each miner emerging from thespecial Capsule. And each miner was wearing an Oakley Radarsunglass. El Presidente Pinera joined the Oakley frenzy soonafter. Media watchers feel that he will take advantage of this newfound dynamite celebrity on the international road. Plans arein the works for trips to London, Berlin and Paris where he willbe making a pitch elaborating on Chile’s favorable financial sit-uation in South America. Pundits sense that the good news“feel” of these recent events will favor Chilean interests abroad.Tourism and Chilean wine production expect an upturn asresult of media exposure. One news reporter comments, “Butthe pair of Oakley sunglasses each miner wore provides acanary in the coal mine of the financial impact of the blanketmedia coverage.”

Yet, Oakley’s charitable gesture is questioned by those who seethe underbelly of the event and consider the other side of thecoin. They claim that suspicion was aroused since it appearsthat the eye wear donation was leaked to the media well inadvance of the rescue. It remains to be seen whether this wasaccidental or not. The positive association with this heartwarming event could only benefit a brand item such as Oakley.The question arises, “Were Oakley’s actions in good taste?”Following are some of the many blogs that inundated the internet and challenge the reader’s thinking.

Felipe Ordonez de Rivera of Spain writes: “Of course this willgenerate huge sales for Oakley. Everyone in Chile will want apair. It may not be one of the ‘high end’ Radar with the speciallenses, but any Oakley frame. Good luck to them. I also hopethat the American drilling company that drilled the rescue shaftgets due recognition in their business growth. As for Chileanwine, it’s worthwhile celebrating this amazing event with caseloads of the superb wines that Chile produces these days.The Argentine wine producers over the Andes in Mendoza willbe green with envy. It’s a pity that the Chilean wines are hard to find here in Spain. By the way, I always wear Ray Ban sun glasses.”

E.W. Mitchell writes: “Sure it was an opportunity and sureOakley is located in a country that is founded upon capitalism(so far). The U.S.A is a country that understands sales andadvertising. Oakley, in my opinion did not take advantage of anear tragedy event. They stepped up to the plate when theirproduct was needed. It could have been Ray Ban or any othercompany. Wouldn’t it be wonderful if, as a result of this dona-tion a percentage of sales profit and growth in Oakley productswill enable them to give toward global mine safety research?”

Ramo writes: “Cool, Oakley, a company worth millions ofdollars gets press all over the world regarding their sunglasses,but the miners will have to deal with physical and psychologi-cal issues for years.”

Andy Healy responds: “This was a fantastic event and a massivechange for Chile’s international image. However, if we sell oursoul to the media it may turn around and bite us. Someonementioned Feb. 27. Most readers will not even know what isbeing referred to. That was the date of the devastating earthquake in southern Chile. Some of the Chilean press oughtto take the time to notice that almost nothing has been doneabout the reconstruction effort since then. Little rebuilding hastaken place and entire communities are suffering with the trauma with no help forthcoming.”

Condorito comments: “Oakley or no Oakley, it was great planning and flawless performance from a fantastic Chile team,not the gods. Also, consider the character of the miners...PuroChile.”

A spokesperson for Oakley provided the necessary final touchwith the following quote, “Our hearts are with the rescue teamand the miners as we hope for a joyous end to the crisis.” ■

NOV2010.qxd 10/29/10 10:46 AM

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Please Call for Volume Discounts

FALL ‘10 LOW LOWER LLOOWWEESSTTCCoolloorr 11 ttoo 55 66 ttoo 1100 1111 && OOvveerr

IMPRESSIONS COLORS 19.95 19.75 1188..9955JJoohhnnssoonn && JJoohhnnssoonn 11 ttoo 55 66 ttoo 1100 1111 && OOvveerr

ACUVUE OASYS 22.50 21.75 2211..2255ACUVUE 2 14.50 14.25 1133..9955

ACUVUE ADVANCE 17.95 17.75 1177..5500ACUVUE 1 DAY MOIST 19.95 19.75 1199..5500

ACUVUE 1 DAY MOIST 90 PACK 47.95 47.25 4466..7755BBaauusscchh && LLoommbb 11 ttoo 55 66 ttoo 1100 1111 && OOvveerr

PUREVISION 27.95 25.95 2233..9955SOFLENS 38 11.95 11.75 1100..9955

SOFLENS 66 TORIC 19.25 19.00 1188..9955SOFLENS MULTIFOCAL 28.95 28.75 2277..9955

SOFLENS 59 9.25 8.95 88..7755CCooooppeerrVViissiioonn 11 ttoo 55 66 ttoo 1100 1111 && OOvveerr

AVAIRA 18.95 17.95 1155..4499BIOFINITY 24.50 22.50 2200..5500

BIOMEDICS PREMIER, XC, 38% & 55% 15.95 13.95 1111..7755EXPRESSION OPAQUE-PLANO 21.95 20.95 1199..9955

FREQUENCY 55% & ASPHERICS 12.45 12.35 1122..2255PROCLEAR 23.49 21.49 1199..4499

PROCLEAR 1 DAY 90 PK 37.95 37.50 3366..5500CCIIBBAA VVIISSIIOONN 11 ttoo 55 66 ttoo 1100 1111 && OOvveerrAIR OPTIX AQUA 26.74 24.74 2222..7744

AIR OPTIX FOR ASTIGMATISM 36.95 34.95 3322..9955AIR OPTIX NIGHT & DAY AQUA 40.95 39.50 3388..4499

DAILIES AQUA COMFORT PLUS 90 PK 39.95 38.50 3366..9955FOCUS DAILIES 30 PK 12.95 12.75 1122..5500FOCUS DAILIES 90 PK 33.25 31.25 2299..2255

FOCUS MONTHLY 14.95 12.95 1100..9955FRESHLOOK LITE TINT 14.45 14.25 1122..9955

FRESHLOOK COLORS/COLORBLENDS 24.50 23.75 2222..7755O2 OPTIX 15.75 15.25 1144..7755

NEWLower Prices Highlighted!

SEPT2010_National.qxd 8/31/10 3:37 PM Page 1

Advertiser Index

ADVERTISER PAGE # PHONE # WEB SITE

21st Century Optics 37 800-221-4170 www.21stcenturyoptics.com

Classique Eyewear 13 866-604-5700 www.classique-eyewear.com

CNS Frame Displays 23 877-274-9300 www.framesdisplays.com

Corning 9 800-821-2020 www.corning.com/ophthalmic

Cotton Club 11 866-923-5600 www.national-lens.com

Creations In Optics BACK COVER 877-971-1020 www.creationsinoptics.com

Drivewear 31 888-807-4950 www.drivewearlens.com

EyeBase–Mountain Computer 25 800-364-3930 www.eyebase.net

Eyevertise 39 847-202-1411 www.EyeVertise.com

FEA Industries 29, 43 800-327-2002 www.feaind.com

Grimes Optical 47 800-749-8427 www.grimesoptical.com

Index 53 INSIDE FRONT COVER 800-328-7035 —

LBI 35 800-423-5175 www.lbieyewear.com

Luzerne Optical 21, 33 800-233-9637 www.luzerneoptical.com

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

National Lens 18, 45 866-923-5600 www.national-lens.com

Nellerk Contact Lens Cases 49 607-748-2166 —

Optical Specialists 44 800-313-6627 www.opticalspecialists.com

Opticom 46 800-678-4266 www.opticom-inc.com

OptiSource 5 800-678-4768 www.1-800-optisource.com

Optogenics 15 800-678-4225 www.optogenics.com

Persol FRONT COVER 800-500-LENS www.persol.com

SECO International 51 770-451-8206 www.seco2011.com

SEIKO Eyewear 27 800-235-LENS www.seikoeyewear.com

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

Three Rivers Optical 41 800-756-2020 www.3riversoptical.com

US Optical 19 800-445-2773 www.usoptical.com

The Vision Council 13 703-548-4560 www.thevisioncouncil.org/ecp

Vision Systems Inc. 32, 48 866-934-1030 www.Patternless.com

Younger Optics was honored with three Awards of Excellence atthe recent OLA Annual Meeting on October 8th in Las Vegas. Since winning the first ever OLA Award of Excellence in 1987,Younger Optics has received a total of 22 OLA Awards.

One of the awards this year recognized Younger’s most significantlens innovation of 2010: NuPolar® Trilogy® – Visual Armor®. This standout lens won Best in Lens Materials. This is YoungerOptics’ fifth Award of Excellence in this category. The companywas also a winner in the Best in Marketing category for itsNuPolar® Glare Wheel Demonstrator. Younger Optics also wonan Award of Excellence in the Best in Accessories category for the Drivewear® Owner’s Manual.

NOV2010.qxd 10/29/10 2:10 PM

NOVEMBER 2010| EEYECAREPROFESSIONAL | 47

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

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo advertise please call 8

00

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4.4

32

2, or visit w

ww

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• Photochromic Coating Technology

• High Index 1.67

• Exceptional fading speed

• Available in Single Vision andKODAK Unique Progressive Lens

The powerful, fast-reactivephotochromic lens.

www.corning.com/ophthalmic

1-800-OptiSource (678.4768)

• Eyewires • Hinges • Spring Hinges • Self Aligns

• Self Taps• Includes

Stay Tight Thread Lock

Assembly & Repairsin Half the Time....Guaranteed

Patent Pending

Exclusively Distributed by

Screw it in, Snap it off

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

NOV2010.qxd 10/27/10 3:39 PM



National LensAmerica’s Leading Discount

Contact Lens Distributor

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

www.national-lens.com

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

and 3 anti-reflective coating systems.

Balester Optical provides expert objective advice & consultation

regarding the best lens for each Rx.

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

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

www.balester.com

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo

adv

ertise

ple

ase

call

80

0.9

14

.43

22

, or

vis

it w

ww

.ecp

mag

.com

Step into Three RiversOptical’s “O” Zone.

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

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

in bifocal lenses.

Get in the “O” Zone Today

800.756.2020www.threeriversoptical.com

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

email: [email protected]

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

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

WHEN SKILLED HANDS usingstate of the art technology come

together the result is precision bench work. We pride

ourselves in producing edge workthat is light years ahead of our

competition.

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

The Premier Laboratory for

In House DigitalFreeForm Lenses

HELP WANTED FRAME SALES

Interested in sharingyour Optical insight with fellow ECP’s?

If you would like to writefor the fastest growing

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

areas of expertise to: [email protected]

6 for 5 on Digital Lenses;

ses:In House Varilux Digitals

Definity PAL & short

Digital Lenses & AVANCE AR

A Winning Combination

Ideal Advanced Digital

Accolade Freedom Digital

OPTOGENICSOvernight Service

on AR & Digital JobsAR’s In House:

Crizal, AR24, AR15, Zeiss

Check our Prices & Specials andOpen your Acct. on Optogenics.comDemo log-in username: “optouser”

password: “loveit”

Tel: 800-678-4225Fax: 800-343-3925

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

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

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

currently available.

Preview our Collections at national-lens.com

Please email your letter of interest to [email protected]

or Call 954.730.9244 x221

6 for 5 on Digital Lenses

All Varilux and Definity lenses

OPTOGENICSis a Full Service Surfacing and Digital Lab

Shipments OvernightUPS including Saturdays at no additional charge

Orders Received & Shipped OvernightVSP & VCP & VBA Approved

NOV2010.qxd 10/27/10 3:42 PM


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

Your most cost effective merchandising tools!

Arch Crown, Inc.460 Hillside AvenueHillside, NJ 07205

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

e-mail: [email protected]

INC.

TM

Framedisplays.comis the leading provider of opticalframe displays for ophthalmic

dispensing professionals. Productsinclude optical eyewear and

sunglass displays in addition tolockable, rotating, standing, wall

mount and slatwall frame displays.Call 877.274.9300

for info and catalog.

LOW PRICE LEADER SINCE 1949

Factory Direct Savings on Fully Stitched Slip-in Cases

Clamshell Cases Lowest Pricesin the Industry

Molded Plastic & Children’s Cases

Huge Saving on Microfiber CleaningCloths and Spray Cleaner

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

http://www.LBI.biz

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo advertise please call 8

00

.91

4.4

32

2, or visit w

ww

.ecpmag.com

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

polarization. Drivewear is thefirst polarized photochromiclens to darken behind the

windshield of a car.

www.drivewearlens.com

NELLERKCONTACT LENS CASESNELLERKCONTACT LENS CASES

9¢ONLYEACH

12¢ per unit Printed!

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

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

CEABO/NCLE APPROVEDCONTINUING EDUCATION

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

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

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

Safety bevels and Grooves!

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

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

F E A Industries, Inc.FULL SERVICE LABORATORY

A/R AND MIRROR COATINGS

Tel: 800-327-2002

Fax: 800-955-7770

WEBSITE www.feaind.com

• Videos

• Invoice Lookup

• On-line Ordering

• Real time job tracking

• Account Statements and balances

• Technical & Processing Information

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

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

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

you do then give us a shot.

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

Rudy is Sport RX. Rudy Project is Italian for cutting

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

Contact us.www.rudyprojectusa.com or

888-860-7597

NOV2010.qxd 10/27/10 3:40 PM

On November 6th there will be a ColePorter Concert. In Worcester! Not atMechanic’s Hall, not at the DCU Center,but at a great intimate three-year-oldvenue called Nick’s Bar & Restaurant.

Nick’s has entertainment every night and is in a repurposed barlocated near my grandmother’s old three Decker in a decidedlydownscale neighborhood. Worcester, in case you don’t know –is the second largest city in Massachusetts. Located in the Heartof the Commonwealth halfway between Boston andSpringfield, Worcester was a thriving industrial city for yearsbut like most rust belt places it has fallen on hard times in theglobalized age.

Like many places in America, Worcester has few choices – bootstrap yourself up or cry about it and decline even further.

We are reinventing ourselves day-by-day, venue-by-venue, newarts groups, new social opportunities, better quality of life,putting stimulus money to work refreshing tired infrastructure.Building great new restaurants and galleries. Electing politicianswho “get it!” Educating a new generation of folks who want abetter life.

Worcester is certainly not alone in this – for the past few weeksI’ve seen articles on the up and coming arts scene in the industrial ruins of Detroit, a vibrant new food culture in diverseplaces like Portland ME, Philadelphia, PA, Traverse City, MI,and many others.

Editor in Chief Dana Cowin of Food and Wine website writes,“A list (all editors love lists) of seven things a city needs to be considered an amazing food destination. Here are my sevencriteria:

1. Markets that make great ingredients accessible.2. Artisan stores dedicated to singular perfection:

bread, espresso, chocolate, ice cream.3. An exciting wine scene and interesting sommeliers.4. Sophisticated cocktail programs and bar chefs.5. A new generation of young chefs with fresh ideas.6. Destination restaurants.7. Maverick chefs.

I couldn’t agree more, a great food scene is an underpinning to a solid rebirth. Worcester is closing in on all of the seven criteria on the list. New restaurants of all description, farmer’smarkets, nearby artisan producers of cheese, grass fed beef,organic produce, and forage items like mushrooms and fiddle-heads. The bar scene is returning (to be sure, you can still get aBud Lite or a CC and Seven – or a custom designed cocktail,or even an absinthe tasting!)

Worcester has groups like Worcester Local First, Arts Worcester,and “WOO” The Worcester Cultural Coalition oversees theWOO Card – a program designed to open the door toWorcester County’s vibrant cultural community. Cardholdersreceive discounts and special offers for cool concerts, dynamictheater, unique museums, magical music, street festivals,outdoor adventures and more – throughout Worcester County,throughout the year!

Well, “absinthe makes the heart grow fonder” and how couldyou not love an underdog city rising from the ashes ofoff-shored jobs, closed steel mills, vacant department stores,and Wal-Mart’s springing up on the outskirts! ■

Unrelated Note:Trufocals; the subject of last month’s column, are now to be calledSuperfocus, same fine product but with a new more meaningfulname attached.

Last LookJim Magay, RDO

Old Cities — New HopeOld Cities — New Hope

NOV2010.qxd 10/29/10 10:47 AM

®

THE BEST VALUE IN OPTOMETRY!

OPTOMETRIST CONTINUING EDUCATION PROGRAM

104 Total Continuing Education

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$350 Early Registration Fee

includes:

ALLIED OPHTHALMIC PROFESSIONALS CONTINUING

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2-6MAR 2011

3-6MAR 2011

OCT2010_SECO.qxd 10/1/10 10:25 AM Page 1

NOV2010_Creation.qxd 10/26/10 2:17 PM Page 1

eyecare professional magazine november 2010 issue

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