eyecare professional - april 2009

April 2009 • Volume 3, Issue 16 • www.ECPmag.com

OPTICIANS ASSOCIATION OF AMERICA AT-A-GLANCE / PAGE 26

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High quality photochromic monomer - Mid-Index (1.56).In-Mass technology. Lighter than polycarbonate.Excellent value for the money.

High performance photochromic monomer - Mid-Idex (1.56).In Mass technology. Superior tensile strength.UV cut-off improved.

High performance photochromic coating for high indicesand polycarbonate - Coating technology - 100 % UVA/UVB blockage.Ideally suited to high-end lens designs.

The alternative photochromic

Photochromic diversity...up to your wildest ophthalmic dreams!

www.corning.com/ophthalmic

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APRIL 2009 | EEYECAREPROFESSIONAL | 3

What makes the new Corning technology, SunSensors® HPC, different?

With a sustained investment in R&Dand over 150 years of materials science and process engineering,Corning again innovates by speedingup the photochromic performancewith SunSensors® HPC. The newSunSensors® HPC is a HighPerformance Coating that allowsCorning to expand the materialsthat SunSensors® is available in to

include polycarbonate, and higher indices. This pho-tochromic technology has an exceptional fading speed.

This fast-reacting photochromic technology was introducedworldwide in 2008 to address the high-end lens market andis a patented, state-of-the-art coating process. This compli-ments the popular SunSensors® in-mass photochromic lens-es. The SunSensors® in-mass photochromic lenses still bringan excellent value for the money in the low to mid-indexmaterial category. We use two technologies and three products to meet different market needs.

Two technologies and three products when others promote a unique photochromic solution; isn’t your strategy a bit risky?

On the contrary, we think that photochromic diversity couldbe the most successful option for several reasons. Firstbecause our customers like to be free to choose between:

1. An attractively priced, universal, in-mass photochromic lens, SunSensors® by Corning.

2. A high performance photochromic lens made from a mid-index in-mass material, SunSensors®+.

3. A powerful fast-reacting photochromic lens,SunSensors® HPC, the newest technology used by Corning, which is a patented, state-of-the-art coating process designed for polycarbonate and high indices lenses.

Our customers can therefore get the SunSensors® quality and communication support at different levels that fit thespecific needs and profiles of the various markets they target.

Finally, this genuine photochromic range has a unique mar-ket positioning, especially in the current economic context:this is why we now describe our SunSensors® range as “thealternative photochromic.”

How will you promote these technologies within the ophthalmic industry?

On our side, under the Corning name, we will promote thewhole SunSensors® photochromic range with a global B-to-Bcommunication campaign, as well as through our completelynew ophthalmic website, now loaded with useful informa-tion and addressing all constituencies including teachers,students and eyeglass wearers. From our website you canschedule American Board of Opticianry approved seminars,as well as have access to our media center which has downloadable technical data sheets and information on our new “wild” style communication campaign.

What are the objectives of your new “wild” style communication campaign?

A few years ago, when launching SunSensors® by Corning weused the term, “Technology you can trust.” With the chang-ing times we thought that humor and something out of theordinary would not harm our “technologist” reputation! A closer look at the concept reveals its logic: these “exotic”and differentiated eyes symbolize the wide variety of lenswearers’ profiles and needs. For example, is there a betteranalogy than the tiger to describe our fast-reacting new photochromic coating? Overall, we walk the talk ofphotochromic diversity, offering ECPs this differentiation as a way to address all of the needs of their customers.

Your communication strategy has always been based on customer partnerships; is it still the case?

Yes, we always want to give the priority to collaborative solutions which best serve our customer’s interests. As Iexplained, each SunSensors® lens will have its own visualidentity, reflecting its precise market positioning. These willbe echoed in specific ads and commercial/technical literature.In our media center we have advertisements and communication guidelines that will enable our customers tobe part of the “wild” style communication campaign.

We also have available point of purchase displays for ourphotochromic solutions, which encourage the consumer tointeract with the photochromic lenses in a tester that high-lights how SunSensors® lenses change under the sun.Customers can either use these individual solutions as is, orcan choose to customize them to include their own messages.

Are there any new SunSensors® items planned for 2009 or 2010?

Yes, Corning’s commitment to this market is stronger thanever. Widening our portfolio with innovative technologieswill remain our development strategy to make sureSunSensors® remains The Alternative Photochromic. ■

EYECARE INNOVATOR OF THE MONTH: CORNING

Lyle RubinNorth America Sales Manager/OphthalmicCorning, Inc.

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Courtesy ofZ

yloware

INNOVATOR OF THE MONTH..........................................................................3

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

OAA AT-A-GLANCE ..........................................................................................26

MOVERS AND SHAKERS.................................................................................40

SECOND GLANCE ............................................................................................42

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

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

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

CELEBRITY EYEWEARUsher in the spring with the latest in star branded and inspiredeyewear and sunwear.by Amy Endo, ABOM, CPOT

POLARIZED LENSESThe increase in outdoor activities makes polarization educationmore crucial than ever.by Carrie Wilson, BS, LDO, ABOAC, NCLEC

COMPETITIVE ADVANTAGE IN ACTIONSummarizing the results of the successful independent profiles ofthe past four months.by Warren G. McDonald, PhD

DEALING WITH CHALLENGING PATIENTSDifferent techniques are necessary in dealing with the unique chal-lenges patients may bring.by Anthony Record, ABO/NCLE, RDO

COMPUTER VISION SYNDROMEEducation about the effects of CVS is important as computersbecome increasingly ubiquitous in society.by Bob Faktor, ABOC

FRESH FRAME INVENTORIESMaintaining a current, marketable frame inventory is essential insustaining a strong practice.by Bob Fesmire, ABOC

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Features

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

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ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE™

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

OVERCAST LOW-LIGHT BRIGHT LIGHT BEHIND WINDSHIELD BRIGHT LIGHT OUTDOORS

YELLOW-GREEN CONTRAST-ENHANCING COLOR

COPPER COLOR HIGHLIGHTS THE REDS ANDGREENS, ENHANCES THE VISUAL COMFORT

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

now available in polycarbonate image®

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

“It’s a Pleasure to Please You”Robertson Optical Laboratories, Inc.120 Howe StreetGreenville, SC 29601800-223-0890

Robertson Optical Laboratories, Inc.2309 Highway 81 SouthLoganville, GA 30052800-929-2765

Robertson Optical Laboratories, Inc.411 Commerce Drive NEColumbia, SC 29223800-922-5525

younger_0409.qxd 3/25/09 10:45 AM

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

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

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

Contributing Writers . . . . . . . . Thomas Breen, Judy Canty,

Dee Carew, Alvaro Cordova, Harry Chilinguerian,

Amy Endo, Bob Fesmire, Elmer Friedman, Paul King,

Jim Magay, Warren McDonald, Mark Morris, Anthony

Record, Samantha Toth, Ted Weinrich, Carrie Wilson

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

Opinions expressed in editorial submissions contributed to EyeCareProfessional Magazine, ECP™ are those of the individual writers exclusivelyand do not necessarily reflect the opinions of EyeCare Professional Magazine,ECP™ its staff, its advertisers, or its readership. EyeCare ProfessionalMagazine, ECP™ assume no responsibility toward independently contributededitorial submissions or any typographical errors, mistakes, misprints, ormissing information within advertising copy.

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

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

EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd.Delivered by Third Class Mail Volume 3 Number 16TrademarkSM 1994 by OptiCourier, Ltd.All Rights Reserved.

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

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

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

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

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

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

Copyright © 2009 by OptiCourier Ltd. All Rights Reserved

EEYECAREPROFESSIONALMagazine

THE OPTICAL INDUSTRY is experiencing an explosion of new technology. Of course, that’s nothing new... remember when all glasseshad glass lenses? Or, to bring it in more recent perspective, when letterswere typed on a typewriter? For most of us, trying to understand how a

computer works can be just slightly easier than transcribing Sanskrit. Rememberhow frustrating it was when you tried to make sense of what the computer salesman was telling you: Byte? ROM? OS? Well, it has come full circle.

Technological advances in lens design, coatings, or frame design and materials canbe exciting to us, but just as frustrating to the patient if presented incorrectly.Remember, what patients really want is simply the best vision possible. While it hasbecome easier to accept the technical jargon associated with computers, the averageoptical patient hears about PAL, AR, and poly maybe once every two years.The guiding principle when presenting the latest in optical technology is KIS (Keep It Simple).

The first step in presenting technology is to know as much about it as you can.The more you know, the easier it is to explain in simple terms. While it may not beimportant to know all the physics involved in, say, wave-front laser guidance, youshould know the benefits to the patient of a wave-front lens and why. Know whennew technology is beneficial to the patient, and when it may not be appropriate, andwhat the limitations might be. Many of the newer lens designs are engineered tohelp patients with relatively high corrections, high cylinders, or other special needs.A patient with -0.50D sphere correction will probably not benefit much from wave-front, 7.00 index lenses. However, when appropriate, never hesitate to recommendadvanced designs.

When explaining new designs or materials, emphasize the benefits to the patient.Think of it as starting at the bottom of a pyramid, beginning with broad, generalterms and only advancing to more restrictive, technical language when necessary. Ofcourse, there will always be those patients who want a more detailed explanation,either out of curiosity or to test you. In that case, go ahead and get more technical,but beware of your limits. If you’re not sure, admit it, don’t try to bluff your waythrough. If your not sure (or even if you are), grab a brochure and quickly go overit with the patient. This will not only guide you through, but gives credence to whatyou’re saying.

If the new technology provides real benefits, and is presented in an understandablefashion, then the benefits will out-weigh the costs, and the patient will make a finan-cial decision based on value. Get excited by the new technology, and get your patientexcited with the amazing benefits made possible by it; after all, you’re offering thebest solutions for their vision needs.

Technological Patients

Editor / viewby Jeff Smith

6 | EEYECAREPROFESSIONAL | APRIL 2009

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-Your Independent Lab-

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark and PolyClear is a registered trademark of Signet Armorlite, Inc.. Trivex is a registered trademark of

PPG Industries, Inc. SunSensors is a registered trademark of Corning, Inc.. ©2009 Signet Armorlite, Inc.

ASK ABOUT KODAK UNIQUE PROGRESSIVE LENSES – AVAILABLE IN 34 MATERIALS!

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“SAFETY” With frames from On-Guard & Titmus, and your choice of Single Vision, Flat-Top, or Progressives in SunSensors or Trivex materials

“53 LITE” Includes Single Vision, Flat-Top, and Progressives in Trivex

“SPECIAL” Lens choices include Single Vision, Flat-Tops, or Progressives in the following materials: SunSensors®, PolyClear, Trivex, Standard Resin and Glass

“SPORTS PAC” Featuring Single Vision Lenses in PolyClear® polycarbonate material

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Safilo USAThe new JLO by Jennifer Lopez optical sunglass collection offers five styles which can accommodate prescription lenses gearedtoward women of all ages who are self confident, trendy, fun and fashionable. Shapes include rectangular and oval, and all fivestyles have polarized lenses. Beautiful color combinations fill the line, including brown teal, black apricot, black ivory, browncaramel, tortoise pink pearl, black horn, light pink, tortoise and black. www.mysafilo.com

Modo EyewearModo introduces six new optical frames and four sunglass models for its BabyPhat Spring/Summer 2009 Collection. The sunglass collection consists of threemetal and one plastic style, in colors ranging from beautiful olive greens to egg-plant, to gold and gunmetal. Mother-to-be Kimora Lee Simmons - the star of theStyle Network reality series “Kimora: Life in the Fab Lane” – continues to empha-size the importance of bling in your wardrobe. www.MODObiz.com

Celebrities are the main catalyst in the unleashing of a fashion trend. With Spring approaching, you’ll be in need of star branded and inspired eyewear. Having a variety of choices is ideal, and here are some fabulous eyewear and sunwear to make Spring and Summer that much more fun!

Celebrity Brandedand Inspired Eyewear

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Adidas Eyewear

Adidas’ a385 is the newest addition to the adilibria family,featuring a halfrim and for the first time in the adilibria,adjustable temples. It features Light Stabilizing Technology(LST), which allow for clear views of the green, the quickchange lens system and a discreet feminine floral print on thetemples that flows onto the lug areas in the front. The framewas designed in collaboration with professional golfer NatalieGublis. www.adidas.com/eyewear

Zyloware

The Daisy FuentesEyewear Collectionfeatures color creations in metaland zyl. Cecilia isa hand-crafted zylframe, with springhinges and aninlaid DaisyFuentes logoplaque in the temple tip. It’savailable in size49-16-135 and incolors Burgundyand Brown Pearl.The Burgundyframe featuressemi-circle metaldecor adorning

the temple. Brown pearl features a horizontal striped brush pattern. www.zyloware.com

Viva International Group

Catherine Deneuve Lunettes introduces five new models to itsmodern and stylish eyewear collection. Meticulously craftedwith simple, yet elegant shapes, these new spring releasesfeature an array of sophisticated embellishments. The CD-273features open metal temples that coordinate perfectly withuniquely designed metal endpieces adorned with fine crystals. www.vivagroup.com

Marchon

Designed for the distinguished man, the Sean John SJ529S isexceptionally captivating. Vintage inspired, this style isuniquely modernized in sleek zyl detailed with shiny goldBlock Initial logos at each endpiece and Money Logos accentthe inside of both temple tips. Rich, masculine colorations ofblack, dark tortoise and brown olive complete the distinctivelook. www.marchon.com

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New York Eye

The Joan Collins Eyewear collection speaks to the remarkablewoman, who is interested in style and appreciates value.Elegantly detailed with feminine styling, in defined shapes anddelicate colors that will appeal to the diva in all women.www.newyorkeye.net

ClearVision Optical

The IZOD Eyes customer is modern, sporty and energetic,someone who appreciates uncomplicated clean designs thataccommodate his active lifestyle. George Clooney is wearingClearVision’s memory metal IZOD Perform X-82 style on theset of his upcoming movie entitles, “Up in the Air.”www.cvoptical.com

L’Amy America

The JACKIE NR3203 style was originally worn by JacquelineOnassis and has an exaggerated square design with verticalgradient tint. Today, L’Amy and Nina Ricci are relaunching theexact style, available in the same vertical grey fade, but alsoin 5 additional dramatic colorways: Grey-green, Brown-Orange, Tortoiseshell, Smoked Grey and Black.www.lamyamerica.com

Kenmark

Inspired by Vera Wang’s 2009 Ready-to-Wear collection, thesun collection offers fashionable designs that reflect her exper-imentation with shape, color and volume. The sunwear styles

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capture the spirit of these designs with elements such as thehand-enameled tiles and lacquered decorative temples. Thecustom laminated Italian hand-made zyls are inspired by herfabric patterns and colors. www.kenmarkoptical.com

Colors in Optics

Jessica Simpson has recently created a fashion line called JS.From her eyewear collection comes the J877, a rectangularshaped zyl frame with triple laminated acetate. There is afloating JS symbol on the temples. Colors: Black Ivory,Purple, and Tortoise Pink. www.colorsinopticsusa.com

Luxottica

Paris Hilton was recently seen wearing the Prada ModelSPR18I, an elegant, large acetate model for women. The soft,sinuous curves create a dreamy look also accentuated byshaded lenses in purple and pink combined with black, white,or lilac frames. A tortoiseshell version with warmer hues isalso available. www.luxottica.com

ALWAYS STAY AWARE of what styles are popular with celebrities. They will help to give your dispensarythe best product mixes in eyewear and sunwear. Celebrity branded and inspired eyewear can also beavailable at all suitable price ranges to meet each customer’s needs. ■

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SUNGLASSES TODAY are not just a fashion accessory, but an essential partof maintaining eye health. With the increasedamount of time individuals spend performingoutdoor activities and driving, polarized lensescan provide protection from UV rays andfrom the dangers of glare.

Blinded by the Light

To understand how polarization works, one must first under-stand how light works and effects the eye. There are three dif-ferent forms of light: ambient light, direct light, and reflectedlight.

• Ambient light- Ambient light is diffused lighting that hasno visible direct source. This light has been bounced andscattered around so much that it just seems to glow. Goodexamples of this are the soft light that is visible at night orthe scattered lighting that is used in photography to create effects. This light type is not a major source ofdiscomfort.

• Direct light- Direct light is light that goes straight fromthe source directly to the eye. In this case, it would be sunlight. Bright sunlight can cause pain during focusingand it can wash out the colors and fine details of the surrounding environment.

• Reflected light- Reflected light, as the name implies,is light that is reflected off a surface before it enters theeye. This is the light that becomes horizontally polarizedduring the reflection process, resulting in glare.

Reflected light and its resultant glare is a major cause for con-cern to the eye care professional and his or her patient. Glareand the dangers it causes can be divided into two main cate-gories: discomfort glare and disability glare.

Discomfort glare is a very subtle form of glare. It causes the visu-al system to over exert itself resulting in eye strain, headaches,and physical fatigue. Common causes of this glare type are lightthat is reflected off spectacle lenses, computer screens, wind-shields; as well as light color surfaces such as paper and walls.

The most dangerous form of glare is disability glare. This is thetype of glare that causes the patient to instinctively avert his orher eyes. Reflection off the roads, water, ice, hoods of vehiclesand sand are the main causes of this glare type. Further, it is dis-ability glare that most concerns the eye care professional whenproviding the patient with the appropriate sunwear. Disability

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

Polarizing Light:Filtering the Truth of Polarized Lenses

Photo: C

ourtesy ofOakley,Inc.

Continued on page 14

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glare poses a hazard to the patient if not treated properly, dueto safety risks that averting the eye can cause during activitiessuch as driving and water sports.

Changing the Ray

Polarization is the breaking down of a light wave that travels inall directions, into rays that travel in two directions. Althoughthe direct light coming from the sun in not polarized, when thelight hits a highly reflective surface, it is broken down into horizontal and vertical polarized beams. Since most reflectivesurfaces are on a horizontal plane, such as water or the hood ofa car, the polarized beams that cause the most disability glare is the horizontal polarized light. Therefore, to eliminate thehorizontal polarized light from reaching the eye, a filter is fixedat an angle that only allows vertical polarized light to enter the eye.

It’s all in the Film

A standard sunglass lens is simply tinted or coated and is insuf-ficient in blocking or reducing the amount of glare. These lens-es simply reduce all the visible amount of light that enters theeye by a standard amount, based on the degree of color on thelens. This is not the case with polarized lenses, which are actu-ally an optical filter.

Polarized lenses are composed of a chemical film that is appliedto a clear lens surface. The chemicals within the film, usuallyiodine crystals, typically align themselves parallel to each other,creating a window blind effect that blocks wavelengths on oneplane while allowing wavelengths on a plane 90 degrees away topass through the lens.

The common methods of creating polarized lenses are lamina-tion, during a molding process, or by coating a lens.Lamination is the oldest form of polarization and is created byplacing a polarized film between two pieces of lens material.

Although not considered a significant problem today with newmanufacturing methods - delamination, or the separation ofthe polarizing film from the lens material, used to be a majorconcern for eye care professionals.

The polarization of plastic lenses occurs when the lens materi-al is melted and then poured into a mold in which film isplaced. Next, the lens material surrounds the film, hardens, andcreates one solid piece. With polycarbonate lenses, the polar-ized film is placed on the outside of the lens and is then coveredwith a scratch resistant coating. This method is used becausethe heat from the injection molding process of polycarbonatemanufacturing will degrade the polarizing film.

Customizing the Lens

In determining which polarized lens to provide to the patient,it is important to understand the patient’s needs and desires.The new lines of polarized lenses can be customized by material, design, and color.

Early polarized lenses, like most lenses, were only available inglass and consequently a safety concern. This is no longer thecase. Today’s polarized lenses are available in plastic, hi-indexand polycarbonate, in addition to glass. Therefore, they are anexcellent choice for even the most active patient.

No longer do polarized lenses come in the standard singlevision design. The wide varieties of lens designs now includeaspherics, progressives, bifocals and trifocals. These newdesigns allow the eye care professional to make the lenses customizable for many tasks and prescriptions. Now, a highminus presbyope can get a lens that works well for golf, as wellas driving. In fact, virtually any activity that will benefit fromcolor enhancement, increased depth perception, greater colorcontrast, and the elimination of glare will be improved with theaddition of polarized lenses.

Regular windshield glare Glare reduced with NuPolar® from Younger Optics

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Polarization is now available in a wide range of colors.No longer does the patient have to be content with brown orgray. Now, the eye care provider and patient can design the polarized lens to have a color that is best for the desiredactivity. New colors such as copper for racing, green for tennis,and orange for hunting and shooting are now available toenhance performance.

Words of Advice

Although the benefits of polarization are excellent for almostall patients and outdoor activities, some visual activities may behampered by polarization. Pilots who operate aircraft withpolycarbonate or tempered-glass windshields may be distract-ed by the stressed, checkerboard pattern that may appear in thematerial. Activities that may require use of a LCD screen mayalso be hampered by polarized lenses since LCD screens operate by polarizing light. An additional activity that may posea danger to individuals wearing polarized lenses is downhillskiing. Glare for high speed skiers is a safety asset due to its ability to alert skiers to ice patches and bumps on a ski slope.

Polarized lenses are the best lenses available for sunwear andmost outdoor activities. By actually filtering the light instead ofjust diminishing it, polarized lenses create a safer, more comfortable environment for the patient by eliminating glareand also by reducing eyestrain, headaches and fatigue. It is theresponsibility of the eye care professional to provide the bestpossible eyewear to fit the patient’s needs and polarized lensesprovide an unsurpassed means to do this. ■

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

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

By ordering through Opticom, you can place all

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

Click, click, click, your lens order is done.Use one website to order all of your

stock lenses electronically.With no usage or ordering fees!

Arch Vision (Tejin Lenses)

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

Varilux & Gentex)ExceliteEyenovateFantom OpticsGator Lens

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

PolyLensRodenstockSeiko/PentaxShamir InsightShore LensSignet-ArmorliteSOMO OpticalSpecialty Lens/iRx

PolaroidTitmus (Frames)Vision-EaseX-CEL OpticalYounger Optics

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

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email: [email protected]

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

“No longer do polarizedlenses come in the

standard single visiondesign. The wide

varieties of lens designsnow include aspherics,progressives, bifocals

and trifocals.”

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The 21st Century OpticianWarren G. McDonald, PhD

Professor of Health AdministrationReeves School of Business / Methodist University

The Competitive Advantage in Action: Conclusion

This short series has addressed theterm Competitive Advantage, whichseems in itself a self-explanatory term.We must, however, look a bit deeper inan attempt to not only survive in theturbulent health care marketplace, but to continue to grow our practicesand businesses.

IN AN ATTEMPT to provide examples of selected individualswho are succeeding, I asked a series of questions to folks I knewpersonally who are positive examples, or were nominated fromthe online community of Opticians and Optometrists,www.optiboard.com. I encourage you to go back and to reviewthose articles (at www.ecpmag.com) from the last few monthsto see how four outstanding professionals not only survive, butexcel as independents in this crazy eye care world of corporatemegastores and other strong competitors.

I asked a series of questions to each of these folks, and gotanswers that were similar in some instances, but far different inothers. The list of questions is as follows:

Provide the reader with a bit of your personal background,including your education, training and professional history.

This question provided some of the responses one wouldexpect. All of these outstanding professionals are from licensedstates; not by design, it just seemed to work out that way. One,John Bruening, was educated at Hillsborough CommunityCollege’s outstanding Opticianry program, while the otherstrained via apprenticeship. They all have a similar love for thefield and consider Opticianry a profession. They also see thatone can operate successfully as an independent and prove itdaily, despite what those who spread doom and gloom mayimply. They all gained significant experience in other facets ofOpticianry, and even in other fields prior to opening theiroffices. Some worked in corporate organizations, others in labs,and still others in doctor’s offices. The positives and negatives

from those experiences were great learning opportunities,allowing them to do things right the first time, and not dupli-cating things done incorrectly by others when opening theirown offices. Experience can be a great teacher if we listen.

Describe your practice, and the services provided.

The operations were varied in many regards, but also had somesimilarities. All carried eyeglasses, contact lenses, solutions, etc.and did repairs, but there was some “uniqueness” that shonethrough as we read each article. For example, Heather Allenoffered a limited replacement plan of 1-year for spectacles,while John Bruening offered an unconditional 2-year warranty.Ms. Allen had extended hours in her office to increase access,while Mr. Bruening had multiple offices in strategically placedlocations. Roger Bullock offered a unique, high-end selection offrames found only at his office, while Curt Duff operates adecades-old, full-service operation handed down for genera-tions in the Lexington, Kentucky region. Mr. Duff specializes incontact lenses, which is a large part of his operation.

Will you please describe your organizational philosophy,including any mission statement, vision, goals, etc.?

Mr. Bruening has a specific mission statement, “Serve all. Havefun. Make money.” His organizational philosophy is one thatempowers employees and is sound in today’s contemporarymarketplace. While Mr. Bullock does not state a specific mis-sion statement, he emphasizes being the best in his market. Thebest products and services and the best people seem to be hismessage. Mr. Duff indicates that he has no specific missionstatement, but looks to develop the practice to meet the needsof the marketplace, clearly an indication of strategic thought.Ms. Allen’s answer to this question is very straight-forward, andit is simply to be the best. I am not certain from her commentshow she will do that, but I bet she will!

Do you have a Strategic Plan for your practice?

Very discouraging to this old professor is a lack of a specificstrategic plan for their operations. Mr. Bruening was closestwith his answer:


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“I don’t have a set strategic plan, other than I try to stay aheadof the latest trends, without getting too caught up in them. Ihave made it a point to study and know my markets to thepoint that if the opportunity presents itself to make a largeframe purchase, I’ll have minimized the risk of getting stuckwith a lot of product that won’t sell.”

This, at least, provides for some strategic planning for meetingthe needs and demands of the future. I do encourage the devel-opment of a strong strategic plan for every business, and hopedto see more in this area. At least all do give the future some con-sideration, but it is difficult to meet the demands of tomorrowwithout adequate planning. Strategic management is a must inthis economic environment.

What do you see as your biggest strengths and weaknesses?

Most of our respondents felt that their biggest strengths were inthe excellent service they provide, and their people. As a one-woman shop, Heather Allen sees her ability to get to know eachpatient her biggest strength. Clearly, services and people rankhighly among our article subjects, which is appropriate. Mr.Bullock maintains an active training and education program tokeep his employees in the “strength” category and feels they canbecome a weakness if not well-prepared to meet the needs ofpatients.

As far as weaknesses, they range from the need to better com-municate to a lack of an in-office doctor. Mr. Bruening claimscommunication as his operations biggest weakness, and Iassume that can be both internal and external.

Are there specific opportunities and threats in your local marketplace? If so, how do you effectively deal with them?

Curt Duff feels that he needs to maintain “extraordinary serv-ices and products in an ordinary market” to meet any threats inhis market, while John Bruening sees Internet providers, bigbox operators, and new refractive surgery procedures as poten-tial concerns. Heather sees doctor’s offices that dispense as herbiggest threat, and Roger sees third-party plans his biggestthreat.

All of these are real concerns, but the opportunity expressed byall is the opportunity to provide excellent service. That is whatthey indicate keeps patients/customers coming back.

Where do you see your organization in the next 10 years? The optical industry?

Almost to a person, our article subjects see their organizationschanging, but in positive ways. It is clear from reading theiranswers to this question that they feel the industry is in a

continuing state of flux, and that it is important to keep upwith those changes to meet the demands of the future. This issound advice!

Can you describe your competitive advantage? What do youthink makes patients come to you, and remain in the practice?

Our folks all see their competitive advantage related to the services they provide, and their people. Mr. Bruening feels hisability to buy in volume is an advantage, and Heather sees heradvantage as simply being different, meaning she providesframe lines others do not carry, or services not readily availableelsewhere. Overall, they see themselves as different from othersin their markets based on excellent services, and professionalpeople, able to meet the needs of any patient.

What, if anything, would you do differently in your career?

I was pleased to see that most of our folks would not change.They are happy in their careers and feel that Opticianry was theright decision for them. Mr. Duff would like to see all Opticiansadvance their educations, but overall these are relatively happycampers, and very pleased with their profession.

Are there tidbits of advice you might share with the readersthat you feel may help them better compete?

Both Heather Allen and Roger Bullock indicate that listening isa key to success. Listen to the advice of others, and learn fromthem. Keep up to date with products and services, and meet thedemands of your target markets. This is sound advice as well.

Series Wrap

In the last 5 months, we have addressed CompetitiveAdvantage. We all must compete and need to gain an advantageover the competition. In my early days, the goal of all Opticiansand Optometrists was to open their own offices one day, andthat dream can still be a reality. Review the series, and thinkabout ways you can better compete. Look at what these folksare doing. I included Ms. Allen, who is relatively new, to showthat it can be done. She is not only surviving, but thriving andI am pleased to be able to shine a spotlight on her efforts. All ofour article subjects are people I am proud to have featured andI hope we learned something from them. I do encourage you allto think strategically ...meaning future-focused... to be able tomeet the needs of the patients we will serve in the future, andto gain that Competitive Advantage.

I am very sorry to report that one of our article subjects, Mr. RogerBullock passed away this past week. I am proud to have knownthis outstanding man, and was pleased that I could recognize himin this publication. Our deepest sympathies go out to his family. ■

APR2009.qxd 3/25/09 3:35 PM

ONE YEAR LATER WITH US OPTICALThank you to all those customers who supported US Optical over the last 12 months. Without your support we could not be at the cutting edge of the freeform revolution, digital surfacing and 24 hour service on all our lenses. We are humbled and very appreciativeof the overwhelming support we received since we returned to the wholesale lab business on March 1, 2008. Our goal is to help youour customer grow your practice, enjoy more profits while bringing the best optics to market, allowing the American consumer to seeeven better – digitally better.

Freeform Revolution:The revolution to upgrade consumers to freeform continues to accelerate. Our customers are committed to bringing the newest andmost advanced backside progressives and superior distortion free 2009 designs to the consumer at a reasonable price. In March 2008we launched our wholesale lab with Seiko Succeed Internal freeform, the first patented backside progressive from Seiko–Epson, one ofthe most optically superior Progressives in the market today, along with a Zeiss AR coating center, as well as a host of traditionalbrand Progressives and commodity lenses.

A few months later we than teamed up with Shamir Insight and launched our second freeform lens, the Shamir Autograph™ II®,another 2009 technologically superior enhanced backside progressive. This progressive also comes with a solution for wrap frames,the Shamir Autograph II Attitude™. Since that time the list has grown: Seiko’s Supercede with advanced aspheric compensation andShamir Element™, a freeform progressive at a value price with Eyepoint technology. (It combines lens topography with mathematicalalgorithms.)

Our lab manager is Jay Sagor who has 22 years of lab experience in both surfacing and finishing and is intricately involved in freeformmanufacturing. Our 24 hour AR coating Manager is Kim Mooseburger.

New Technology:With our desire to stay at the forefront of technological optical innovation we recently launched atLast!® multifocal from PixelOptics.This is the first product from Pixel which targets the 17 million annual bifocal users with an aesthetically enhanced multifocal withtwo intermediates and a composite material of 1.67 and Trivex®.

Zeiss Individual™ and GT2™ 3D have recently been launched by Zeiss Vision. We are already involved in distributing this outstandingcustomized technology as a Premier Zeiss distributor.

Our technology manager is Bill Herr with over 35 years of technical lab experience providing technical and new product support to allour customers.

Our Superb Customer Service:We are proud of our superb customer service. The customer staff is lead by Hank Del Favero, another 20 plus year veteran in the optical industry and Brian Whitford our customer service supervisor. We have some simple rules. We always answer our phone–1-800-4-GLASSES – there is no voicemail. We always try to say yes to our customers. Our staff is highly experienced, positive and very professional and this has not gone unnoticed by our customers and has been another factor in our growth and ability to bringinnovation to our customers and to the American consumer.

RALPH, RON & ROBERT COTRAN

1-800-4-Glasseswww.usoptical.com

APR2009.qxd 3/25/09 3:53 PM

Wal-Mart Stores took a bold step last month in puttingits vision business into the spotlight by announcing thelaunch of new, nationwide programs which slash prices oncontact lenses and children’s eyeglasses and simplify thepurchasing process.

The mass merchandise giant said its new program with1-800 Contacts will save customers as much as 12 percentto 50 percent on the costs of a yearly supply of contactlenses. Additionally, Walmart is offering frame-and-lenspackages for children age 18 or under for as low as $39.

“Working with our suppliers and 1-800 Contacts, wehave found a way to help our contact lens customers spendless and save more,” said Dr. John Agwunobi, senior vicepresident and president of Walmart’s Health and Wellnessdivision. “By offering greater accessibility and affordability,we believe the customer savings could reach $400 millionduring the first three years of this alliance.”

“At a time when every penny counts, contact lens wearers want to save money and get brand name contactlenses conveniently,” said Jonathan Coon, chief executiveofficer at 1-800 Contacts. “We are proud to be workingwith Walmart. Together, we have eliminated the hassle ofmail-in rebates and replaced them with instant savings atthe register. Our alliance improves access and lowers costs

enabling contact lens wearers to replace their lenses morefrequently and live healthier lives.”

The new program, the outgrowth of an alliance originally announced by the two companies last year,enables Walmart customers to purchase their contact lenses either at Wal-Mart stores, through the Web or byphone. 1-800 Contacts is providing order fulfillment andcustomer support.

Jeff McAllister, Walmart’s senior vice president forhealth and wellness, said that customers who participate inthe contact lens program will be examined by independenteyecare practitioners affiliated with Walmart.

In the youth eyewear program, designed to “help fami-lies during tough economic times,” Walmart Vision Centercustomers can choose among 18 different frame styles andcolors for $10. Executives did not detail which frames orbrands would be included in the $10 program. Three different single-vision, scratch-resistant polycarbonate lensoptions are being offered, starting at $29 and ranging to $49with Platinum anti-reflective, smudge resistant coating and$79 for Transitions photochromic lenses with Platinumcoating. Walmart will provide a one-year guaranteed freereplacement if the glasses are damaged.

WAL-MART SLASHES PRICES ON CONTACT LENSES AND CHILDREN’S EYEWEAR

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Practice ManagementAnthony Record, ABO/NCLE, RDO

“Special”Patients

Special [spesh’-uhl] – adjective. Distinguished or different fromwhat is ordinary or usual.

LOOK IN ANY DICTIONARY and this is one of the firstof many definitions you will see. Therefore, it must bedetermined what is meant by “different” from the

“ordinary or usual” patient. I am not referring to the type ofpatient who brings you homemade cookies or a Christmas gift.

The kind of patient I am talking about is best embodied in theperson of David Cory (obviously this is not the real name of thereal patient I am about to describe. In fact, it is the name of a

dear childhood friend). I met Mr. Cory for the second time afew years ago while working on the front lines of my dispensa-ry. I had first met him more than 15 years ago at a differentoptical shop 25 miles away. I had not seen him for 15 years.

He was impressed when he walked through my door 15 yearslater and I greeted him with, “Good afternoon, Mr. Cory, howmay I help you today?” He was flabbergasted. “How on earthdid you remember my name? Did you hear that Marge [hiswife], I haven’t seen this guy in over 10 years and he remem-bered my name!” I just smiled and thanked him for his praise.What I did not tell him was that the reason I remembered him

was that he was one of the rudest, most unrea-sonable, disrespectful, difficult patient/cus-tomers I have ever had the (dis)pleasure ofencountering.

Now let’s be clear. We all have a “challenging”patient from time to time. This type of patientis an unfortunate fact of life. In fact, the Mr.Cory types should represent fewer than one ina thousand - literally. Any more than that, andI would recommend a good look in the mir-ror. How you deal with the Mr. Corys in yourlife is up to you. As for me, I simply releasethem from my care (that, by the way is aeuphemism for kicking them out of my prac-tice and out my door – for good). Life is tooshort, and coincidentally, so was Mr. Cory.

The point of this article is to make it easier todeal with some of the challenging and difficult

ones. Not Cory-esque by any stretch, these are normal, decentpatients who – due to circumstances – have a momentary lapseof normalcy. While there are dozens of manifestations of thismomentary lapse of normalcy, let’s look at four of my personalfavorites. See if you recognize any of them.

One of the most challenging patients, especially in these short-staffed times, is the “Indecisive Myope.” Not to pick on the near-sighted, because hyperopes can be just as wishy-washy. Thistype of patient just cannot make up her mind. She quickly finds


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a frame that fits and feels great and looks fabulous. She thenspends the next hour-and-a-half trying on all of the otherframes in the store. Ninety minutes and ninety questions latershe settles on the original frame.

There are a couple of approaches that might make this one a bitmore manageable. First, if possible, indulge her. So what if shewants to try on every frame? Why not use the extra time tobuild your relationship with that patient and turn her into acustomer for life. Maybe you can turn it into a multiple-pairsale. Of course, circumstances sometimes dictate that youshould do something to expedite a decision. Three mini sug-gestions here: Use the patient’s name, some mild humor, andask a closed-end question. For example, you might say, “Excuseme, Ms. Williams, you can try on every other frame in this storebut none of them will look as great as that one...do you wantme to write up the order for you?”

Another challenging patient is the “Chronic Complainer.” Youknow the kind: rather than simply asking you for a screw, hegives you the history of every other repair and every otheradjustment that has been required on this and every other pairof eyeglasses he has owned since 1957. The best advice for thisone is wait until he is finished ranting (I promise he will even-tually exhaust himself) and then throw him a few “F” words.No, not those F-words; the ones you will need are Feel, Felt, andFound. Wait for this guy to take a breath, and reply to his com-plaint with something like the following. “You know Mr. Jones,I can understand how you would feel frustrated...other cus-tomers who have had this happen have felt the same way...andI’ve found that if I replace these screws with new ones and coatthem with Loctite, they never have the problem again.” Phew!

One of my favorite challenges is dealing with the “WalkingWounded.” Woe is me perfectly describes this one. This womanfeels it necessary to share with you every detail of her hard-lucklife, leading up to needing glasses or contacts for the first time.If possible, try not to interrupt. (In fact the more you indulgethis one, the more your life, by comparison, starts to seemextraordinarily wonderful!) Once she finishes her biography, itis best to acknowledge the bad...then quickly stress the good.

With this patient, you might find yourself saying, “I’m sorrythat happened to you...you know though, you’re lucky becausewe’re having a sale on the exact kind of lenses your doctor pre-scribed.” Two additional thoughts: First, I used the sale on lens-es only as an example - make sure the “good” is real. Second,notice the acknowledgement was not followed with a “but.” Ifyou said, “I’m sorry that happened to you, but...” it tends to callinto question what you said just prior to the “but.”

Finally, at one time or another we have all had to deal with an“Angry_________.” Well, you fill in the blank. All kiddingaside, there is nothing more challenging than dealing withsomeone who is truly, visibly, and vocally upset. The true opti-cal professional is able to separate herself from the tirade andquickly and effectively turn the situation around. Despite thefact that the patient is communicating in an irritating andinappropriate manner, he usually has a point. Someone orsomething has pushed him near, if not over, the edge.

The quicker you can form a ‘team’ with this patient, the quick-er he will calm down. The inexperienced optician approaches itas “you against me.” The seasoned professional approaches it as“you and me against this nasty problem.” Acknowledge, apolo-gize, and quickly move into problem solving. You might findyourself saying, “I’m sorry Mr. Kennedy, you should have beencalled about the delay. Here’s five dollars for the gas you had touse to get here today. Now let’s you and me figure out how wecan get these glasses on your face where they belong!”

Once you do deal with this event and the patient leaves youroffice, it is not time to celebrate. It is time to write yourself anote to remind you to call him on the phone in an hour or twoto apologize again, inform him of the status of the problem,and assure him that you have taken steps so this kind of thingnever happens to him - or anyone else - again. It might soundludicrous, but I have found that if an upset customer is madeto feel that he has played an advocacy role in your practice itfosters a sense of loyalty. I cannot explain the phenomenon, butI have seen it many times.

Here are a few final pointers in dealing with upset customers.First, humor is almost always a bad idea, especially sarcasm. Donot touch an irate customer. Either of these approaches willusually exacerbate the situation. Avoid the word “policy,” evenif a policy is the “reason” for the upset. Phrases like “that’s usu-ally how this is handled,” or “I’ve always been taught to do itthat way,” (which by the way, mean policy) will not enflame anupset person as much as the “P” word will.

Remember, it is always better to feel foolish than be sorry. If aclient is truly outraged or verging on violence, or if you feelthreatened in any way, tactfully excuse yourself (“Excuse me,Mr. Smith, let me go pull your file...”) and call mall security,your manager, or even 911. ■

Are there some “special” patients you would like suggestion onhow to deal with? If so, e-mail me at [email protected]

APR2009.qxd 3/24/09 4:37 PM

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We are proud to offer this specialedition insert in EyeCareProfessional magazine. This insert isjust one more way the OpticiansAssociation of America continues toeffectively communicate with opticians as we grow and strengthenas an industry. I hope you areencouraged by what you read and

will not only provide feedback but will get involved bybecoming a member of OAA. In order to have a strongnational organization working on behalf of opticians, it is imperative that everyone get involved.

The Opticians Association of America has been veryproactive over the past few months. OAA has recentlyhired Chris Allen to lead the organization as ExecutiveDirector. Mr. Allen’s past experiences have included sev-eral leadership roles, including a position on the staff offormer U. S. Senator Fred Thompson (R-TN), executivedirector of the Hardwood Forest Foundation, executivedirector of the Hardwood Federation—the nation’slargest forest products association, and executive direc-tor of MPACT Memphis.

After almost a year of careful deliberation, the OAABoard of Directors relocated the OAA NationalHeadquarters from Virginia to Memphis, Tennessee.OAA made this strategic move to take advantage of acentral location with a cost-effective environment forthe organization to grow and prosper. The move willallow more opticians to have better access to ournumerous services and benefits. Everyone is excitedabout the move and we feel very confident OAA willflourish in Tennessee.

OAA also recently held the 24th Annual StateLeadership Conference in New Orleans, LA. Under thetheme “The Future is Now,” the leaders from over 20states and Canada attended educational seminars andtopic specific breakout sessions that addressed subjectsfrom growing membership numbers and legislativeaffairs to hosting meetings and communication syner-gy. The conference is the only event that attracts such alarge group of state leaders to learn from one another,make new connections within the industry and obtainthe latest techniques in association management.

As you can tell, OAA continues to move forward to serveopticians around the country by promoting opticianrythough education, legislation, and communication.Please visit our web page at www.oaa.org to see themany programs that are offered from on-line educa-tion, study and reference materials for the ABO andNCLE exams, a job bank, and our legislative centerespecially for OAA members. You can also register forthe 2009 National Opticians Convention, which willtake place from September 10–13 in Cincinnati, Ohio inconjunction with the ABO/NCLE National EducationMeeting and don’t forget to check the OAA box, so thatyou have access to all the OAA functions.

We look forward to seeing you in Cincinnati inSeptember!

Tom HicksOAA President

At-A-GlanceAt-A-GlanceOpticians Association of America

Welcome to OAA at a Glance

Opticians Association of America

4064 E Fir Hill DriveLakeland, TN 38002

Tel: 901.388.2423Fax: 901.388.2348

www.oaa.org

BOARD OF DIRECTORS

PresidentTom Hicks, HFOAA Oxford, Ohio

1st Vice PresidentDiane Charles, HFOAAShoreline, Washington

2nd Vice PresidentShirley Earley, HFOAALoveland, Ohio

Secretary-TreasurerMike Szczerbiak, HFOAA Durham, North Carolina

Immediate Past PresidentMark F. Cloer, HFOAAJackson, Mississippi

Guild Council ChairmanDouglas Brookhart, HFOAAKettering, Ohio

DirectorsThomas Barracato, HFOAAAkron, Ohio

Sandy Brown, HFOAA Louisville, Kentucky

Russell B Fritz, Jr., HFOAAHamden, Connecticut

Bob Reynolds, HFOAAAtlanta, Georgia

Roxanne Slancik, HFOAA Saginaw, Michigan

C. Jeanine SolomonHouston, Texas

APR2009_OAA.qxd 3/25/09 11:01 AM Page 2

Leaders from over 20 states and Canadaattended the 24th Annual StateLeadership Conference held January 29-31 at Le Pavillon Hotel in New Orleans.Hosted by the Opticians Association ofAmerica, the conference gives opticians

an opportunity to gather for the pur-pose of networking with the goal ofstrengthening their state societies.Industry leaders shared informationand techniques on topics of interestranging from getting legislation passedto writing grants and press releases. Thetheme of this year’s conference was“The Future is Now” and focused on theskills and techniques required to facili-tate stronger relationships within thestate societies.

OAA also used the occasion to intro-duce its new Executive Director, ChrisAllen from Lakeland, TN, just outside ofMemphis. Under his direction, OAA

hopes to continue the growth and suc-cess of recent years and continue torepresent the goals of opticianry in thefuture.

One of the highlights of the LeadershipConference every year is the presentationof the State Leader of the Year Award.This year the award went to OAA PastPresident Mark Cloer from Jackson, MS.

Also honored for their extraordinarydedication to opticianry were Jim Boggsof Cleveland, Mississippi and ElmoSpellman of Metairie, Louisiana, recipients of the 2009 PresidentialService Award.

24th Annual Leadership Conference by Bob Reynolds, ABOC, HFOAA

States in Attendance

Alabama, Alaska,Connecticut, Florida,

Georgia, Illinois,Kentucky,Louisiana, Massachusetts,

Michigan, Mississippi, NewHampshire, Ohio, Oregon,

Pennsylvania, RhodeIsland, Tennessee, Texas,

Vermont, Washington,Wisconsin, & Canada

The Guild was establishedby highly skilled true crafts-men of the optical industry.Becoming recognized as aGuild Optician is a very satisfying accomplishment.Today, the Guild has the roleof mentoring opticians. It is the Guild’s role to helpwith the skills and knowl-edge needed to become theindependent optician oftomorrow.

We need to keep strongquality independent opticians alive and well.Without them, we risk areduction of quality standards in the opticalindustry.

Guild membership provides a great sense ofaccomplishment; howeverwith membership comesthe responsibility of holdingthe optical industry to thehigh standard that it hasproven it is capable of providing.

ARE YOU ANHONORED FELLOW?

If not, go to the OAA website

(www.oaa.org)and upgrade your

membership toexhibit your

increasing dedicationto the opticianryindustry and your

national association.

24TH ANNUAL STATE LEADERSHIP CONFERENCE

Advancing Today’s Optician

The Opticians Association ofAmerica held its Annual State

Leadership Conference on January30 and 31, 2009 at the Le PavillonHotel in New Orleans, Louisiana.

We applaud and graciously extendthanks to our sponsors.

Your support created an environment that was instrumental inallowing all the attendees to obtain new ideas, participate inspecialized break-out sessions, learn new skills, and sharethose ideas with their peers throughout the State Societies.

SPONSORS

GOLD-LEVEL

BRONZE LEVEL

FRIENDS OF OAA


Ensuring that our perspectiveand expertise are consideredwhen laws and regulationsaffecting the opticianry industry are crafted requires a strong network of politically

interested members. I encour-age you to join with other OAA

members and help advance government decisions that are in the best interest ofour industry by visiting the OAA Legislative ActionCenter. This online legislative tool allows opticians toget involved with current legislation and do it easily.The point is don’t be reactive anymore be proactiveand we can once again restore our profession to itspast stature and glory. Please visit www.oaa.orgfor more information.

Introduction of OAA’s Executive Director

First let me introduce myself.My name is Chris Allen and Ihave recently been namedExecutive Director of theOpticians Association ofAmerica (OAA). It is a sincerehonor to have been chosen tolead OAA and it is my hopethat my twelve-plus years of

professional experience in dealing with public rela-tions, fundraising, government affairs, event manage-ment, executive leadership and general businessadministration in the non-opticianry field will bring afresh perspective and approach to better serve themembers of this historic association and the industryas a whole.

With the U. S. economic outlook being bleak for thecoming year, the question being asked by most opti-cians is what can I expect over the next few years?

According to the Bureau of Labor Statistics, the opticalfield is expected to grow between 7 to 13 percentthrough 2016. As the majority of the U. S. populationbegins to fall between the middle age to elderly cate-gories, a demand for more corrective lenses and visioncare will be a necessity, thus requiring more opticalservices to address those needs.

In addition, as awareness about eye care increases, theimportance of regular eye exams across all age groupsis becoming more evident. A growing number of states

require children, as young as five, to get eye exams,which will increase the need for optical services.

Another area of growth for opticians is the consumer’sdesire to be more fashionable. As frames continue tobe produced in a growing variety of styles, colors, andsizes, this trend encourages people to buy more thanone pair. Consumers want to have better vision, butthey also want to “look good” during the process.

As they say, “recessions are temporary, education ispermanent.” For those opticians who choose to partici-pate in formal opticianry classes and master new tech-nology, including new surfacing systems, frame materi-als, and edging techniques, will have the best opportu-nity for growth during the current economic downturn.

The Opticians Association of America serves as theonly national organization dedicated to representingopticianry’s business, professional, educational, leg-islative and regulatory interests. This is especiallyimportant during these tough economic times. OAAwill, as always, continue to serve its members to ensurethat opticians everywhere will prevail through thesedifficult times and are prepared to meet the needs ofconsumers when they open up their pocket booksagain.

I have incredible faith in OAA and the industry not onlyendures this recession, but also to serve as an exampleto other industries in how to do it.

Best wishes for a successful year!


The OAA would like to thank the Sponsors

who helped make this Issue happen.

WHY JOIN OAA?Through OAA, opticianry’s professionals have astrong voice in shaping legislation and regulation at the national level, and an effective partner inactivities at the state level. OAA fosters, supportsand sponsors programs of competency certifica-tion, licensing and continuing education for professional development. OAA membership is asolid investment in your future and in the future of opticianry.

OAA Membership Plan

4064 E Fir Hill Drive, Lakeland, TN 38002Tel: 901.388.2423 • Fax: 901.388.2348

APR2009_OAA.qxd 3/25/09 4:24 PM Page 5


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The Opticians Association of Ohio Honors Patricia Kuhl

with Achievement Award

The Opticians Association of Ohio, Cincinnati Divisionhosted their annual Spring Educational meeting February22nd in Cincinnati. The mood was upbeat and optimistic,as over 200 Opticians arrived from surrounding areas forthis day event.

The attendees enjoyed a day packed of education presented by Mark Mattison–Shupnick and Dr. Carla J.Mack. Many exhibitors were present to support the opticians in addition to displaying the newest innovativeeyewear available.

Diane Powell from Signature Eyewear said, “This meet-ing was extremely influential and positive for my business.”

In addition to the education, networking and exhibitorsThe Opticians Association of Ohio, Cincinnati Divisionhonored and presented the OAO Achievement Award toPatricia Kuhl, President, in recognition of her lengthy commitment and dedication of being a voice for opticiansand for the advancement of opticianry.

The Mission of the Opticians Association of Ohio is toenhance the quality and growth of opticianry through edu-cation, governmental affairs and professional advancementfor the visual well-being of the public.

Patricia Kuhl receives the award from OAO Vice President Shirley Earley

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Dispensing OpticianBob Faktor, ABOC

THE FIRST THING we have to do is to identify thesymptoms of computer vision syndrome. Symptomsof CVS include; tired, dry, burning or aching eyes,blurred or double vision, headaches, light sensitivity,

and neck and shoulder pain. These symptoms can presentthemselves at different times and with changing intensity.They may also show up in nearly any combination. This makescommunicating with your patients crucial to finding the bestsolution for each individual situation.

Now that we know the symptoms, let’s discuss the causes ofCVS. The human eye focuses very well on images with a well-defined edge, such as printed material with dark text on a lightbackground. The eyes respond quite differently to electronical-ly generated images shown on a screen. While printed lettersand symbols have very distinct edges that are created by layer-ing ink onto paper, images on a Video Display Terminal (VDT)are produced by grouping together small points on the screenknown as pixels. This is true for standard CRT monitors as wellas newer LCD screens. If you were to pass a light meter over aprinted letter, you would notice very sharp contrast between theink and paper known as a square wave. If you were to pass thesame light meter over an electronically generated letter, youwould see that each pixel has a higher intensity at the center andgradually fades away toward the edges in what is known as a

In the Blink of the Eye:

Computer Vision SyndromeCVS, or Computer Vision Syndrome, sounds like something out of a bad ‘60s sci-fi

movie. But in reality, 75-90% of people that regularly work on a computer sufferfrom this disorder. In our modern world, it is difficult to find someone who does notuse a computer at some point throughout the workday or at home. While we aseye care professionals cannot affect the general population’s computer use, we canoffer suggestions and products to help our patients better deal with the problemscaused by extended computer use.


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Gaussian wave. Think of this as the bell curves you learnedabout in statistics class. This ‘bumpy’ surface makes it very dif-ficult for the eyes to maintain a comfortable focus on the screenfor any extended amount of time.

The eyes will try to focus on the plane of the computer screen,but cannot maintain that focus for long and will eventuallyrelax to a focal point somewhere behind the screen called theresting point of accommodation (RPA). The eyes constantlyswitch between focusing on the screen and the RPA, causingfatigue. To give you an idea of what this does to your eyes,imagine yourself holding your arm above your head and rapid-ly opening and closing your hand. This would be no problemat all for the first few minutes. Now imagine how your hand,arm, and shoulder would feel if you did this non-stop for 6-8hours every day. You can understand the fatigue this wouldcause. Then, imagine trying to pick up a bottle of water withthat same hand after doing this all day long. This is similar tohow your eyes react when you try to focus on a distant objectafter a full day working on the computer.

There are many techniques to ease the effects of CVS. Mostexperts agree that you should take a 10-minute break from thecomputer every hour. There is a technique called 20-20-20 thatrecommends looking away from your screen to an object 20feet away for 20 seconds every 20 minutes of computer use. Itis also helpful to dim the lights in the room to reduce reflectedglare and to maintain proper posture and ergonomics whileworking. Some people may even need artificial tears or otherdrops to alleviate more severe dry-eye symptoms.

Luckily, there are lenses that are specifically designed to helpfocus on the computer or other mid-range tasks. Lenses such asthe Shamir Office, HOYA Tact, and the Zeiss Gradal RD havebeen created for computer use. These specialty lenses are a typeof progressive that allows for relaxed wide-angle viewing at anintermediate distance with the head held in a more normalposture. The principle behind the near variable focus lensesworks on digression rather than progression. The lab startswith a known near vision power and adds more minus goingup to the intermediate area of the lens.

The HOYA Tact has two different options when it comes topower; you can choose either 40% or 60% of the add poweravailable in the intermediate area of the lens depending onwhich is better suited to the patient. The Gradal RD is actuallycalculated more like a traditional progressive. The lab will takethe patient’s prescription and add +.50 to the distance powerand reduce the add power by -.50. This gives full reading powerat near and also gives better intermediate vision at the top ofthe lens. The Shamir Office offers the most choice of the lensesmentioned here. In the traditional Office lens, you can choosefrom four dynamic powers; .75, 1.25, 1.75, or 2.25. The dynam-ic power is based on the patients add power and is subtractedfrom the add to give a more controllable intermediate focus.Shamir also offers the Office lens in a free-form variety wherethe lab will choose the dynamic power based on the prescrip-tion as well as fitting information and the patient’s preferredworking distances. The free-form dynamic powers are availablein .01 steps from .75-2.25 giving 150 different powers availablefor each prescription. Contact your lab for lens availability andnecessary parameters.

By helping the eyes focus on the monitor in a more relaxedstate, there is less fatigue on the eyes and computer workbecomes much less taxing. These lenses will also allow yourpatients to read as they do with traditional bifocal or progres-sive lenses. Keep in mind that while these lenses were designedfor computer use, they also work well for musicians or hobby-ists that need to focus on things at arm’s length.

While this lens technology will help to prevent some aspects ofcomputer vision syndrome, it is important that we as eye careprofessionals help to educate our patients on the other techniques listed above as well. Whether you love them or hatethem, computers have become an integral part of our everydaylives. Our goal is to allow our patients to do what they need todo without having to constantly worry about their tired,aching eyes. ■

Email any comments to: [email protected]

A survey of computer workers show that eye and visionproblems are the most frequently reported health-relatedproblems, generally occurring in 70 to 75 percent of computer workers. (Journal of the American OptometricAssociation)

A survey of optometrists indicated that 10 million pri-mary eye care examinations are provided annually primari-ly because of computer vision-related problems. (AOA)

According to the Journal of the American OptometricAssociation, a national survey of doctors of optometry

found that more than 14% of their patients present with eyeor vision-related symptoms resulted from work with a computer or visual display terminal.

According to the 2007 American Eye-Q™ survey, 82% ofAmericans frequently work with either a computer or ahandheld device similar to a PDA.

According to the AOA’s 2007 American Eye-Q™ survey,78% of Americans do not have their computer monitorpositioned at the correct height, below eye level, as theAOA recommends.

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A FRAME INVENTORY representsa huge investment for any practice. Yourframe inventory can help your practice earnup to 60% of its income. There has been atrend in recent years to slim down and carry asmaller amount of inventory. Many practiceshave also fallen into the trap known as “BoardManagement.” I want to shed a different lighton these misconceptions.

Management consultants have recommended that the number of frames a practice displays should be based on theamount of frames a practice sells. Their philosophy is that theideal inventory turns three to four times a year. An inventoryturn refers to the amount of times the whole inventory sells, orturns over. An example of this is a prac-tice that sells a total of 1,200 frames peryear should inventory a total of 300 to400 frames. Let’s face it; a dispensarywith 300 frames looks barren, boringand unimpressive.

Having a barren frame inventory holdsa practice back. Patients today wantchoices. They want to see that you haveyour finger on the pulse of the industry.They want to see that you truly believethat they should shop and buy fromyou! They want to have the impressionthat you offer just as much in styles andvariety that the Big Boy Optical’s do!They trust you, so give them what theydeserve!

I know that many of you are sweating while thinking about thedollar signs. Relax. I’m going to show how you can increaseyour total frame inventory AND lower your total inventorydollars! The key to success is smart buying. You must changeyour buying habits to increase your potential profits. It can bescary at first, but if you set your mind to it, your practice willbenefit immensely.

One of the first things that you should do is forget the idea of“Board Management”. Board management is the system ofallowing frame manufacturers and their sales reps to take con-trol of your frame inventory. Basically, you allocate a certainnumber of board spaces to each vendor. The sales rep for eachvendor comes in every six to eight weeks and checks theirspaces for discontinued frames or frames that are slow sellers.They exchange out and replenish their spaces. That soundsfantastic in theory. It is really silly when you logically thinkabout it. Why would you give control of one of your largest

Managing Optician

A Fresh Look atFrame Inventory

Courtesy of

Fashion Optical D

isplays


Bob Fesmire, ABOC

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investments to frame companies? I feel it is alazy and irresponsible way of managing yourbusiness.

Many of these frame companies carry mid-to higher priced frames. If you takeback control of your buying, you can addframes, and lower your total cash outlay.There are many frame manufacturers thatoffer very good frames at great prices. If youcompare quality and styling, you will findthat you are probably over paying for manyof your current frames. The Big Boy framemanufacturers roll the cost of frameexchanges, exaggerated warranties, and salesreps commissions into each and everyframe. You pay for all of that! If you do yourhomework, you will be able to buy greatframes at less than half of what you are paying now.

I suggest that you start networking, go to meetings, read theback of the trade journals and start looking into different framecompanies. They are out there. Once you find them, you will beamazed at the quality and value that you will find. Most ofthese companies truly want and need your business. They areusually willing to turn cartwheels to please you. Reward themwith your purchases. It is hard to change your thinking. I know;I’ve been there. Take small steps and incorporate the changeinto your practice.

Let’s take the practice example that we used early in this article.The practice turn rate suggested carrying 300 to 400 frames.Let’s use 350 frames and assume that the majority of theseframes wholesale for $50. That gives us a total inventory dollarvalue of $17,500. You decide that you want to WOW yourpatients with selection. Let’s double your inventory to 700frames. Don’t sweat it. If you do your homework, you will findgreat frames with great quality in the sub $20 range! Put thatdollar amount into the equation and you come up with 700 X$20=$14,000. That is a huge difference from the original$17,500!

Increasing your inventory can increase business in several ways.You may increase your capture rate. Patients may be moreinclined to shop and purchase from your practice. You may seean increase in multiple pair sales. You may create impulse pur-chases if patients see a cool sunglass or a colorful reader onyour boards! I feel that an increase in inventory energizes the

dispensers. An energized dispensing staff can create huge dif-ferences in your bottom line! Get the dispensers input. They areout there on the front lines. Give them some input on whatstyles, colors, and varieties to add to your inventory.

I think it is important to evaluate where you are at right now inyour practice. What is your inventory looking like? How manyframes do you carry? How many frames would you like tocarry? What is holding you back? Have you thought aboutbringing in a value line? Maybe you have thought about beef-ing up your sunglass offerings.

Now is the time to research alternative frame companies. Walkout of the shadows of the Big Boy frame manufacturers. Takeback control of your practice dollars. The sales reps are notdoing you any favors! You are paying for all the “perks” thatthey offer. Now is the time to take personal responsibility foryour frame purchases. Buy frames that you truly feel will sell.When you take responsibility for your purchases, you becomea lot more involved and motivated to make sound buying deci-sions.

I know that much of what I presented can and will be disput-ed. I understand. Change is tough. I am finding that the moresuccessful practices are tossing out the old standards andadapting to the rapidly changing retail optical environmentthat we all face. ■

Courtesy of Fashion Optical Displays

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40 | EEYECAREPROFESSIONAL |APRIL 2009

Movers AND ShakersLuxottica Retail

Luxottica has made some organizationalchanges in its senior management structure forLuxottica Retail. Valerio Giacobbi, executivevice president of Luxottica Group, has returnedto Italy to lead the group’s global businessdevelopment. During his seven years leading

the North America Retail Division, the organization acquiredCole National, created the optical manufacturing division, anddeveloped new synergies with Oakley.

Kerry Bradley, chief operating officer, becomespresident, Luxottica Retail North America, tolead the optical retail, managed vision care,manufacturing divisions and shared services.In his new role, Bradley will focus on furtherdeveloping opportunities between optical

retail, manufacturing, managed vision care, and eyecare services.

For Sunglass Hut, which has become a globalretail brand in the past few years, and Ilori, thecompany’s luxury retail initiative, Luxottica’sFabio d’Angelantonio has been appointed tolead this effort, with regional leaders nowpartnering with him to manage and develop

Luxottica Group’s sun and luxury retail business.

REM EyewearREM Eyewear announced a series of organiza-tional changes at the 55-year-old Los Angeles-area-based eyewear provider. Industry veteranSteve Horowitz has been named president ofREM. Horowitz, 56, has been REM’s executivevice president since joining the company in

1995 after many years in sales leadership at Wilshire Designs,Styl-Rite, and Rosin Optical.

Blake Kuwahara is stepping down as the com-pany’s creative director, but will continue tolead the design of key licensed brands in REM’sportfolio, including Converse and the compa-ny’s luxury brand, John Varvatos, which residesin the company’s Base Curve division.

Kuwahara will do so under contract with the new design firmhe is creating, called The Focus Group.

ECCADavid Holmberg, chairman and chief executiveofficer of the Eye Care Centers of America(ECCA) chain and president and CEO ofECCA’s parent, HVHC, was elected to the additional position of president of ECCA bythe company’s board of directors last month.

Holmberg, whose prior experience includes three years as president of the former Cole Vision’s licensed brands operation, has been CEO of ECCA since Jan, 2008 and waselected chairman of the chain last July.

MarchonMarchon Eyewear announced the appointmentof Nicola Zotta as vice president and managingdirector of EMEA region. He will be responsi-ble for the company’s sales and marketing,along with operations within Europe, theMiddle East and Africa. A native of Italy, Zotta

received a degree in Economics and Business from theUniversity of Trento in Italy, and an Executive MBA fromEssec Business School in Paris. He is based in Amsterdam.

VisionWebC. Thomas Crooks III, OD, a former presidentof the American Optometric Association,recently joined industry Internet portalVisionWeb as professional relations advisor, toserve as VisionWeb’s primary liaison to ECPsand professional organizations. Crooks has

more than 30 years of private-practice experience, includingfounding and serving as CEO of EyeCare Associates, a long-time VisionWeb customer in Alabama with 19 locations and33 providers.

FGX InternationalFGX International have announced that AlfredJ. Verrecchia has been appointed to its board ofdirectors for a term ending at the 2009 annualmeeting of stockholders. Verrecchia is current-ly chairman of the board of Hasbro, Inc. From2003 until his retirement in May 2008, he was

president and CEO of Hasbro. Prior to 2003 he was Hasbro’spresident and COO with his career at Hasbro spanning over40 years.

Valerio Giacobbi David Holmberg

Nicola Zotta

Alfred J. Verrecchia

C. Thomas Crooks III

Kerry Bradley

Steve Horowitz

Blake Kuwahara

Fabio d’Angelantonio

APR2009.qxd 3/24/09 4:41 PM

Doral VisionCarl Moroff, OD, a managed vision care veteranwith more than 35 years’ experience in the eyecare field, was recently named chief visionofficer of Doral Vision, a division of Doral USA.In his new role, Moroff will oversee the compa-ny’s vision care program operations, quality

assurance, brand management and marketing, and new business development. Moroff, who has served as a consultantto DentaQuest for the past year, spent more than 25 years withDavis Vision in senior management positions.

Innereactive MediaInnereactive Media has added Kristin Giles totheir team of optical marketing specialists. Basedin San Diego, Calif., Giles has over 11 years ofexperience in the optical industry managing anoptical office, as well as outside sales. As marketing coordinator, Giles specializes in

helping optical professionals identify their competitive nicheand communicate it to their target audience.

HOYA Vision CareHOYA Vision Care, North America, has named Michael Nessdirector of new product development. Ness has almost 20 yearsof experience in the optical industry. Most recently he served asvice president of sales and marketing for Vision Ease Lens.Prior to VEL, Ness was the vice president of marketing andsales for Briggs Corporation and vice president of strategicmarketing for Essilor of America and Essilor International.

Will be missed...Lawrence Roger Bullock, 53, of Stedman, NorthCarolina, passed away on March 8, 2009. Mr.Bullock was the owner and operator ofProfessional Opticians since 1979. He had beenin the optical business for over 35 years and operated his practice with his daughter Crystal.

Mr. Bullock is survived by his wife Marilyn, daughters Shelleyand Crystal, brothers Roy and Ray, mother Margaret, andfather and stepmother Lawrence and Sandra.

In lieu of flowers, memorials may be made to GideonsInternational Fayetteville East Camp, P.O. Box 782, Fayetteville,NC 28302; or to Stedman Pentecostal Holiness ChurchBuilding Fund, 432 Hillsboro St., Stedman, NC 28391. Servicesentrusted to Jernigan-Warren Funeral Home of Fayetteville.

Carl Moroff

Kristin Giles

Roger Bullock

APR2009.qxd 3/25/09 3:54 PM


RECENT STATISTICAL REPORTS state that there are around220 million people using computers at work and at home in thiscountry. GUNNAR Optiks estimates that perhaps as many as 80% of those people have, at one time or another, reported eyestrain. Other symptoms which may be experienced are blurredvision, headaches, dry eyes, double vision, light sensitivity, neckpain and backaches.

The features of the computer specs not only reduce glare, butincorporate a low plus reading correction to alleviate focusingstrain. This feature can only be useful when utilized indoors. Aneeded correction for individual use can be fabricated. Thelenses are tinted yellow for glare reduction and to enhance theprint on the monitor. An anti-reflective coating is applied aswell. The form of these remarkable glasses takes a wrap aroundshape. This was a salient point needed for the final design.

Architects of these anti-fatigue computer specs felt that, “thewrap around shape tends to keep air currents from drying outyour eyes and increases the humidity, thereby creating a microclimate for the eyes.” GUNNAR Optiks also recommend thesespecs to be used while text messaging and web browsing withsmart-phones and other digital hand held devices.

The company started about two years ago in a garage and hassince launched a line of computer specs such as Hombre,Shredder and WiFive. Alloy frames are used and the signatureamber lenses are a constant. Company execs were inundatedwith stories of men, women and children of all ages who werereporting signs and symptoms when using a computer or GameBoy type of program. Parents of school age children registeredconcern over the fact that if parents were being affected by com-puter discomfort, then how much more magnified would the

Second GlanceElmer Friedman, OD

Commentators often say that, “there is nothingnew under the sun.” GUNNAR Optiks of SanDiego claim that the answer to computer visionsyndrome can be found in their unique and rareGUNNAR computer glasses.

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problem be with their respective children. GUNNAR Optiks istargeting the hard core of that group. They are people 19-40years of age in the creative and financial fields of endeavor.

Joe Croft, former designer for Oakley, Inc. and Jenny Michelsonfounded GUNNAR Optiks. Their product was a result of morethan five years of research and investigation involving comput-er fatigue syndrome. They observed the need for accommoda-tive and convergence muscle relief as well as glare from themonitor and conflicting light sources. GUNNAR gave a$30,000 grant to Pacific Union Eye Lab and researcher, JamesSheedy to pay for an independent review of the glasses. Anadditional study has been conducted, but the results have notyet been published, according to James Kundart, the optometryprofessor who was in charge of the tests.

Kundart pointed out that contributing factors to computerfatigue are provided by PC users who do not follow basic rulesof posture, distance, lighting, angle and best focus. Additionallyimportant is the fact that mental and physical fatigue causessymptoms since many people do not detach themselves fromthe computer often enough to give the eyes a brief, importantrest to prevent ocular muscle hypertonicity.

Kundart placed electrodes on the lids of subjects in the study,with reports that the glasses seemed to relieve squinting andreduced dry eye complaints. Research to prove the benefit ofthe wrap around effect and the microclimate idea revealed a,“subtle but repeatable difference.” It was also discovered thatthe glasses seemed better suited for hyperopes than others sinceplus acceptance would be advantageous.

Some GUNNAR users reported not only reduced strain anddry eye problems but that the glasses also have a, “modern coollook.” They say that the glasses are lightweight and comfortable.Bloggers mention that glare is successfully filtered and imagesare crisper and more natural. I came upon some serious userswhose comments were not as complimentary. One group ofsubjects in an office used the spectacles for several weeks andconcluded that no noticeable difference in vision or stress

levels was apparent. However, these investigators reported noprior problems in the first place, making them a poor consen-sus as a statistical basis.

An expert, Dr. Kent Daum of the AOA declared, “They areunnecessary and I would advise against wearing them. Tryingto overcome glare on a screen that is not very bright via tintedlenses may not make it any easier to see,” said Dr. Daum.“To eliminate glare, a polarizing filter does that best. It is alsohelpful to close blinds which admit glaring light. Furthermore,one must make sure that the monitor is adjusted to its bestfocus. The spectacle magnification factor does not impress mesince a more useful solution lies in your PCs ability to modifythe text size.”

One reviewer offered, “I was somewhat surprised at how effective the glasses were. The results indicate that they have dif-ferent effects on different people.” Another user stated,“As the day wears on, I often end up with a headache or a soreneck. After wearing the specs for about a week, I can certainlytell the difference.” Yet another observer refutes Dr. Daum by reporting, “You simply can’t use polarization with most dig-ital screens as they will look black at different orientations orpositions.”

A common drawback recorded is the fact that because of thelow plus in the lenses, distances further than the monitor produce blurry vision. Furthermore, it is judged that the “microclimate” effect is minimal and non productive.

The case for the acceptance and popularity of the GUNNAR Optiks product still is, in spite of continuedimprovement, under the scrutiny of a group of critics. It seemsthat skeptics will always reveal a critical eye in respect to a newor revolutionary idea. It has been difficult for GUNNAR Optiksto succeed across the board and at all levels of public approval.Of course, every path has some puddles. If, at times, it rainedon your parade, remember that without the rain there would beno rainbow. ■

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

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

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

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

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

FACTORY WARRANTED HOUSE PROGRESSIVES

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

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

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

Now An Official Zeiss™ Lens Distributor

FAST! FAST!

B & G

Setting a New Standardfor Quality Lab Work

Setting a New Standardfor Quality Lab Work

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

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

MAR2009.qxd 2/20/09 4:33 PM Page 43

Advertiser IndexADVERTISER PAGE # PHONE # WEB SITE

American Vision INSIDE BACK 877-280-5277 www.americanvisionlabs.com

B&G Optics 45 800-360-5367 —

Balester Optical 37 800-233-8373 www.balester.com

Central Optical 33, 35 800-322-6678 www.centraloptical.com

CNS Frame Displays 11 877-274-9300 www.framesdisplays.com

Corning INSIDE FRONT 800-821-2020 www.corning.com/ophthalmic

FEA Industries 13, 39 800-327-2002 www.feaind.com

Gator Stock Lenses 46 888-428-6711 www.gatorlens.com

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

ICare Labs 23 877-422-7352 www.icarelabs.com

Index 53 7 800-328-7035 —

Long Range Systems 20 800-250-8189 www.pager.net/eye

Luzerne Optical 17 800-233-9637 www.luzerneoptical.com

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

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

ADVERTISER PAGE # PHONE # WEB SITE

Nellerk Contact Lens Cases 49 607-748-2166 —

OAA 26-29 901-388-2423 www.oaa.org

OCuSOFT 31 800-233-5469 www.ocusoft.com

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

Opticom 15 800-678-4266 www.opticom-inc.com

Optikam 41 888-356-3311 www.optikam.com

Optogenics 30 800-678-4225 www.optogenics.com

Robertson Optical 5 800-929-2765 www.robertsonoptical.com

SEIKO Eyewear BACK COVER 800-235-LENS www.seikoeyewear.com

Signet Armorlite 21 800-759-4630 www.signetarmorlite.com

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

Three Rivers Optical 25 800-756-2020 www.3riversoptical.com

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

Vision Systems Inc. 44 866-934-1030 www.Patternless.com

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

APR2009.qxd 3/25/09 3:57 PM


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

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONAL

Inside/Outside Sales PositionExcellent opportunity for a qualified salesrepresentative at our corporate office in

St. Petersburg, FL

Responsible for seeking new customers andexpanding existing accounts utilizing insidesales skills via phone and face to face skills.

Professional sales experience and provenclosing abilities are a must.

Resumes can be mailed or emailed to:IcareLabs, Human Resource Coordinator,

[email protected],4399 35th Street North,

St. Petersburg, FL 33714

F E A Industries, Inc.FULL SERVICE LABORATORY

A/R AND MIRROR COATINGS

Tel: 800-327-2002

Fax: 800-955-7770

WEBSITE www.feaind.com

• Videos

• Invoice Lookup

• On-line Ordering

• Real time job tracking

• Account Statements and balances

• Technical & Processing Information

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

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

Drivewear and Younger and stock lenses.

We participate in VSP, VBA,VCA and Eyemed.

CENTRAL OPTICAL6981 Southern Boulevard,

Boardman, Ohio 44512

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

NOW FEATURINGIN-HOUSE CRIZAL PROCESSING!

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

Safety bevels and Grooves!

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

Optical Finish Equipment and SuppliesGrimes Optical Equipment

Co.800-749-8427

www.grimesoptical.com

To advertise please call 80

0.9

14

.43

22

, or visit ww

w.ecpm

ag.com

APR2009.qxd 3/25/09 4:29 PM



Balester Optical is a full-service,independent wholesale optical

laboratory. We are committed to providing you with quality products

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

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

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

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo

adv

ertise

ple

ase

call

80

0.9

14

.43

22

, or

vis

it w

ww

.ecp

mag

.com

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

polarization. Drivewear is thefirst polarized photochromiclens to darken behind the

windshield of a car.

www.drivewearlens.comStep into Three RiversOptical’s “O” Zone.

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

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

in bifocal lenses.

Get in the “O” Zone Today

800.756.2020www.threeriversoptical.com

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

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

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

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

➧ 24/7 extra e-order $$Good through June 30th

OPTOGENICSwe make eyeglasses

Go to Optogenics.comfor more special offers!

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

email: [email protected]

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

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

Interested in sharing your

Optical insight with fellow ECP’s?

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

FIRST QUALITYSTOCK LENSES

APR2009.qxd 3/26/09 8:54 AM


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

Your most cost effective merchandising tools!

Arch Crown, Inc.460 Hillside AvenueHillside, NJ 07205

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

e-mail: [email protected]

INC.

TM

TRANSITIONS®

PREMIUM ELITE LABOur Specialty — UnCuts

Approved VSP LabUNCUT CR-39 TURNAROUND:

In By 12 Noon Out By 4pmSAME DAY!

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

Rudy is Sport RX. Rudy Project is Italian for cutting

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

Contact us.www.rudyprojectusa.com or

888-860-7597

National LensAmerica’s Leading Discount

Contact Lens Distributor

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

www.national-lens.com

Framedisplays.comis the leading provider of opticalframe displays for ophthalmic

dispensing professionals. Productsinclude optical eyewear and

sunglass displays in addition tolockable, rotating, standing, wall

mount and slatwall frame displays.Call 877.274.9300

for info and catalog.

LOW PRICE LEADER SINCE 1949

Factory Direct Savings on Fully Stitched Slip-in Cases

Clamshell Cases Lowest Pricesin the Industry

Molded Plastic & Children’s Cases

Huge Saving on Microfiber CleaningCloths and Spray Cleaner

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

http://www.LBI.biz

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo advertise please call 8

00

.91

4.4

32

2, or visit w

ww

.ecpmag.com

NELLERKCONTACT LENS CASESNELLERKCONTACT LENS CASES

9¢ONLYEACH

12¢ per unit Printed!

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

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


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

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

WHEN SKILLED HANDS usingstate of the art technology come

together the result is precision bench work. We pride

ourselves in producing edge workthat is light years ahead of our

competition.

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

APR2009.qxd 3/25/09 4:17 PM


Then there are the talking heads who can’t find anything positive to talk about, just hedge funds and derivatives, mur-ders, kidnappings and celebrities – all with an entertainmentangle. (Is the American public so shallow everything has to beframed as entertainment?) Wait, I have to go watch Ellen!

Kidding aside, I do see bright spots here and there. New independent labs are starting up like our friends at U.S. Opticalin Syracuse, new eye dispensers like our featured independentlast month, Heather Allen in North Carolina.

Another bright spot is that local business groups are booming.Networking is the new print advertising. Business After Hours,sponsored by the local Chamber is huge. We meet at localrestaurants, sometimes with 200 to 300 people in attendance.Nothing like walking into a room and getting attacked by 10semi-crazed business card-wielding attendees before you takeoff your coat. There are smaller and more friendly gatheringslike BNI chapters (Business Networking International), wherethey actually teach you how to network and be more effective ina group meeting. The Internet is great for spreading the wordabout where you can go and show the flag.

Then there are groups like Worcester Local First. A little back-ground: “Most successful buy-local campaigns grow out ofindependent business networks that share three main

elements,” says Jeff Milchen, who in 1998 co-founded the firstsuch group in Boulder, Colo. First, they educate consumersabout the value of independent businesses in the community.Second, they jointly promote shopping at those businessesthrough advertising, coupon books, shop-local weeks, andother efforts. And third, they give independent owners a unifiedvoice in government and media.

At least 130 such groups have been founded since 1998, with thenumber roughly doubling since 2005, according to StacyMitchell, a senior researcher at the ILSR and author of Big-BoxSwindle. Mitchell says about 25,000 small firms now belong toa business alliance promoting local shopping. The trend hasbeen bolstered by growing consumer interest in buying locallygrown food and reducing carbon emissions associated withshipping goods long distances.

It has been estimated that a $1.00 spent locally is worth $7.00because of the local multiplier effect. We are in the midst of acampaign called “New England 10% Shift” where the public isbeing encouraged to shift just 10% of their purchase to localmerchants. The results can be dramatic in preserving a vibrantlocal community – and that should be what we are all about! ■

Jim (Buy Local) Magay

Last LookJim Magay, RDO

Local First!Local First!

The economy continues to putter along like a Ford Focus on 3 cylin-ders. The news is AWFUL, AIG bonuses, Bernie Madoff (He “made-off”with all the money...Groan), Cramer vs. Stewart, car sales 50% off(note: new cars are now cheaper than year old used ones accordingto Edmunds), restaurants half full on Saturday night, discount shoppingon the rise, money saving tips in the newspaper. (One thing you won’thear is to cancel the newspaper and read the news online!)

APR2009.qxd 3/25/09 9:05 AM



The Future is Bright...

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

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

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

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

Visit www.drivewearlens.com

OVERCAST BEHIND WINDSHIELD BRIGHT LIGHT

“DriveWear has become the go to multi-purpose lens for the ECP's we service. Now available inpolycarbonate, DriveWear combined with digital freeform single vision and progressive lenses is the perfect prescription for active and discriminating patients.”

James Craft, Sales & Marketing, American Vision Lens Design Lab

10495 Olympic Drive, Dallas, TX214.352.3550 • 877.280.5227www.americanvisionlabs.com

Choose DriveWear®

younger_0409.qxd 3/26/09 11:52 AM Page 1

The Future of High Index

The Leader in High Indexwww.seikoeyewear.com

1.74 New

& Improved

HR-74

Resin

APR2009_SEIKO.qxd 3/24/09 1:25 PM Page 1

eyecare professional - april 2009

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