eyecare professional magazine april 2010 issue

April 2010 • Volume 4, Issue 28 • www.ECPmag.com

COLORFUL SUMMER EYEWEAR / PAGE 6 ART FOR THE BLIND / PAGE 40

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COLORFUL SUMMER EYEWEARBrighten up your practice for the Summer with the latest in colorful eyewear.by Amy Endo, ABOM, CPOT

STRATEGIC DISPENSARY MANAGEMENTIn today’s optical environment, in-depth strategic management is more important than ever.by Warren McDonald, PhD

READING CARD SALESCustomized reading cards are a great way to alert your patients to all your products and services.by Anthony Record ABO/NCLE, RDO

VISUAL FATIGUE SYNDROMEEducation about the affects of eye fatigue is important as computers become increasingly ubiquitous.by Carrie Wilson, BS, LDO, ABOAC, NCLEC

COLOR OF THE YEARThe use of trendy and enticing colors has the unique ability toattract potential customers.by Judy Canty, ABO/NCLE

ART FOR THE BLINDThe loss of their sight has not kept a number of remarkable individuals from appreciating the beauty of art.by Elmer Friedman, OD

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EEYECAREPROFESSIONALMagazine

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Vol. 4Issue 28

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On The Cover:US OPTICAL LLC 800-445-2773www.USOPTICAL.com EDITOR/VIEW .....................................................................................................4

MOVERS AND SHAKERS.................................................................................12

MOBILE OPTICIAN .........................................................................................32

ADVERTISER INDEX .......................................................................................44

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

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

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

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

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

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

Dee Carew, Harry Chilinguerian, Timothy Coronis,

Amy Endo, Bob Fesmire, Elmer Friedman, Lindsey Getz,

Ginny Johnson, Jim Magay, Warren McDonald,

Anthony Record, Carrie Wilson

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

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

Opinions expressed in editorial submissions contributed to EyeCareProfessional Magazine, ECP™ are those of the individual writers 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 4 Number 28TrademarkSM 1994 by OptiCourier, Ltd.All Rights Reserved.

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

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

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

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

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

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

Copyright © 2010 by OptiCourier Ltd. All Rights Reserved

EEYECAREPROFESSIONALMagazine

Attitude

Editor / viewby Jeff Smith

4 | EEYECAREPROFESSIONAL | APRIL 2010

EYEWEAR AND LENSES have changed from being drab prosthetics to eye-catching accessories, so your sales approach must be altered to reflectthese changes. The attitude you bring to the dispensary and your process

of dealing with patients profoundly affects your ability to provide the best in careand service. You can use all the techniques ever written about sales & dealing withpatients, but not bringing some excitement and fun into the process is completely missing the point.

Can you imagine a sales clerk at an upscale clothing boutique handing a customerone of the latest fashions and saying, “Here, this is the latest fashion; try it on ifyou think it looks nice.” More likely they will say, “Look, here’s the latest fashion...isn’t it stunning! It would look so good on you, why don’t you try it on and see.”The same type of approach, or at least a modified form of it, should be used in the fashion business of eyewear.

You are providing the benefit of making sure the frame the patient chooses isappropriate for the prescription and their lifestyle, while at the same time reducingthe cost of having to wear glasses by guiding them to fashionable frames they willenjoy wearing. Remember, for some patients if the cost of wearing glasses exceedsthe benefits of better vision and fashion, they won’t perceive the value of wearingglasses and may not wear them when they need to. You are not “selling” anything,but rather offering guidance so they will choose stylish and functional frames thatprovide real value.

When showing frames, be aware of the personality of the patient. Try matchingthe frame style, and your approach, with the patient’s personality. If they seemmore conservative minded, then you might have to calm your approach and present more conventional styles, while still maintaining an undercurrent ofenthusiasm.

With a more extroverted patient, you can really have some fun. Don’t be afraid tohave them try on some of the more outlandish frames ... you never know. At thevery least it will often get them thinking in a different fashion direction and is agood way to move the patient off the same style they’ve had for the past 10 years!You might even find that a frame style you thought no one would look good inreally does work for them. If you are excited, your infectious enthusiasm will mostcertainly rub off on the patient, hopefully creating a satisfied and “chic” customerfor life.

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1. Silver DollarSilver Dollar Optical is adding new styles to its Kids CentralCollection. Classic and contemporary styles will be availablein full metals, zyls and one combination zyl/metal frame in anarray of color combinations. KC1620 is a laminated zyl with a flower adorned metal, spring hinge temple and comes in colors of caramel, mauve and lavender.www.silverdollaroptical.com

2. Revolution EyewearEd Hardy Eyewear has rocked the world with the embellish-ments on temples not seen in any other brand. NowRevolution Eyewear takes the temple to a new level with theEd Hardy Street Collection. Look through the Windows ofcolor. Youthful, Fun and Innovative at a remarkable pricepoint. www.revolutioneyewear.com

3. Ronit FurstRonit Furst hand painted eyewearintroduces new bright colors forsummer 2010 collection of fun yetsophisticated ophthalmic and sunglass frames. These extraordinaryhand painted optical frames featurethe amazing range of hand paintedglass wear by talented Israeli artist,Ronit Fürst.www.ronitfurst-usa.com

COLORS, COLORS & MORE COLORS.This summer it’s all about wearing distinctivehues, so you might want to show frames incolors such as ivory, lavender, lilac, lemon yellow, mint green, light blue, and grayish,pink or coral pink.

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Summer

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4. CharmantLACOSTE: Women’s style BERMUDA uses color blocks thatextend from their wide temples into the frames for a sharpgraphic effect. BERMUDA’s larger-than-life frames are red-carpet ready in black, demi brown, dark brown, grey andwhite. The beach theme includes men’s style BARBADOS featuring color blocking details as well to give this classic stylea directional flavor. BARBADOS has a color pop that extendsfrom the temple into the frame and is available in black,green, havana, navy and white. www.charmant-usa.com

5. ModoHandcrafted in Japan, the 3.1 phillip lim collection covers anarray of shapes and inspirations – from retro to oversized, flatto curved, round and square. Japanese gold, brown wood andcrystal taupe are part of the new set. Shades of pink and purple give the collection a vivid character. Another uniqueaddition is the translucent frame Judith in crystal-taupe, achromatic effect which adds to the uniqueness of the shape.www.modobiz.com

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6. Morel EyewearKoali takes us to the watery depths of the Atlantic Ocean. In creating these new optical models, thedesigner was inspired by the axinella: a very colorful sea sponge. Available in 5 eye-shapes, 4 rimmedframes and one semi-rimless front, Axinelle draws on contrasts, offering a range of unique colors.Combining sensibility and originality, the injected plastic temples have an almost plant-like appear-ance: a velvety-textured colored elastomer that hugs the temples. www.morel-france.com


Palm Optical

YOU’S, Palm Optical brand new Buzz division eyewear line,is a fashion-forward, beautifully colored, Dutch designed lineof affordably priced eyewear. It features intricate metalwork,artistically painted temples, a youthful sensibility and shapesthat flatter nearly every sized face. Made from top materialssuch as stainless steel, monel and grylamide TR 90, this collection provides both fashion and durability.www.youseyes.com

Luxottica

Tory Burch TY 7001: Mixing metal hardware with acetateframes, this chic style redefines the cat eye. This design iscompleted with an oblong square-shaped frame, high armsengraved with the Tory Burch brand“T,” and a faded lens.www.luxottica.com

Fitovers®

Fitovers® Eyewear introduces a boldnew frame color, “Purple Haze”. Thiscolor is one of many new colors thatFitovers® Eyewear has released for2010. Purple Haze is available in theAurora, Element, and Jett frame styles.www.fitovers.com

The McGee Group

Daphne is a semi-rimless frame that offers a modified rectan-gle eyeshape and handmade acetate temples. This style fea-tures adjustable nosepads and the Vera Bradley logo on thetemple tips. Daphne also includes beautiful rhinestoneencrusted embellishments on the temples and the latest VeraBradley designs on the interior of the temples. Daphne features three Vera Bradley designs, Poppy Fields and TotallyTurq, and Carnaby. www.mcgeegroup.com

Global Optique

Paola Belle’s PB373 and PB369 boast a classy shape with ahint of avant-garde design. These newcomers are available ina variety of vivacious colors (PB373- black and red, purpleand raspberry and PB369 (shown)-summer brown, black and purple and simply purple). Both models are assembledemploying superb technologies and materials (such as double-laminated coloration and hand-made from fineEuropean Zyl). www.globaloptique.com


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ProDesignProDesign 9908-12: A perfect example of how fresh contrast-ing colors can emphasize the whole design of a frame. Themetallic color of the front adds depth to the design andbrings out the three-dimensional detail of the frame. Thisnew collection from Gail Spence does not deny her back-ground as a jeweler or her creative pursuit of functional, sim-ple and beautiful solutions. www.prodesigndenmark.com

REM Eyewear

The Lipstick Eyewear Collection is targeted at women 18-45years old, and features ten frames, three in acetate and sevenin metal. Chic, sleek and a little bit flirty, these frames arecontemporary designs for the fashion forward female. EachLipstick frame comes in its own rich “Lipstick” pink vinylcase, where inside hides a mirror and custom lipstick holder,perfect for touch-ups on the go. www.remeyewear.com

Cinzia DesignsTrendies presents a collection filled with funky, off-beat shapes in the hottest seasonal colors. The initialroll-out of nearly 20 new styles consists of readers,sunreaders, and 8 new additions to the covetedpocket eyes series of foldable readers in their owncase, small enough for the tiniest clutch or smallestpocket. Four different styles of bifocal sunreadersround out the debut collection that will appeal tomen and women alike. www.trendiesbycinzia.com

Kenmark

Kenmark is adding five new optical frames into its ThaliaEyewear collection this Spring. New styles are available in fullrim acetates, semi-rimless and rimless designs. Several framesfeature spring hinges and adjustable nosepads for addedcomfort. The Gardenia is an acetate, modern shaped framefeaturing a laser etched floral pattern cut out on the templesto reveal a bottom layer of color. Available in colors: black,brown and burgundy. www.kenmarkoptical.com

Marchon Eyewear

The Diane von Furstenberg Eyewear Collection features sunand optical frames inspired by iconic DVF design elements,such as the wrap dress, lip print, love knot, and power stone.Color also plays an integral role both in subtle prints andcustomized zyls. DVF511S is a vintage inspired cat eye sunglass that uses proprietary carved zyl to reveal colorfulpatterns. It is available in a rich color palette of Black Merlot,Brown Teal, Teal Gold and Hot Pink Granite.www.marchon.com

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A Palette of OptionsCould it be the effects of the summer? Or, maybe it’s simplybecause it’s almost the midyear and we’re beginning to set-tle in? Nonetheless, whatever the reason may be, here arethe “in” colors this summer. Let's find out which shades canhelp spruce up your dispensary this summer.

Neutral Colors

Neutral colors can be combined with nearly every shadeand color. Some of the nicest neutral colors available thissummer are: Soft beige, light brown, taupe and light steelgray.

Softly Tinted Pales

Softly tinted pales or pastels will provide you with a gentle,subtle look. They can also easily be combined with most neutrals and darks. Look for these softly tinted pales thissummer: Light pink, pea green, aqua and pink.

Mid-tone Series

Combine mid-tone colors with whites for a crisp look, orwith taupe-based neutrals for a softer, more comfortablelook. Choose from these mid-tone colors: Eggplant purpleand evergreen, lime green and coral.

Deep Brights

“Deep brights” are generally seen on women, but this summer all colors are "in" for men. Try some of these deepbright colors: Teal, fucshia, blue violet and bright red.

Darks

Darks are generally more popular during colder seasons;however, when combined with neutrals like cement, bluedgray, putty, or khaki, they can make a major impact for summer.

Wild Colors

It’s all about wearing distinctive hues, so you might want to show off in colors such as ivory, lavender, lilac, lemonyellow, mint green, light blue, and grayish or coral pink.Then again, wild colors might not suit everyone’s taste andstyle, so make sure you feel comfortable wearing thembefore buying them.

Amy Endo, ABOM, [email protected]



Movers AND ShakersVSP Global

VSP GlobalSM has announced the VSP GlobalBoard of Directors elected Timothy Jankowski,O.D., F.A.A.O. as Chairman of the Board for aterm of two years. A practicing optometrist for30 years, Dr. Jankowski has served on the boardof directors since 1999 and as vice chairman

since 2008. Dr. Jankowski is an active member of the commu-nity and the optometric industry including the AmericanOptometric Association, California Optometric Associationand the Rio Hondo Optometric Society.

Bausch & LombBausch & Lomb has named Fred Hassan aschairman of the board of directors and hasnamed Brent Saunders as chief executive offi-cer and appointed him to the board of direc-tors, effective immediately. Current chairmanand CEO Gerald M. Ostrov is retiring, and will

serve as a consultant to the new leaders.

Hassan served most recently as chairman andCEO of Schering-Plough Corporation until itsmerger with Merck & Co. in November 2009.Saunders was previously senior vice presidentand president of Schering-Plough’s ConsumerHealthcare unit, where he implemented

a successful growth strategy including expansion into interna-tional markets.

Kenmark GroupCynthia McWilliams joins the Kenmark Groupas the new VP of Corporate Sales. In her newposition, McWilliams will oversee and managecorporate sales for large chain business. She willalso work closely with Kenmark’s managementteam to provide guidance and leadership forfuture growth opportunities. McWilliams joins

the Kenmark Group from Luxottica, where she was the VP ofKey Account Sales. She has held similar management positionsat other companies within the optical industry including VivaInternational.

Callahan Eye Foundation HospitalBrian Spraberry has been named president andchief executive officer of Callahan EyeFoundation Hospital. The Callahan EyeFoundation Hospital (CEFH) is part of theUniversity of Alabama at Birmingham’s (UAB)

health system. Spraberry, a Birmingham native, received hismaster’s in health administration at UAB and has served aschief of business development for the University of MississippiMedical Center since 2007.

Viva International GroupViva International Group has named KellyO’Grady as director of sales, West. In his newrole, O’Grady will oversee and manage all sales activities for that region, includingindependent optical, key accounts and alliancecustomers. He has held similar national sales

management roles, including those in the gift and specialtyproducts arena, working with licensed products and expand-ing upon entertainment licenses.

Robertson Optical LaboratoriesDan Floyd recently joined the sales team ofRobertson Optical Laboratories of Atlanta(Loganville) and is serving various territoriesin Georgia. He is a Georgia-licensed opticianwith 33 years of eye care industry experience.His most recent position was territorial sales

manager of HOYA Vision America. He has also provided salesfor such companies as Ralph Lauren Polo.

Leybold OpticsLeybold Optics has announced the appoint-ment of Antonio Requena as General ManagerOptics Division, effective since January 1.He will report to Kurt Hakansson, who hasbeen leading as the Leybold Optics corporationsince October 2009 as CEO. Requena has 20

years experience in the optics and vacuum thin film industryand is currently president of Leybold Optics USA. Based inAlzenau Germany, he will remain president of Leybold OpticsUSA, while George Kim will be appointed vice president ofLeybold Optics USA.

Luxottica GroupLeadership of Luxottica Group’s wholesale division in NorthAmerica will be assumed by Andrea Dorigo on May 1. Dorigo,most recently the Luxottica Group’s London-based wholesaledirector for Northern Europe, will replace Pierre Fay, who willbe leaving the Luxottica organization at that time. Dorigo,who joined Luxottica in 2005, started his Luxottica career in awholesale corporate capacity in Milan. Over the years, heexpanded his responsibilities to manage various subsidiaries.

Brian Spraberry

Kelly O’Grady

Dan Floyd

Antonio Requena

Timothy Jankowski

Fred Hassan

Brent Saunders

CynthiaMcWilliams

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The 21st Century OpticianWarren G. McDonald, PhD

Professor of Health AdministrationReeves School of Business / Methodist University

WE BEGAN the discussion of StrategicManagement several months ago and willend the series this month.

To date we have reflected upon the purpose of strategy in our operations and attempted to provide some food forthought as you begin to look to the future of your organization.We have described the importance of environmental analysisfor your organization, both from an external and an internalperspective.

This month we wrap up with some insights into developingappropriate directional strategies. No matter how large orsmall, an organization must have an appropriate vision for the future. They need a solid understanding of their mission(mission statement), they must set realistic goals and objectives,and most importantly, they must review and constantly assesseach of those goals and objectives to maintain positive growth.

As we described in the second article, there are many environ-mental influences that can affect us. We need to meet this headon, and if we do not know where we are going, or who we currently are, we are like a ship floundering on the ocean with-out a rudder. We also must be internally sound to meet the

wants and needs of our patients/customers. That may requiresome revision from time to time as well, and to maintain ourcompetitive position, we must have all our internal pieces inplace. Let’s get started!

Directional Strategies: Mission

How many small optical organizations have ever thought abouta mission statement? What is it? A definition I regularly use canbe summarized by the following:

• The mission of an organization indicates what theorganization really is about. Who it is and what it does.It is its “distinctiveness” among other organizations.

• It is broadly defined and states the purpose of the organization

The mission lets us, and the environments in which we operateknow who we are and what we do. Now, that may sound sim-plistic, but it is vitally important. Do your employees knowwhat you do? Of course, but often in the day-to-day operationswe sometimes forget. It is helpful to have a well-placed state-ment of the mission on the wall for all to see in order to remindus and keep us focused on the mission. Go to any hospital, andyou will see it in many places. Seeing the mission statement letsthe patients they serve know how the organization views their role.

These statements target the population they serve, and indicatethe products or services offered. They define the philosophy ofthe organization and share that philosophy with all those whoenter. Mission statements are generally developed by those atthe top of the organization, but with input from all of the staffand stakeholders.

Directional Strategies: Vision

The vision of the organization also comes from the senior lead-ership, and should state where the organization wishes to go in

STRATEGIC MANAGEMENTFor The Eye Care Professional, Part IV

STRATEGIC MANAGEMENTFor The Eye Care Professional, Part IV

Continued on page 18

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the future. It asks what you want to be down the road. Vision issomething that may be difficult to teach. It requires an individ-ual have an ability to see the potential and then be able to com-municate it to the organization. Once communicated, theorganization must accept it. Without acceptance by all parties,it can never be effective, so the communication piece is veryimportant. Make sure you have a vision for your organization,and then communicate it effectively to the staff so that yourvision becomes theirs. When all of the people involved pull inthe same direction, we can then move into the future andachieve that goal.

Characteristics of vision include:

• Inspiring• Clear and Challenging• Sensible• Stable but Challenged• Directive• Empowering• Futuristic• Detailed

Directional Strategies: Values

What are values? They are the core beliefs of the organization.They are the fundamental principles that the organization andthose within it live by on a daily basis. It is the moral compassof the organization. Values are easy to establish, but as peoplechange, they can prove difficult to maintain. Symbolism isimportant here. Think about the United States Marine Corpsand their television commercials. The symbol of the youngpeople in their dress blues with crossed swords provides a sym-bol for us all. The history that is celebrated cements that sym-bol in our minds. While your organization is probably not theMarine Corps, think about ways you can develop some sym-bolism. Do you have a well-designed logo or something elsethat can be associated with your organization? Do you celebratethe history and current activities of the company?

Values should be the collective beliefs of all those in the organ-ization. They meld into a single set of values that all live by. It isimperative that the leaders of the organization assure in the hir-ing process that they bring in people who can add to the over-all organizations goals and values and are going to be comfort-able in the environment.

Directional Strategies: Goals

Strategic goals are extremely important to the success of theorganization. Goals:

1. Relate specifically to activities that are critical toaccomplish the mission.

2. Link the success factors to the strategic momentum(carrying out the objectives).

3. Limited in number and achievable.4. Come from the leadership, but should be accepted and

appreciated by everyone.

Goals are not developed willy-nilly. We must carefully designour goals to make sure they follow the above guidelines. Goalsshould be measurable and obtainable. Setting goals outside ourcapabilities will do nothing more than set us up for failure, andthat sends the wrong message. I have a friend who sells frames.His company sets unrealistic goals, and then can’t figure outwhy they never achieve them. It causes significant turnover andhurts all of those involved. They are not doing well, and will notuntil they learn to set realistic goals. Make sure you providegoals that are achievable, and also develop objectives...shortterm goals, if you will, that help us reach our overall goal. Thisaids the organization’s overall workplace satisfaction and willallow us to increase our goals over time.

Conclusion

In summary, strategic management is a process. Beyond themission, vision, values, and goals and objectives, there areaction steps that need to be implemented to make the processwork. It is an ongoing activity that includes:

1. Analysis – analyzing specific situations that presentthemselves as opportunities and based on where wesee our market heading.

2. Planning – planning the appropriate strategies to helpreach those overall goals and objectives.

3. Implementation – implementing the plan.4. Evaluation and Control – evaluating our results, and

if necessary choosing an alternative strategy if ouroriginal plan is not achieving what was expected.

This simplistic overview of the process must be revisited regu-larly. Much like CQI, we must constantly scan the environmentfor changes and adapt what we are doing to meet them. Wemust look to the future, and improve, or at least maintain ourposition through appropriate strategies for success.

Unfortunately, we in the eye care industry do more reactingthan strategically positioning ourselves for the future, and it ismy sincere hope that this series has stimulated you to at leastthink about strategic management. I know it can make youmore competitive in your marketplace. We can react, or be theleader that sets the tone. What is your strategy for the future? ■

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Managing OpticianAnthony Record, ABO/NCLE, RDO

Ihad the privilege of presenting four, 2-hour continuing education classes in the Big Apple this year, and somethingthat happened in one of those classes has inspired me topass on to everyone what I have modestly called “OneGood Idea.”

The final class I taught was 212° Dispensing, and as attendeeswere exiting through the back doors, a woman named Christineapproached me at the front of the room.“I just wanted to thankyou for the great class,” she said, “I’m walking away with abunch of great ideas.” It was gratifying to hear, and I respondedto Christine by saying, “Thank you. It’s always a good thingwhen you can leave a class with a lot of great ideas.”

That’s when she said something that really got me thinking.With a real seriousness of purpose she told me, “Are you kid-ding me? If I can walk away with just one good idea from a class,then I think it was worthwhile.” She went on to explain what a“good idea” is: Anything that can make work a little more enjoy-able or less stressful; something that might increase sales ordecrease problems; something that is new or innovative – all ofthose things qualified as good ideas in Christine’s mind. What arare and refreshing attitude and approach to CE hours!

With that in mind, and as a sort of homage to Christine, Idecided that perhaps that same approach to an article you readin a professional journal might be appropriate. So I decided tothink about all of the ideas that were discussed during thoseeight hours of classes I taught, and share one good idea with allof you. It was something I presented during a class called TheOne-Minute Optician. It is a two-hour class where we discussdozens of ideas, all designed to make our practice of opticianry

more effective (good ideas, Christine would say). Judging byeveryone’s positive reaction to the idea, and the fact that only 3of the more than 150 attendees said that they had actually donethis themselves, I settled on this as my one good idea.

Here it is: Why not make your own reading cards? I thought ofdoing this many years ago in my own practice, and to tell youthe truth, I’m not sure if the idea was born so much out of bril-liance as it was boredom. I mean after twenty years on the frontlines, I was getting damn tired of listening to patients read outloud, “I walked up the street gazing about, until near the mar-ketplace I met a boy with bread.” Despite the fact that line is anexcerpt from The Autobiography of Benjamin Franklin, if I heardit one more time I might have lost it. Some of you can relate tosimilar tedium from hearing, “To make the cake, beat and soft-en the eggs...” Some of you may have your patients readingaloud from what amounts to a self-service instruction sheet onhow to use progressive lenses...boring!

Why not use the reading card as a tool to help open the door toa necessary second pair of eyeglasses. The beauty of this conceptis that you can say whatever you like on your card, but here aresome excerpts from my reading cards, which might serve toinspire you to create your own.

J-1 and J-2 reads: “It is important to protect your eyes from thesun’s harmful ultraviolet rays. Polarized lenses can also elimi-nate all of the annoying and sometimes blinding glare that isreflected off highways, lakes, and rivers. Polarized lenses canalso allow a fisherman to see several feet into the water. Can yougive me a demonstration of how they work?” My answer? Of course, I can!

ONE GOOD IDEAONE GOOD IDEA


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J-3: “I should probably have a second pair of eyeglasses in casesomething ever happens to these. If I lost them or they werebroken, I would be in big trouble! With the prices that MaxOptics offers, I should really probably order another pair. Let’stalk about it.” And talk we do.

J-4 is one of my favorite, and has led to countless impulseorders: “Sometimes when I am reclining when I watch TV, itbecomes difficult to see because my bifocals actually get in theway. Tell me about how I could get a pair of glasses that I coulduse just for watching the television.”

J-5 is a good one to ask patients to read who rejected AR ontheir glasses: “Anti-reflective lenses can help to eliminateannoying reflections and halos around headlights and street-lights, making night driving more comfortable. AR makes nightdriving safer too, as studies show that people driving with ARlenses have significantly improved reaction time.”

J-10 is loud and clear: “Max Optics is proud to provide youwith your eyeglasses or contact lenses. Offering quality goods atreasonable prices, with efficient service and great warranties iswhat Max is all about. Telling your friends and family aboutMax Optics is the greatest compliment of all. Thank you foryour patronage.”

With the information provided below, you can easily create areading card in no time at all, using programs like Word, PowerPoint, or Publisher. Here is a step-by-step guide to making it happen:

1. Write six paragraphs of about 50-60 words, choosing care-fully what messages you want to share with your patients. Idon’t mind if you use mine, but why not consult your staff andcollectively come up with something creative and unique to

your practice. If you involve the whole staff they’ll be moreexcited about using the cards and reporting on their successes.

2. Be sure to print your text on bright-white, plain copy paper.You might be inclined to use card stock or photograph paper –but don’t do it! Card stock is too thick and most photographpaper will cause the lamination to bubble and eventually loseits integrity.

3. Use a paper cutter, not scissors, to cut the cards to size. If youdo not have access to a paper cutter, let the folks at your localoffice store do it for you.

4. Go to an Office Depot or Staples and get the cards laminat-ed. Each one should cost about a dollar. What a great invest-ment!

Think also about a creative reverse-side as well. You can useactual sheet music, a newspaper clipping, or the image of anInternet page. The next time you are on your Yahoo or Googlehome page, use a simple “Function + Print Screen” keystroke.This will “take a picture” of exactly what you see on your screenand store it on your computer’s clipboard. Then with a simplepaste command you can incorporate it into a document with-in any of the progams mentioned above. Why not have differ-ent backsides for each of the reading cards? �

Have some fun and see what can happen with this one good idea.

J-1 20/20 4 pt. 100%

J-2 20/30 5 pt. 90%

J-3 20/40 6 pt. 85%

J-5 20/50 8 pt. 75%

J-7 20/70 10 pt. 65%

J-10 20/100 14 pt. 50%

J-16 20/200 26 pt. 20%

J-20 20/400 42 pt. 10%

“I’m walking away with a bunch of great ideas.” It was gratifying to

hear, and I responded to Christine by saying, “Thank you. It’s always agood thing when you can leave aclass with a lot of great ideas.”

APR2010_record.qxd 3/31/10 3:57 PM Page 4

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NOT ONLY ARE COMPUTERS being used for professional use, but recreational use has growntremendously with the popularity of social sitessuch as Facebook and games like World of

Warcraft. With this increase in computer use, eye fatigue is acommon and expected side effect.

Why does eye fatigue occur?

Eye fatigue, or asthenopia, is a weakness of the eye that cancause pain, dimmed vision, double vision, nausea and several different types of headaches. The kind of asthenopiathat is associated with computer use is accommodativeasthenopia, which is due to a strain of the ciliary muscle.To understand what this means, the ECP must have a broadunderstanding of accommodation. Accommodation, in simple terms, is the change that the eye goes through toenable a person to see an object at various distances.Accommodation is a multistep process that involves the

crystalline lens, ciliary muscles, a cranial nerve and theZonules of Zinn. How the process works is the:

• Brain recognizes a blurred near or intermediate image• Cranial nerve III (oculomotor) is activated. This nerve

controls accommodation, papillary constriction andocular convergence

• Eyes converge as the medial recti muscles contract andthe pupils undergo miosis, or constriction

• Ciliary muscles contract and moves toward the crystalline lens, causing the crystalline lens to moveforward

• Zonule fibers relax and cause the crystalline lens tobulge, increasing its power

• Light is refocused through the lens so that the imagefalls on the retina

Now, when an individual concentrates on something at aclose or intermediate distance, the ciliary muscles are in a

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

COMPUTERS are a necessarypart of life. Individuals look at computer screens from themoment they wake to themoment they go to sleep.

COMPUTERS are a necessarypart of life. Individuals look at computer screens from themoment they wake to themoment they go to sleep.

24 | EEYECAREPROFESSIONAL |APRIL 2010


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constant state of contraction. As the contraction continuesfatigue sets in and the muscles are forced to begin to relax. Whenthe muscles begin to loosen, the crystalline lens flattens and theimage starts to blur slightly. This constant state ofcontraction can also lead to pain in and around the eye, squint-ing, headaches as well as a condition known as pseudomyopia.

Pseudomyopia is a spasm in the ciliary muscle caused by a constant state of ciliary contraction. When a spasm occurs,distance objects become blurry because the crystalline lensremains in a constant state of accommodation. The eye wouldthen be in a myopic state due to the fact that the eye is now overplus in power from the spasm. All of the images would befocused before the retina just like in traditional myopia. Whenthe spasm releases, vision would go back to normal.

In the case of the computer, this situation is aggravated by theconstruction of the image that the patient is trying to view.Computer images are created by pixels or small dots that arealigned to create the image. However, a pixel does not have thesame sharp definition that the printed counterpart contains.This causes the eyes to work harder trying to see the computerimage. In addition, the computer screen has a refresh rate thatre-draws the screen every so often. This causes further strain onour accommodative mechanism as we try to follow this move-ment unconsciously. Finally, the glare from the screen and/or theoverhead lighting can cause even further accommodative strain.

Correcting the Fatigue

One of the easiest ways to treat computer eye fatigue syndromeis to provide the patient with computer lenses. By providingspectacle lenses formulated just for computer distance,accommodation relaxes and eyestrain and blurred vision isreduced. The hard part is trying to convince a patient that he orshe needs a separate pair of glasses for the computer.

Computer glasses are needed for the unusual distance most com-puters are set in relation to the eye. They are usually positioned 20 to 26 inches from the eye, closer than distance ordriving visual needs and farther away than near or reading visual needs. Glasses are not commonly prescribed for this dis-tance. Most single vision glasses are prescribed to correct near orfar vision. Bifocal lenses correct near and far but neglect theintermediate area, and other multifocals such as progressives andtrifocals have only a small area dedicated to this zone and areinadequate for long time computer use. This inadequacy stemsfrom the unusual head position required to view most comput-er screens through a progressive or trifocal.


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Choosing the Appropriate Lens

Intermediate Single Vision Only Lens

This computer lens is designed to have only the prescription forcomputer distance throughout the whole lens. If the patient is ina multifocal prescription, the ECP must take half of the addpower and add it to the distance. This provides the intermediatepower correction for most cases. The benefits to this lens are thatit provides the widest intermediate area possible with no imagejump or possibly distracting lines. The main drawback is the lackof a near area. This can be a serious problem because many whowork on a computer usually have to look at a near distance alsoif only to see the keyboard.

Flat Top Occupational Lens

A modified flat top is a very successful way to ease computer eyefatigue syndrome. The portion of the lens that is usually prescribed to treat distance is modified for intermediate use andthe segment remains for near use. To do this, the ECP must cre-ate a new add power that is usually 50% of the original addpower. This is important because otherwise the near power willbe too strong and the lens will be unusable.

Although all bifocal widths can be used, the flat top 35 (or wider)is usually the most effective choice. The benefits to using a flattop 35 are very wide, useable areas, the least amount of distor-tion, and two powers in one lens. The drawback is a line thatsome patients will find unflattering or distracting. It is importantto stress that these spectacles are strictly for the computer/office work and should be left at the work station.

Customized Occupational Progressives

With baby boomers increasing both their occupational andrecreational computer use at a significant rate, many lens companies have developed a progressive lens for computer use.Usually designed to correct for distances of 12 to 48 inches, theselenses offer numerous benefits to the fashion forward individual.The distracting line is removed, image jump is eliminated, and the patient may already be accustomed to progressives in their dress wear. Some of the best occupationalprogressives on the market today are the Shamir Office™;Zeiss Gradal® RD and Zeiss Business; SOLA Access®; and Essilor® Computer™.

The Shamir Office uses a system that the company calls DynamicPower. Dynamic Power is a slow reduction of power as the lensmoves from intermediate to near and is classified by the amountof power that is subtracted from the near power to reach theintermediate distance. Dynamic Power is available in four designclassifications: –0.75, –1.25, –1.75, –2.25. This



system is achieved through a proprietary free form manufac-turing techniques termed Eyepoint Technology that creates awide, edge to edge, clear visual path from the intermediate to near areas.

The Carl Zeiss Company manufactures the Zeiss Gradal RD,Zeiss Business and the SOLA Access. Each lens is designed tomeet the different needs of a patient based on his or her professional and recreational habits. The Zeiss Gradal RD isdesigned for distances of 10 feet or closer, called RoomDistance (RD) by the company. It provides clear vision for allindoor activities and eliminates the “head bobbing” that commonly occurs with traditional progressives.

The Zeiss Business lens is a short corridor lens that can fit in thesmaller frames and is developed for distances up to 4 feet.The SOLA Access is developed to give high quality vision at distances up to 7 feet while providing an exceptionally wide near area and a larger intermediate area than traditionalprogressives.

Essilor has developed a lens called the Anti-Fatigue™ Lens. It isdifferent than traditional computer lenses because it is intend-ed for full time wear and it does not follow a progressive typelens design. It has a power boost at the bottom of the lens of alittle over a half a diopter that helps to ease eyestrain andfatigue. The lens is intended for myopes experiencing fatigueand emerging presbyopes, making it an excellent lens for thosewith computer eye fatigue once it has been prescribed.

When ordering occupational progressives, be sure to follow themanufacturer’s guidelines.

Base-In and Base out Prism Lenses

Horizontal prism lenses may be prescribed when the eyes arenot converging appropriately. When the eyes do not convergeadequately, a binocular dysfunction occurs resulting in eye-strain and blurred vision. Convergence issues can take the formof converging too little or too much. Both conditions result inthe aforementioned eyestrain and blurred vision. Horizontalprism helps the eyes work together more comfortably whenviewing intermediate and near objects.

Conclusion

Computer eye fatigue syndrome is an increasing concern andproblem today. OSHA estimates that as many as 90% of theUnited States work force have this condition to one extent oranother. It not only causes discomfort for the individual but a decrease in productivity and enjoyment for the ever increas-ing computer using population. It is the job of the ECP to notonly uncover these issues but to help his or her patients by providing the correct computer lens to ease this situation.Careful questioning of your patient’s visual habits will translateinto more sales of these computer specific lenses. But moreimportantly, by helping patients see clearly at all distances forgreater lengths of time, the ECP is improving the quality oftheir patient’s lives. And isn’t that why we became ECPs in thefirst place? ■

“The kind of asthenopia that is associated with computer use is accommodative asthenopia, which is due to a strain of the ciliary muscle.”

“Computer glasses are needed for the unusual distance most

computers are set in relation to theeye. They are usually positioned

20 to 26 inches from the eye, closer than distance or driving

visual needs and farther away thannear or reading visual needs.”


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Essilor of America announced last monththat it is launching MyOnlineOptical.com,an e-commerce Web site for independenteyecare professionals. Following a successful

Beta test with a limited number of ECPs, in partnershipwith FramesDirect.com, Essilor has expanded the availability of the offering which enables ECPs to provideoptical products online to their current and future patients.

In order to secure and deploy the service, Essilor hasacquired a majority stake in FramesDirect.com, an onlineeyewear vendor. Essilor did not disclose the extent of itsstake in the company.

“E-commerce is rapidly emerging in our industry as moreconsumers enjoy the convenience of online purchasing,”said John Carrier, president, Essilor of America. “However, a solution including the ECP did not exist andour research indicated that most ECPs felt ill-equipped to compete. As long time industry partners, Essilor feltresponsible to provide our customers with a solution to meet this challenge.”

“Eyeglass e-commerce is undeniably becoming a reality intoday’s ophthalmic industry worldwide,” said Randolph E.Brooks, OD, American Optometric Association president,which has declared its full support for the venture. “We’vereceived positive feedback from the Beta test and believethat MyOnlineOptical.com will provide optometrists withan opportunity to compete with online entities by offeringadditional visual correction solutions, and thereforeincrease patient retention and promote healthy practicegrowth.”

Essilor said any optician, optometrist or ophthalmologist inthe U.S. with a “brick and mortar” store can utilizeMyOnlineOptical.com. The site allows ECPs to “maintaincomplete control, determining the product pricing andselection, and preserving the look and feel of their prac-tice Web sites,” according to Essilor. “ECPs can providepatients with up to 100,000 eyeglass options, and keepthem from walking out the door to a competitive offering,”the company said.

Gunnar Optiks, a leading manufacturer of digital perform-ance eyewear, announced that the company has partneredwith Revolution Eyewear to supply Gunnar i-AMP3D lenses, a premium 3D polarized lens technology, for usein Revolution’s patented magnetic clip-on product line.

Gunnar Optiks is the first company to develop a full package of lens and frame solutions that address the needsof demanding digital media users. A recent extension oftheir core technology, Gunnar’s i-AMP3D lens technologybrings performance optics that have previously beenreserved for only the highest level of movie making totoday’s 3D viewer. Compatible with RealD movies, thisinnovative lens technology enhances and enriches theviewing experience by providing precision machined,optical quality lenses in place of the cheap, disposableeyewear typically offered by movie theaters.

Revolution Eyewear is a worldwide leader in auxiliary,magnetic clip-on eyewear, a category of eyeglass accessories that allows users to easily add sun lenses bymagnetically attaching them under their existing correc-tive eyewear. In a similar manner, with Gunnar i-AMP 3Dlenses mounted in Revolution’s patented system, end userscan adapt their eyewear for 3D movie viewing.

This innovation benefits an enormous number of moviego-ers since prescription wearers previously had no choicebut to wear a pair of movie-theater glasses over their owneyewear. “We create the most aesthetically pleasing andbest quality eyewear in our category,” said Gary Martin,president and CEO of Revolution Eyewear. “We are proudand extremely excited to join forces with Gunnar Optiksin creating a new, leading-edge category: 3D-EnabledMagnetic Clip-Ons.” continued Martin. “This new productcategory is as innovative and exciting as any other product we have ever offered.”

Essilor Launches ECP Website, Acquires Majority in FramesDirect.com

Gunnar Optiks Partners With Revolution Eyewear to Supply 3D Clip-Ons


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T-T-T-T-T-Ticking away

Too much time on my hands

and there’s so much more to do...

Time is a vast subject that can be valued, wasted, lost track of,scheduled, abused, to name a few. We each have our own concept of time which we define individually. How we spendour time unveils what is important to us. Our perception oftime can change over time. Please allow me a few minutes ofyour valuable time as I broach this subject from the eyes of aMobile Optician.

Throw a talented group of ECPs together in a practice with timecommitments and deadlines and there’s never a dull moment.Aligning each individual’s perception of time with the practice’s

Big Ben requires group effort. Working a clock punchingposition at the same location everyday works well for someECPs. It can take ongoing training for the punctually chal-lenged ECP with endless excuses. Everyone needs to be inthe same time zone as your timely practice. Set your watch,cell phone, automobile clock (whatever device you use tokeep accurate time) to match the practice’s time.

Call ahead if you know you are going to be late. We some-times waste more time explaining why it took us so long toget there once we get there. If it is not life threatening or lifechanging, don’t make a grand adrenaline rush entranceand disturb everyone else. It takes just as much effort, ifnot more, to be late for work. Save that adrenaline rush andyour reputation, you are going to need them.

Anyone in charge of scheduling for the practice mightagree that it can be compared to a time bomb. Each prac-

tice has probably experienced an ECP with explosive typebehavior (not using their inside voice) over a scheduling issue.This can cause disastrous consequences for the entire staff aswell as the patients. Your scheduling squad has to work ever socarefully not to ignite a combustion.

They are aware that we all function at different levels of effec-tiveness during different times of the day. Our energy levelsfluctuate depending on blood sugar, routine distractions, stress,hydration and squad team morale. False alarms such as no-show patients and last minute schedule changes continue to bea real nuisance. Warnings of vacating the premises, privateappointments, travel destinations and seeking new grounds arefrequently voiced. If ECPs fear their chances of survival, theywill find another bomb shelter. Hats off to the schedulingsquad! You are the bomb!

The Mobile OpticianGinny Johnson, LDO, ABOC


Too Much Time On My HandsToo Much Time On My Hands


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Staying on task after arrival to the office is often hard to do witha busy daily agenda. Time is money when we’re on someoneelse’s dime. Just when you thought the patient flow and yourpaperless work were smooth sailing, a snag comes along. Take awild guess as to what snag I am referring to? If you guessedthird party insurance, I’m sorry, you’re incorrect. The snag I amreferring to is cell phone/text messaging.

Every practice should have realistic cell phone boundaries. Ifyour practice forbids you from bringing your cell phone insidethe building, this does not apply to you, so skip to the nextparagraph. Unless you are being sneaky by keeping your for-bidden cell phone tucked in your sock and taking frequent rest-room breaks. Don’t worry, time will tell, if your cell phoneboundary abiding co-worker doesn’t.

Save your Bluetooth for hands free activities outside of thepractice. Please make sure to silence your ringtones while youare at work. Timing is everything. Have you ever noticed howthey ring and sing on high volume at the worst possible times?It’s the fastest I’ve ever seen some ECPs move trying to get to it.Marvin Gaye and barking dogs were the two latest ringtones(oops) I have heard in practices. Trust me, they were not entertaining at the time. ECPs play an important role in thepatient’s overall visual health which requires undivided timeand attention.

Sometimes it is hard as heck to stay in the moment with a longwinded patient when we are pressed for time. We also have ahard time understanding how other staff members can spendso much time with patients that we would deem to be a wasteof time. Try to relax and stay in the moment.

I have to think back on a patient I worked with in 1993. Shecame to pick up her new eyewear and was tearful as shethanked us. Her plans were to commit suicide the same day shewas in our office because she had recently been diagnosed withAIDS. She said that the patient care we provided her that day iswhat saved her life. That was 17 years ago and it’s still a hugereminder to me that our patients should be priceless to us. Wecan get so caught up in the numbers game and the patient dol-lar signs mentality. If we can just remember that staying in themoment has its rewards to.

Let’s face(book) it, computers with internet access in our prac-tices are here to stay. There are websites that we are required touse for certain ordering, insurance verification, filingclaims...etc. And then there’s...Facebook. Before you lock downand tighten the computer reins on your staff, think about thebusiness. Sit down with the staff and discuss the pros and consof using Facebook for business purposes.

Facebook For Business Purposes

• What are the advertising needs of our practice?

• Do we need to recruit additional staff members?

• How much time will be spent on Facebook daily, weekly?

• Do we want to introduce new products?

• Do we want to have promotions?

• Who’s going to manage the Facebook page?

• Ability to connect with others in the industry

• Event invitations

• Target specific audiences

• Posting links, blogs, photos, videos

• Questions & Answers section

• Develop a plan to avoid meandering

Lastly I want to share a few common ECP habits that ruffleCEO feathers. If you are not being paid to perform these activities on company time, then stop doing them. Just becauseyou think you should be entitled to do so, unless you own theplace, don’t go there.

• Checking personal email, Facebook

• Cell phone/texting

• Taking longer breaks than allowed

• Paying your personal bills online

• Shopping online

• Watching YouTube videos

• Excess printing of information for personal use

• Lengthy staying visitors

To the CEO’s with ruffled feathers, maybe you can take thesehabits and use them in your practice in a positive way. Howabout using them when ECPs go above and beyond their call ofduty? Write some habit coupons and hand them out as rewardsfor a job well done. Let them text, take a long lunch, show uplate, talk on the phone... on your business terms. Unleash thecreativity so they won’t have too much time on their hands. �

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WHY SHOULD YOU CARE? Because it’severywhere...clothing, shoes, home fashions,jewelry and of course, eyewear.

So what, you say. The year’s nearly half over.Maybe, but it was the bad half, with the lousyweather and the still-shaky economy. The

good half is here. The half with more sunshine than night.It just feels better...happier, more positive.

AND?

Well, Fashion Week was in New York City in February and theyweren’t showing Spring and Summer stuff. They were showingFall and Winter stuff. Time is flying! So the fact that turquoiseis the color for 2010 means that you should be using it in yourstore NOW. Perhaps you could show it in your case selection.It should be in your frame merchandising, especially if you arefortunate enough to have display windows. I’m not recom-mending that you buy and then try to sell turquoise coloredeyewear, just that the little things that make a good display andtell a good story ought to include that color.

The nice thing about the color of the year is that it will coordi-nate with all four seasons. I checked and these are the colors forFall and Winter:

• Endive—a sort of yellow-green• Golden Glow—yeah, it’s gold, just not shiny gold• Living Coral—kinda like salmon, but pink-er• Purple Orchid—bright but not electric purple• Chocolate Truffle—a very rich, plum-y brown• Lagoon—looks a lot like Turquoise

• Woodbine—a muted, woodsy green with a little yellow• Oyster Grey—a very soft grey• Rose Dust—a beige pink that’s almost a neutral color

What do all these colors have in common? They look great witha turquoise accent. It might just be me, but a number of thoseFall/Winter colors sound and look like frame colors.

According to Laurie Pressman and Leatrice Eiseman ofPantone, “There is no doubt that in today’s complex and chal-lenging marketplace, color has the unique ability to attract andengage the eye, elicit emotion, enhance the product or environ-ment and ultimately tempt the consumer or client. In fact, coloris the catalyst that can spark the sale, define the space and cre-ate the magic and the mood.”

They also advise that when money is tight there is concernabout the longevity of a color and people have a tendency toplay it safe by choosing neutrals. We see that in the continuedpopularity of tortoise shell, black and brown frames. Perhapsyou should be looking for women’s frames with the color on theinside or as part of a temple design. Or you could suggest fash-ion-forward colors for readers or computer eyewear.

Again, Pressman and Eiseman suggest that to combat thesechallenging times, they caution retailers today not to overlookthe strategic use of color in their product selections, believingthat it is important to be mindful of creating visual excitementin their stores.“In an environment where consumers are cuttingback on their spending, it would be a mistake to overlook thisfundamental element of human psychology. Additionally,because impulse purchasing is part of the human condition, thesimple placement of products that feature unexpected splashes

Dispensing OpticianJudy Canty, ABO/NCLE

The Color of the Year 2010 is... TURQUOISE.Pantone is pleased to announce PANTONE 15-5519 Turquoise, an inviting, luminoushue, as the Color of the Year for 2010. Combining the serene qualities of blue andthe invigorating aspects of green, Turquoise inspires thoughts of soothing, tropical waters and a comforting escape from the everyday troubles of the world, whileat the same time restoring our sense of wellbeing.

—pantone.com

The Color of the Year 2010 is... TURQUOISE.


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of color or unique color combinations, can be a highly effectiveway to stimulate retail sales.”

I’m thinking resale cases, chains, cleaning kits, readers, pocketmagnifiers, contact lens cases...all the little doo-dads that don’tcost an arm and a leg and we just want for no good reason. Weas smaller retailers have a distinct advantage in today’s market-place. We can more easily adapt to changes in fashion than ourbig-box counterparts. However, it will take hard work and acommitment to change to stay ahead of our clients.

According to Mercedes Gonzalez of Global PurchasingCompanies, “Comfort is a trend because of the state of crisiswe’ve been in, but there’s always a yin to a yang. When we talkto consumers and ask them how many shoes they plan to buynext year, they’ll say that, while they used to buy one qualitypair and 10 Payless pairs they thought of as disposable, nowthey’d rather buy three pairs of shoes that are well-made andhandcrafted and wear the heck out of them. They want value,and they’d rather pay for a well-crafted leather shoe or excep-tional design, and they don’t want the same old stuff. They’rebuying less, but they’re buying better.” Go to the mall, sheadvises, and count shopping bags. See where they’re shoppingand look at what they’re wearing. Do your own marketresearch. “Not only do you have to be fearless, but you must doyour homework as well.”

Two years ago, says Marshal Cohen, chief analyst at NPDGroup, consumers saw something they wanted and they boughtit. Now they ask themselves if they really need it. “With con-sumers already thinking about their bottom lines, retailers needto appeal to their practical sides. You have to make them under-stand that what they’re buying is an investment, that they’regoing to use it day-in and day-out.”

Never have I heard the need for continuing education statedmore clearly. If we are asking our customers to invest theirhard-earned dollars in a pair of technologically advanced lens-es in fashionable and functional frames, then we’d better knowthe how and why of every element we discuss.

Today’s consumers are bombarded daily with an unbelievableamount of information, some of it good and worthwhile, muchof it hype. Our job as eyecare professionals is to help them nav-igate through the hype to find the combination of technologyand fashion that works for their individual needs. That needs tobe the reason your patients return and the reason they refertheir friends. Your knowledge and your willingness to share itand to educate your patients will be your best advertisement.

Not only do you know your technology, you know that thecolor for 2010 is turquoise and that Fall is just around the corner. ■

APR2010.qxd 3/31/10 4:04 PM

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ARTBroadcaststo the Blind

I HADN’T HEARD from my friend and colleague, Dr. NattyBumpo of Finster, NJ for some time. But to my delight, thismorning’s mail brought me a brief letter from him. He had vis-ited a gallery that featured the sculpture works of a blind artist.

Natty’s impressions were strongly felt and he was compelled toshare some of his experiences and observations with me. Theartist is Zohar Ginio and his exhibit is called, “Feeling andMeaning: Seeing Art through Touch.”

Ginio lost the sight in one eye completely and has little periph-eral vision in the other. This was a result of a failed immune sys-tem suffered at the age of sixteen. He started by taking somesculpture courses at a local college eleven years ago. The artist isalso a lawyer and follows a rigorous schedule. Natty writes, “Heteaches law students the skill of how to memorize large portionsof their text. Using that skill enables him to memorize a longdeposition without requesting frequent repetition in the pro-ceedings.”

The artist has been warned that his condition will likely worsen. However, his passion for his art remains undimmed.Following his first year of learning the basics and rudiments ofsculpture, he embarked on a three month hiatus in northernTuscany, Italy. The quarries near Pietrasanta have producedmarble since the Renaissance and the days of Michelangelo.The large stones there were an impractical media for Ginio toproduce a quality result. Ginio lives in a village in the JudeanHills, in Israel. He need go no further than his own back yard tofind the most appropriate stones for his art.

The artist explains, “My art is mid-sized and may not be largerthan what I can comfortably handle with my hands. If the workis too large, it is easy for a sightless person to lose the sense ofproportion.” Ginio admits to working, fully concentrated forlong periods of time. A statue can take him as many as 150hours to complete. Before working on the stone he inspects thesurface for cracks or weak spots. Left undiscovered, the lesserquality surface may cause the stone to split apart.

Ginio has great faith in the efficacy of his sense of touch, as wellas the other senses of hearing, smell and taste. He says,“I believethe other senses are sharper and more sophisticated than sight.Vision can be easily disrupted if an object is placed in front of your line of gaze. You may not be able to see it, but you canstill touch, smell or hear it. Vision is limited and subjective, buta dog’s sense of smell can tell you who was in the room threedays ago.”

Second GlanceElmer Friedman, OD

Photo: C

ourtesy ofww

w.artbeyondsight.org


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The artist follows the psychological evidence that the part ofthe brain usually performing sight skills has been repro-grammed to respond to the sense of touch. He believed that hisrehabilitation is miraculous. If you have a problem, count onyour brain to adapt to your needs.

Natty observes that, “Blind visitors to the gallery breached theuniversal ‘do not touch’ warning signs normally found in amuseum. In addition to the sculptor works there are manypaintings with thickened surfaces that were also appreciated bythe blind museum visitor. These handicapped people wereencouraged to touch and finger the works on display. Expertssay the exhibit is not to copy the blind experience for the sighted but rather to demonstrate that the blind can enjoy artjust the same.”

Natty continues, “I saw a young blind man touching a paintingwith a well projected surface and happily called out ‘mountain,moon’ as well as other areas that he recognized by his practicedtouch skills.”

One blind person who touched and examined a paintingdeclared that he wondered why no humans or plants weredepicted in that particular work. A companion asked how hecould possibly decipher that. The answer left an indelible markon all who heard him reply, “Because it broadcasts to me”. Anart teacher nearby observed that it was a perfect phrase since abroadcast does not define a specific way of communication tothe exclusion of all the others. For the teacher, an avenue isopened for new insights about a blind person’s sensitivities.

These museums also utilize electronic audio guides and Braillecaptions on a wall to help the blind visitors navigate their waythrough the maze of art in the exhibition. One must keep inmind that some of the works are also pleasing to a sighted vis-itor, but will have an added effect for the blind. Natty explains,“Some of the sculptures included Braille as part of the work.One artist used a number of aluminum discs that he adhered toa wall. It reminded me of LP records. The sighted would see thiswork as a series of simple abstract shapes arranged for anesthetic effect without any narration incorporated.

But, as a matter of fact the blind visitor, while feeling the surface, will touch an area that spells out a message in Braille.Another work consisted of several upright aluminum cylinders.Each is 15 cm high with Braille writing at the exposed ends.When they are touched from above they spell out “Let There BeLight.” Natty concluded, “Sighted people are accustomed toseeing light but, in this case the blind are feeling it. This mustbe an experience that is unknown to a sighted person.”

Susan Nashman Fraiman is an art history professor who hasdelved into this special field and recently acted as a co-curator

for a seminar/workshop in New York which was sponsored byArt Education for the Blind. It is a non profit organization ofart educators and developmental psychologists who areattempting to formulate a training program for the blind andvisually impaired.

The event took place during “Art Beyond Sight AwarenessMonth” in Oct. 2008. During the conference, NashmanFraiman learned of the theory that children who learn how tomake and understand art, grow up with greater cognitive abil-ities. She generated excitement with the feeling that the blindcould benefit from similar training. Those that could be helpedmost were people who were born sighted but lose their visionlater in life. They still have a memory of what things look like.Yet a blind person can appreciate the shape, feel and smell of atree. Certainly a blind person knows what rain, wind and sun-shine feel like. Colors present a special challenge to the unsight-ed person.

However, once informed of a color that is important to thework they react with an expected normal emotion. The colorred usually denotes rage or anger, blue is interpreted as depres-sion or melancholy, yellow suggests a happy disposition, and soon. Nashman Fraiman remarks, “Blind people see but not justwith the eyes.” It boils down to the fact that each blind muse-um visitor is painting his/her own picture and sculpting hisown sculpture.

The use of normal vision is taken for granted whereas eyemovements must be explained to the unsighted. The audioguide is sometimes exasperating to the blind since an undueperiod of time elapses as the particular work of art is intro-duced. The unsighted becomes connected to the piece by infor-mation presented in sequence. The audio guide will instructthe blind listeners where to place their fingers and hands andthe next direction to move them.

It is a laborious undertaking which the sighted person accom-plishes almost instantaneously. Curators are watchful sincerepeated touching may mar the works of art. NaishmanFraiman explains that rubber gloves are made available to helpreduce the possibilities of damage to the pieces of art. A workwith movable parts, for instance, would not be a safe entry.Many exhibitors do not prefer to enter their work to exhibitsfor the blind since they fear accidental damage may occur. Forthat reason, sturdy works made of wood, metal, plaster or stoneare often chosen. Every precaution is undertaken to prevent thework from suffering damage.

Naishman Fraiman concludes, “It takes a lot of time, but it is awonderful sense of accomplishment. It is like the unfolding ofa detective story, discovering one detail at a time. When all thepieces have been sorted out, there is a feeling of having solveda puzzle.” ■

APR2010.qxd 3/31/10 4:08 PM

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APR2010_National.qxd 3/31/10 2:03 PM Page 1

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APRIL 2010 | EEYECAREPROFESSIONAL | 47

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Time to rake the yard, spreadwood chips, prune back thebushes and trees. Time to turnon the pump in the fish pondand keep an eye out for blueherons (who like to turn my fishinto sushi).

At the office, major springcleaning efforts should beunderway. Washing windows,cleaning displays, artisticallylaying all the new stuff fromVision Expo, not to mention working on promotional plans for the rest of the year.

Locally, in your town, what are you doing to promote yourcommunity, your city, your neighborhood, not to mention –your business?

You can join your local Chamber of Commerce, (most activechamber’s have great networking opportunities), or BNI(Business Networking International), which is a great way tolink up with like minded businesses in your community. Aweekly meeting with your group keeps your message fresh inthe minds of people who will help you promote your businesswhile you do the same for them.

If you are lucky, your town will have a “Local First” chapteractive. This is a great organization whose raison d’etre is toswitch 10 to 15% of a community’s shopping from the big boxstores to local merchants.

Why shop at a locally owned business first? Because far more ofthe money spent at local businesses is reinvested in your community. This helps other local businesses, which createsgreater diversity and helps the community maintain its unique

appeal. Shopping local is environmentally friendly too,it creates less traffic and pollution.

The organizers behind LocalFirst chapters is The BusinessAlliance for Local LivingEconomies (BALLE), NorthAmerica’s fastest growing network of socially responsiblebusinesses, comprised of over80 community networks

with over 21,000 independent business members across the U.S. and Canada.

“Over its seven-year history, BALLE has grown to include over 60 local business networks encompassing more than 20,000 entrepreneurs in the US and Canada.”

“The deep issue is democracy,” says David Korten, author ofThe Great Turning and When Corporations Rule the World.“Do we really believe that power should be rooted in people andcommunity – decentralized – or should it be centralized either ingovernment or in large corporations?”(FROM BALLE’S MISSION STATEMENT.)

We have been members of the Worcester chapter of Local Firstfor several years now and fully believe in its principles. We makea point to use the WLF logo in our promotional efforts. Weattend many of their networking/social functions, and we try toshop at local merchants more than the recommended 10 to15% ratio.

So, use that extra springtime energy (and not just for golf), joinin with your community, boost it and boost yourself at thesame time! ■

Last LookJim Magay, RDO

Energized!IT’S HOW WE SHOULD BE FEELING. Daylight savings time, Vision Expo over,

Spring springing out all over, snow drifts receding, and the birds singing in the morning.

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eyecare professional magazine april 2010 issue

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