eye care professional magazine - august 2015 issue
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Eye Care Professional Magazine - August 2015 IssueTRANSCRIPT
August 2015 • Volume 9, Issue 84 • www.ECPmag.com
ECO-GREEN EYEWEAR / page 14 • PROFITING FROM THE “GREEN REVOLUTION” / page 26
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You talked.We listened.
We listened when you asked for more consistent product quality,
improved turntime, and better customer service at all levels. Here’s what
our new management team has implemented to serve you better:
©2015 Essilor of America, Inc. All Rights Reserved. Unless indicated otherwise, all trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries. Varilux S Series and design are trademarks of Essilor International. PTR T679 PDF/SA 07/15
PLAINTALK
Call 21st Century Optics today at 800.221.4170 and let us prove to you the difference!
• Invested in new equipment, better designed to meet the demands of our customers
• Expanded our facility to include more digital capacity, AR capacity, and an in-house stock lens division
• Streamlined the layout of the lab for improved efficiency and turn time
• Dedicated Varilux S Design™ digital line with specialized technicians
• Raised the bar on our customer care team to better serve you
• Multiple daily deliveries throughout the NY & NJ metro market, allowing you to better serve your patients
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Vol. 9 — Issue 84
CONTENTSAUG 2015
10Smart Online MarketingUnderstanding how your online presence should “show” benefits, proving that you are the right choice.Renee Jacobs, OD, MA
20How Green Is Your Office?Ideas to implement in your practice to include your staff and patients when making the transition to “Green.” Judy Canty, LDO
26Profiting from the “Green” RevolutionAdding eco-friendly frames and lenses to your inventory can increase sales and profit margins in your practice.Beth Carlock, OD
28It’s All About GreenBeing relatively new to the optical profession is an exciting and rewarding time. Some helpful hints for your journey. Anthony Record, ABO/NCLE, RDO
38Considering Anatomy in the DispensaryBuilding lasting relationships through your extensive knowledge of the eye and conveying that to your patients. Sam Winnegrad, MBA,LDO
42Lasik Surgery ComplicationsShould I or shouldn’t I take the risk of eliminating the need for eyeglasses or contact lenses for life through eye surgery?Jason Smith, OD, MS
46Be Your Own BossHaving your own optical shop is a wonderful thing but you have many bosses— they are called your patients. James Magay, RDO
US Optical 800-445-2773www.usoptical.com
On The Cover
20 38
Eco-Friendly EyewearDo your part for the environment by offering your patients the latest innovative Eco-Friendly eyewear and sunwear. by ECP Staff
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Going for the Green!
So this is our 7th issue since the re-launch of EyeCare Professional Magazine and all I can is WOW! It has been so exhilarating and fun. I really want to thank all of our readers, those who have taken the time to send comments, our wonderful staff of writers and, of course our advertisers. Hard to believe when we re-launched in February that we were preparing for Vision Expo East and here we are, already on to Vision Expo West. I am certainly looking forward to seeing you all in Vegas!
One of the things I think about in being a print publication is recycling. Being in Pennsylvania, I remember visiting New Jersey many years ago and they were already recycling, but PA was not. So I decided to start recycling on my own. I now think about how much going “Green” means to our everyday lives and I try to do my part to help Mother Earth.
In this issue we discuss so many aspects of implementing “Green” into our businesses. Judy Canty talks about “Green” and “Sustainability” being the phraseology of our time. She provides many tips and ideas to implement strategies in your practice to help you do your part.
Beth Carlock also discusses tips and ideas to join the “Green Revolution.” She mentions numerous vendors who are all on the bandwagon themselves with the products they are producing such as lens and frames manufacturers and how to get your customers involved in giving back through recycling.
Our frames editorial feature this month is titled “Eco-Friendly Eyewear.” I remember when we first did this title several years ago, I had a hard time finding companies that offered eco-eyewear. Today there are plenty. From frames made from wood, bamboo, and even denim— they are becoming more of the norm.
Anthony Record provides a spin on “Green” as he discusses being new or “green” to the optical industry. Anthony highlights great advice for those students joining the eye care profession.
I hope you enjoy this eco-issue and you take away one or two things that you can do to play your part.
See you at Vision Expo West!
Lynnette BlantonEditor & Publisher
EDITORIAL OFFICES4600 Grandview Avenue, Bensalem, PA 19020Phone: 215-702-0625 • Fax: 215-702-0629
EDITOR/PUBLISHERLynnette Blanton
SR. PRODUCTION/GRAPHICS DESIGNBruce Drob
CONTRIBUTORSMary Armstrong, Judy Canty, Pamela Capaldi,
Beth Carlock, Renee Jacobs, Jim Magay, Corrie Pelc, Anthony Record, John Seegers, Jason Smith, Sam Winnegrad
EYECARE PROFESSIONAL MAGAZINE published monthly by ECP, LLC.
Volume 9 Number 84
EYECARE PROFESSIONAL MAGAZINEECP, LLC makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein.
No reproduction of printed materials is permitted without the consent of the publisher of EyeCare Professional Magazine, ECP, LLC.
ECP, LLC is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect
to anything printed herein.
It shall not be construed that ECP, LLC. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products,
services or individuals in this publication.
For Back Issues and Reprints – Contact Lynnette Blanton, Publisher/Editor at 215-702-0625 or by email at [email protected].
For subscription changes, email: [email protected].
Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP, LLC are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare
Professional Magazine, ECP, LLC its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP, LLC assume no responsibility toward
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FROM THE EDITOR
SINCE 1994
The Publication with a Voice... The Conversation Starts Here.
Visit www.ecpmag.com to view digital versions of each of our editions.
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THE NEXT STEP IN THE DIGITAL LENS REVOLUTIONHow returning to fundamental optical theory yielded the latest advancement in vision care
Base Curve BasicsWhen the power of a lens is paired with its ideal base curve, the wearer enjoys clearer vision, with minimal oblique astigmatism. In a single vision lens, there is one power, so it‘s easy to choose the ideal base curve for the prescription.
However, in a progressive lens, the distance zone power calls for a lower (flatter) base curve, while the near zone power calls for a higher (steeper) base curve. In traditional molded frontside progressive lenses, the varying base curve is built into the design.
Nowadays, modern digital lens technology allows labs to create progressive lenses out of singlevision lens blanks. But this means the various powers must share a single base curve, one that may not be ideal for all zones.
The new Camber lens offers an elegant solution that represents the next step in digital prog ressive lens technology.
Front Surface InnovationCamber lens technology, developed by Younger Optics in partnership with Indizen Optical Technologies (IOT), introduces a new front surface innovation known as the VBC (variable base curve), which provides the significant advantage of an optically ideal base curve for all viewing zones.
Each Camber lens blank comes from a section of the “Elephant’s Trunk” curve, creating a unique, patented VBC front surface that continually increases in diopter from top to bottom.
This improved front surface profile gives each viewing zone a base curve that is wellsuited to its function.
This totally new VBC front surface, unique to Camber lenses, provides benefits to wearers in all zones. Wearers enjoy noticeably increased acuity in the periphery of the distance zone, as well as a reading area that is more comfortable and easier to find with the eye.
Elephant‘s Trunk Curve
The Camber lens blank has a unique, continuously increasing base curve, ideal for the increasing power profile of digital progressive lenses.
Learn more at camberlens.com
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Camber is a trademark of Younger Mfg. Co.
Merging Complex CurvesCamber lenses offer stateoftheart, digital designs which are calculated to operate in mutual accord with the unique Camber lens blank.
The VBC front surface is combined with a sophisticated backside digital design ; both surfaces work together to become the patented Camber finished lens.
The Rx Design Computation is further enhanced, when desired, by a complete set of individualization parameters that take into consideration the unique attributes of the frame and the preferences of the wearer. The result is a finished lens that is comprehensively customized for each individual patient.
Where to OrderLenses with Camber technology are now available from select labs (listed right). For an uptodate list of Camberauthorized labs, visit camberlens.com/labs.
Benefits to Patients• Dramatic reduction of oblique
astigmatism in all visual zones
• Full individualization and customization available according to prescription, lifestyle and frame choice
• Increased magnification in reading zone
• Increased area of the reading zone
• Reading zone easier to find*
• Improved distance vision
• Improved cosmetic appearance on some Rx‘s due to flatter lens curvature
• Easier adaptation for most wearers*
• Wearer trial shows most wearers prefer lenses with Camber technology*
*Compared to same lens design without Camber technology. Wearer study available upon request.
Camber Lens Blank
From the top of the lens blank to the bottom, the base curve increases up to three diopters. This VBC (variable base curve) offers distinct advantages over digital progressive lenses made from a single vision lens blank.
5.5 D
6.0 D
6.5 D
7.5 D
8.5 D
+30mm
+15mm
+0mm
-15mm
-30mm
What makes Camber lenses different from other digital lenses?
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ECP NEWS
PRIMARY EYECARE NETWORK UNVEILS NEW WEBSITE PrimaryEye.net features consolidated billing portal and other user-friendly benefits
Transitions® Adaptive Sunwear Broadens Exposure to Adaptive Lens Technology with Sports Club Events, Partnerships and Social Media
OWA Connection Series VEW Event on Sept. 17
This year’s Optical Women’s Association Connection Series event, Getting Four Generations to Work Together, brings together six panelists from the four generations in the workplace today to tackle common “sticking points” that arise such as different communication styles, how feedback is delivered and how often, and what is considered a good work ethic.
Based on the OWA book selection, Sticking Points: How to Get 4 Generations Working Together in the 12 Places They Come Apart by Hadyn Shaw, a moderated panel from each generation — Traditionalists, Baby Boomers, Gen X, and Millennials, will give their perspective on 4 hot topics.
On the panel, representing the Traditionalist generation is Mimi Friedfeld, co-founder, ClearVision Optical; representing the Baby Boomers are Donna Gindy, COO, REM Eyewear and Gary Gerber, OD, The Power Practice; representing Gen Xers is Jill Saxon, OD, Bausch + Lomb; and representing the Millennials are Gillian Mulhere, Jobson, and Steven Squires, LocalEyeSite.
Moderated by Baby Boomer, Christie Walker, president of OWA and editor, LabTalk, and Millennial Nogah Jones of Jobson, the event will take place on Thursday, Sept. 17 from noon to 1:30 p.m. Open to members and nonmembers, men and women, this program is free to OWA members and only $35 to nonmembers. Pre-registration is required. The event includes a boxed lunch. Check in starts at 11:45 a.m. with the program beginning sharply at noon.
The OWA is also planning its Annual Networking and Raffle Event at Vision Expo West which will take place on the Red Carpet on Friday, Sept. 18 from 5:30 p.m. to 7:00 p.m. Enjoy hors d’ouvres and cocktails while networking with friends and entering raffle tickets for designer items, sports gear, gift certificates, and much more. All proceeds will benefit the Professional Development Programs. Everyone is welcome to the event, and attendance is free, although advanced registration is required. www.owa.com
“Our goal in launching the new website is to provide better online resources for eye care practitioners,” said PEN Marketing and Education Manager Mary Eastwood, OD, FAAO. “We added features that will enhance our members’ practices and make their everyday work lives less complicated.”
The innovative new website, PrimaryEye.net, features a consolidated billing portal that offers PEN members the conve-nience of quick access to online monthly billing statements. Accessible through secure, private logins, PEN’s consolidat-ed monthly billing statements organize a practice's purchases by category for convenient online viewing, an added time-saving benefit. Members will also soon be able to make payments online.
In addition to a clean, sleek, modern design, a content-rich site experience, mobile compatibility, and easy-to-navigate functionality, the new robust website offers education listings and
online registration, vendor promotions and rebates, and issues of Focal Point, PEN’s bi-monthly newsletter offering practice management tips, advice and news-you-can-use.
“We know our ECPs are busy running their practices, so we refreshed the look and feel of our website and rearranged all of our value-added content so they can quickly and conveniently find the information they are looking for,” East-wood said. “PEN members have come to rely on our website as a critical tool for the success of their practice, and we are pleased to further refine this valuable resource for them.”
For more information, visit PrimaryEye.net or call 800-444-9230.
Recognizing the power of a hands-on product experience, Transitions® adaptive sunwear, a line of automatically adjusting sunglass lenses and shields from Transitions Optical, Inc., is partnering with athletic clubs and sponsoring sports events to give members and participants the opportunity to experience best-in-class adaptive lens technology during their favorite outdoor sport activities, including running and cycling races and triathlons. Incorporating product giveaways and on-site product demonstrations, the partnerships are designed to give members a chance to try adaptive sun lens technology prior, during and following club events. Members are encouraged to share their experience on social media, further extending the reach of local events.
“These relationships allow us to take the Transitions sunwear product experience directly to some of the most highly engaged local sports clubs in the country,” said Larissa Bryan, director, sunwear, Transitions Optical. “What some don’t know is that the same Transitions eyeglass technology they’re already familiar with is also available in sunglasses made specifically for outdoor
sports, like cycling and running. It’s clear that when people have a chance to experience adaptive sun lens technology, they immediately see the benefits.”
The Transitions adaptive sunglasses line, featuring lenses that automatically adjust the level of tint and color as the light and weather changes, includes several ground-breaking products specifically designed for cycling and running, including Dragon® Enduro X sunglasses, Oakley® Transitions® sunglasses and Nike® MAX Transitions® speed tint sunglasses.
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At the heart of the two units is an advanced high-curve tracer, featuring a unique mechanical design which includes a variable fulcrum stylus, keeping its axis-angle perpendicular too any frame curve. The new tracer reduces stylus-pressure by fifty percent, there by eliminating the potential for distortion on even the thinnest, most flexible of frames.
The Lex-1200 edger’s “2.0 software” boasts a faster processing speed than the previous version and offers multiple custom bevel pre-sets. New to this model series is a controlled high-curve bevel function which produces an asymmetrical lens bevel profile, permitting the lens to be perfectly fitted into such shaped sport frames. Additional functions include highly-specialized semi-step bevel which allow insertion of lenses into “non-Rx-able” eyewear.
NEW LENS EDGER AND BLOCKER FROM SANTINELLI Introducing the Lex-1200 Lens Edger and Ice-1200 Blocker
Frustrated with Inaccessible Workout Videos, Visually Impaired Woman Creates Descriptive Audio Options
Determined to stay in shape, Mel, 56, of Doylestown, Pa. would buy and try each only to discover that home workout videos truly aren’t designed for the visually impaired.
“They would say things like ‘look at me, watch your form,’” Mel said, who worked for more than 30 years as a massage therapist. “I couldn’t follow what was going on.”
Mel was diagnosed at age 7 with retinitis pigmentosa, a degenerative eye disease which causes severe vision impair-ment. By age 11 she began learning braille.
“I have a little bit of vision left,” she said. “I can actually still use my vision to get around. But I prefer walking with Jingles, my guide dog.” Using her limited sight to read or watch DVDs is no longer possible.
Mel hasn’t visually read anything since age 21 when she took the GRE for Graduate school and during that last reading she recalls “getting physically ill” from straining her eyes.
Fast forward 35 years and Mel has formed her own company, BlindAlive LLC, and worked with a team of fitness instructors as well as visually impaired music composers – to create a series of descriptive exercise workouts as part of her Blind Alive ™ Eyes-Free Fitness™ offerings.
“I’ve been whining and moaning for a long time about them not being accessible,” Mel said of traditional at-home workout videos and DVDs. “When I was riding my stationary bike I just got this huge energy f lood. It said ‘stop whining and create it yourself.’
My heart was pounding. It was one of those moments that I knew was a before and after moment.”
Within a day of her epiphany, Mel had a fitness instructor, videographer and Website developer in place. In the first nine months, Mel and her team, in addition to establishing a limited liability company, created six descriptive audio workouts, a Website, blog, podcast, a sound tag composed by accomplished composer Doug Katsaros and a voice on social media channels including Facebook, Twitter and YouTube, and LinkedIn.
Besides being the visionary, Mel provides detailed exercise descriptions to complement each workout, which are recorded by Mel herself. Workouts are available as hard copy CDs through Amazon or as digital downloads from her Website.
For more information, visit: www.blindalive.com.
ECP NEWS
You have many more important things to do than sit on the phone with the insurance companies trying to determine each patient’s benefits…like actually taking care of
your patients. Our services include for one convenient price of $30 per hour:
• Inbound calls during times you may be short staffed; like vacations, sick days, holidays, in-service trainings or lunch. • Outbound calls to patients for recalls, reminders or reactivation. • Calling to insurance providers to qualify and verify benefits,
allowances and deductibles. • Live scheduling into your practice management software. • Flexible, friendly, professional and customized to your practice. • HIPAA compliant!
We will get the verification you need and relay it back to you quickly and
painlessly…well, painlessly for you.
It’s your call. We just make it or take it.
www.k-calls.com
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OPTICAL MARKETING
SMART ONLINE MARKETINGImmediate Relevance + Share Worthy Moments = RESULTS
These days, are you successfully evolv-ing online marketing strategies for your eye care business? Or instead, are you among those who are feeling ineffective? Today, online marketing is more chal-lenging than ever because patients have access to knowledge at their fingertips and literally everyone is competing for their attention. Friends and family are pushing online messages through Facebook plus other social media. Your competition is more visible than ever before. In this environment, how do you get your eye care business noticed? How do you gain new patients, plus keep them and convert them into fans and ambassadors?
As we compete for consumer attention, it turns out that customer attitudes, and pre-purchasing behaviors are changing! In 2011 Google commissioned a study to learn how shoppers are influenced to make purchasing decisions. They mea-sured that Americans needed 5.3 sources of information before buying in 2010, and in 2011 the number of trusted sources doubled to 10.4! Jay Baer, president of Convince & Convert, puts it succinctly:
“We need more information than ever as consumers, because we HAVE more information than ever…It’s so easy to hyper-research everything today that if you make a bad purchase decision, maybe you were just lazy.”
Undoubtedly, your discerning consum-ers are researching their options, evaluat-ing your products and services, before they book an appointment or arrive as
a walk-in. When your potential patients research their options, how can you increase your relevance? How will you convince online shoppers to choose you?
Smart Online Marketing
The broad goal of a smart online marketing strategy should be to convert visitors into prospects, prospects into customers, customers into fans and fans into your ambassadors. To achieve this, your website requires key attributes. Every visitor should experience im-mediate relevancy, discovering that your business can be helpful solving their problems. Your online presence should “show” benefits proving that you are the right choice. Marketing should be heavy with visual content that engages emotions while motivating a click through to your most desired action step. Then, once you’ve captured new business, make it easy for each patient to share something fascinating with friends and family. In other words, activate patients to generate referrals toward growing your business.
Smart Online Marketing is Immediately Relevant
When a new patient visits your website, your business is either relevant or not. This is your chance to establish a bonding relationship because that patient is in the right place and all the information and help they may need is readily available NOW. If you are ‘immediately useful’,
then you are half way there to winning trust, loyalty, and sales. If your relevance is vague, then your potential patient will click away to search for your competitors.
When you evaluate your website for relevance, consider three types of useful-ness. The first is to be useful based upon the customer’s location. Confirm that any visitor can easily discover the simplest way to reach your brick and mortar location.
The second kind of usefulness is relevance based upon the customer’s situation. Therefore, your website should “Show and Tell”, leaving no doubt about who, what, when, where, why, and how your availability, products, services, and qualified staff will meet that patient’s needs. Your website images, text, menu tabs, page layout, and messaging should work seamlessly in concert. Demonstrate that your business is the perfect match to that individual’s circumstances.
Next, the motherlode of opportunity - for relevant and frequent connection with patients - is the 3rd kind of usefulness. Communicate utility based upon season-ality or external factors. Demonstrate that your business can provide annual well care, plus a whole lot more value. You are a trusted friend and resource for:
• Incidental medical care such as treatment for seasonal allergies, and foreign body removal.
• Medical solutions like BluTech Outdoor sunglasses, to protect eyes from the effects of high energy blue light.
• Gift certificates that can be used to purchase très chic frames or annual supplies of contact lenses.
• Thoughtful Christmas stocking stuffers like colorful cleaning cloths or specialty readers for comfortable viewing of digital devices.
• Fascinating fun facts about the eyes.
à For inspiration, search YouTube for “amazing facts about the eye”. You will find heaps of joyful knowledge to share.
Renee Jacobs, OD, MA
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12 EYECARE PROFESSIONAL
Smart Online Marketing “Shows” that You Are the Right Choice
Marketing can be positive, neutral, or negative. Your ambition is to orchestrate communication with a net positive effect, building trust, thereby paving the way for cradle-to-grave care plus sales. Positive marketing might include blog posts, your public relations campaign, an effective website, and even the way that each staff member communicates with a patient. Every point-of-contact is your opportunity to layer nuanced, positive connections. Imbibe the philosophy in your entire team that a satisfied customer is a repeat customer and a repeat customer is a satisfied customer. Believe that every contact is a sales call. Communicate in-teresting, useful messages. Avoid invasive, conceited, vague or awkward advertising that turns people off.
To increase your conversion rate, defined as the number of website observers who then engage with your business, you may need to restructure your web presence. Consider website attributes that increase positive impressions. To make this easier, let’s visit Dr. Alan Glazier’s website http://youreyesite.com. It exemplifies engaging content, well organized to “show” how Shady Grove Eye Care solves common patient problems. The following is an excerpt from Dr. Glazier’s profile:
January 1, 2007 Dr. Glazier boldly eliminated all traditional marketing in his practice in favor of social media and search engine optimization with tremendous success. Dr. Glazier is author of "Searchial Marketing: How Social Media Drives Search Optimization in Web 3.0, which describes his marketing journey. He is a frequent lecturer on social and new media. His eye care practice, Shady Grove Eye and Vision Care, won runner up in the Small Business Tech Summit 2011 for their pioneering efforts in using social technologies to market their practice and was recipient of the first annual D.A.R.E. “Lead, Follow or Get Out of the Web” award conceived
to honor daring optical retailers and dispensers with cutting edge online marketing efforts.
When you study the Shady Grove web-site, notice great attributes that you can emulate with your own business personal-ity. Evaluate Dr. Glazier’s Our Services tab. Notice that each listed service is explained in terms of benefits, not just features. Furthermore, each list item links to an individual landing page that “shows” solutions to patient problems. Each land-ing page has a heading that commands attention, followed by introductory sen-tences that capture interest. Then you’ll witness solutions, in the form of personal stories, metaphors, or examples. Solutions are illustrated with images and video. This is the kind of website that grows business.
Finally, on every solidly useful landing page, you will find a clear and obvious link to a well-defined action. Notice how quickly you can request an appointment, order contact lenses, complete new patient registration, or follow a personal interest such as the Dry Eye Blog. An effective call to action invites each website visitor to click toward the point of sale. Like Dr. Glazier, use landing pages with relevant content and links that engage. All in all, evaluate a great example of a website that grows business. Now re-think yours and take action today!
Create Visual Content that Engages Potential Patients
Here is a fascinating fact about the eye. An MIT study recently showed that the human eye can process a picture in 13 milliseconds! This is faster than under-standing text or audio messages. Essen-tially, the human brain is wired to extract meaning from visual information.
Keep this in mind when you build online marketing. If you want your website visitors to connect emotionally with your content, plus take action, then use effec-tive visual content – especially pictures. Visual communication, helps us filter out distraction and skip over content that seems irrelevant. Consumers engage with
images that attract attention, entertain, and provide value. After you draft menu tabs and landing pages, for your organized and useful website, then ensure that your messaging “shows” and “tells”.
The best picture will always speak for it-self, while teasing with additional content that is worth time investment. You can add print for context or additional in-formation. Then, embed a clickable link. That link is a single call to action driving traffic toward engaging your business services or products. Get clear about what you want your admirers to do, including where you want them to end up when you earn their trust.
Facilitate Sharing
Once you’ve earned a business relation-ship, activate your internal marketing program. Realize that every patient can be your roving ambassador. At least 75% of your patients are carrying smartphones equipped to gather real time information about your business and their patient experience. They can collect pictures, audio recordings, and video to share with friends and family. How can you leverage these new roving ambassadors toward growing your business?
Implement a fun idea or two, suited to your business personality and your patient base. For example, you can routinely offer to use a patient’s phone to capture their smile wearing the newest frame. Perhaps you begin indicating that some portion of the eye examination can be video re-corded. It might be while the patient reads the eyechart or when the doctor explains prescription changes. Be smart and cre-ative generating consistently memorable moments that your patients will love to share using social media.
With a little thought and effort, you can turn your website and social media into highly effective online marketing tools. Today, some of your competitors have a head-start. Now it’s your turn to catch up and move past them. Have fun growing your business, increasing relevance, and creating share worthy moments! ■
USE “YOUR ONLINE PRESENCE SHOULD ‘SHOW’ BENEFITS PROVING THAT YOU ARE THE RIGHT CHOICE.”
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Augen OpticsBristol C&DCarl Zeiss/AO SolaCentennial Optical LimitedConant USAEssilor (Silor, Varilux & Gentex)Eye SolutionsEyenavisionEyewear by ROIEyewear DesignsFantom OpticsHilco (Supplies)Hoya LensI-CoatKaenon PolarizedKBcoLab-TechL.B.I. LensesLenscoNassau LensNouveau EyewearOptima/PFO GlobalPolycorePolylens (Chandel Optical)Private Label OpticalRochester OpticalSeiko OpticalShamir InsightShore LensSignet-ArmorliteSOMO OpticalSpeciality Lens/iRX XperioTitmus (Frames)Vision DynamicsVision-EaseVSP Optics GroupX-Cel OpticalYounger OpticsZyloware (Frames)
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SIRES EYEWEAR With eight vintage styles of frames to choose from, each piece is molded from a composite mixture of cotton � ber and wood pulp, and then customized with thousands of options and combinations of thin
wood veneer, making each pair of glasses completely unique.
www.sireseyewear.com
ROLF ROLF Spectacles “Excellence” 92 from the evolved collection has been awarded the highest Spark Product Design Award. The elegant, masculine eyewear design is available in four di� erent wood combinations— smoked eucalyptus, bog oak-maple-bog oak, bog oak-walnut and robinie steamed and handcrafted in the Tirol. www.rolf-spectacles.com
ZEAL OPTICS Through our partnership with Mazzucchelli, we have developed a proprietary mix of natural wood pulp � bers and cottonseeds to create a biodegradable sunglass. www.zealoptics.com
MARCHON Skaga is proud to introduce its � rst-ever eco-friendly acetate frames that are 100% biodegradable and recyclable. Called M49, the acetate comes from Mazzucchelli 1849. Mazzucchelli’s M49 is a cellulose acetate, the most widely spread organic compound in nature, produced from cotton and wood-pulp � bers. It is manufactured under a new formulation using substances from renewable sources. www.marchon.com
EcoFriendly EyewearEcoFriendly Eyewear
AUG2015_frames.indd 2 8/3/15 3:59 PM
SIRES EYEWEAR With eight vintage styles of frames to choose from, each piece is molded from a composite mixture of cotton � ber and wood pulp, and then customized with thousands of options and combinations of thin
wood veneer, making each pair of glasses completely unique.
www.sireseyewear.com
NATURE EYES Looking good & saving the planet at the same time! What could be better. The Wood collection from Nature Eyes is the only one made from trees coming from speci� c plantations reserved for the eco-label wood industry and certi� ed by the FSC (Forest Stewartship Council). www.linkskin.com
ZIMCO OPTICS Zimco Optics Inc® introduces their new and exciting, lighter than air, Oxygen Collection. These extremely � exible frames are made from ULTEM, a unique material with 100% memory, allowing the frames to “bounce” back to their original shape. www.zimcooptics.com
EcoFriendly EyewearEcoFriendly Eyewear
AUG2015_frames.indd 3 8/3/15 4:00 PM
BROOKLYN SPECTACLES Brooklyn Spectacles has a Wood Collection that are acetate frames by nature, processed with an unique hand-� nshed treatment that ultimately creates the wood-look. Without using any real timber, they are eco-friendly. You can experience the rustic touch of wood with the light weight comfort and ease of acetate. Each pair is truly hand-made. www.brooklynspectacles.com
MODOThe Eco style DUBAI is known for its handsome Retro-chic design. The ECO Born recycled collection o� ers 95% recycled acetate. In addition, ECO plants a tree for each frame sold. ECO’s approach is based on the pillars “Look Good”, “Feel Good” and “Do Good”. Eco is something that Modo is very passionate about and has been for some time. www.modo.com
MARCOLIN The new TB1310 optical frames from Timberland for men are the latest entry to the Earthkeepers™ collection, a line designed to inspire a tangible change in our environmental conduct through the creation of accessories based on recycling and the use of renewable materials. The wide, squared front section is made of bioplastic, a biodegradable form of plastic made from renewable vegetable raw materials. www.us.marcolin.com
VUARNET Combining acetate and metal elements, this unisex style model is inspired by – and perfect for – the city. With its discreetly embedded logo and sleek lines, it is the last word in urban elegance. Vuarnet lenses are made of the � nest mineral glass to withstand the most extreme conditions while providing optimum optical clarity and superior eye protection. www.vuarnet.com
HERRLICHT A pioneer in making wood frames the HERRLICHT brand is renowned since 2005. From the beginning on they were made by hand from 100% wood – even the hinges. The wood used for the glasses is either walnut, maple, cherry or fumed oak, each with its typical color and texture. Not only does the mate-rial have warmth, � exibility and uniqueness, it is also sustainable and eco-friendly. www.herrlicht.de
Such a frame is not mass produced: every one has its own story to tell, much like the rings of a tree.
AUG2015_frames 2.indd 2 8/3/15 6:16 PM
For more information on the OWA and/ or to become a member please visit our website at www.opticalwomen.com
Our thanks to EyeCare Professional for providing this space for OWA’s message
The OWA would like to thank our 2015 Professional Development Fund Sponsors for their generous support and belief in our mission to advance and promote the leadership role of women in the optical industry.
ANNUAL NETWORKING AND RAFFLE EVENTDesigner items, sports gear, gift certificates and more! All proceeds go to Professional Development Programs.
Friday, September 18, 2015 5:30 – 7:00 pm Venetian Palazzo Congress Center Level One, Marco Polo 804
Free admission. Everyone welcome, including non-members. Advance registration is required at www.opticalwomen.com
Getting Four Generations Working TogetherThe OWA’s Connection Series: Connecting Members to Leadership Ideas presents a panel from the optical industry that spans four different age groups (Baby Boomers, Generation X, Gen Y/Millenials, and Gen Z/Boomlets) to discuss their business experiences of working together.
Based on the OWA book selection, Sticking Points: How to Get 4 Generations Working Together in the 12 Places They Come Apart by Haydn Shaw, panelists will explore and provide insight into four areas where the four generations don’t always see eye to eye.
A boxed lunch is included with your registration.
Thursday, September 17, 2015
12:00 pm - 1:30 pm
Venetian Palazzo Congress Center Level One, Marco Polo 804
No charge for OWA members $35 for non-members.
Women and men are welcome.
Advanced registration is required at www.opticalwomen.com
ECPROF_OWA_VEW_AUG_2015_.indd 1 7/29/15 9:59 AMAds1.indd 1 8/3/15 9:57 AM
About The Pixie Project:
The Pixie Project is a non-profit animal adoption center and rescue. We offer a variety of services to the public including but not limited to: pet adoption services, pet owner education and support and low cost and free spay and neuter and veterinary services for homeless and low-income pet owners.
The Pixie Project ‘s adoptable animals come from a variety of places but the majority are from surrounding over-crowded county shelters and rescues located in more rural areas of Oregon. As many of these areas are not served by a local shelter we provide an urban outlet where the animals can have maximum visibility and exposure to potential adopters. Animals that come to our rescue also have access to veterinary and training support to meet any and all needs.
The Pixie Project focuses on finding life-long matches between pet and adopter and for that reason our adoption process is a bit more in depth than some other shelters. We appreciate the opportunity to sit down and talk with any person or family looking to adopt a new pet so we can best help them find an animal that suites their home and lifestyle. We have a variety of animals of all ages, sizes and breeds and so if you are considering adding a pet to your home please start the process by filling out an application! Once that’s complete, we’ll make an appointment with you to make sure that you get the personalized attention and service you and your new pet deserve.
www.pixieproject.org
FETCH EYEWEAR Bamboo is an exciting material for eyewear design as it is lightweight, resistant to warping and cracking and is a quickly renewable resource. A clean rectangular shape allows the bamboo detail to shine. The form of the temples is designed to contour to the side of the head with only a slight bend behind the ear. www.fetcheyewear.com
MOSEVIC We infuse layers of denim with a carefully selected resin to create an extremely strong and tactile material that we call Solid Denim. With all the right properties for building high quality sunglasses that are strikingly di� erent we are proud to introduce Solid Denim to the world. Our Solid Denim sun-glasses are handcrafted in our workshop in Cornwall, UK. This way we can ensure that each and every pair meets our high standards. We’ve spent years developing our designs and perfecting our process, now we’re ready. www.mosevic.com
SMITH OPTICSThe new unisex Clark joins Smith’s Evolve series featuring a lightweight, durable 53% bio-based material comprised of non-GMO castor plants but disguised within the appearance of a robust frame. Crisp edges, distinctive thick surfacing and a classic keyway nose detail characterize the Clark’s bold styling. Featuring 6 base lens curvature, impact-resistant Carbonic TLT lenses for optical precision and smooth operating auto-lock hinges. www.smithoptics.com
AUG2015_frames 2.indd 4 8/4/15 3:24 PM
Eyeglass World Launches First Retail Collection of Prescription Lenses for Smart Glass Devices
Eyeglass World®, a leading retailer of affordable prescription eyewear, is the first national chain to launch a retail collection of prescription lenses for smart glass technologies in the U.S. The debut of specially designed prescription lens options for wearable brands including Glass, Recon, Vuzix and Epson coincides with Eyeglass World’s retail expansion into California. The company recently celebrated the grand opening of a Vista, California location – the first of eight Eyeglass World stores planned for the San Diego area by June 2016.
Prescription smart glass solutions from Eyeglass World use Smart GOLD™ lenses, developed by Rochester Optical, to compensate for the unique visual demands of smart glasses. Whereas normal prescription lenses are not optimized for devices using a Heads Up Display (HUD), such as Vuzix M100 or Google Glass, Smart GOLD Lenses provide specific adjustments – unique to a user’s eyes – for the upper corners of a lens where a HUD is located.
“Making prescription lens solutions readily available at retail for smart glass wearers helps overcome a critical hurdle in the future of eyewear,” said Bruce Steffey, President and COO of National Vision, Inc. “Smart glass sales, for leisure and business uses, will be a major growth driver for the eyewear category in future years. We’re excited to be at the forefront of innovation in wearable technology by distributing prescription smart glass lenses and in-store hardware as a component of Eyeglass World’s West Coast expansion, and expect to roll out these offerings to all of our stores.
Glacier Eclipse Model "Iconic Design" Vuarnet
The model is being rolled out with the historic Skilynx lenses. The Skilynx lens, created by Joseph Hatchiguian in 1957, and worn by Jean Vuarnet is exclusive to the brand. This unparalleled lens eradicates glare and its exclusive technology accentuates contrasts. Worn both in the city and in the mountains, the Glacier model combines Parisian elegance with peerless technology.
As reported in Bloomberg’s Business section, “Vuarnet’s Shades Cover Bond’s Baby Blues as Brand Eyes Revival.” Dan-iel Craig is donning a pair of the vintage Glacier sunglasses with the leather side shields in the trailer’s and latest James Bond film “Spectre.” The movie will be released worldwide in November 6, 2015.
The vintage Glacier sunglasses that Daniel Craig is wearing have leather side shields that are not removable. However, the new 2015 Glacier Eclipse sunglasses have perforated leather side shields that are removable. These elegant and sporty aviator frames feature easy-off leather side shields that helps with peripheral vision - and a match-ing leather cord – transforming this iconic ski sunglass into true city sleek.
L’Amy America Launches Three New Nicole Miller Optical Styles for Fall 2015
The three new ophthalmic styles for fall/winter in the Nicole Miller eyewear launch highlight Nicole’s innovative use of materials, resulting in eyewear that is urban and sophisticated yet feminine for today’s modern woman.
The Nicole Miller Douglaston combi-nation frame highlights a full modern metal front with gorgeous rich crisscross multi-colored acetate temples and beauti-ful metal insert that transitions the metal front to the acetate temples. Size 53-17-135, $59.95 wholesale.
Mixing solids and beautiful tortoise colors in a contemporary eye shape sets the Nicole Miller Franklin apart. Modern design aesthetics – a solid color on the temple transitions to the rich tortoise by way of a single metal slash – were inspired by Nicole’s mixing of patterns and solids in her ready-to-wear separates. Size 50-16-135, $59.95 wholesale.
The Nicole Miller Gansevoort’s acetate style will appeal to women looking for a style that is sophisticated with a touch of glamour evident in the pillow triangle temples with a subtle sparkle detail inspired by Nicole’s sexy evening wear. Size 51-16-135, $59.95 wholesale.
STEAMPUNK SUMMERBRADFIELD by MYKITA / DAMIR DOMA
Appearing to consist of two frames, a closer look reveals that the frame-front is made from one � at
piece, which has been folded in half in multiple steps by hand. Perfectly round lenses hover in
front of classic panto rims for an edgy, steampunk, retro-futuristic look.
Vuzix M100
Nicole Miller Douglaston
Nicole Miller Franklin
AUG2015_frame_news.indd 1 8/3/15 4:03 PM
20 EYECARE PROFESSIONAL
DISPENSING OPTICIAN
How Green Is Your Office?“Green” and “sustainability” have become the buzzwords of this new century. Along with “eco-friendly” and “environmentally safe”, we are constantly reminded of the impact of humans on the environment. But what do those words actually mean?
Going green means consciously reduc-ing the overall impact that you and your business have on the environment. Sustainability means that the product or practice is renewable, like solar power or frame materials that are either recycled or harvested in a way that allows the source to regrow. Eco-friendly and environ-mentally safe are more difficult to define because there is no official definition.
This holistic approach includes com-pliance issues that protect you and the environment and energy efficiency policies that conserve natural resources, making your business more efficient and lowering costs.
There are 4 major areas of concentra-tion for greening your business: Energy, Materials, Compliance, and Purchasing.
ENERGY
In the early 2000’s, Vision Ease Lens(www.vision-ease.com)made a con-scious effort to increase what the com-pany saw as good corporate citizenship by launching A Vision of Sustainability. Since 2008, the facility in Ramsey, Min-nesota has operated on 100% renewable energy, reducing its carbon emissions by 99.5%.
Highlights of VELs award-winning ini-tiatives include “eliminating 10.5 pounds of CO2 emissions per pair of lenses pro-duced with renewable energy. 10,000 pairs equal the reduction of carbon release of the electricity to power six homes for one year and saving 799.2 metric tons of CO2 emissions through energy-efficient fluorescent lighting.”
What kinds of changes can your busi-ness make to reduce energy consumption?
Ask your energy company to perform an energy assessment of your office. This
on-site assessment can identify areas of concern and offer recommendations for improvements. Some companies will offer rebates for specific equipment usage, such as EnergyStar-rated equipment.
Upgrade your lighting. Use energy-efficient T8 fluorescent tubes and replace incandescent light bulbs with compact fluorescent lights (CFL).
Install motion sensors in less used spaces like restrooms, storage areas, and breakrooms. Motion sensors will activate lighting when someone enters the room and deactivate when no motion is detected.
Find “energy vampires”. Energy vam-pires can add more than $100 per year to the average household energy bill. Imag-ine what an office full of vampires can do. Energy vampires include computers, TVs, surround sound systems, cable or satellite boxes, and household items with clocks.
Make sure that HVAC duct-work is clean and that air filters are replaced on a regular schedule. This is especially im-portant if you are operating an in-house lab which can add both dust and unpleas-ant fumes to your space.
Make sure that furniture does not block floor or ceiling vents and that it doesn’t cover any air return vents which could put unnecessary strain on HVAC units.
Install a programmable thermostat. These can vary in both price and features. However, you want to conserve energy when the office is closed and maintain a comfortable temperature during working hours.
Install UV and solar protective film on your windows. Not only will the film reduce the impact of sunshine on the room temperature, it will also save
your flooring and furniture from fading. There are a wide variety of UV and solar protective films currently available that can reduce your energy by up to 80% and reduce UV light by up to 99%.
MATERIALS
This category includes the consumables that are a part of everyday business. Fortunately there are multiple products that are environment-friendly.
Paper products that are produced all or in part with recycled content. These items are readily available from most office sup-ply stores. Everything from copy paper to paper towels are now available with recycled content.
Whenever possible, print on both sides of the paper. So long as protected con-tent is not exposed, use the back side of printed paper as scratch paper.
Invest in reusable cleaning cloths for the dispensary and the lab. Large lab-sized micro fiber cloths can be washed and reused almost indefinitely and are available from most optical supply houses or through your wholesale lab. Or you can go old school and use cotton hand-kerchiefs or cloth diapers that can also be washed and reused.
Judy Canty, LDO
AUG2015_Judy.indd 2 8/3/15 4:19 PM
When it’s time to replace your office printers, consider purchasing ones that use soy-based inks rather than traditional petroleum based inks.
COMPLIANCE
These are the regulations and proce-dures that we love to hate, but keep us and our environment safe.
Keep your MSDS (Material Safety Data Sheets) information current and acces-sible. This is extremely important if your office has an in-house lab. Lab waste must be disposed of properly to avoid OSHA or EPA violations, especially with regard to edger waste water or dust. If you are not sure about what to do, contact your equipment supplier, wholesale lab, or The Vision Council (www.thevisioncouncil.org) for information and advice.
Ensure that any hazardous/biological waste is contained and properly disposed of, including cotton swabs, bandages, sharps, and paper tissues from exam and treatment areas.
PURCHASING
Buying green isn’t limited to paper products or electronics, it also includes other products and services.
If you employ a cleaning service for your office, make sure that the products they use are safe and are used properly for an indoor environment. If your staff is also responsible for cleaning, make sure that they use proper protection from splashes or spills and that the products are used safely. Also, make sure that any cleaning products are stored safely and securely.
Many practices supply bottled water for patients and staff. Investigate your water delivery service and their commitment to the environment. For instance, Sparkletts (www.sparkletts.com) makes its commit-ment visible on their website, highlighting their efforts to reduce waste in packaging and increase its practice of recycling plastic containers. You can find out what those recycle numbers and symbols mean by visiting www.goodhousekeeping.com. It will make you think twice about reheating your lunch in that take-out container.
To put a very public face on your commitment to the environment, there are an increasing number of frame manufacturers using recycled products in their frame lines. Many manufacturers are using sustainable harvested wood to fashion frames or frame parts, often
including bright colors that also high-light wood grains (www.feb31st.it). One manufacturer, Vinylize is recycling old vinyl records into one-of-a-kind ophthal-mic frames and sunwear (www.vinylize.com). Mosevic(www.mosevic.com) is a new player, developing a small line of sunwear using resin-infused layers of denim from recycled jeans. The ECO line from Modo (www.modo.com/eco-content) features 95% recycled content and 63% bio-based material. Additionally the company plants a tree for every frame sold. In fact, once you begin researching frame lines you will be amazed at the variety of styles and materials being offered.
Going green requires a commitment from everyone involved in your practice. Begin by meeting with your staff to discuss changes that can be made im-mediately. They probably know more about the basic changes than anyone else. Draft a plan to gradually decrease your practice carbon footprint. Once you make the commitment, tell everybody. Tell your patients and your community about your vision of good corporate citizenship. Now, in addition to telling your story of excel-lence in eyecare, you can tell your story of environmental responsibility. ■
AUG2015_Judy.indd 3 8/3/15 4:20 PM
Joseph Abboud Fall 2015 Optical Collection
Joseph Abboud Eyewear releases a new optical collection reminiscent of the art deco architectural elements and linear detailing of New York City’s most iconic structures. The timeless sophistication of the Joseph Abboud brand is captured in herringbone texture, matte vs. shine contrast and classic eye shapes.
JA4047. JA4048. These classic brother styles are characterized by laser-etched metal herringbone temple accents offering contemporary edginess. Drawing inspiration from the art deco architectural details of the Empire State Building, semi rimless JA4047 features masculine metal frame fronts paired with sleek acetate temples, defining understated style in Blackjack, Java and Steel and two eye sizes. The warm gradient horn colorations of JA4048’s frame (pictured) front reflects the rich wood tones and earthy palette of Joseph Abboud’s flagship location at 424 Madison Ave.
JA4049. JA4050. Two unique styles share one modern linear herringbone pattern crafted on temples and evocative of the iconic Chrysler building. Full rim JA4049 is a clean and classic metal style available in timeless Blackjack, Steel and Java and two eyesizes. JA4050 features an industrial mixed material design, reflecting the diverse architectural cityscape of New York City.
JA4051. With a modern rectangular semi rimless shape, JA4051 features the iconic Joseph Abboud diamond logo raised on sleek metal temples and inspired by the design of the Empire State building. This easily-wearable style is available in Blackjack, Java and Midnight and two eyesizes.
Typically used in aerospace, transportation, automotive, healthcare and electron-ics industries, ULTEM is an ultra lightweight thermoplastic material that provides exceptional flexibility, durability, strength and elasticity. Ideal for those with sensitive skin or metal allergies, the hypoallergenic, comfortable ULTEM temples are 50% lighter than acetate temples and 30% lighter than metal temples.
“This is the first time ClearVision has used ULTEM resin in our designs, and the IZOD brand was the natural choice to incorporate ULTEM into the collection,” says Jennifer O’Connor, brand manager at ClearVision Optical. “IZOD offers athletically inspired sportswear and performance wear, and we’ve continuously designed our optical and suns collections to perform as well as the man who wears them. IZOD ProFlex offers high performance and durability, in classically sporty styles with a clean, youthful aesthetic.”
Each of the four ProFlex styles, two acetates and two metals, features sculpted, aerodynamically inspired ULTEM temples designed with sleek, pinstripe accents. Rubber temple tips are designed with a core wire that will retain adjustments. Temples are interchangeable between the two acetate models, as well as between the two metal models, respectively, to mix and match color options.
Hilco Vision announced today the acquisitions of Breitfeld & Schliekert GmbH (B&S) and Lexxoo International GmbH. These transactions represent the first add-on acqui-sitions for Hilco Vision since Blue Point Capital Partners acquired Hilco in May 2014.
Ross Brownlee, chief executive officer of Hilco, said, “Hilco Vision has enjoyed a strong presence and reputation in the United States and United Kingdom for many years. The same is true of B&S and Lexxoo in Germany and many parts of continental Europe. Both parties share a common purpose to bring innovative solutions with exceptional quality to support our customers. Through this acquisition, we seek to further enhance those solutions and extend our reach to customers globally.”
“Hilco Vision has long admired B&S and valued its strategic and cultural fit.” said John LeMay, a partner with Blue Point. “The collaboration of these respected market leaders will strengthen the comprehensive product offering and market responsive-ness of the combined organization in bringing smart optical solutions to customers. With the addition of B&S and Lexxoo, Hilco continues its growth to become a truly international vision care solutions provider.”
Dominik Finkeldei, president of B&S, added, “B&S will remain a quality-driven, passionate supplier to our customers. We see the combination of our companies strengthening our offer of professional products and consumer goods to existing and new markets in the very near future.”
CLEARVISION INTRODUCES IZOD PROFLEX COLLECTION Eyewear industry leader ClearVision Optical introduces IZOD ProFlex eyewear, a four piece collection designed with ULTEM™ resin temples.
HILCO VISION Joins Forces with BREITFELD & SCHLIEKERT GmbH and Lexxoo International Gmb
ECP NEWS
Five Ophthalmic Styles Inspired by New York City’s Most Iconic Structures
IZ 2006IZ 2005
AUG2015_news.indd 4 8/4/15 2:26 PM
Call us today to see how we can help grow your photochromic business.
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FEA Industries & Modern Optical International
COMPLETEJOB PRICING
Listed prices are base prices and do not include optional treatments, and are subject to additional charges for power, prism, etc. Please consult our full price list for details. All lenses with scratch coating have a 1-year scratch warranty.Progressive lenses also have a 90-day non-adapt warranty. Stock lenses are not eligible for scratch warranty. Any special pricing in this o�er is good only when combined with the purchase of a Modern frame through FEA Industries.800.327.2002 | feaind.com
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CLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATECLEAR POLYCARBONATE $$$101010777777 $$$222222999999 $$$232323999999 $$$272727999999
CLEAR 1.67CLEAR 1.67CLEAR 1.67CLEAR 1.67CLEAR 1.67CLEAR 1.67CLEAR 1.67CLEAR 1.67CLEAR 1.67 $$$383838505050 $$$606060959595 $$$898989727272 $$$676767999999
TRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTICTRANSITIONS PLASTIC $$$404040181818 $$$474747454545 $$$595959999999 $$$575757999999
TRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATETRANSITIONS POLYCARBONATE $$$545454575757 $$$616161959595 ––– $$$777777999999
TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67TRANSITIONS 1.67 ––– $$$808080000000 ––– –––DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56DAYNITE 1.56 –––––– $$$333333969696 $$$363636999999 $$$474747999999
POLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTICPOLARIZED PLASTIC ––– $$$363636454545 $$$474747959595 $$$434343999999
POLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATEPOLARIZED POLYCARBONATE ––– $$$545454545454454545454545 $$$$$$707070707070454545 $$$535353999999
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$4.99
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$19191919.9919.9919
$39393939.9539.9539 $59595959.9559.9559
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26 EYECARE PROFESSIONAL
A MODERN PRACTICE
EYE CARE PROVIDERS can participate and even profit from this consumer trend. Identifying who your ‘green’ patients are will help you target your products and services more precisely, and the demographics of this group will be addressed below.
Adding eco-friendly frames and lenses to your inventory can increase sales and profit margins in your practice. Also, simple changes can be made in the office so that you can promote your practice as eco-friendly to your patients and customers. These changes have the added benefit of saving your office money on energy and material costs.
What Is A “Green” Product?
While there is no official definition of a ‘green’ product, there are certain characteristics associated with eco-friendly items. These include the following:
ྲ Created from sustainable materials
ྲ Is not hazardous to people, animals, or the environment
ྲ Does not use materials obtained from endangered species or threatened environments
ྲ Does not add excess waste in production or disposal
ྲ Uses packaging that minimizes impact on waste disposal
ྲ Is recyclable
ྲ Uses renewable energy sources whenever possible
In the eye care field, that translates into products, eyeglasses made from recycled plastics or natural materials like wood, natural cleaners in BPA-free bottles, lenses manufactured at factories that use sustainable and environmentally safe practices, and eyeglass cases made from natural or recycled products. It also includes office changes like using recycled paper and soy inks for printing, recyclable bags, and purchasing office equip-ment that is Energy Star-certified to reduce energy consumption.
Who Are the ‘Green’ Consumers?
Marketing researchers have studied the demographics of ‘green’ consumers and discovered they have a number of common features. According to one study, those who purchase green products some or most of the time tend to be over 40 years old, have an income of $55,000 per year or more, and typically have an undergraduate or graduate degree. Approximately 70% are female, and nearly 60% are married.
In another study, it was noted that the household size is three or more people, and that the chief ‘green’ purchaser tends to be the adult female in the family. Since mothers also tend to be the chief decision-maker for medical and eye care for a family, eye care providers are in a great position for ‘green’ marketing.
The ‘Green’ Revolution Meets Eyeglasses
Increasingly, frame manufacturers and lens laboratories are moving toward greener products. Frame manufacturers in particular are experimenting with new styles that incorporate natural materials, like wood and castor oil, or recycled plastics and metals.
Bamboo and woods are once again popular for frames. Some frame designers use bamboo since it is strong and flexible. It is also a fast-growing material, so it can be grown in a sustainable manner. Some frame companies using bamboo are Kay Design, Amy Sacks Eyewear and Barbara Creations. Urban Spectacles, Spectacle Eyeworks, Sires Eyewear, and DRIFT Eyewear also use wood to manufacture their frames. The woods come from felled trees or driftwood. Lee Allen Eyewear crafts their eyewear from buffalo horn.
Some companies are moving away from petrochemical-based plastics and towards plastics made from castor oil, which is pro-duced by the castor bean plant. This plastic has the same tensile strength as nylon and can maintain shape will in both cold and
Profiting from the “Green Revolution”
Beth Carlock, OD
WHILE THERE IS SOME CONTROVERSY ON GLOBAL WARMING, THE TREND IS UNDENIABLY CLEAR: CONSUMERS ARE INCREASINGLY CONCERNED ABOUT ECO-FRIENDLY, ‘GREEN’ PRODUCTS AND SERVICES.
AUG2015_Beth.indd 2 8/3/15 4:26 PM
hot environments. Two companies using this plastic are Smith Optics and Optic Nerve Eyewear.
Eyewear can be made from recycled materials as well. Two frame companies who use reclaimed or recycled materials are Blue Planet Recycled Eyewear and Modo. Earth Conscious Optics and iWood Eco Designs also use recycled plastics and woods.
These companies typically ship in environmentally friendly packaging and use productions processes that conserve energy and reduce waste. Allyn Scura and Cazal use manufacturing processes that reclaim water and use solar power when possible. Kenmark Group even goes as far as using the eco-friendly corn-based demo lens in their Jhane Barnes frames.
Eco-Friendly Lens Manufacturers
Companies that manufacture lenses are becoming increasingly ‘green’. ZEAL Optics has developed a plant-based bonding agent called e-Ilume that can replace petroleum-based plastics. Carl Zeiss Vision, Transitions Optical, Essilor of America, and many other optical lens manufacturers are using solar energy, recycled water, and renewable packaging to minimize environmental impacts.
Other companies have moved towards reducing or eliminating the use of toxic materials during lens creation. Schneider Optical Machines, Gerber Coburn and Satisloh, for example, have all created blocking materials that eliminate the need for harmful lead. Practical Systems, Inc. and Ultra Optics have created coatings and coolants that are solvent-free or can be recycled.
Contact Lens Companies Are Going ‘Green’
Johnson and Johnson, CooperVision, Bausch and Lomb, Ciba and other companies are moving towards more sus-tainable practices. They have all reduced the amount of plastic used in packag-ing disposable contact lenses. Solution companies, including Alcon, are reducing packaging or changing it to a material that is 100% recyclable.
Clear Conscience Multi-Purpose Solu-tion is an FDA-approved soft contact lens solution that is cruelty-free (not tested on animals) and does not contain thimerosal or chlorhexidine. Practitioners should be aware that it is not FDA-approved as a ‘no-rub’ solution as some others are. Patients need to be instructed to rub their lenses when using this solution.
The ‘Green’ Office
In addition to offering eco-friendly products, there are things you can do in the office that minimize energy and mate-rial consumption. Switch to electronic records to reduce paper consumption and improve compliance with the new govern-ment mandates on record keeping. Instead of mailing appointment reminders, switch to sending email or text message remind-ers when possible.
When purchasing new office equipment, look for Energy Star labels that indicate the item uses less energy. Switch incandes-cent bulbs to CFL or LED bulbs. Recycle paper that does not contain any patient data or sensitive information. Reuse ship-ping containers instead of tossing them in the trash.
When remodeling, work with architects or office designers to maximize light in appropriate areas to reduce lighting costs. Find a builder that is familiar with LEED certification to make the building or office space more ‘green’. When decorating, use recyclable or sustainable materials.
Live plants help clean the air inside. Just make sure to choose species that are non-toxic to both humans and any service animals who might be visiting. When landscaping outside, make sure to use flowers and plants that do not require pesticides or other chemicals to survive. Offices in desert or drought areas may consider xeriscaping instead to reduce water consumption.
Marketing for the ‘Green’ Consumer
Patients will not know that you are going ‘green’ unless you tell them. If your office has been LEED certified as a green building and you use sustainable energy, make sure to post that on your website.
Patients appreciate knowing that you care about the environment as well as their eye health and vision.
One of the best ways to inform patients about your ‘green’ items is to label them prominently. If you offer frames that are eco-friendly, note that on each frame. Use the appropriate, Federal Trade Commission-approved ‘green’ label for lens types and coatings. If you surface or edge lenses at your office, provide information on the enhanced safety of your greener edging products. Not only will you be informing your customers, but you will be protecting your employees with these safer items as well.
Whenever possible, direct-mail contact lenses from the manufacturer to the patient when ordering. This saves fuel consumption and costs for your patient. It also saves time for your staff as well as the patient.
Give Back to the Community
One important way to market your eco-friendly office is to offer to recycle old eyeglasses. Once patients know that they can bring old glasses to you for recycling, they will drop them off periodically. It will give you an opportunity to tell the patient about new eyewear and services in your practice in addition to reducing landfill space. The Lions Club and New Eyes clean, repair, sanitize and measure these eyeglasses and then distribute them to the needy in third world countries. The materials that cannot be distributed are recycled instead of thrown away.
If you are just starting to ‘go green’, do not be overwhelmed. Add one ‘green’ frame line at a time and market it. Replace old equipment with newer, energy efficient models. Switch from mailing reminders to emailing or texting. Recycle old eyeglasses. Before you know it, you will be known in the community as the ‘green’ eye care office. ■
AUG2015_Beth.indd 3 8/3/15 4:26 PM
FOCUS ON EDUCATION
When my editor told me this month’s edition would feature all things green, I wasn’t quite sure what she meant. So I did what any 21st century citizen would do. I consulted an app — my Dictionary app to be specific.
Anthony Record, ABO/NCLE, RDO
When I typed in the word “green,” it resulted in 18 different definitions. This was going to be harder to figure out than I first thought. Could she have meant the fourth color of the spectrum (definition #1)? Covered with herbage or foliage, or made of green vegetables (definitions #2 and #4)? Of course, not. I knew she meant definition #12: Environmentally sound or beneficial. But where’s the fun in that? Surely everyone else would be writ-ing about that. Which is why I decided to go with definition #7: Immature in age or judgment; untrained or inexperienced.
Here are nine things that people who are new (green) to the optical profession might be well advised to think about.
1. You’re All That! I mean come on…you ARE all that. You have just landed a new job. Perhaps it’s your dream job at that dream practice. You’ve just successfully graduated from a two-year training program, or completed an intense apprenticeship. Whatever path brought you to your new, current position, chances are the journey took a lot of hard work and effort. You have also joined a profession with a long, rich history, helping clients to improve their vision, and ultimately, their quality of life. You should be proud of yourself and relish your accomplishments because you are after all, all that. Having said that, you have to remember…
2. You’re Not All That. Especially if you have recently graduated from school. What I mean by that is while you should be proud of your educational accomplishments, you should also realize that your less green, more seasoned co-workers have much more experience than you do. For example, if you have a 50-something team member who has been practicing opticianry for 25 years, and you work in even a moderately busy establishment, that optician has experienced nearly 200,000 patent encounters. If you’re smart, you will show respect for that experience, and try to soak up as much knowledge as you can. Forging meaningful relationships with more experienced colleagues is one of the smartest things you could do.
3. Your Education Has Just Begun. One of the biggest mistakes you could make is believe that your education is complete when you receive your diploma or license. On the contrary, it has only just begun. Always remember that if you are not learning something new, you are falling behind…and that statement has never been truer than it is today. It seems that things change in our profession with each passing day. Whether it’s the latest digital, free-form progressive lens, the newest lens material, or a cutting-edge computer program, you have to stay on top of things. If you haven’t done so already, be sure to subscribe to (and actually read) as many industry publications as you can. Attend continuing education classes more often than required.
4. Think Win-Win-Win. In The 7 Habits of Highly Effective People by Dr. Stephen Covey (a must-read for anyone joining the workforce) says that Habit #4 of effective people is to “Think win-win.” That’s why I feel that one of the most powerful philosophies you could embrace is to always think
It’s All AboutGREEN!
Continued on page 32
AUG2015_Record.indd 2 8/3/15 4:44 PM
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win-win-win. What that means is as you become the best ECP (Eye Care Professional) you can be, make decisions that are mutually beneficial to you, your patient, and your practice. The key in achieving that end is to always think and act as an advocate for your patients. As you suggest certain lenses, treatments, and frames, imagine that you are helping your parent, your sibling, your spouse, or your kid. That will ensure the win-win-win.
5. Find a Mentor. A mentor is someone with much experience who is willing to share it with you. Someone with integrity, wisdom, and knowledge. Someone whose shoulder you can cry on, someone to bounce ideas against, and someone who can guide you in your development as an ECP. If you have someone like that in your life, count yourself blessed. If you don’t have that kind of mentoring influence for yourself and your career, seek one out. You’ll be happy you did.
6. Be a Mentor. Not only should you find a mentor, you should consider being a mentor yourself. While you might not have the industry knowledge and experience that comes with time, you are probably a lot more savvy than you older colleagues when it comes to things like technology, computer-based programs and apps, etc. Build relationships with those older colleagues, again in a win-win spirit.
7. Learn to Listen. Of the four main ways we communicate – reading, writing, speaking, and listening – which is the only one we are never
formally taught how to do? Listening! Ironically, though it’s the thing were least taught, it’s the thing that will truly make you a more effective professional. Good listeners make better opticians than good talkers. Learn to be a good listener. As you interact with your clients, stop listening with the intent to reply, rather, try to develop the habit of listening to understand. Your patients really don’t care how much you know, they are much more interested to know how much you care. Moreover, the best way to demonstrate to them how much you care is to embrace this habit: As you interact with your patients, stop listening with the intent to reply, listen instead with the intent to understand.
8. Learn Everything You Can About the Commodity You Deal In. If a group of green opticians were asked to describe the commodity they deal on, they would probably answer, “eyeglasses and contact lenses.” Wrong! The commodity you deal in is people. Period. You sell glasses to people. You dispense glasses to people. You repair glasses for people, and you fit contact
lenses for people. Which is why if you are a wise green optician, you will learn as much as you can about people and what makes them tick. Many people refer these kinds of skills as “soft skills,” as if they were somehow easier to master than technically related tasks. In my 30 years of management experience, I can tell you that nothing could be further from the truth. Any person with half a brain (and a true to desire to learn) can be taught to use a piece of equipment (edger, lensometer, etc.) relatively easily. Lenses and frames usually don’t talk back! But flesh and blood people have different personalities, skills, and likes and dislikes. The green optician who realizes that early on in his or her career is wise. Learning to communicate and interact with others on their own terms is a make-it-or-break-it factor in your long-term success on any work team.
9. Make Yourself Indispensable. Finally, make yourself indispensable. Become the best optician you can be. Be the kind of optician that your employer just can’t live without. Develop the reputation of not being ordinary. Instead make yourself extraordinary. Do that by being willing to do a few “extra” things. A little extra learning, a little extra patience, a little extra time, a little extra caring. And all of those little extra things will eventually pay off huge dividends. Far more dividends than the little extra effort it took on the front end. So again, welcome to the wonderful world of eye care. We’re glad you are here. ■
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Going paperless has been fairly commonplace for
a while now. There’s been a big push to put everything
online, from bills to statements to invoices. In the optical
industry, however, we sometimes lag behind the times.
Many labs don’t have the ability to o�er everything online,
so there’s no real option but to continue with paper.
Some labs, however, o�er everything online.
The ability to access invoices online,
for example, not only helps save paper,
but also makes it much easier to use. In
our age of compensated lens powers,
this becomes even more important.
Since you can’t simply check the old
pair in a lensometer reliably, having
the exact record of what lenses were
made is very useful. When patient Smith
comes in for a new pair of lenses, you can
easily check what he received two years ago in
his last pair. Since your lab o�ers its invoices online,
you can simply look up his prior invoice online and view all
of the details about the order, including the prescription,
lens treatments, and lens type.
Another benefit of all of this information being easily
available online is reporting. Many labs will now o�er lens
usage reports that can help you analyze your ordering
habits. For example, if you had a monthly breakdown of
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products. This makes it possible to see how much plastic
vs high index, or clear vs photochromic lenses you are
actually selling. You can then use these reports to try
and increase your profitability. For example, say
you see that in a given month you are selling
90% clear lenses, 6% photochromic, and
4% polarized. If you institute programs
in your o�ce - either sales, sta�
incentives, or something else - you
can use this type of report to easily
track your e�ectiveness in selling
more premium products.
As you can see, going green has
benefits other than just saving paper - it
can save tremendous amounts of time as well.
It may be very beneficial for you to ask your lab what
kind of information services they can o�er you. At the end
of the day, that’s one of the major selling points of a lab
- making things easier for you to sell lenses. As a lab, it’s
ultimately up to us to make this happen,
and there’s no easier way to do that than
through information.
GOING PAPERLESSMORE THAN SAVING PAPER
Your monthly overview of optical lens and coating technology
The ability to
access invoices
online, for example, not
only helps save paper,
but also makes it much
easier to use.
www.feaind.com800.327.2002
Written by Bill He�ner IV. FEA Industries, Inc.
About Bill He�ner IVBill Heˇ ner IV – or “Otherbill” currently heads up Lens Technology at FEA. His education includes a bachelors degree in Information Technology and another bachelors degree in Business Administration, both from Drexel University .
Bill also holds a master’s degree in Software Engineering from The University of the West of England. Named as one of the top 35 up-and-coming professionals in the optical field by Optical Lab Products Magazine, Bill is dedicated to ensuring that FEA Industries is always focused on technology.
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38 EYECARE PROFESSIONAL
COMPETITIVE STRATEGY Sam Winnegrad, MBA, LDO
Sitting across from you at the dispensing table, your patient eagerly anticipates their new pair of spectacles. As you unfold the
temples and place the frame on her face you notice that her pupils are gradually dilating in excitement as she impatiently awaits her ‘new look.’
After the eyeglasses are situated properly your patient gazes off into the distance astonished by the crisp optics of her new lenses and then seamlessly accommodates to look down at her watch to see if she still has time to grab a bite to eat before work. Both awe inspiring and infi-nitely complex, studying the anatomy and physiology of the human eye can be an incredible journey. Manifesting in patient interaction, the eyecare professional pos-sessing a strong working knowledge of the capabilities, possibilities and limitations of the human eye will be better positioned to meet the needs of their patients.
Understanding the refractive power of the eye is of utmost importance for one to fully grasp its complexity. From
anterior to posterior, the tear film, cornea, and crystalline lens are considered the refractive agents of the eye. Together, they supply sixty diopters of total power. Com-pared to the average spectacle prescription of two to three diopters, we see that this is quite significant.
As dispensers, we know that this is noteworthy because we remember aphakic patients of yesteryear. Aphakic patients can be defined as those who are without a crystalline lens. Until lens replacement became standardized for cataract surgery, patients were left without a lens and needed to be fit with heavy, unsightly eyeglasses (+8.00D to +15.00D) to compensate for their lack of an internal focusing device.
Thankfully, most post-cataract sur-gery patients nowadays are classified as pseudo-phakes. They have an imitation crystalline lens implanted into their lens capsule virtually restoring vision to an emmetropic condition.
The importance of the tear film, the primary refractive surface, is often
overlooked. Our tear film is composed of three distinct layers; an oily outer layer, a middle watery later and a posterior mucoid layer. The oily outer layer prevents evaporation of tears, the middle layer provides oxygen and nutrients to the cornea, and the innermost layer encourages the cornea to maintain a hydrophilic state. Our tears not only protect our eyes from various bacterial infiltrates and provide a comfortable environment for the conjunctiva and cornea but also offer a smooth surface for which light rays can enter the eye.
With the ubiquity of computers and smart phones the eyecare professional should be able to counsel patients on the negative effect of an exacerbated tear film. Patients staring at a screen will blink sixty-six percent less than one engaged in other routine activities. This reduced blink rate translates to a spotty initial refractive surface and reduced visual acuity. It can also contribute to keratitis sicca, commonly referred to as dry eye syndrome.
An avascular (literally, no vessels) cornea and crystalline lens make it possible for sharp image formation on the macula. Patients experiencing neo-vascularization (the growth of new blood vessels into the cornea) must deal with a distracting, decreased visual acuity. This condition usually arises from patients over-using and abusing their contact lenses. The cornea, desperate for oxygen signals for new vessel growth.
It is hard to over state the importance in suggesting that contact lens patients purchase a “back-up” pair of eyeglasses. Patients who own eyeglasses in their current prescription are much more likely to wear them often and give their corneas an opportunity to breathe.
Other conditions such as corneal edema, ulceration and bacterial infection can arise from not offering your contact lens wearing patients an eyeglass option. It is our responsibility to inform our clients of these potential dangers.
Anato-Meeting Your Patients NeedsConsidering Anatomy in the Dispensary
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40 EYECARE PROFESSIONAL
The sclera, the tough, white, fibrous external two-thirds of the eye not only serves to protect the globe of the eye and maintain shape, but also, due to its opaque nature, aids in preventing the scattering of light entering through the cornea.
The cornea is composed of parallel sheets of collagen which permit transpar-ency. At the corneal-scleral limbus the sheets of collagen begin to lay perpen-dicular and the sclera gains its opacity. In infancy the sclera has a blue tinge to it. As we age the sclera thickens and looses this coloration. Conversely, in our older age the sclera may gain a yellow cast due to its ever increasing lipid deposition.
Inserting into the sclera are the six extrinsic muscles. There are four rectus muscles (superior, inferior, lateral, me-dial) and two oblique muscles (superior and inferior). The superior rectus turns the eye up and in. The inferior rectus moves the eye down and in. The lateral rectus pulls the eye out towards the ear, and the medial rectus directs the eye towards the nose. The oblique muscles are opposite.
The superior oblique moves the eye down and out, while the inferior oblique moves the eye up and out. Together these muscles are responsible for enabling our binocular stereoscopic vision. This co-ordination of movement is no small feat; however, sometimes due to a congenital disorder these muscles are unable to work together properly and the eyes fail to maintain their gaze. A phoria is best defined as a tendency for an eye to turn from its intended position, or visual axis. A tropia is a definite turning.
Many times phorias and tropias can be corrected with a spectacle prescription if eyeglass therapy is conducted at an early enough age. Accommodative esophoria (a tendency for the eyes to turn inward during near vision activities) is the most common type of muscle imbalance, and if identified in the early years can be corrected with the use of bifocals or progressive lenses.
The iris, best known as the “colored part of the eye,” is responsible for regulat-ing the amount of light that enters the eyeball and onto the retina. In dimly lit conditions the dilator muscle of the iris pulls the pupillary region inward and enables more light to enter. When there is plenty of ample light available the sphincter muscle of the iris will constrict the pupils for sharp vision. I ride color is determined by the amount of pigmenta-tion and melanin present in the iris. In infancy our eyes are a lighter color than as an adult. Our pigmentation becomes more dominant as we age. This is why many babies are born with either blue or grey-blue irises, but then to the chagrin of the parents their eye color changes during early childhood.
Prospective eyeglass consumers will often consider their eye color when purchasing a new frame. Particular frame hues will make ones eye color stand out or “pop” more than others. There is noth-ing more dramatic than a cobalt frame enhancing beautiful blue irides, or a brown cellulose acetate frame playing off of hazel-green eyes. Remember to show patients frames that serve to reflect the natural beauty of their anatomy.
Along with the iris, the choroid and ciliary body comprise the uveal tract. The choroid is considered the vascular layer of the eye and is primarily concerned with supplying nutrition to the retina. The cili-ary body is responsible for accommoda-tion of the crystalline lens and production of aqueous humor in the ciliary processes.
Within the ciliary body are the ciliary muscles which control accommodation. Accommodation can be defined as the ability of our eyes to focus at a near point. When the ciliary muscles contract, the suspensory ligaments that surround the crystalline lens loosen and the lens becomes thicker and more biconvex, thus increasing in additional plus power.
This accommodative reflex of our eyes can either be a blessing or wreak havoc in the dispensary. Until around forty years of age the human eye can supply an adequate amount of accommodative plus power; however soon after the crystal-line lens starts to stiffen and the ciliary muscles lose their ability to accommodate properly for a sharp near acuity.
These early presbyopic (literally “old eyes”) years are the best time for patients to transfer from their single vision pre-scriptions to a progressive addition lens. The slower power changes in the early years, due to weaker add powers (+1.00 to +2.00) make adaptation to multifocal lenses an easier transition.
While accommodative ability cannot be restored, new digitally surfaced multifo-cal lenses make it slightly easier to face the presbyopic milestone. By age fifty there will be little to no accommodative ability remaining and the crystalline lens can no longer add any converging power to aid in close range vision.
It can be all too easy to overlook the complexity of the human eye while fitting glasses in the dispensary. Having a thorough knowledge of the optical system will allow one to better evaluate each individual patient case.
More than a frame stylist; more than a well-trained salesperson, you are an eyec-are professional – uniquely positioned to build lasting relationships through your extensive knowledge and your ability to convey that to your patients. ■
““As you unfold the temples and place the frame on her face you notice that her pupils are gradually dilating in excitement as she impatiently awaits her ‘new look.’ ”
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42 EYECARE PROFESSIONAL
OD PERSPECTIVE Jason Smith, OD, MS
EFRACTIVE SURGERIES have been around since 1974 when the Russian ophthalmologist, Svyatoslav Fydorov began cor-recting myopia with a procedure called radial keratotomy (RK).
Fydorov began using radial keratotomy after removing glass from the eye of a young boy. He saved the boy’s vision by making numerous radial incisions which extended from the pupil to the periphery of the cornea.
After the glass was removed and the cornea healed, Fydorov found that the boy’s visual acuity had actually improved significantly. In 1936, Japanese oph-thalmologist Tsutomu Sato conducted research in anterior and posterior kera-totomy. This was an early form of RK that attempted to treat keratoconus, myopia, and astigmatism by making incisions in the cornea.
There are corneal surgeries, refractive surgeries, lens replacement surgeries including corneal ring implantation surgeries, photo refractive keratectomy (PRK), collagen cross-linking, laser epithelial keratomileusis (LASEK), refrac-tive lens exchange or clear lens extraction (RLE), laser-assisted in situ keratomileusis (LASIK), epi-LASIK, phakic intraocular lens implant surgery, presbyopic lens exchange (PRELEX), intracorneal ring segments (ICR or INTACS), phakic intraocular lens implants, and astigmatic keratotomy (AK).
There are many patients who are good candidates for refractive surgery. Those patients include people who do not want to wear contact lenses or glasses. There are patients who cannot put a contact lens in their eye or are fearful of the process. There are those people who have not been successful with their contact lenses. There
are patients who have big, thick eye glass lenses who may benefit, cosmetically from a refractive surgery alternative. There are people who want to work in the military or for a police force who may not be able to wear glasses or contact lenses when working.
These people must absolutely know what their specific vision requirements are before going through any refractive surgery procedure. Regulations and requirements may vary from state to state. And the requirements for the Coast Guard may be different from the Air Force or the Marines. Also, police forces on the local, state, and federal level may have differ-ent vision requirements that every ECP should be familiar with before suggesting any eye surgery.
According to the website, http://usmili-tary.about.com/od/joiningthemilitary/a/eyes2.htm, the military requirements for enlistment and commission are listed. The website www.aoa.org/Documents/op-tometrists/recommended-vision-standards-police-officers.pdf provides an extensive ex-planation concerning vision requirements for police officers. Depending upon what
state you live in and which police force someone is interested in, this information is available from state optometric societies or from specific websites.
Anyone considering LASIK must be at least 18 years of age, be in good health, must not have uncontrolled diabetes or any auto-immune disease, should not have keratoconus, cataracts, glaucoma, herpes simplex, herpes zoster, or retinal diseases. Candidates should make their eye doctor aware of any amblyopia, strabismus, problems with healing, back problems, or claustrophobia. Prospec-tive candidates should not have any eye
Lasik Surgery Complications
R
AUG2015_JasonS.indd 2 8/3/15 4:56 PM
“The FTC charged that these companies could not substantiate the claim that LASIK eye surgery would eliminate the need for eyeglasses or contact lenses for life.”
infections, eye injuries, or be pregnant or nursing. Candidates should not have dry eyes and they must be out of any contact lens wear for a time to be determined by the eye doctor. Any LASIK procedure requires that the central corneal thickness be at a minimum of 0.5mm.
LASIK complications include under-corrections, over-corrections, re-onset of nearsightedness, farsightedness, or astigmatism over time, vision loss due to surgical complications, glare, halos, double vision, and dry eyes. There have also been reports of more serious problems such as retinal detachments and blindness occurring after LASIK has been done. There have been problems with the corneal “flaps” that can be displaced or can move. According to Dr. Henry Edelhauser of Emory University as presented in the Review of Ophthalmol-ogy, 2/1/2009, “there was evidence that the LASIK flap never actually heals onto the underlying stroma, especially centrally.”
According to John Marshall, a professor of ophthalmology at St. Thomas Hospital and one of Great Britain’s top experts on LASIK, “there is growing evidence of long-term damage. The cornea can be eroded so that it starts bulging and that parts of the cornea may even become dislodged. There have been a number of reports of erosion of tissue with people having to have their corneas transplanted.”
There have been reports of complications after refractive surgery due to pressure changes that occur at increased altitudes. In 1990, it was reported that incisional refractive surgery (RK) could affect vision in higher altitudes. An example of this occurred to Dr. Beck Weathers in 1996 while ascending Mt. Everest.
He noted a decrease in his vision early in his ascent then realized that his vision had become so bad that he could not see more than a few feet in front of him. There is ongoing evidence that this altitudinal exposure on post-RK eyes may be due to the changes in oxygen in the atmosphere. Other problems that can create pre-oper-ative refractive surgery problems include axial length measurement errors, incor-rect transposing of refraction numbers from minus cylinder to plus cylinder, and incorrectly identifying the dominant eye.
Lasik eye surgery costs are based per eye and can vary depending upon location
and available technology. Nationally re-ported prices have been from $995-$2700 per eye. Refractive surgeries have recently been evaluated more closely by medical professionals and eye care professionals due to the fact that there have been many reported complications. If you Google, “Federal Trade Commission Investigates Eye Laser Surgery”, over 2 million sites can be viewed.
Obviously, if there are this many sites that can be viewed, then there must be many complaints by consumers and pa-tients who have not been satisfied with the results of the refractive surgeries. In 1998, the Federal Trade Commission (FTC) was investigating Summit Technology and the Visx companies due to the fact that they had allegedly conspired to exclude rival companies and to fix the prices for laser eye surgery.
According to www.wsj.com/articles/SB890703878571642500, the focus of the FTC probe was based on the fact that “most doctors must pay a royalty of $250 an eye to the partnership (Pillar Point), each time they use a laser from either company adding to the price of the surgery which is already $2000 or more per eye.”
In 2009, the Federal Drug Administra-tion issued warning letters to 17 LASIK ambulatory surgical centers after inspec-tions revealed inadequate adverse report-ing systems at all of the centers. In 2003, the FTC again announced 2 complaints against Lasik Plus and the Laser Vision In-stitute for making false claims concerning laser eye surgeries. The FTC charged that these companies could not substantiate the claim that LASIK eye surgery would eliminate the need for glasses or contact lenses for life. In addition, the complaint added that there were no substantial facts to the claim that the procedure eliminated the risk of glare, halos, and star-burst effects around lights at night that can be caused by LASIK.
There is a site on Facebook called “Lasik Complications Facebook Group.” I decided to join this site in order to get an idea as to
the amount and scope of the problems that people are having after refractive surgery. I have read hundreds of the posts on this Facebook site. The post-surgical problems are real and are frustrating to those people experiencing them.
These members of this Facebook site are seeking any relief from their dry eyes, pain, vision complications, and yes, their depression caused by the vision trauma that they now experience. Many of these patients are very upset that they have spent thousands of dollars for a surgical procedure that over-promised and under-performed. The peak of LASIK surgeries occurred in 2000 with 1,400,000 people in the U.S. undergoing this refractive surgery. Between 2004 to2007, the average number of LASIK surgeries in the U.S. was 1,300,000 per year.
That number has dropped considerably to 693,000 per year in 2014. As eye care professionals, we must keep up with the latest technology on refractive surgeries and always advise our patients as to the costs, risks, and benefits on any therapy or surgical procedure that is recommended. We must advise our patients to “do their homework” and to make them aware of the fact that serious problems can occur under the best of circumstances.
There are certainly many happy patients that have achieved freedom from glasses or contact lenses and their success will never be discounted. But unfortunately, there are numerous problems that have occurred during refractive surgery or sometimes afterwards. And there may be problems that can occur in the future that we are not aware of today.
Technological advancements in all areas of eye surgeries will continue to allow ECP’s new, and hopefully improved ways to enhance and to change our patients’ vision. But we must be aware that some-times unknown problems can occur years later with the best guidelines and with the most current supportive research and evidence. ■
AUG2015_JasonS.indd 3 8/3/15 4:57 PM
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James Magay, RDO
At least that is what it sounds like from outside the bubble. In reality, instead of one boss you have many– they are called clients, customers, patients, or @#$#@#$%^&!!!
The U.S. has an estimated 10 million self-employed jobs. That's 6.6 percent of all reported jobs, but down from a high of 7.2 percent in 2006. This is according to a new report from CareerBuilder and Economic Modeling Specialists Intl. (EMSI). Self-employment grew rapidly from 2001-2006, adding close to 1.8 million new jobs nationwide. Since the beginning of the recession, however, self-employed jobs declined by 936,000 and did not recover post-recession.
Self-employed workers are those who, when surveyed by the U.S. Census Bureau, consider self-employment to be a significant part of their income or time working. Owners of incorporated business are not counted among the self-employed nor are workers who freelance or have other smaller, secondary sources of income.
The biggest declines in self-employment have come in agriculture, real estate, child care, and retail trade industries. While self-employment for construction laborers has grown since 2006, the industry as a whole has experienced significant declines. The biggest gains in self-employment have been
in lower-wage jobs – landscaping workers, maids, personal care aides and photographers.
Having your own optical shop – incorporated or not, is a wonderful thing! When my Grandfather began our store 103 years ago, his training (and the work bench I’m sitting at) came from the American Optical Company. Skip never recorded the details of his training but one suspects we would call it a weekend seminar where you learned the ba-sics of refracting – no optometrists in those days. You would purchase your grinding equipment and frame and lens supplies from them also.
In those long ago days the world was a simpler place where a hand-shake was a contract, people took care of business in a very personal way, and a more collegial feeling existed among friendly competitors (Mostly).
Today it isn’t a whole lot different in substance, perhaps there are a few more lawyers involved drawing up articles of incorporation – they have to eat also, accounting systems are a whole lot more complex, now we have computers instead of Aunt Ruth doing the bookkeeping, and complicated refracting systems help with the, “Is number one better or Number 2?”
Oh, and – instead of a drawer or two of Balgrips, Numonts, Sirmonts, Clubmen, and Leading Ladies, we display elegant frame collections from all over the world, in imaginative ways that would astound my grandfather.
In this age of online everything, Google, Amazon, eBay, Warby, et al, it seems impossible that little optical shops can survive but a significant part of the population is desperately seeking authenticity. An authentic-ity born of a desire to serve and provide the very best our industry has to offer – I think we’ll be OK! ■
Be Your Own Boss!
The phrase conjures up images of Johnny Paycheck singing “Take this Job and Shove It!” and starting fresh in your very own business, instead of “Workin’ for the Man!”
Ahh, the sweet feeling of being independent and self employed!
TOPICAL OPTICAL
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