eyecare professional magazine september 2011 issue

NEW RELEASES FOR THE FALL / PAGE 6 IS THE END OF MYOPIA IN SIGHT? / PAGE 38

September 2011 • Volume 5, Issue 45 • www.ECPmag.com

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Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. ©2011 Signet Armorlite, Inc.

Picture This...YOU at The Big Game

Grand Prize Trip for Two to The Big GameFor a list of participating labs, promo details or

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participate in this promotion. The promotion consists of an incentive program for the PracticePlus member to earn a $50 gift card and a sweepstakes for the

and a purchase will not improve your chances of winning the sweepstakes. Open only to PracticePlus members that are legal residents of one of the 50

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Courtesy ofA

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FALL EYEWEAR RELEASESUsher in the new season with latest releases in eyewear and sunwear.by ECP Staff

USING EBAYOnline auction eBay can provide a great outlet for buying and selling obscure or unwanted merchandise.by Anthony Record, RDO

PRACTICE EVALUATIONPerform a SWOT Analysis on your practice to identify opportuni-ties, weaknesses and external threats.by Warren G. McDonald, PhD

“VET” DISPENSINGECPs could learn a lot from the excellent customer service that veterinarians offer both animals and owners.by Ginny Johnson, LDO, ABOC

DEALING WITH REMAKESEvery practice needs a remake policy that is understandable,reasonable, and enforceable.by Judy Canty, ABO/NCLE

MYOPIA MAY BE HISTORYRecent scientific discoveries could significantly decrease the prevalence of myopia worldwide.by Elmer Friedman, OD

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EEYECAREPROFESSIONALMagazine

Features

Departments

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

INDUSTRY PROFILE........................................................................................18

PRACTICE MANAGEMENT.............................................................................30

THE FASHIONABLE ECP.................................................................................34

OPTICAL PHILANTHROPY............................................................................42

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

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

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

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SEPTEMBER2011

Vol. 5Issue 45

On The Cover:RUDY PROJECT [email protected]

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

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

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

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

EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd.Delivered by Third Class Mail Volume 5 Number 45TrademarkSM 1994 by OptiCourier, Ltd.All Rights Reserved.

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

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

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

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

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

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MagazineEditor / viewby Jeff Smith

Every ECP dreads dealing with that select few of patients who make everyone’slife more difficult. The key when working with these type of patients is toslow things down and listen. Give them the lead and extra space if they need

it. Many people find the buying environment stressful, and may manifest their anxiety in several ways. It is important to recognize these personality types andrespond to them appropriately.

When dealing with a suspicious patient, they are going to try and find an ulteriormotive no matter what you tell them. Because of their suspicious nature, they fearthe failure in not seeing inflated claims and buying unnecessary or over-pricedupgrades. It is important that this type of patient be shown the benefits in as concrete a form as possible. Let them hold the frames while you are discussingframe material, and bring out the demos when selecting lens options. Also, sincetheir primary motivation is not monetary, be leery of offering excessive discountswhich could make you seem anxious to make the sale.

There are two different types of controlling patients. Some patients are used tobeing in charge and will simply head for the frame boards to begin their selectionsin short order. Allow them to lead, as they are usually fairly easy to guide toward theappropriate frame styles. Offer general suggestions, and maintain a critical eye asthey try on different frames.

The other type of controlling patient is much harder to deal with, since their behavior actually stems from a lack of confidence. Often they lack a sense of controlin their everyday activities and over-react to the perceived control accorded a cus-tomer and may become unreasonably demanding. It is important they are treatedwith respect and gently guided to any suitable selections. Avoid direct confrontation,even when they demand an inappropriate frame or lenses, as this can lead to evenmore demanding behavior.

Then there is the angry patient who just seems mad at the world. If the reason issomething that has occurred at the practice, such as a billing or appointment issuefor instance, try to resolve the problem or offer a reasonable explanation before continuing. Quite often, the underlying cause has nothing to do with you or thepractice, and may be something as mundane as having been cut-off while driving in to make the appointment. If the patient wants to talk about the incident,acknowledge the problem and move on, keeping things light and fun.

It is important to remain calm and professional when dealing with difficult patients.Don’t rush through the process of selection and explanation of benefits. They maybecome impolite or even rude at times, but you must not let that upset you. Takethe time to listen to their concerns and needs, look at their body language andrespond appropriately, and work to gain their trust. Very often, once that trust issecured, they will become your most loyal patients.

EEYECAREPROFESSIONAL

4 | EEYECAREPROFESSIONAL | SEPTEMBER 2011

Patient Psychology

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1. AllisonThe new Missoni Collection could be described as vintageflavor meets the striped touch, with bas-relieves on laminateddetails and personalized acetates switched on by colorfulpatches on temples. The color combinations are studied with the direct creative support of Margherita Missoni, look-ing to express the maison’s mood by the mix of materials,colors and pattern. www.allisonamerica.com, www.allison.it

3. MYKITASwiss architect Le Corbusier’spreference for thickset horn-rimmed glasses inspiredMYKITA and fashion designerAlexandre Herchcovitch tocreate two new sunglassesmodels for spring/summer2012. Factors behind the evolution of REGINA andGOLDA were the new inter-pretation of the classic 1930sdesign and the finding of anew color palette. The colorsare Vanilla, Rose, Stone andBlack. www.mykita.com

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2. Revolution EyewearThe Beatles Yellow Submarine Eyewear Collection from Revolution Eyewear features the new technology HDA – which stands for High Definition Acetate along with BMT – Beautiful Metallic Touch in thetemples. www.revolutioneyewear.com

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5. Mosaic Eyewears.Oliver SELECTION combines stylish business looks with elegant fashion. This eyewearcollection convinces with clean styles from conventional elegant up to fashionable sporty.s.Oliver SELECTION focuses on young modern men and women with a feel for qualityand elegance. www.soliver.com

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4. Classique EyewearThe Lisa Loeb Eyewear Collectionnow includes new frame styles in larg-er eye sizes, with stronger cat-eye andretro inspired shapes. Richer tortoiseshades are available in classic tortoise,warm tortoise chiraz, duo tones invibrant turquoise, sky blue and lushlavender. Embellished temples includesprinkles of rhinestones and cloisonnédesigns. www.classique-eyewear.com

6. Zero G EyewearDesigned in California andhandcrafted in Japan from flatsheet titanium – the lightest,strongest material in the world,Zero G Eyewear has becomeknown in the industry for quality, durability, and style.NOLITA’s bold, distinguishedlook takes inspiration from atimeless, plastic sunglass, whileits titanium design provides ultimate lightweight comfort.www.zerogeyewear.com

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Marcolin

The Diesel Eyewear 2012 sunglasses collection features a newcollaboration between Marcolin and Diesel. The contrast ofshiny and matt material and the contrast colors on frame andtemples emphasizes its multifaceted design. The black andblue Double Trouble is meant to be worn by men and theivory and petroleum model by women, while the military colors are designed for both. www.marcolinusa.com

Mondottica USA

The Larger Fit Collection by Hackett London is a classic men’seyewear collection which caters to men of all ages who wish todress stylishly. In order to accommodate all Hackett gentle-men, the Hackett London eyewear collection offers a range oflarger eye sizes on select models from size 58 to 62 with 150temple length. www.mondotticausa.com

Jonathan Cate EyewearThe Rogue™ collection has always beenthe forefront of style and fashion in theJonathan Cate lineup. Taking styling cuesfrom the 1920’s 30’s & 40’s these framesare full of moxie and are truly the cat’smeow. The Dapper Dan has a classic 20’slook with an asymmetrical round eye-shape using beautiful hand-cut zyl and aMonel bridge and hinge engraved withbeautiful filigree. www.jonathancate.com

adidas Eyewear

The TERREX FAST is distinguished by its light weight,modern design, simple handling and superior functionality.This multi-tasking performance sport model easily transformsinto a casual pair of sunglasses by removing the detachableQuick Shift Foampad. For those requiring visual correction,TERREX FAST can be fit with the adidas Eyewear opticalPerformance Insert™. www.adidas.com/eyewear/outdoor

Trevi Coliseum EyewearCotton Club 280is constructedfrom the highestquality materialsand defines theconcept of styleand luxury. Madeof carbon fiberwith rubberizedtemples for com-fort and adjusta-bility, it’s avail-able in 3 colorswith strikingcontrast. Made inItaly and backedby a two yearwarranty. Soldexclusively inNorth America by National Lens. www.national-lens.com

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R & R Eyewear

The past meets the present with the new Bellagio 695. Thisstylish frame brings back a vintage eye shape with newEuropean design and color. With its bright two tone colors,the Bellagio 695 is sure to turn heads. www.rreyewear.com

Scheyden Precision Eyewear

Co-designed by founder Jeff Herold and industry veteranPatrick Hussey, the Albatross and Mustang (shown) stylesprovide the ultimate in optical clarity and comfort. Albatross’aviator-like frames are ideal for nearly every face type, whilethe navigator-style Mustang better suits a medium to largerfit. Constructed with the finest materials, they feature anultra-lightweight titanium frame front and temples for com-plete comfort. www.scheyden.com

HilcoThe Leader Rx Sunglasses collectionfeatures sporty 8-base wraparoundstyling with the processing ease andoptics of standard Rx lens mount-ing. Now, patients can choose achic, classic white frame option inour popular Circuit and Elite styles.Each Leader Rx Sunglasses product issupplied with plano polycarbonate sunlenses in standard Rx adapters, a deluxecarrying case, microfiber cleaning cloth, andsport strap. www.hilco.com

Spy Optics

The Vaughn, in matte black, features bold styling and is fashioned in rich handmade zyl acetate. Custom metal logodetailing and unique beveling along the temples speak to theSPY design aesthetic, while spring hinges ensure that theframe fits comfortably on your face. www.spyoptic.com

Baby Banz

The new retro style Junior BanZ features UV400 polarizedpolycarbonate lenses and sturdy frames, while offering newshapes and temples for the protection and style older kidswant. Junior BanZ also come with their own color coordinat-ed neoprene carrying case complete with zipper clasp as wellas a removable neoprene strap for active girls on the go.usa.babybanz.com


LINDBERGThe new LINDBERG 3Starline is rimless with a fullerand more visible front butwithout compromisingthe LINDBERG core values, comfort and light-ness. LINDBERG’s unique universe of exciting surfaces and colors laysthe foundation for yetanother uncompromising eyewear frame system withunlimited possibilities. A typical feature of these frames isthe possibility to select different bridge shapes and sizes whichcan be combined with several temple lengths to ensure thebest possible customized fit. www.lindberg.com

Jee Vice

Jee Vice’s “A Sacrifice to Sophistication” is apreppy thin-rimmed frame with an intricatemetal bridge, inset crossbar, and round metalrivets. This is a fun, vintage inspired frame thatis flattering on all faces. When it comes to styleand affordably, this frame makes no sacrifices.www.jeevice.com

Ronit Furst

Ronit Furst introduces its new collection ofhand painted eyewear made from acetate andmetal with acetate combination. This collectionoffers new exclusive colors designed for individ-ualistic and self-confident stylish women andmen. This exciting line, painted by Israeli artistRonit Furst, brings vibrant color, fun, andsophistication to the wearer’s life.www.ronitfurst.com

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Managing OpticianAnthony Record, ABO/NCLE, RDO

Buyingand Selling on

IN THE INTEREST OF PRIVACY, and so as not to violate anyHIPAA regulations, let’s call her Mrs. Williams. Mrs. Williamshas been a loyal client whom I met more than 25 years agowhen I was the manager of a For Eyes Optical in Clearwater,Florida. She and her husband have followed me from city to cityand location to location. I am grateful for their patronage andloyalty – which is why I was a little frustrated and disappointedwhen, a few years ago, I had trouble fulfilling one of Mrs.Williams’ requests.

There’s something you need to know about Mrs. Williams. You,see, Margaret has not yet exited the early 1980s when it comesto her fashion sense. And when her Christian Dior model num-ber 2056 finally broke, she made what to her was a simple,straightforward request: “I just want to get a new frame.” Forthose of you too young to remember, we used to affectionatelyrefer to them as “Batman” frames. Size 61 or 63 (I can’t remem-ber which), with a B measurement almost as big; shiny goldfront – Optyl temples. After explaining to her that we’d proba-bly have better luck finding spare parts for her Studebaker,she reluctantly picked something a bit more modern as areplacement. She left my shop a disappointed consumer.

That’s when I started thinking. Whenever I wanted to findsomething a bit obscure...something discontinued...somethingfrom my past...I always checked on eBay – and rarely was I disappointed. It seemed whenever I went searching for a partic-ular item on the perennially popular auction site, somebody,somewhere in the world had one – and was willing to sell it.Why then wouldn’t the same thing be true for these long

forgotten Christian Dior eyeglass frames? I called Mrs. Williamsand asked her if she would settle for a “vintage” (used) pair offrames if I could locate one for her. Settle? She was ecstatic!Even the possibility of a replacement seemed to make herhappy. I told her not to get her hopes up too high, but that I would be willing to search for her. I never let on that my “exhaustive search” only required a few strokes of the computer keyboard.

Not one person was selling a Christian Dior 2056. No, notone...eight! That’s right, eight pairs were up for sale or auction.After checking a few photos, I decided that one looked like itwas in better shape than all the others. It was up for auction, butit also had a “buy now” option for $36. I clicked. For just over$40 (shipping and handling), and five minutes of time andeffort, I found what turned out to be a near-new frame,complete with an original, shiny silver squeeze case. Everythingarrived a few days later. After removing the old ophthalmiclenses, running the frame through the ultrasonic cleaner, andattaching a new pair of nose pads, even the most discerning eyewould have thought it was brand new. I phoned Mrs. Williams


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and told her I had done it! I’d found a perfect replacement foronly $149 (which was way less than she had paid 25 years ago).

It was a total win-win-win proposition. She had her favoriteglasses once again. I had pocketed $100, and Mrs. Williamswould tell many a friend of what had been accomplished. Idon’t even think I could put an accurate value as to what thatpositive word-of-mouth advertising was worth.

Since then I have made more than one potentially disappoint-ed patient a happy camper. In doing so, I’ve stumbled on a fewincredible bargains as well. Several years back while trollingeBay, I discovered someone who had just over 100 LizClaiborne 19 frames for sale. Again, a bit of a history lesson:huge (63 eye) zyl frame that originally came in a rainbow ofdifferent, bright colors. Long story short, I purchased every onefor $1.25 a piece! Brand new, still in the original packaging,they were ready for sale! I only have a few pieces left. Vintageeyeglass frames are not the only optical opportunity when itcomes to eBay. From time-to-time I’ll stumble on lots of eye-glass cases that are selling at auction. Once I successfully bid@$45 for a lot of 250 men’s clip cases. That worked out to about18-cents per case!

Many of the office decorations that hang on my dispensarywalls came via online auctions, including the five framedSnellen eye charts – English, Arabic, Greek, Chinese, andHebrew. They have been great conversation pieces over the

years. Along the way I also purchased a few vintage magazineads – some that are nearly 100 years old. Framed, these alsomake great display pieces. These things, along with countlessother tchotchkes were all purchased at unbelievably bargain prices.

Some eye care professionals I speak with regarding the wondersof eBay are a bit hesitant. I try to allay their fears. I have foundthat the self-policing rating system of eBay is quite accurate. Ifyou extend my purchases beyond optically related things toinclude personal items (books, CDs, toys, groceries, gifts, etc.),I have never had a negative experience. I’m sure some peoplehave, but like the rest of life, 95% of the people who participateas buyers and sellers on eBay are good, normal, decent, honestpeople.

Notice I said buyers AND sellers. Never underestimate thepower of eBay when it comes to unloading some of the slowermoving items in your dispensary – frames, accessories, orequipment. Just two seconds ago I went to eBay and did asearch for “eyeglasses.” The first thing listed was a pair of oldtortoise “Challenger”—like frames that were probably sitting on some optician’s shelf for the past 15 years without selling,simply collecting dust. The auction is set to close in less than an hour. The current bid is $98 and change. Buyer or seller,optician or lay person: never forget the power of the eBay auction. ■

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Continued on page 16

The 21st Century OpticianWarren G. McDonald, PhD

Professor of Health AdministrationReeves School of Business / Methodist University

LAST MONTH we started our review of a process calledSWOT: an acronym for a review of organizational strengths,weaknesses, opportunities and threats. Last month we startedwith external analysis, and this month we take a look at theinternal part of the process so important to our success. Keep inmind SWOT allows for our reflection. SWOT does not identifyparticular strategies, but rather identifies issues that may laterneed to be strategically addressed. Particular attention is paid tothe critical success factors in the firm’s industry. The SWOT analysis looks at two dimensions of each of the four categories–“Internal” issues and “External” issues.

INTERNAL: STRENGTHS WEAKNESSESEXTERNAL: OPPORTUNITIES THREATS

What are considered Strengths?

Strength can be thought of as any internal attribute ofthe organization that is helpful in achieving the corporateobjectives. Strengths positively impact your company’s profitability and competitive well-being. Positive impacts couldinclude such things as a strong cash position, a strong corporateculture of success, superior manufacturing capability, or any

other positive attribute that can be identified orquantified. Does your organization have a strengththat is obvious to all and allows for a competitiveadvantage in the marketplace? Is it location, price, oryourself with specific expertise no one else has? All ofthese and many other attributes should be consideredstrengths.

What is considered a Weakness?

A weakness can be thought of as any internal attribute of the organization that is a hindrance inachieving the organizational objectives. Weaknesses

pose obstacles to your business’s profitability and competitivewell-being. Negative obstacles could be the same category ofissues stated above such as poor cash position, weak corporateculture, weak manufacturing capability, or any other negativeattribute. Is there something within your practice or dispensarythat is not allowing you to meet your goals? Is there a weaknessin staffing, location, or inventory? All of these must be considered weaknesses that need to be eliminated in order tomaximize success.

Identifying Strengths and Weaknesses

Our focus here is on several things:

1. Resources – what resources do we bring to the table toserve the needs of our target markets. I have seen manyindependent opticians sit and wonder what happened(myself included) when the typical referrals from ophthal-mologists dried up many years ago with the advent ofin-office optical dispensaries. If you do not compete favor-ably with other providers in your market, you must try tofind some niche to fill that allows you to maximize yourresources and make you a standout. Even though this is asimple concept, many find grasping the concept elusive.

Developing Strategy:The SWOT Analysis, Part II

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2. Competencies – are we up to date with the currenttrends in the field? I often hear supposed experts discussthe ills of new development in the industry. “By golly,” theysay, “those new-fangled things are not nearly as good as myold school technology.” If Henry Ford felt the way many ofour “experts” do, then we would all be driving horses andbuggies. Embracing new technology and modes of practiceare important in the turbulent eye care marketplace,and we must develop the competencies to provide thoseproducts or services.

3. Capabilities – do we have the capability within theorganization to successfully compete? Are we capable ofdelivering excellent products and services that allow us tostand out in the marketplace? There are a million questionsregarding our capabilities, and we must understand whatour parameters for success are, and remain within the lim-itations of those parameters. For example, don’t promisethings you may not be able to deliver on time. It is better toover-achieve than under-achieve, especially in the eyes ofyour patients.

4. Context – all the above items, our capabilities, our com-petencies and our resources must be matched with themarket we serve. If we provide skills and/or services notvalued, then we will not succeed no matter what. We mustfit contextually within the marketplace.

The Process

To begin the Strength and Weakness portion of your SWOT,first focus on the internal factors that either do now, or couldin the future, impact your business. Consider the critical suc-cess factors that pertain to your business’s internal and externalenvironment. Where does this information come from? Itshould draw upon your research about the company in partic-ular, as well as the industry and external environment in gener-al. Typically, the number of issues identified should be approx-imately ten for the Strength section and ten for the Weaknesssection. Although, the actual number of issues identified isunimportant. Rather, the depth of the research is far more crit-ical. Note that you are not proposing strategies or solutionshere. You are identifying critical issues that will need to beaddressed in subsequent strategy development sections.

Again consider the following hypothetical example of the “allnatural” soda company that was used in the external sectionlast month:

STRENGTHS

1. Marketing Philosophy2. Social Responsibility3. Creative Products

4. Diverse Product Line5. Mass Customization6. Product Specialization7. Ethics Program8. Quality Products

WEAKNESSES

1. Inexperienced Mgmt Team2. Expensive Retail Price Structure3. Weak Marketing Processes4. Limited Distribution5. Limited Financial Capability6. Small Company7. Informalities of Company8. Little Brand Recognition9. Collection Practices for Receivables

Now to move forward in the process, consider your strengthsand weaknesses, and include all the staff and stakeholders so asto gather as much information as you possibly can. List yourStrengths and your Weaknesses.

An important component to this process is understandingwhat to do with this information once it has been gathered. Arethere implications for your organization? How can you use it todevelop your organization’s strategy? Are there things you dowell that can be emphasized in your marketing strategies? Arethere things you need to improve? Hopefully the SWOT analy-sis, with key stakeholders contributing to the process, will allowthose issues to become crystallized. Again, SWOT will not iden-tify particular strategies, but will emphasize areas that need tobe addressed. Take a look at the strengths and weaknesses youhave listed. Are there areas of significance that stand out? If so,be sure to highlight them as well.

Conclusion

To develop a clear understanding of our strengths and weaknesses requires a systematic process based on objectiveanalysis, with the key word being objective. Often that is difficult to accomplish, because we naturally tend to think weare on the right path when in reality we may need substantialimprovement to reach our full potential. We must overcomethis tendency and really gain a clear picture of what our targetpopulation feels about how we conduct our business. How arewe perceived in the marketplace? Are we seen as the first-lineprovider in our market, or are we somewhere back in the pack?I can only hope that you will consider this article when devel-oping strategies for your organization. It is imperative that wemanage strategically in an economy like the one in which wecurrently find ourselves. Implementing strategy will not neces-sarily assure success, but it will allow us to have a better chanceof maintaining that competitive advantage we seek. ■


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EyeCare Professional’s Paul DiGiovanni speaking with Curt Brey, Vice Presidentof Marketing and Business Development,COBURN TECHNOLOGIES.

EyeCare Professional: Please provide abrief history of the company including how long theyhave been making finishing equipment and when theyfirst introduced the patternless edging system.

Curt Brey: Coburn introduced its first edging system approximately 46 years ago in 1965. The firstpatternless edger and tracer duo was introduced in the early 80's.

For over 60 years, Coburn has supplied the opticalindustry with products and services that have literallyreinvented lens surfacing and finishing methods.Products like the 108 generator, Step One BlockingSystem, SGX, XRT Lensmaker and many more havebeen used to make the lenses people wear all aroundthe world.

Coburn has a long history of bringing technology,innovation and automation to the lens processing industry and has continued to pursue products thatmeet and exceed customer expectations every year.

The Excelon Finishing System is Coburn’s latest introduction to the world of lens edging and follows the long-standing history of high quality lens processingsystems.

ECP: What does Coburn have to offer a start upshop or someone just looking to get into finishing?

CB: We hear from our customers that they are looking for advanced finishing products but with a loweroverall cost of ownership. The new Excelon finishing linefrom Coburn Technologies addresses these needs and

includes several affordable product levels from highvalue to high performance.

We have finishing systems starting from approxi-mately $15,000 and offer 10 different system configura-tions to meet each customer’s specific requirements.

ECP: What does Coburn have to offer the experi-enced finishing shop?

CB: For experienced finishing lab professionals,Coburn recommends the Excelon XD. This advancededging system includes a high speed, high performancefinishing process and offers almost every edging featurethe expert may need in his/her shop. Features like shape modification, grooving, and highly precise &repeatable drilling are standard in this popular Excelonmodel.

For those ready to take the next step into lens surfacing, Coburn recommends The Premier Lab™; acomplete in-house lens processing system. The afford-able, modular design and small footprint solution provides customers with the ability to set up the wholelab at once or grow into the system in stages to bestmeet their business needs.

ECP: In your opinion, what are the most importantaspects of any finishing system?

CB: ReliabilityOne of the greatest concerns in purchasing an

edging system today is the product life span. Newedgers are introduced every year and we often hear,“they don’t make them like they used to.” With the

Curt Brey



Interview withCoburn Technologies

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Excelon systems, Coburn is changing this perspectiveentirely by being the only company to include standardcomprehensive parts & labor 3-year warranty. This ensuresno service concerns or surprise fees.

Intuitive User InterfaceCritical for those getting started or switching from one

edger to another, a smart and user friendly touch screenor control panel is included on all Coburn edgers. Thisminimizes the learning curve for operators and Coburnprovides complete training upon installation to make sureour customers can efficiently start using the system immediately after the installation.

ROIMany companies talk about the “ROI” or “return on

investment” of an edging system. However, none of theminclude the costs of spare parts, service charges plusdowntime which will cause your profits to decline andpush an ROI out even further. In addition, Coburn’s hasslefree 3 year comprehensive warranty also helps to enhanceyour ROI.

ECP: With the Excelon edging systems, is drillingsomething that can be done in-house or does it have tostill be outsourced?

CB: Excelon XD has an automatic, integrated drillmodule which allows you to complete all easy and complicated drilling jobs in house with great precisionand quality. Automatic drilling minimizes the risk of errorand breakage.

Coburn’s Excelon XQ can also be upgraded to perform drilling at the customer site, adding future functionality for an already high-performance edging system.

ECP: What makes the Coburn Excelon edgers differentfrom your competitors?

CB: We provide unsurpassed customer service andpersonally stand behind our commitment to customerservice excellence. We firmly believe in providing our cus-tomers with superior client services; being unconditionallyclient-driven is an integral part of every job description foreach of our employees.

ECP: What are the key features of each model?

CB: The key features of each edger are as follows:

Excelon EZ• Excelon EZ is ideal for an entry level and budget

conscious buyer. • Can easily process small “B” dimensions for the

latest frame fashions.• Offers polishing and is paired with CFR-3000

(included is EZ system) for simultaneous tracing,blocking and edging

Excelon• Safety beveling and grooving• 8.25" LCD displaying an intuitive & user friendly

software• Frame trace storage & barcode support

Excelon XD/XQ• Highest performance, highest value, feature rich

lens edgers in the Excelon product line• Dual CPU ensures faster processing cycle• Industrial-grade design ensures precise and

repeatable drilling• LCD (10.4") with a touchscreen running an

intuitive and user friendly software.

ECP: What is the pricing for each model?

CB: Coburn edging systems range from $15,000 to $45,000.

ECP: What is the warranty for each?

CB: Comprehensive parts & labor, three (3) years –standard for all Excelon edgers.

Backed by Coburn Technologies global service & support team and our long-term 3 year warranty pro-gram, our customers can operate their finishing businesswith confidence.

ECP: Is there an extended warranty?

CB: Yes, a two (2) year extended warranty is availablefor a total of five (5) years of warranty coverage. Please contact your CoburnTechnologies representative for moredetails.

ECP: How can someone getmore information on Excelonedgers?


CB: Please contact us at 1-800-COBURN-1 or (1-800-262-8761) or www.coburntechnologies.com

coburn_0911.qxd 8/26/11 4:20 PM Page 4

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THE COMPLETE EYECARE EVENT

EDUCATION: SEPTEMBER 21–25, 2011 | EXHIBITION: SEPTEMBER 22–24, 2011Las Vegas, NV | Sands Expo & Convention Center | www.visionexpowest.com

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JUNE2011_VEW.qxd 6/1/11 3:57 PM Page 1


DO YOU EVER HAVE DAYS WHERE YOU’D LIKE TO ROLLOVER AND PLAY DEAD INSTEAD OF PLAYING ECP?Maybe you’re suffering from boredom or feel like you’re working in a lifeless practice. Whether you love dogs or not, alittle obedience training never hurts. So I fetched some pointersto share after observing the way my veterinarian runs his practice. Who says a DVM can’t teach an ECP new tricks?

During the past month I have frequented Patrick VeterinaryClinic (PVC) with Pearl, my spoiled rotten, full blooded, almost11 yr. old Maltese who was diagnosed with Diabetes. I wouldhighly recommend PVC to any pet owner because of pureexcellence.

PVC is 100% about animals. Always have been and always will be.

Pointer: Focus on being 100% about patients. They have andwill always need trained ECPs.

PVC operates on a first come, first serve basis with a sign insheet. Appointments are not necessary, offered or scheduled. It’snot unusual for the 17 seat waiting area to be standing roomonly. You’ll find a combination of neighbors and strangersintroducing themselves and their dogs to each other. Cats arehissing and meowing from their pet taxis and not really lookingto make friends at the moment. It’s interesting to watch howhumans relate and communicate when dogs are in the picture.Throughout the noisy waiting room there is sense of calmnessas clients patiently wait their turn.

Pointer: First come, first serve may work well for some ECPpractices and it would keep staff from having to hound patientsabout keeping their appointments. Although dog biscuits maynot be what it takes for your patients to get excited there areother treats to choose from. Specialty coffees and crumb freesnacks might be the answer. Bringing in a Licensed MassageTherapist and offering complimentary chair massages topatients sounds like a doggone good idea to me.

Behind the front counter at PVC there’s an adequate number ofcool, calm and collected staff members on task to help. Withtheir happy, smiling faces the atmosphere is positively pleasant.It’s obvious they work well together as there are no signs ofbickering or whispering gossip going on. Clients are greetedand served promptly when stopping in to pick up their pets orproducts. If a dog marks its territory in the waiting room it iscleaned up immediately by staff.

Pointer: You must have adequate staffing to take care of yourpatients. Not having enough help really bites and will scar busi-ness growth. Priorities no longer exist when your staff is work-ing in shift survival mode. Tired work is never effective. Treatstaff well and they won’t run away and leave you a bunch ofpoop to clean up.

PVC believes that trust and comfort are mainstays on both sidesof the medical relationship. They have a way of putting you atease immediately no matter what the purpose of your visit is.When they told me that Pearl had Diabetes and I would be giving her insulin shots daily, it was not presented to me as bad

The Mobile OpticianGinny Johnson, LDO, ABOC

Who Let the Dogs Out?

Woof.Sit.Stay.Read.

SEP2011.qxd 8/26/11 1:26 PM

news. So it was not taken that way. I left their practice that daycalling it Live-a-betes. It may have taken PVC many years tomaster this yet it starts over everyday.

Pointer: Make sure to verbally find out what your patient’s con-cerns really are. The patient history form is a starting pointfrom which you will build on. The more down to earth you arewith your patients the better the outcome. Don’t try to explainconditions or treatments to patients using opticalridiculituswords. Most patients will easily get lost and hear womp, wompwomp when you use this type of terminology. You might aswell tuck your tail and head to the doghouse until you trainyourself to keep it simple.

At PVC you don’t ever have to worry about being judged as apet owner. They won’t rub your nose in whatever happened inthe past. They treat in the present/today/now and beyond. Theydon’t treat your dog based on a cost/fee/profit mentality. I havenever seen or heard a client complain about their bill or the waythey were treated at PVC.

Pointer: Stay in the present with your eye care patients. Let goof any assumptions that you have about the decisions. If some-thing you have to offer will help the patient have a better qual-ity of life then don’t keep it a secret.

Have you let the dogs out at your practice?

Bulldog – a go getter, good on the phone with insurance companies

Cocker Spaniel – loyal to a fault and will treat the business astheir own

Mutt – can be placed in different positions and will flourish

Golden Retriever – won’t let the patient get out the door without the proper eyewear

Boston Terrier – gets things done around the office before thedeadline is even determined

Beagle – stays on track and is nosy in a good way, the person togo to when you want to retrieve information

Great Dane – appreciates attention, commanding demeanorwith gentle personality

Align your staff with job duties that they take great interest in.Unleash all staff and take some of their advice and put it intoplay. They may work like dogs if it is their idea.

If you find you are having a ruff time fitting in at your practice then place an ad in the LOST & FOUND section of apublication.

Woof woof. I am not employed by nor do I have any pad pocketing financial affiliations with PVC. I just know that whenit comes down to the well being of my best friend I will onlytrust the best breed of people. ■

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Remakes are a fact of life.They are profit killers.They play havoc with customer service.They will make you old before your time.

The bigger question is “Can they be prevented?” The real-lifeanswer is “For the most part, yes.”

The key to solving remake problems is...education, educationand more education; education for the optical staff, educationfor the prescribing doctor and education for the patient.

First, education for the optical staff. Remember, there is a difference between excellent marketing and real education. It’ssometimes difficult to separate one from the other, but themore time spent on evaluating the information, the moreapparent the differences become. It’s one thing to promote ananti-reflective treatment claiming a 50% increase in light trans-mittance and quite another to find that the actual transmittanceis only increased by 0.5%. That’s good marketing, but not goodeducation. The optical staff needs to understand what they areadvising their patients to choose and what the real-life benefitsthose patients will experience are. Miss the mark and it becomesa remake and has eroded some of the trust patients have in thepractice. 50% more light or 30% wider fields of vision maymean one thing to an ECP and quite another to a patient whenjustifying a hefty price tag. Take advantage of as many educational opportunities as possible, in trade publications,online and at live events like the Vision Expos, state associationmeetings and lab/manufacturer sponsored programs. There isalways something new on the horizon as our industry changesand technologies advance. Ignorance is not bliss, nor is it anexcuse for questionable advice.

Second, education for the prescribing doctor. ODs and MDsspend many years and lots of money learning the art and sci-ence of their respective professions. It is difficult, if not impos-sible, for them to keep abreast of the changes in lens and frametechnologies. They often rely heavily on manufacturer’s reps forthe latest information. Most of the time, that’s a good thing.Unfortunately, sometimes it’s not. Again, there’s a big differencebetween good marketing and real education and most pre-scribers don’t have the time to discern the differences. Regularstaff meetings, where new products and services can be pre-sented and discussed are an important part of the educationprocess. It is vitally important that every staff member be at

least conversant in the latest technologies and able to directpatient inquiries to the right staff member. The most powerfulrecommendation comes from the exam room. Patient trust isbuilt on appropriate recommendations and solutions to visualneeds based on conversations in the exam room and a confident“hand off” from prescriber to optical staff. A hard sell in theexam room or an inappropriate recommendation may result in“buyer’s remorse” and a remake or worse yet, a refund.

Third, education for the patient. Patients, more often than not,hear what they want to hear. More often than not, warrantyinformation is not what they want to hear, or choose to remember. Billie Taylor, a licensed optician at the office of Gordon Jennings OD in Wytheville, VA shared her remakepolicies with me. She carefully explains to every patient that theeyewear selected is a custom crafted item and as such cannot beremade for any reason other than a manufacturing defect,doctor’s change or limited warranty coverage. “I tell them thatthey can take the frame home and let friends and family seewhat’s been selected, but once the glasses are made, the patientowns them.”

The remake percentage at Dr Jennings’ practice is very low andtheir patient satisfaction is extremely high. Patients are accus-tomed to a high degree of professionalism, honesty and a firmand fair remake policy. That level of patient trust requires hardwork and a commitment to quality, honesty and value.

Some big box retailers offer a “30-day no fault if you changeyour mind warranty.” That’s a difficult offer to compete with,but not impossible. The advantage to the private, independentpractice is the personal relationship that develops with everypatient. That 30-day no-fault warranty implies that the customer is not going to be happy with their first choice and isexpected to return.

Remake policies and warranties should be simple and reviewedwith every patient during the eyewear or contact lens selectionprocess. If possible, the policies should appear on receipts andother similar office forms.

Last, but not least, creating a remake/warranty policy.

• Keep it simple. Most of the practices I work with limit warranties to 1 year from date of purchase and doctor’schanges to 30 days from date of purchase, regardless of anymanufacturer’s warranty and/or return policies.

Dispensing OpticianJudy Canty, ABO/NCLE

How Do You Solve a Problem Like...REMAKES?


SEP2011.qxd 8/26/11 1:36 PM

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Manufacturer’s policies are built around their bottom lineand yours should be as well. We are all in business to make aprofit, not to give away free eyewear.

• Put it in writing. Warranties and remake policies need to beexplained more than once. Make them part of your officepaperwork and review it with every purchase. Provide awritten copy with every receipt. Don’t assume that everypatient understands; ask for confirmation of that understanding.

• Be Flexible, but firm. Leave room for that hard case, the childwith no glasses or the elderly patient who fell and broketheirs. But the “glasses turned dog-chew” twice in twomonths, not a chance. Eyewear abusers need to be someoneelse’s problem.

There is always an online discussion somewhere about warranties and remakes and I’d like to share one that appearedon OptiBoard.com in February 2011.

“I offer the same 1 year, 1 time no charge replacement for bothframes and premium lenses to patients, even though the vendor andlab warranties to me are greater.

The manufacturer warranties are extended to the purchasing opti-cal, not the patients, and we offer to patients whatever we want todo good business. If I truly “pass on” the full manufacturer war-ranty, then what the patient would have to do is pay in full for newlenses or frames, return the old, pay shipping, wait 30-60 days forreimbursement, and hope that the warranty is honored. But that’snot what happens. Since we do all the warranty work, there is noth-ing wrong with limiting the end user warranty.

Limiting it lets me be more flexible and generous too. If I have a sadcase where the lenses are scratched more than once in a year, I canreplace them if I like...I pretty much never have to say no to any rea-sonable case, but I always have the prerogative to decline patientslooking to abuse my generosity...It is important to me that mypatient(s) know and appreciate that I am doing the service of war-ranting and replacing their eyewear, not the manufacturers. After Ihave satisfied a patient, what happens between me and my vendorsis my business...” DANLIV, OPTIBOARD 2-25-2011.

Makes sense to me.

Every practice must have a remake policy that is understandable, reasonable and enforceable.

It should be understandable, not only by your patients, but alsoby your staff. Everyone onboard should understand the impactremakes have on practice profitability and how that profitability affects each of them.

Remakes are not free. While your lab may offer a “free” remake,in reality they may only be reimbursed for the lens blanks, notthe time and money it takes to actually produce the lenses. Thosecosts will have to be recouped through higher prices on otherwork. ■

SEP2011.qxd 8/26/11 1:37 PM

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28 | EEYECAREPROFESSIONAL |SEPTEMBER 2011

Prevent Blindness AmericaPrevent Blindness America (PBA) announcedthat Mary Blankenship Pointer, SVP of UMBBank, and Cynthia Owsley, PhD., Nathan E.Miles chair of ophthalmology, professor, andvice chair for clinical research at theUniversity of Alabama at Birmingham, have

been elected to the Prevent Blindness America board ofdirectors. The vote was held on July 30 at the 2011 PBASummer Board Meeting in Chicago.

Blankenship Pointer has more than 30 yearsof experience working in the banking andfinance industry. In addition, she has devotedcountless hours to various philanthropicefforts serving on the board of directors ofPrevent Blindness Oklahoma for eight years,

including serving two terms as Board Chair. In addition toher work as the vice chair of ophthalmology at UAB, CynthiaOwsley is an award winning researcher, published authorand consultant on vision health issues.

CooperVisionCooperVision Inc. announced executive leadership changes, effective Nov. 1. DennisMurphy, president, Americas, will be promot-ed to executive vice president for global salesand marketing. Andrew Sedgwick, president,Europe, Middle East and Africa, will be

promoted to president, Americas, including Latin America.Juan Carlos Aragon, president, Asia Pacific and LatinAmerica, will be promoted to president, Europe, Middle Eastand Africa, and will continue to be responsible for Australiaand New Zealand. Fernando Torre, executive vice president,global operations, will add global distribution and packagingto his responsibilities.

Salus UniversityLong-time Salus University president,Thomas L. Lewis, OD, PhD, announced he isstepping down effective June 30, 2012. Theinstitution’s second longest serving president,Dr. Lewis led the transition of thePennsylvania College of Optometry from a

single to multi-purposed institution with the addition of avariety of degree programs that built on PCO’s legacy ofeducating health care professionals. As a result of thisgrowth, Salus University was established in 2008.

The Kenmark GroupThe Kenmark Group has announced thatDavid Duralde has been promoted to chiefcreative officer. Since 2005, Duralde has beenthe company’s vice president of creativedevelopment. As chief creative officer,Duralde will report directly to Howard and

add a new creative component to the existing executive teamcomprised of Mike Cundiff, COO and Michelle Clark, CFO.Duralde brings over 20 years of optical industry experienceand will oversee the two creative departments, productdesign and marketing.

Schneider Optical MachinesSchneider Optical Machines has hired KevinCross, a ten-year optical industry veteran, asdirector of sales for North America. Prior tojoining Schneider, Cross held the role ofmanager of U.S. ophthalmic sales and mar-keting for Leybold Optics. In this position, he

played a key role in the strategy and fulfillment of AR coat-ing equipment sales. He also held executive sales and opera-tions positions for Carl Zeiss Vision and Northeast Lens.

NVISIONNVISION Laser Eye Centers announced thatTodd Cooper has joined the company as chiefexecutive officer “to support the company’scontinued growth as a premier provider ofLasik and cataract services.” Cooper recentlyserved as a general manager at Henry Schein,

where he was responsible for a $400 million business,helping to drive strong growth even during the recession.Previously, Cooper served as the senior vice president ofDiscus, an aesthetic-based dental company, where he playeda role in growing an entrepreneurial based company from$60 million to $165 million in sales over a five-year period.

Will Be Missed...Thomas A. “Tom” MinksteinThomas A. Minkstein, 64, of Manlius, NY passed away inJuly, surrounded by his loving family. Tom was employed for18 years with Frank’s Nursery and Crafts in Detroit andBaltimore, was chief operating officer with Empire Visionand D.O.C. (Detroit Optometric Center), and before hisretirement in 2008, he created his own consulting business,Minkstein and Associates. In lieu of flowers, please considera gift in memory to the National Kidney Foundation of CNY,731 James St., Suite 200, Syracuse, NY 13203.

Mary Pointer David Duralde

Kevin Cross

Todd Cooper

Cynthia Owsley

Dennis Murphy

Thomas L. Lewis

Movers AND Shakers

SEP2011.qxd 8/29/11 10:49 AM

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Watch your

Language!

When I was a young boy, my mothermade sure I watched the kind of words I used. I may have gotten away with somethat weren’t allowed (okay maybe morethan a few) but, if I slipped, the cure backin those days was getting your mouthwashed out with a bar of soap.

Today, some people would call that child abuse but that’s another subject all together. Then, it was an effective reminderto “watch your language.” While today we probably won’t bethreatened with that punishment, it is still necessary to “watchour language” as eye care professionals. This refers to severaldifferent things.

Easily the first consideration is what I would call ‘foul’ language.What someone thinks is offensive, another thinks is just color-ful or even ordinary. Either way, the best policy is never to usequestionable language. This was brought home to me when Imoved from one part of the country to another and used aword that was harmless at home but was considered crude bysome and even swearing by others. The same thing happened inreverse, as well. Our family had to work on hearing some wordsused in normal conversation that we just never were allowed toutter.

As a professional, watching your language will make sure youdon’t needlessly offend one of your patients. At our practice,swearing of any kind is never tolerated from the staff and, if apatient begins to use abusive language, they are warned andsubject to being asked to leave. The door swings both ways. Wecannot allow a patient to abuse our staff or our patients.

Another facet of watching your language regards telling off-color stories or jokes. Patients do this and laugh it off.However, others nearby will likely be offended. Train your staffnot to tell those jokes and not to laugh at them. This is not beingpolitically correct; it’s being respectful of others. Often, peopleget the message when we don’t laugh at their joke.

Stories that denigrate a certain race are not funny and may wellcause a patient who hears them to leave your practice, notbecause your staff member told it (surely not!) but because itwas silently tolerated or even laughed at. We know that, when aperson is happy with our practice, they will likely tell someoneelse. If they are unhappy, they will likely tell ten others! Don’t give them a reason to leave or talk negatively about yourpractice and staff.

Practice ManagementGary Fore, ABOC

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A different twist to the caveat to ‘watch your language’ involveslanguage skills. Many offices have staff that is of a languagegroup different from the majority of their patients. That’sbecoming more the norm as language groups immigrate to theU.S. and move to areas where their language is rarely spoken.There’s nothing wrong with that. However, if your staffmember’s primary language is different, the very least they cando is to learn the language of the majority of your patients.

Establish the language of your practice and make sure your staffmembers can speak that language well. Speaking well is notstreet slang. If their home language is Spanish and most of yourpatients speak English, your staff member needs to learn goodEnglish skills. This is not discrimination; it’s presenting a moreprofessional image and a more confident staff member.

Difficulties arise where a patient gets frustrated trying to communicate with a staff member who cannot speak well, onlyto become an unhappy patient who needs to be dealt with by asupervisor to calm them down and help them with their needs.This is an unnecessary waste of staff resources and frustrationfor your patients because effective communication was madeunnecessarily difficult. Something as easy as having languagetraining resources, like Rosetta Stone, available for your staff will result in a positive impression for your patients as theyrealize that your staff respects them and values their continuedpatronage.

As we make the effort to see the perspective of our patients wewill notice things that are irritants to them but go mostly unno-ticed by us. Try, for example, calling a customer help line whereyou are connected to someone who is in another country,speaking some form of English that you can’t understand. It’snot just an accent (we all have those); it’s often just the way they

put words together that makes it difficult to know what theymean. The level of frustration you have in those encounters canbe multiplied by the number of patients in your practice whodeal with your staff members who cannot communicate well.

Reward your staff for becoming bilingual or even trilingual.After all, if they do that, they are truly more valuable to you.I am very grateful for a volunteer who took the time to help melearn American Sign Language many years ago. While I don’tuse it every day, when we have a deaf patient in the practice,they truly appreciate it when they have a staff member comeover to sign with them so they don’t have to write everythingdown on paper.

I once surprised a patient by noticing that their name was obviously Germanic so I took a chance and, when I talked withhim, I spoke German. He sat there for a few seconds and final-ly said, “I haven’t used my German for many years.” He said itwith a smile on his face as his native language being used in ouroptical practice brought back many happy memories. Was itnecessary? No, it wasn’t but it provided a happy moment forhim and a laugh for both of us. All in all, it made a delightfulexperience in an unexpected place.

If your staff members tell you they can’t learn another language,point them in the direction of the Rosetta Stone videos orYouTube clips and have them try. You might also remind themthat they learned another language when they learned yourpractice management software. Both of you will probably behappily surprised and it will go a long way to helping your staff“watch their language.” Then, watch the positive reaction ofyour patients as they realize that you value them enough foryour staff members to be trying to speak their language. ■

“At our practice, swearing of any kind is never tolerated fromthe staff and, if a patient begins to use abusive language,

they are warned and subject to being asked to leave.”

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How many times have you said to a rep, “I am not adding anylines right now. Try me again later in the year.” Technically, nowis later in the year but not too late to add a line to freshen upyour boards and give your staff and patients something to getexcited about when they walk back into your office after sunand surf. Move into fall by investing in some new product.

Frame companies will be more than happy to send out theirrepresentatives with cookies, lunches and even iPads to get youto add their latest line. Take advantage of some of these offersand book a lunch with your rep. Reps need to work for yourbusiness and you should not feel obligated to buy just for looking, but make sure you have done some light homeworkbefore you waste everyone’s time. Here are some pointers:

Research the name: It’s as easy as one, two...Google. You knowyour patients and their demographics. You want to add that hotname that everyone is buying. You want your new line to sizzlelike it does in other offices. Before you even look at the line,research it on the web. How familiar are you patients with thename? Have you seen the logo before? Who is wearing the

name? Do you see any celebrities wearing these frames and arethese celebrities relatable to your patients? You obviously wantthe name to fit your patient demographic or it won’t sell, evenif it popular with your competition.

Research the price: Is this a high-end line? Do your patients buyluxury brands? Do you see them accessorizing with expensivejewelry? Are you already selling high-end frames? If so, priceshould not be an issue. If you do not normally sell your higherend frames, don’t automatically think your patients will pay fora new, higher priced line. Do not bring the rep in expecting alow dollar price tag on a high dollar name. Know the pricerange of the frames and what you are willing to spend beforeyou meet with the rep. They might have a deal for you, but theframe facts don’t lie.

Research the manufacturer: Kudos if you already have a fantastic relationship with this company and you want toexpand by adding another one of their lines. A good businessrelationship is hard to find and you know what to expect whenworking with a company you already trust. If this is a new company for you, research it. Who are they owned by? How long have they been around? Is the company insurance-friendly? When adding a new line, you want a solid companywith a solid history. If you are an insurance-friendly office, youwant to buy from an insurance-friendly company. You shouldbe aware of the company’s business philosophy before youembark on this new relationship.

Once you have had lunch with their representative, seen theframes, researched the company, the manufacturer, and theprice, it is now time for more specifics. You like the frame lineand you think this product would sell in your office. But beforeyou make a final decision, ask your representative some morespecific questions about their line.

What is the buy-in? The minimum buy-in for a line can rangefrom ten pieces on up to 50. If they don’t have a buy-in numberexactly, you will still want to add at least 12 frames to promote

The Fashionable ECPLaura Miller

34 | EEYECAREPROFESSIONAL | SEPTEMBER 2011 Continued on page 36

Keep your Eye on the FallHurrah....we made it out of the summer slump! The August doldrums are over and everyone knows that Septembersets the pace for the upcoming year...TV premieres, new clothes for cooler months ahead (even if the temperaturesare still sizzling). Start fall with new patients, new promotions, new frames and yes, I dare to say ... new frame lines.

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PATIENT ENGAGEMENT PLATFORM

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and display this new line. Don’t be shocked if the minimumpurchase is between 20-35 frames. That seems to be a normthese days. You have already done your homework and are nowpretty sure you can sell these frames. Don’t be afraid to investand depending on the line, the minimum purchase is usuallynon-negotiable.

What is the return policy? You want to make the investment,but you are not sure your patients will want to buy these frames.That is the uncertainty of business, but a return policy would benice insurance. Some companies will let you return the frameswith the original invoice for full credit within a certain amountof time. Some companies will only give credit within the man-ufacturer once you buy the frames. If this is the case, be sure thecompany has some other lines that will fit your office or youmay be stuck with a large credit if the frames don’t sell.

What type of POP is offered with this line? To create a buzz forthis line, point of purchase material is a must. Does this line justoffer counter cards or does it have an entire floor display? Youwant to ask and see all the POP that is available for this line.Your rep should have pictures on hand or quickly be able toshow you on their website. How much does the POP cost? Howmuch are you willing to invest? Remember, when POP is free ofcharge, it increases the value of your initial purchase. POPcharges can sometimes be negotiated. If you don’t ask, you willnever get.

What is the warranty? Frames break, stones fall out and templesget loose. The lab may even crack the frame when inserting thelenses. This is a part of business, but it is important to replace

the frame as soon as possible. Most warranties are for at leastone year and the company can replace the frame free of chargeif breakage is considered a manufacturer’s defect. Frames without a warranty are a risk. Patients become agitated whenthey pay big money for a lens and the frame breaks. Be sure thecompany will have that frame in stock for at least two years.Your patient will be happier paying for a new frame than starting from scratch.

Who else has this line? This is not private information and yourrepresentative should be open and honest with you. If you are ahigh-end retailer, be sure this line is not offered at the localchain store. It is important to keep up your image. If every officein town has this line, make sure you offer it at competitiveprices. The last thing you want to hear from a patient is that thesame frame costs $20 less across the street. If you are trying tobe exclusive with this line, get a written promise from your repthat they would not put in this line in an office in your proximity. If they can’t do this, do not think you are going to beexclusive.

Once you have asked all the specific questions and are contentwith your answers, then, and only then, pick out frames. You’vegotten to the fun part! Get your staff involved to get everyoneexcited about the new line. Try on frames and see if you can getsome freebies. If you actually wear the frames then they will sellbetter. The reps know this and they should give you a deep personal discount if not a free frame. Remember, adding a lineis always a gamble but doing your homework and asking theright questions will increase your odds of success. Happy sellingand Happy Fall! ■

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ChristaEyecare professional MomTriathlete

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She’s got a full schedule. So do her eyes. 6:05AM 3-mile run

7:26AM Get kids to the bus stop

11:00AM Fit patient’s first bifocals

2:00PM Fit in quick workout

3:45PM Update patient database

6:15PM Pull together family dinner

9:05PM Read story to kids

T R U E T O L I F E

SEP2011_PPG.qxd 8/30/11 5:58 PM Page 1



GLASSESfor MYOPIAMay Be HistoryHOLY DIOPTERS! RUN FOR THE HILLS! THE SKY IS FALLING!

We are threatened with the cure for the scourge of our youth –myopia – by a gene that can change the destiny of eye careproviders henceforth and beyond.

The idea of myopes being eliminated from our practices couldcertainly have far reaching consequences. In a nutshell, scien-tists from the four corners of the world have announced thatthey have pinpointed variations in DNA that make people morelikely to develop nearsightedness, our most common refractivecondition. The discovery could lead to treatment in the next

decade via eye drops or tablets that would halt the elongation ofthe eyeball, the usual source of myopia. This refractive condi-tion has reached near epidemic proportions. Urbanization andincreased near vision requirements, such as intensification ofeducation levels and increasing dependency on hand-held elec-tronics, have contributed to the serious regard that our scien-tists have relegated to this problem.

About one third of the people in both Britain and the U.S areaffected by nearsightedness. In the Far East it is an even moreformidable problem. Some say about the latter that this iscaused by increased interests in technology at early age levels,being more prevalent there than in other parts of the world. InJapan, two thirds of teenagers are already myopic and inSingapore, eighty percent of 18 year old male army recruits are

myopic compared with 25 percent only thirty years ago.Successful applicants for fighter pilot positions were fewand far between as a result of their nearsightedness.

For the past twelve years researchers knew that there wasa strong hereditary or genetic element that influencedboth the incidence and severity of myopia. Professor TerriYoung of Duke University is one of the project’s leadingauthors. Dr. Young said, “The eye is a great subject forgene repair. It is an organ of choice because the eye’s smallvolume and self contained area allows the therapy toremain inside the eyes in a concentrated dosage,” she said.“In addition, the eyes accessibility allows clinicians toobserve the effect of treatment over a period of time withnon invasive methods that can illuminate and test theretina and other eye structures.” Dr. Young has also led ateam that found a different gene (CTNDD2) which is

related to myopia in Chinese and Japanese populations.

As a result of the search for genes associated with myopia, sci-entists discovered a number of variations around the RASGRF1gene. This gene is connected with eye growth and subsequentlywith the process of preventing myopia or protecting against it.RASGRF1 provides a novel molecular mechanism to study sothat we can work to prevent myopia. Linkage studies have iden-tified 18 possible loci on 15 different chromosomes that areassociated with myopia.

Elmer Friedman, OD

Second Glance

SEP2011.qxd 8/26/11 2:00 PM

SEPTEMBER 2011 | EEYECAREPROFESSIONAL| 39

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However, none of these loci are part of the candidate genes thatcause myopia. Instead of a simple one gene locus controllingthe onset of myopia, a complex interaction of many mutatedproteins acting in concert may be the cause. Instead of myopiabeing caused by a defect in a structural protein, defects in thecontrol of these structural proteins might be the actual cause ofmyopia. Scientists created mice that were missing this specialgene and as a result the mice showed distinct changes in theirlenticular system. Researchers now hope to learn how the genevariations affect the growth of the eye and then develop treat-ments that produce the perfect mix of genes.

Dr. Christopher Hammond, of King’s College, London, is aneye surgeon who led the British research project. He said, “It isnot quite the end of spectacles yet, but clearly the hope is main-tained that we will be able to block the genetic pathways thatcause nearsightedness. It will take at least ten more years beforea treatment will be available.” Dr. Hammond believes that eyedrops or tablets administered to children and adolescents couldblock those genetic pathways that send signals to stimulate eyegrowth. There must be serious testing to explore the possibili-ties of side effects. Dr. Hammond adds, “I think that certainlythe number of people needing glasses would be significantlyreduced. But I think that there will be some people that haverarer genes and they will still remain myopic. So to say we willeliminate eyeglasses may be overstating it. We’re never going tohalt myopia in every case but we hope to have an impact on themajority.”

At birth the eyeball is usually of a farsighted dimension andassumes a more normal shape at about the age of seven years.However, much of our youthful years are spent staring atscreens and books which can cause a hypertonicity in the focalmechanism and set the stage for progressive myopia throughincreases in eyeball elongation. Treatment entails the use ofcorrective lenses in the form of spectacles or contact lenses.Certain patients are candidates for refractive surgery. Lasik sur-gery can occasionally improve the vision to the point that fur-ther correction is unnecessary. There are other non surgicalapproaches to myopia such as orthokeratology, which is a pro-cedure that reshapes the cornea and its curvatures. This alsocan occasionally eliminate the need for additional corrections.

One can make a comparison with the use of braces to realignuneven teeth.

There are varieties of nearsightedness which are consideredpathological. These are often linked with retinal detachment,glaucoma and vision distortion that is not corrected by normalrefractive measures. Most patients with this form of myopiaencounter the condition around the early adolescent years.Typically, pathological myopia is a progressive disease and maybe accompanied by abnormal blood vessel growth in the retina.About 2 percent of people are affected by this condition. Therehas been very limited treatment for pathological myopia. Onetherapy, photocoagulation, uses heat from a thermal laser todestroy abnormal blood vessels that are present. Unfortunately,it tends to damage adjacent healthy retinal tissue. It can resultin some immediate and permanent vision loss.

Recently, new treatments include the use of an injectable sub-stance to help treat this condition. A drug called Verteporfin(Visudyne) combined with laser application may help to stabi-lize the vision and prevent further degeneration. This is knownas photodynamic therapy. However, the incidence of thisadvanced type of pathological myopia, fortunately, is very rare.

The following question is raised by an interested observer:

“If we believe in evolution, how can you believe that millions ofyears of evolution led to a genetic defect that affects such a hugenumber of people? Eyeglasses came to the rescue to allow them tocope with their environment. More than half the people in ourAsian countries are myopic. Is it possible that Nature has createda race of handicapped people? The idea that myopia has advancedso forcefully does not hold water. How does one explain thatamong hundreds of people of Eskimo origin only the young peoplewere myopic. Old people and middle aged people in that geo-graphical area had excellent vision. To appreciate this informationwe must consider that an important change occurred regardingthe Eskimos in the decades before that study. Their young began toattend school. They began to abandon their traditional way of lifeand started to follow their neighbor’s modern life. Near visiontasks and the strain it causes is believed to be the real cause ofmyopia and not genetics.” ■

Progressivelenses.com

SEP2011.qxd 8/26/11 2:03 PM

Opti-Port and My Vision Express Align

for Contact Lens Management Tool

Opti-Port, LLC has integrated one of its products,Contact Lens Express, to the My Vision Express practicemanagement system’s version 10.0. Jim Edwards, presi-dent of Opti-Port, said, “We are excited about the Opti-Port CLX/My Vision Express integration. Combiningthe CLX cloud technology with a feature rich system likeMy Vision Express will dramatically improve the eyecareprovider’s ability to manage their contact lens business.”CLX was developed by Opti-Port in 2005.

“With My Vision Express 10.0 and Opti-Port’s CLX,integration users are now able to import contact lensconfigurations with ease. This integration allows contactlens inventory to be managed dynamically, giving ourusers the ability to order, direct ship, and replenish contact lens inventory with ease and efficiency,” saidVipul Katyal, president of Insight Software, LLC, themaker of My Vision Express software.

Created in 2001, Opti-Port www.optiport.com is anational alliance of leading eye care providers that leverage the combined strength of its members to providethem with revenue growth strategies, cost saving, andmarket expanding opportunities. Opti-Port offers solu-tions in purchasing, technology, education and training,and marketing. Opti-Port’s Contact Lens Express, or CLXis part of Opti-Port’s technology solutions, uses cloudtechnology. Insight Software’s My Vision Express softwareis specifically designed for opticians, optometrists andophthalmologists, available as a client-server and web-hosted solution.

North Carolina Drug Store Chain

Launches Online Eyewear Store

Kerr Drug, a 90-store, North Carolina drug store chain, has launched an online optical store, www.kerrdrugoptical.com. It features more than 8,000designer frames, including private label and brandnames, plus a variety of lens options, prescription sunwear and a virtual try-on feature, according to DianeEliezer, director of marketing for Kerr. The site offers savings of up to 70 percent over traditional optical retailers, she said. As part of a grand-opening offer, Kerris giving away the top 100 frame styles for free with a$49 lens purchase. Eliezer said the site is still underdevelopment and will be soon expanded to include contact lenses and other products.

SEP2011.qxd 8/29/11 12:44 PM


Optical PhilanthropyLindsey Getz

EYECARE PRACTICES that take the time to get involvedwith the community—whether it be through sponsoring local events, charity work, or speaking

opportunities—not only do a good deed by promoting the“healthy eyes” message to the general public, but they do goodfor their practice too. It’s smart business to connect with thesurrounding community.

Community involvement has always been important to Mary E.Boname, OD, co-owner and co-founder of Montgomery EyeCare in Skillman, NJ. In the 14 years she’s been in practice, she’ssponsored a variety of local sports teams. She says this is some-thing that community members notice and value. “They seethat I’m the sponsor of a team their child plays on and they’reinclined to want to support me as I’ve supported their child’steam,” says Boname. “Many of the young sports players are alsomy patients.”

Boname has also sponsored an annual run for charity, donatedto the Rotary club, and done talks with her local Girl Scout’stroop and senior center. “At the senior center I did a little pres-entation that introduced myself and my practice and then gavean overview of ocular conditions that older patients need to beaware of including glaucoma, dry eye, and macular degenera-tion,” she says. “It promoted the importance of regular exami-nations.”

Looking Outside of the Practice

The truth is many eyecare practitioners don’t get involvedbeyond the confines of their office simply because they’re toobusy or they just don’t want to. But there are many opportuni-ties to join local boards, associations, or even just give a talk. ForLori Landrio, OD, owner of Landrio & Dorman O.D., based inMerrick, NY, getting more involved and using her skills outside

of the office has meant connecting with the NYSOptometric Association. Last year she became president ofthe Nassau County Chapter NYSOA. She says it was anopportunity for her to find ways she could help others aswell as being connected within the eyecare communityand making strategic decisions that would help advancethe field.

Landrio says that getting involved allows eyecare practi-tioners to make a difference. She says that her own involve-ment outside of her practice has stemmed from a sense ofcommunity responsibility to her profession as well as herown personal desire to help others. She offers a personalexample: “Our state is one of only two states that is notlicensed to prescribe oral medications,” says Landrio.“This

Lori Landrio, OD

Reaching OutGetting involved outside of the office can be

good for your community—and for you

Mary E. Boname, OD, examines a patient with a slit lamp.

SEP2011.qxd 8/30/11 9:49 AM

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is very disconcerting because sometimes an oral medication iswhat is required because its course of action is more effectivethan its topical counterpart. This year a group of more than 25optometrists and optometric students went with members ofthe NYSOA to lobby for the ‘Orals Bill.’ Why do this? Because ifwe don’t do this, who will?”

Through the NYSOA, Landrio has participated in other eventsas well. “As a group we have attended health fairs and commu-nity-based vision screenings for children and adults,” she says.“Our last program was on Long Island and organized throughthe efforts of the local senator’s office.”

But like Boname, Landrio has also been involved on her owntime. “Although I don’t live in the community where my prac-tice is located, it is my pleasure to extend myself to the localschools, churches, and other organizations that feel they canbenefit from vision screenings or an educational session withme,” she says. “Recently I was invited by the PTA to a gradeschool learning fair during which time we spoke to five classesof elementary students about vision. We did exercises mimick-ing what it would be like to live without vision. We talked abouthow students can protect their vision and I incorporated thebenefits of reading and how eyes influence learning by telling astory with and without the pictures to mimic visual depriva-tion. It was a great experience all around.”

Organization involvement has alsobeen key for Brian S. Boxer Wachler,MD, director of Boxer Wachler VisionInstitute in Beverly Hills. He’s servedon the medical advisory board for anon-profit Keratoconus organization.“From as long as I can remember,I’ve been an advocate for preventionof disease,” says Wachler.“It is person-ally fulfilling for me to dispense the‘ounce of prevention’ so people

can avoid the ‘pound of cure.’ For example, for Keratoconus, weeducated people about the importance of wearing sunglassesoutdoors since sun exposure has been shown to increase thefree radical load in the cornea which can accelerate collagendamage in Keratoconus. Another example is discussing withparents the importance of their children to wear sunglasses toprevent ultraviolet light damage to the conjunctiva, which is arisk factor for a number of these kids later suffering fromchronic bloodshot eyes as adults.”

Doing Good

In the end, there’s no question that community involvement isnot only a good thing to do, it’s also a strategic business move.“Getting involved in the community is so important becausethat’s where my patient base is,” says Boname. “The more people you interact and connect with, the stronger your patientbase and patient relationships become. Word of mouth advertising is the best kind and the way to get it is throughcommunity involvement.”

But Boname says that for her it’s not just about growing herpractice. Her connection to the community and her connectionwith patients is what she thinks healthcare should be all about.“Part of what’s missing in healthcare today is that personalizedexperience where you feel like your doctor really cares aboutyou,” she says. “That’s easy for me to deliver because I’m a single doctor practice. Patients may come by just to show mepictures from their kids going to prom or a baby being born.That’s very rewarding for me.”

And Boxer Wachler and Landrio agree it’s why they got intopractice in the first place.“I became a physician to help people,”says Boxer Wachler. “To me it makes sense to be involved outside my practice to spread the message of how to havehealthy eyes. I feel that I am fulfilling my obligation as a physician in going outside of my practice.” ■

Brian S. Boxer Wachler, MD

SEP2011.qxd 8/26/11 2:04 PM

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Advertiser IndexADVERTISER PAGE # PHONE # WEB SITE

Baby Banz 41 877-333-0074 www.babybanz.com

CNS Frame Displays 36 877-274-9300 www.framesdisplays.com

Coburn Technologies 19 800-262-8761 www.coburntechnologies.com

Corning BACK COVER 800-821-2020 www.corning.com/ophthalmic

EastWest Eye Conference 51 800-999-4939 www.eastwesteye.org

Exact Eyes 48 888-807-4950 www.exacteyes.com

Eyevertise 46 847-202-1411 www.EyeVertise.com

FEA Industries 29, 45 800-327-2002 www.feaind.com

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

Illusion Optical Displays 11 888-798-4988 www.iodisplay.com

i-see optical 40, 43 800-257-7724 www.iseelabs.com

Jee Vice 5 949-542-4838 www.jeevice.com

LINDBERG 9 +45 8744 4000 www.LINDBERG.com

Luzerne Optical 31 800-233-9637 www.luzerneoptical.com

Marco 15 800-874-5274 www.marco.com

Marcolin INSIDE BACK COVER 888-MARCOLIN www.marcolinusa.com

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

ADVERTISER PAGE # PHONE # WEB SITE

Nassau Vision Group 17 800-526-0313 www.Nassau247.com

National Lens 32, 39, 43 866-923-5600 www.national-lens.com

Nellerk Contact Lens Cases 49 607-748-2166 —

Norwood Vision Group 25 610-278-1900 www.norwoodvision.com

Opticom 26 800-678-4266 www.opticom-inc.com

OptiSource 33 800-678-4768 www.1-800-optisource.com

Optogenics 13 800-678-4225 www.optogenics.com

PPG Industries 37 800-358-8258 www.nxt-vision.com/zeiss

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

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

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

Smile Reminder 35 866-605-6867 www.smilereminder.com

Tabco Optical 44 800-394-9285 www.tabcooptical.com

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

US Optical 23 800-445-2773 www.usoptical.com

Vision Expo West 21 800-811-7151 www.visionexpowest.com

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

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SEPTEMBER 2011| EEYECAREPROFESSIONAL | 47

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

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo advertise please call 8

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OPTOGENICSOvernight Service

on AR & Digital JobsAR’s In House:

Crizal, AR24, AR15, Zeiss

Optogenics.com800.678.4225 • Fax: 800.343.3925

NOW AVAILABLE:

Shamir Digitals

OPTOGENICSis a Full Service Surfacing

and Digital Lab

UPS Shipping Overnight

Saturday Delivery = NO Extra Charge

Orders Received &

Shipped Overnight

VSP & VCP & VBA Approved

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INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo

adv

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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

Optical Dynamics Q2100 lens caster system. . . . . $500000

Optical Dynamics lens casting monomer . . . . . . . . . $25485

Ultra Optic Mini II scratch coater . . . . . . . . . . . . . $799500

Chemalux AR coater (model 150A) . . . . . . . . . . . $850000

Contact: Dr Malcolm Kelly Jr49 South 2nd Street, Oxford, PA 19363

Ph: 610-932-9356Email: [email protected]

FOR SALE50%OFF

excellent condition

SALES REPSWANTED

Experienced, Independent sales reps, for a high fashion optical frames & sunglasses line

• Good Commissions• Many Territories Available

Asia Pacific Trading Co. Inc.Wholesale of Sunglasses & Optical Frames

Please e-mail:[email protected]

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National LensAmerica’s Leading Discount

Contact Lens Distributor

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

www.national-lens.com

Framedisplays.comis the leading provider of opticalframe displays for ophthalmic

dispensing professionals. Productsinclude optical eyewear and

sunglass displays in addition tolockable, rotating, standing, wall

mount and slatwall frame displays.Call 877.274.9300

for info and catalog.

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 advertise please call 8

00

.91

4.4

32

2, or visit w

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

polarization. Drivewear is thefirst polarized photochromiclens to darken behind the

windshield of a car.

www.drivewearlens.com

NELLERKCONTACT LENS CASESNELLERKCONTACT LENS CASES

9¢ONLYEACH

12¢ per unit Printed!

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

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

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.

Soothe with

the bio-lens that brings

request info & sample

www.safigel.com

promo code EFIA

ECP Guarantee: sold through

your office, NOT online.

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

HELP WANTED FRAME SALES

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

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

talk to you.

Preview our Collections at national-lens.com

Please email your letter of interest to [email protected]

or Call 954.730.9244 x221

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IF YOU LOOK at sales of luxury goods like automakerFerrari’s products (starting price around $200,000) you seethat the US and Canada account for nearly 30% of theirglobal market. This indicates to me that the recession is

truly over for the wealthy and ECPs that cater to that crowd are probably doing very well! Similarly, things like high-endwatches, handbags, jewelry, etc. However, the lines at the Gulfstation next door to our place of business when they take sixcents off a gallon on Mondays and Wednesdays suggests noteveryone is in that rarified market.

Average people (as in customers, clients, patients, whatever youwish to call them) are crazy for money saving deals. The bignews this week is a tax-free weekend in Taxa—uh,Massachusetts, people who would have traveled to our neighbor New Hampshire for their stonking-big flat screen TVor new living room set are sticking around this weekend for the

promotion. All the local stores are advertising this heavily andare expecting a huge influx of business. This begs the question– why have a sales tax at all if it only benefits neighboring statesto the degree we need to declare tax-free weekends?

In 2005 Citigroup reported that, “America was composed oftwo distinct groups: the rich and the rest. And for the purposesof investment decisions, the second group didn’t matter;tracking its spending habits or worrying over its savings ratewas a waste of time. All the action in the American economywas at the top: the richest 1 percent of households earned asmuch each year as the bottom 60 percent put together, theypossessed as much wealth as the bottom 90 percent.” And thegap grows each passing year.

According to Gallup from May 2009 to May 2011, daily consumer spending rose by 16% among Americans earningmore than $90,000 per year; among all other Americans,spending was completely flat!

So what does this mean to folks like you and me with customersfrom all economic strata? It means we hope our customers stayemployed, it means we hope they keep their vision care insurance, it means we find ways to compete with big box opticals, and internet eyeglasses. It means, ultimately we have to rely on our strength to change quickly and adapt to new conditions like the media claims we small businesses can do.

Above all – we need to send the message to our elected officials(of both parties) that they need to stop the BS, ignore the buffoons on the extreme edges of their respective parties andget to work on JOBS (which will get the economy back on trackquicker than cutting social programs)!

How important is this? Our older relatives have told us storiesabout the Great Depression of the thirties; we’d better hope we don’t get in the position where we will be telling our grandchildren stories from the Great Depression of the newmillennium. ■

Last LookJim Magay, RDO

Jobs, Jobs, Jobs

HOW’S BUSINESS? IF YOU ARE IN A REALHIGH-END LOCATION – PROBABLY PRETTYGOOD. IF YOU’RE IN AN AVERAGE TO LOWEREND NEIGHBORHOOD, I’D STICK MY NECKOUT AND SAY “NOT SO GOOD.”

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[ The alternative photochromic ]

Reliable Quality

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eyecare professional magazine september 2011 issue

Documents

fashionable ecp

fall page

anthony record

warren mcdonald

ginny johnson

elmer friedman

trademarks of kodak

new releases