February 2015 • Volume 9, Issue 78 • www.ECPmag.com

Spring Brings New Releases in Eyewear / page 6 • Trends in Lens Design / page 22

FEB2015_Cov.qxd 1/31/15 2:24 PM Page 1

Are you prepared for National Sunglasses Day?

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message of UV protection.

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Promotional items are now available online to help engage consumers and patients in discussions about

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National Sunglasses Day, June 27, 2015.

Items can be downloaded as-is or customized with your branding, and can be printed directly or via

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CELEBRATE YOUR SHADES!

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6

Vol. 9 — Issue 78

CONTENTSFEB 2015

13 What Is My Face Shape?Finding the perfect frame for every face shape is one

of the most important responsibilities of an optician.by Judy Canty, LDO

16Promoting Your BusinessWhatÕs new in the world of social media marketing

for ECPs using this technology to boost their practice.by Corrie Pelc

20All About That App!Apps are becoming more popular since they make it easier

to consolidate a wide range of tools into one device.by Bill Heffner IV, FEA Industries

222015 Lens DevelopmentsNew designs include advancements from Rudy Project,

Luzerne Optical, and Super Systems Optical Technologies.by John Seegers, M.Ed., LDO

26Exercise Your BrainEducational seminars at Vision Expo are plentiful

and a great way to further your career development.by Anthony Record, ABO/NCLE, RDO

30Be A HumanitarianHal Walker, who helps veterans and a disabled veteran

himself Ð it just made sense giving back to the community.by Dan Bailey

34Stop SmokingHealth risks for your eyes include Diabetes, ARMD and

smoking. Know how to educate and talk to your patients.by Jason Smith, OD, MS

ic! berlin866-634-8990

www.ic-berlin.de

On The Cover

25 30

New and Trendy Frame ReleasesEntice your patients with the latest this season has to offer

in eyewear and sunwear. by ECP Staff

FEB_TOC.indd 1 2/4/15 7:28:08 AM

Scan this barcode with your smartphone to go to our website.

I am embracing 2015 with open arms! EyeCare Professional Magazine is

my new beginning and certainly my highlight of 2015 so far! After 8 years,

I am so very excited to move forward as the Editor/Publisher of ECP

Magazine. We operate as a family run business and take pride in producing

this national, optical trade publication to our readers in the industry.

The first step in re-launching this publication was to give it a new refreshed

look and design! Next was to re-evaluate the articles. With that being said,

some of our new monthly topics will be on education and technology, along

with a women’s corner. Did you know that women in the optical industry

have grown to over 9% in the past couple of years? Well we are going to hear

all about it in the Women’s Corner from some of the leading females in our

industry.

Another topic that is going to be added from time to time and featured in

this issue is “Giving Back”. There are so many companies in our industry that

do just that – from giving a percentage of frame sales towards glasses for

underprivileged children with vision problems to working as a veteran of

the industry for the veterans of the U.S. and everything in between. Helping

others is something that I am very passionate about and hope you are too!

New Releases – in the re-launch of Eye Care Professional Magazine and

gearing up for Vision Expo East, everyone is talking about what is new on

the frames side. From magnificent colors, chic lines, masculine details and

amazing shapes. Our frames editorial will highlight some of those new

styles – hot right off the press!

All about that app! I don’t know about you but I use an app for everything.

From exercise, beauty trends, DIY home projects to tracking my daily food

intake – I am all about that app. Featured in this month is an article on

technology and of course it’s about apps! They have entered our optical

circle and they are here to stay and can be a great help to your business.

Thanks for being part of our readership and I look forward to providing

you with great industry news and stories!

Please feel free to contact me with comments, ideas, or just to say hello at

editor@ecpmag.com.

Lynnette BlantonEditor & Publisher

New Beginnings, New Releases, New Features!

FROM THE EDITOR

Editorial Offices

4600 Grandview Avenue, Bensalem, PA 19020

Toll Free: 844-384-2181 • Fax: 215-702-0629

editor@ecpmag.com

Editor/Publisher

Lynnette Blanton

lblanton@ecpmag.com

Sr. Production/Graphics Design

Bruce Drob

graphics@ecpmag.com

Contributors:

Mary Armstrong, Judy Canty, Pamela Capaldi, Elmer Friedman,

Jim Magay, Corrie Pelc, Anthony Record, John Seegers, Jason Smith

EyeCare Profesisonal Magazine is published monthly by ECP, LLC.

Delivered by Third Class Mail

Volume 9 Number 78

No part of this magazine may be used or reproduced in any form

or by an means without prior written permission of the publisher.

ECP, LLC. makes no warranty of any kind, either expressed,

or implied, with regard to the material contained herein.

ECP, LLC. is not responsible for any errors and omissions,

typographical, clerical and otherwise. The possibility of errors

does exist with respect to anything printed herein.

It shall not be construed that ECP, LLC. endorses, promotes,

subsidizes, advocates or is an agent or representative for any

of the products, services or individuals in this publication.

For Back Issues and Reprints – contact Lynnette Blanton,

Publisher/Editor at 844-384-2181 or by email at

editor@ecpmag.com.

For subscription changes, email: lblanton@ecpmag.com.

Opinions expressed in editorial submissions contributed to

EyeCare Professional Magazine, ECP, LLC are those of the individual

writers exclusively and do not necessarily reflect the opinions of

EyeCare Professional Magazine, ECP, LLC its staff, its advertisers,

or its readership. EyeCare Professional Magazine, ECP, LLC assume

no responsibility toward independently contributed editorial

submissions or any typographical errors, mistakes, misprints,

or missing information within advertising copy.

FEB2015_Masthead.qxd 1/31/15 1:57 PM Page 2

AK

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Oliver Peoples

L.A. Coen is a unisex frame and a twist on a vintage-inspired

classic, it’s a polished style that features sharp angles for a

modern look. Functional dual pins on the frame front and

custom plaque featured on the temples offer additional

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Baby Banz

Things are getting wild at Baby BanZ this spring with

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Villa EyewearBlackfin, the all-Italian titanium eyewear brand

in its newest style, the classic panto-shape,

reinterpreted in a modern key, of Model BF728

KEY WEST, is sure to become a must-have for

fans of this style. The vintage-look design

retains the brand’s trademark unfussy, clear-cut

lines enhanced by colour-combinations that

contrast understated with livelier tones for

truly original solutions. www.villaeyewear.com

Eyewear by ROI

“New from Karen Kane Eyewear is the Gardenia. This style

features a thin profile metal front combined with a sleek

acetate temple with tasteful metal deco piece. This sophisti-

cated design has a deep B dimension making it the perfect

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Hilco

Leader Rx Sunglasses are Hilco’s smart optical solution to

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Smoke X Mirrors

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Plan B Eyewear

Plan “B” Eyewear introduces it’s Staag Spectacles mens line

which features high quality design alongside exceptional

materials. Models like the Huxley are made of Mazzucchelli

cured acetate and feature 7 barrelled

hinges. www.planbeyewear.com.

REM EyewearWith seasons ever-changing, the SP1002 is

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Bevel Specs

The Claire is a very European look, with sweeping lines and

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Modern Optical

Comfort meets urban style in this combination titanium/TR90

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Dragon Unveils The NewNFXS Snow Goggle &Wins ISPO Design AwardFor Google Category

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Recognized by a panel of prestigiousjournalists, retailers, athletes and design-ers from 14 countries, the ISPO Awardsolidifies the NFX2 goggles’ position inthe marketplace as an aestheticallyunique & technically superior framelessgoggle. Beyond its award-winning looks,The NFX2 features Dragon’s SWIFT-LOCK Lens Technology making lenschanges faster, easier, & more securethan ever.

The NFX2 features a distinctive cylindrical lens design available in a variety of colorways but the key to thisgroundbreaking design is SWIFTLOCKLens Tech—a pair of integrated levers inthe goggle frame that allow for instanton-and-off lens deployment.

“What I really like about this goggle isthat it looks kind of retro but it’s got thenewest technology and there’s reallynothing better than the framelessdesign,” says Dragon Global Team Riderand 2014 Snowboard Olympian, DannyDavis. Davis has a signature model forthe NFX2 Collection inspired by hisfavorite colors and retro Dragon logotreatment which makes it unique in the line.

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To see Dragon’s array of premium eyewear products including sunwear andoptical, www.dragonalliance.com or callthe Dragon HQ at 760-931-4900.

Eyes of Faith Adds New Wear & Share® Opportunities with Latest Eyewear Styles

Eyes of Faith® introduces seven new styles to

its collections of Wear & Share® eyewear. For

every purchase, eye care or eyewear is donated

to faith-based optical missions through Eyes

of Faith’s Wear & Share® promise.

Eyes of Faith sends more hope into the

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including ophthalmics and sunglasses in high-

quality acetates and lightweight stainless

steel/acetate combos. With these new releases,

the company continues to uphold its Wear &

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LUXURby Hackett Bespoke

The lenses, the spring hinges, theacetates; every gram of each HackettBespoke Sunglass has been carefullycrafted using only the finest parts, mate-rials and techniques. While colouration isclassical, the styling is never old fashioned. The fit is immaculate, the finishes impeccable; this is great Britisheyewear at its most authentic.

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2015 will see the launch of the firstHackett UTX sunglasses. HSB838 asworn by Jeremy Hackett on the catwalkfeatures graduated faded acetate with aretro nod.

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FEB2015_eyestyles.qxd 2/1/15 1:29 PM Page 10

Face to FaceIn 1970, when Ralph Drew published

“Professional Ophthalmic Dispensing,”

he identified 5 basic face shapes:

• The Long Face

• The Wide Face

• The Erect Triangle Face

• The Inverted Triangle Face and

• The Pudgy Face

WHO AMONG US wants to be the one to answer the question

“What is my face shape?” with those options?

“Well sir or ma’am, you have a pudgy face.”

Flash forward 45 years, and we have a more sophisticated selec-

tion of shapes and a more comfortable way of describing them.

From the very beginning, the goal in choosing the proper and

most flattering frame is to highlight the patients’ best facial

features and to create the illusion of the perfect oval face shape.

Sometimes patients know their face shape, but more often they

don’t. Why not keep a dry erase marker at your dispensing table

and take a couple of minutes to trace their face shape on your

mirror? Trace the shape beginning at the chin and moving

around the face, excluding the ears, along the hairline and back

down ending at the same point where you began. Now you have

a foundation for your frame selection process.

So, let’s talk about specific shapes.

THE OVAL—long considered the perfect shape because of its balanced proportions, still there are pitfalls including frames that

are overly large or much too small. This face shape can handle

just about any frame shape.

THE ROUND—all soft edges, no sharp angles, the length andwidth of the face are nearly the same. Use an angular shape that is

wider than it is deep to lengthen the face and create the illusion

of an oval shape.

THE OBLONG—longer than it is wide, the oblong may also havea large forehead and/or a longish nose. Use a wider frame to

visually shorten the overall length of the face, perhaps a wrap-

around frame or one with visual interest at the temple as well.

THE SQUARE—with a strong jawline and a broad forehead, a little softening is in order. Once again a wider frame with narrow

depth and some softer lines will help create that oval effect.

THE TRIANGLE—with a narrow forehead that widens from thecheekbone to the chin, this shape just screams for a cat-eye frame

or one that is designed or colored to draw attention upward.

THE INVERTED TRIANGLE—opposite of the TRIANGLE, thisshape with a narrow chin and wide forehead needs a frame that

draws attention downward, perhaps an aviator style or one with

a low temple placement.

THE DIAMOND—could we call this an angular oval? Perhaps.This face shape with its defined cheekbones is well suited to

dramatic styling and colors. Think cat-eyes or bold browlines.

It’s also best to keep in mind that most faces are a combination

of shapes; the skill is in determining which is the dominant shape

and begin the selection process from that point.

The Effect of Prescription on Frame Selection

Even with the proliferation of aspheric and double aspheric lens

designs and multiple mid- and high index materials, the power of

E Y E C A R E P R O F E S S I O N A L 13

Judy Canty, LDODISPENSING OPTICIAN

Face to Face

FEB2015_canty.qxd 2/1/15 1:21 PM Page 3

your patient’s prescription plays a significant role in proper

frame selection. Even the most perfect frame shape can be ruined

by selecting the wrong frame size or the wrong lens design or

material.

• Minus lenses minify. Choosing the perfect shape in a sizethat is too large, even a little bit too large will make your

patient’s face appear to “bend” inside the eyewire. You also

may have to deal with an unnecessarily thick lens edge.

While you may be able to balance eye size with bridge size

to achieve the best combination using a frame with

adjustable nosepads, a zyl frame will often prove to be

unworkable without some alterations, including adding

adjustable pad arms and nosepads. Some frame manufac-

turers can add adjustable nosepads to their frames. It pays

to know which ones.

• Plus lenses magnify. Large plus lenses magnify evenmore. The major considerations for frame size and shape

with plus lenses are the increase in magnification and in

thickness. Once again you may be able to balance eyesize

and bridge size to achieve the best fit. Special attention

also needs to be paid to the center thickness of plus power

lenses, since it becomes problematic when properly fitting

the bridge area.

• Progressive and computer-specific lenses require

adequate frame depth to be really useful. You havegreat control over the length of progressive corridors on

both progressive and computer/task-specific lens designs,

however always remember that the minimum recommend-

ed seg height is measured to the middle of the add. If you

drop below that minimum, your patient loses some of the

power needed for the lenses to function properly. So if the

best frame shape has a narrow depth, check to see that

there is enough lens area to work with.

The Effect of Bridge Design and Temple Placement

on Frame Selection

• The saddle bridge or unifit bridge tends to shorten the

appearance of the nose. Good for the OBLONG, bad for

the SQUARE.

• The keyhole bridge tends to lengthen the appearance of the

nose. Good for the SQUARE, bad for the OBLONG.

• High temple placement draws attention upward to the

forehead. Good for the TRIANGLE or DIAMOND, bad for

the INVERTED TRIANGLE.

• Low temple placement draws attention down towards the

cheekbone area. Good for the INVERTED TRIANGLE,

bad for the TRIANGLE or DIAMOND.

The Effect of Color Frame Selection

Carole Jackson published “Color Me Beautiful” in 1980 and we

have referred to her seasonal definitions for years. Noting that

FEB2015_canty.qxd 1/31/15 2:50 PM Page 4

everyone is either COOL (winter/spring) or WARM

(summer/fall), the selection of the right color or combination

of colors can be effective in enhancing the proper frame shape.

Not sure how to determine which palette to use? I chose a clear

zyl frame and tinted one half pink and the other half peach.

Trying on that frame was and is the easiest way to make that

determination. Every color has a warm or a cool undertone and

the correct color combined with the correct frame shape

becomes a masterpiece. Beca use there are so many tints and

hues, nailing down a specific formula for color choice is nearly

impossible. It makes more sense to know what colors will work

in combination with skin tone, eye and hair color and wardrobe

choices. While well-chosen and properly fitted eyewear is a

necessity, its ability to create a “look” makes it a perfect accessory.

• Use a clear or light colored bridge to widen close-set eyes.

• Use a darker bridge area to offset widely spaced eyes.

• Use a darker colored or decorative top rim to draw

attention upward.

• Use a darker outer edge to widen or accent a narrow cheek

or jawline.

Remember that as we age, we tend to lose our coloring, so don’t

be afraid to go a little bolder with both color and design when

making suggestions to your older patients. Also remember that as

long as there are hipsters among us, geek chic will never go out of

style.

P.S. If you’re reading this before your trip to Vision Expo East or

SECO, Leatrice Eiseman, Executive Director at the Pantone Color

Institute® has decided that, “This season there is a move toward the

cooler and softer side of the color spectrum. An eclectic, ethereal mix

of understated brights, pale pastels and nature-like neutrals take

center stage as designers draw from daydreams of simpler times.”

Buy wisely. ■

“From the very beginning, the goal in choosing the

proper and most flattering frame is to highlight the

patients’ best facial features and to create the illusion

of the perfect oval face shape.”

Constitution® Full Back-Side Free-form Progressive Lenses

Constitution is a registered trademark of FEA Industries, Inc. All right reserved.

www.feaind.com

800.327.2002

The Most Afordable Free-Form Progressive Available

Free Samples Available Upon Request

Try it Yourself and Compare

FEB2015_canty.qxd 1/31/15 2:51 PM Page 5

IN THIS DAY AND AGE, you will be hard pressed to find

someone who does not use social media to promote their

business. Almost every print and television add includes

the line “find us” followed by a listing of social media

sites, such as Facebook, Yelp and YouTube, and storefronts

prompt patrons to “check in” or “follow” their business on

Foursquare and Twitter.

According to a study conducted by LinkedIn in 2014, nine out

of 10 small and medium sized businesses use or plan to use social

media. Of these businesses, 94 percent of them use social media

for marketing, and 61 percent have found social media helps

them attract new customers.

And with the amount of time people are spending on social net-

working sites, there’s a good reason that businesses are turning

to social media for marketing. According to the BusinessInsider.

com article, Social Media Engagement: The Surprising Facts About

How Much Time People Spend On The Major Social Networks,

social media is now the top Internet activity for Americans.

And it was estimated that 1.73 billion people around the world

would use social networks in 2014, with that number expected

to increase to 2.55 billion in 2017, according to an article on

emarketer.com.

Although these numbers look promising, eye care professionals

may be asking the question of whether using social media for

business marketing remains as viable as it was a few years ago.

Experts agree social networking is still relevant and important

for ECPs to engage in, but things have changed over the past few

years. Here we take a look at what’s new in the world of social

media marketing, and offer tips on how ECPs can boost use these

technologies to help boost their practice.

PAY TO PLAY

According to Dr. Nathan Bonilla-Warford, owner of Bright Eyes

Family Vision Care and Bright Eyes Kids in Tampa, FL, 2010-

2011 was what he considers the “golden age” of social networking

for ECPs because so few people in the eye care field were doing

STAYING SOCIAL

BY CORRIE PELC

Social networking is still important for ECPs,

but the rules have changed.

16 E Y E C A R E P R O F E S S I O N A L

FEB2015_Layout.indd 2 1/31/15 10:44:56 AM

anything with it. “Just the fact that you

were trying to do it was enough to get

attention and loyalty from patients,” he

explains. “Those who were engaged at that

point, we got a lot out of it, and it really

was like free marketing, free attention,

free advertisement.”

Now four to five years later, Dr. Bonilla-

Warford says things have changed quite

a bit and it’s not as easy as it once was. “It

is much more like traditional marketing

in the sense that you get what you pay for,

either in the sense of paying somebody

to generate really excellent content for

your practice, or just paying to have

your content displayed in the case of

Facebook,” he says.

For instance, Dr. Bonilla-Warford says

in the early days of Facebook, their focus

was on getting “likes” from patients and

people in the community. Today, that has

shifted to using their Facebook page –

which has more than 1,600 “likes” – as an

outreach tool for attracting new patients,

as well as getting specific messages relayed

to people in their geographic area. To help

achieve this, in some cases Dr. Bonilla-

Warford has turned to Facebook advertis-

ing to help ensure certain posts are getting

in front of the right people.

He uses the example of when his new

pediatric optometry office, Bright Eyes

Kids, opened last year. Dr. Bonilla-

Warford says he paid to boost the grand

opening announcement on Facebook,

targeting it specifically to go out to

women between the ages of 30 and 50

in the Tampa area that were fans of the

local children’s museum. “We thought if

they both lived in Tampa and liked the

children’s museum, they were likely going

to be potential patients or they should at

least know our children’s office exists,” he

explains.

Key here, Dr. Bonilla-Warford says, is

making sure to really define your audi-

ence. “You absolutely do not want to be

spending money and having people in

Europe and Asia seeing that boosted post,”

he explains. “It’s very much about think-

ing about the intent of the content and the

audience that you want to reach so that

you don’t just waste money in advertising

to people who are never going to become

patients.”

Content is King

According to Samantha Toth, president

of marketing company Innereactive Media

based in Grand Rapids, MI, today the

question is not will a practice participate

in social media, but how well they do it.

Toth says one of the biggest mistakes ECPs

make with social media is that they treat

it like just another marketing channel.

However, she says social media is not

about broadcasting a marketing message.

“It’s about connecting and staying

connected with your patients.”

Toth says 95 percent of the time busi-

nesses are either “selling” themselves

using social media or they are posting

content that is just boring. “People do

not respond to obvious solicitations, but

marketing online can be made so subtle

that people don’t know they are being

marketed to,” she explains.

She says patients respond to fun types

of posts — such as videos, quizzes and

"IF YOU ARE NOT OFFERING

FREEFORM YOU ARE NOT

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FEB2015_Layout.indd 3 1/31/15 10:44:56 AM

International Vision Expo Seeks Course Proposals for 2016

International Vision Expo & Conference is now accepting course proposals fromprospective speakers for both Vision ExpoEast 2016 (April 14 to 17, 2016) and VisionExpo West 2016 (Sept. 14 to 17, 2016). Each applicant can submit any number ofcourses to be considered by InternationalVision Expo's Conference Advisory Board.

While the submission database will be active year-round, in order to have the best opportunity to be considered for the International Vision Expo East 2016program, course proposals should be submitted by Feb. 20, 2015.

The Conference Advisory Board will convene in May 2015 to develop the Vision Expo East 2016 education curriculum using the course submissions collected through the speaker management system.International Vision Expo East traditionally offers over300 hours of education focused on disease diagnosisand treatment, clinical application of products andhealthy business solutions.

To submit a course proposal for either Vision Expo East 2016 or Vision Expo West 2016, visit: www.aievolution.com/VisionExpo.

Vision Source Launches ‘Optical Dream’ Learning and Rewards Solution

North America’s largest, independent optometric alliance

Vision Source announced today the launch of Optical Dream –

a practice development initiative that will be offered to its’ over

3000 member practices throughout 2015. The Optical Dream

will provide both enhanced awareness and unique sales training

to each member of the optical and office staff, improving

patient experience and practice profitability. The Optical Dream

solution, provided exclusively to Vision Source members, will

incentivize staff to learn and execute strategies that have proven

to be effective at many of the most successful practices in the

country. Vision Source, which added more new members

in 2014 than any other year of its 24 year history, continues

to deliver innovative tools and resources to support its

growing membership.

Optical Dream is a web-based solution filled with cutting

edge edutainment provided through a gamification interface.

Dr. Walter West, Vice President of Practice Development, led a

multidisciplinary effort to create the user friendly program that

leverages innovative metrics, technology and teamwork within

Vision Source practices as teams drive their practice growth

in 2015.

“Optical Dream is an elegantly simple method for improving

the focus of the staff and optician as they support the doctor,

which leads to improved patient experience and practice profit.

Everyone in the practice will take some responsibility for

making a difference,” commented Dr. Walt West.

The Vision Source Optical Dream solution is comprised of

state-of-the-art audio, written instruction, video role-play

demonstrations, and reinforced with engaging questionnaires.

In addition to these innovative learning techniques, there are

multiple practice management tools included as a reference to

assist the doctors and staff with their learning experience.

Within this simple process, the opticians, optical dispensers,

doctors and staff have multiple chances, based on their partici-

pation and performance, to win cash, prizes, and all-expense

paid trips to Paris and other destinations.

Zyloware Announces The LeonMax 2015 1st Quarter Launches

After the initial launch in 2014, Leon Max expands the

successful collection in 1st Quarter 2015 with 3 styles and

11 skus. The fashion-forward, cutting edge, trendy eyewear

continues to wow your customers.

The new Leon Max Collection continues setting trends

and staying ahead of the fashion curve with unique

designs including rich materials and constructions

creating more limited and exclusive styles. This leading

wave eyewear collection features impressive metals and

full zyls in dramatic colors and bold, edgy shapes.

Presented in a rich fashion, the signature globe logo

treatment is displayed on every style of this collection in

a memorable way.

FEB2015_News.qxd 2/2/15 1:36 PM Page 2

charity efforts — and posts with photos

are also a big draw. “Be interesting and get

personal on social media — post about

things your patients would want to have

a conversation with you about,” Toth

explains. She suggests posting on topics

like nutrition and diabetes, as well as

general health, fitness and fashion, and

to always be on the lookout for articles to

share and humor that can draw interest.

NO FEAR

For ECPs to be successful with social

media today, they have to go in to it with

no fear, says Dr. Jessi Lee, optometrist

at Park Slope Eye in Brooklyn, NY. “In

this day and age, social media is critical,”

she explains. “People are on it every day

and even if they see your page pop up

every day and they don’t always click on

it, at some point it’s going to register as a

reminder in their brain and remind them

to come back and make their annual

appointment.”

Dr. Lee says their practice focuses on

three main social networking platforms —

Facebook (their page has more than 3,400

“likes”), Yelp, and an online appointment

scheduling tool called Genbook. Although

they have considered trying other social

media tools, she says they stick with these

three so as not to spread themselves too

thin. “It’s good when you can just focus

on a couple and make the content that

you put on it valuable, instead of putting

so-so content trying to get it across many

platforms,” she says.

To make sure their social networking ef-

forts are valuable, Dr. Lee says everyone in

the practice is involved and everyone has

a specific day which they are responsible

for. For example, their optician will post

about new frame lines, while Dr. Lee will

post about pediatric optometry and vision

therapy. “We rotate it throughout so it’s

not just one person’s responsibility — it’s

a group project,” she explains.

In fact, social networking has been so

successful for Park Slope Eye that they do

not have a Website — their Facebook page

acts as their main information portal to

patients. Dr. Lee says this has worked out

well for them because rather than patients

visiting a Website to read some informa-

tion about them, if a patient has additional

questions they can reach right out to them

to get their question answered.

Overall, Dr. Lee believes social network-

ing will continue to have an impact on

how ECPs promote their business, and

will grow in the coming years. She states

“I would say the earlier you embrace it,

the better.” ■

Hilco Introduces SunClips™ Glide-FitThe biggest innovation in SunClips since...well, since our last one!

Hilco introduces Glide-Fit SunClips – the most trouble free SunClips system that works with both metal and plastic frames. Glide-Fit combines the easy on/off utility of a spring bridge with a unique patent-pending “slip over” clip that glides the SunClips into place. And there’s no risk of Rx lens

damage with the unique Glide-Fit clip design that doesn’t contact the back surface of the Rx lens…no matter what the Rx, protecting expensive lenses and coatings. Available in 2 chassis colors with 2 polar-ized lens options in the best-selling shapes and sizes.

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FEB2015_Layout.indd 5 1/31/15 10:45:02 AM

Bill Heffner IV, FEA Industries – otherbill@feaind.com

THERE ARE obviously a number

of benefits to embracing new

technology, but before you do

you want to make sure that it’s going

to enhance your business, and not

become a distraction.

With how popular iPads and other

tablet computers have become, it’s no

wonder that they have more and more

applications (apps) being developed

for the eye care world. How you utilize

these apps can have a large impact on your

business, so let’s take a look at a few of

them and see how they can be useful for

enhancing your business.

Before I get into a few specific apps, it’s

important to review these with respect to

your own locations and customer bases,

as some customers can react differently to

how you handle technology in the office.

Everything comes down to how it’s going

to help your practice and increase your

sales, which is the main reason for these

apps existence.

Vision testing apps are becoming more

popular since they make it easier to

consolidate a wide range of tools into one

device. I’m sure by this point everyone has

seen some type of basic Snellen chart app.

While this is obviously limited in use,

other products can offer a much larger

range of features. For example, Konan

Medical has release their ColorDx app

that allows for easy color vision diagnosis.

This is largely targeted at clinical practices

in order to test for both genetic (protan/

deutan) and acquired (tritan) color

deficiencies. If this is a test that your

practice is already doing with traditional

cards/plates, then this may make it much

easier to administer this type of a test. Not

only will this app score the type of color

blindness, but also the severity. Coupling

that with easy integration into EMR/

EHR systems, this app could easily be

worthwhile in a practice.

Some apps focus more on educating

both staff and patients about lenses. These

types of apps can be best placed either on

tablets in the waiting room, or handed to

the patient to give them a brief overview

of certain product offerings. Education

is perhaps one of the biggest points about

why technology is so necessary in our

industry. With all of the lens offerings

today, it can be difficult to tell what’s

what. Being able to know what lens design

is best for a patient means that you need to

know not only about the lenses, but about

how the patient is going to wear them.

For example, when you have sunwear,

being able to explain to a patient what

polarized lenses are can be difficult at

times. This can be made all the more

difficult when you try to explain

to them the difference between a

polarized lens and a tinted lens.

To try and help explain this situa-

tion, we have the NuPolar polarized

lens app from Younger Optics. This

app has some clear and concise

information about polarized lenses,

both on what they are and why they

are a good thing to have in your

eyewear. When attempting to explain

how a polarized lens blocks horizontally

polarized light, it can be much easier and

understandable to show your patient a

30-second video that can explain it, as

opposed to trying to explain or draw them

examples of how light works.

When talking about all of these com-

puter-based solutions, I naturally have to

touch on the popular topics of “digital eye

strain” and “blue light”. Over the past few

years, the influx of phones, tablets, and

computers into our every-day lives has

fundamentally changed our vision habits.

Our focal lengths can go from near to

far very quickly, which can cause a num-

ber of side effects, such as headaches, neck

pain, and fatigue. There are a number

of products that have been positioned to

help treat digital eye strain. This includes

specially made lens materials to block

blue light, anti-reflective coatings, and

anti-fatigue single vision lenses aimed

towards such as students.

Given all of these specialty products, it

can be very lucrative for your practice to

Technology in the office is becoming more and more unavoidable.

The prevalence of computers in our everyday lives mean we have

to adapt the workplace to take advantage of this new technology.

EyeCare — There’s an App for That!

Konan Medical’s ColorDx App

20 E Y E C A R E P R O F E S S I O N A L

TECHNOLOGY NEWS

FEB2015_bill.indd 2 2/3/15 2:05:07 PM

offer them to patients. The problem becomes

getting them to understand the risks

associated with digital eye strain and agree

that they need protection against it. Luckily,

Zeiss has an app for that. The Digital Eye

Strain Test from Zeiss is intended to give

you a way to demonstrate to your patients

what degree of eye strain they have, and

offers education on what it means.

The app works by giving the patient a

number to focus on, then asks them to focus

on a point across the room. The patient

continues focusing from one point to

another, and the object is to see how many

times in a 30-second period the patient can

shift their focus from one point to another.

The longer it takes to switch focus, the

higher the degree of eye strain they’re under.

Once the patient actually undergoes this

test, it can be easier for them to understand

the effect that eye strain can have on their

vision. Which in turn makes it easier to

offer them products that can help guard

against this condition.

There are also apps designed at helping the

whole ordering process, such as Optotech’s

EyeWizard app. This app is intended to

facilitate your placement of orders by taking

the prescription information. It also offers a

way to make it easy to demonstrate different

progressive lens options and lens treatments

to your patients. By using both stored

pictures as well as the front-facing camera

on a tablet, this app makes it possible to

overlay different progressive lens designs

onto real-world images. This helps you to

explain different lens choices. It also gives

you a way to demonstrate the difference

between a good/better/best progressive

lens option.

With the prescription and lens

information, you can then choose your

frame shape to get an estimate of the

thickness of your final lens. This can be

used to show the difference between certain

materials, which can be useful when trying

to get someone with a higher prescription to

use high index as opposed to plastic lenses.

The app also allows you to show coating

and color/tint options. Using the camera

of your tablet, it will overlay colors that

you can change, so the patient can get an

idea of the difference between a 10% and

25% tint. Anti-reflective and hard coat

options are also available. This help in

making this a fairly complete app in terms

of not only placing orders to your lab, but

also involving the patient in the ordering

process. By involving the patient, they are

more involved in the choice of lens options

and extras, since you will be prompted along

the way. This, combined with the easy way

the app presents lens choices, makes it a very

powerful selling tool in the right hands.

The key is not only keeping up with new

developments, but being able to figure out

which ones are going to help you in your

business. There are only so many videos and

apps that any given patient is going to sit

through at one time. It is still going to be up

to you to know when to use these tools, and

what’s appropriate for your patient.

Technology is a great way to help your

bottom line. Anything that can make sales

and education easier is going to affect your

business in a big way. If you have any success

stories with adopting some new technology

in your office, I’d love to hear about it –

whether it’s something that helps you make

sales, educate, or just makes life in your

office easier. ■

FEB2015_bill.indd 3 1/31/15 11:00:29 AM

John Seegers, M.Ed., LDO – OpticianWorks.com

AS I WAS SITTING and reading an email

from Wendy Black, Lab Manager for Rudy

Project on their new ImpactX2 material, I

also got an email from Lynnette, President

at ECP magazine. Lynnette was letting

me know she had an article for me to

write titled “Trends in Lens Design and

Material”. How is that for a serendipitous

coincidence?

So with that I start:

Rudy Project says, “The activation comes

from the fact that the new photochromic

dyes we use for ImpactX-2 react not only

to UV rays, but also to a part of the visible

spectrum, which improves activation

behind windows and in particular, in

cars. When fine-tuning the pigments used

in these new lenses, we aimed to achieve

the fastest possible activation time and

darkening ability so users with varying

light conditions would be comfortable

at all times. The new ImpactX-2 lenses

will be offered in both mirrored and

non-mirrored versions, with models going

from clear to black, clear to brown or clear

to red. The mirrored version will of course

offer a darker lens overall, but deactiva-

tion will be slightly slower.” Yes, you read

that right! Rudy Project, the company that

gave us a non-blocking polarized lens, is

now offering a photochromic that stays

darker inside a car.

What is my take on a lens trend?

Although it was not a marketing success,

the recent clear-to-polarized lens offering

may still end up being combined with

other technologies. Is it possible we will

see a clear-photochromic that stays dark

behind a windshield in 2015? Stranger

things have happened…

Last month, I took a drive out to

Roanoke, VA, and spent my day working

with Schroeder Optical on shooting a new

“Let’s Visit A Wholesale Lab” video for my

website. As it always happens, I learned

some new things. For the first time, I got a

behind-the-scenes tour of a modern

AR coating facility. The technology is

amazing. The lab’s work was a great

example of a “trends in lenses” where

even small and mid-sized, independent,

wholesale labs can produce high-end,

multi-layer ARs in-house with a short

turn-around time.

Schroeder is also approaching the 100%

free form design level, which is another

“trend in lenses.” No warehouse of lens

blanks, no stacks of tools, no mechanized,

coolant-belching monsters. Clean,

efficient, compact and fast free-form

lens creation is a win-win for everyone.

Consider that the end product provides

better vision, and things get even better.

In talking to John Dougherty, co-owner

of Luzerne Optical, “One of the obvious

trends we see is the continued growth

in all digital and free form progressive

lenses. We see this strong growth in

both the great brand name products we

produce in-house like Essilor/Varilux,

Carl Zeiss, Hoya, Seiko, IOT, Shamir, VSP

and others. We also see just as strong of

a growth trend in our proprietary house

brands like Sightstar 365, FreeFocus,

FreeFocus HD and FreeFocus Camber.

None of the manufacturers are releasing

any new traditional molded progressive

designs so the not too distant future will

see digital and free form designs as the

only option. The digital and free form

market for single vision and office lenses

is also experiencing great growth in both

brand name and house products.”

“Another trend we are seeing is the

strong growth in polarized lenses. The

realization is finally setting in that

Trends in Lens Material and Design 2015

2014 ended on a high-note of innovation in lens trends and 2015 comes out of the gate strong with new

designs and materials. We anticipate that in 2015 we will continue to see new developments and further

refi ning of the trends we saw last year. New products, the resurgence of the independent wholesale lab,

advances in free-form application, in-house lens production and new coatings to name a few.

Profl ow Carbonium with ImpactX-2™ Photochromic Clear to Laser Red (HDR) Lenses Agon Frozen Ash with ImpactX-2™ Photochromic Clear to Laser Brown (HDR) Lenses

22 E Y E C A R E P R O F E S S I O N A L

THROUGH THE LENS

FEB2015_seeger.indd 2 1/31/15 11:31:05 AM

WHAT’S NEW?

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polarized lenses provide wearers the

ultimate year round sunwear experience

and the market is finally starting to see

the strong growth that has been long ex-

pected. Luzerne carries the best polarized

products available with the best in class

brands like NuPolar, Xperio, Coppertone

and our own Polar365. We were recently

awarded the Xperio Lab of the Year Award

by Essilor at their National Sales Meeting

in January in beautiful Banff, Canada.”

In the “do-it-in-house” department,

FastGrind continues to advance with its

pre-surfaced lens processing technology.

FastGrind is still the world’s smallest and

fastest lens surfacing system. It generates,

fines and polishes lenses to prescription

with ease. It is under 5 sq. ft., comes with

a lifetime parts warranty, can make digital

quality progressives in under 15 minutes,

and uses only tap water. FastGrind own-

ers can provide their patients with fast

service, offer a wide range of products in

office, and has price competition with

the retail chains. FastGrind was recently

approved by EyeMed as an ‘in-house’

EyeMed lab. What this means is that ECPs

can use the FastGrind system to process

EyeMed jobs in their practice. This is a

huge benefit for practices that process

insurance jobs. FastGrind is also used by

the United States Military. They order

FastGrind systems from Super Systems

Optical Technologies regularly to produce

eyewear for our troops, as well as for

humanitarian purposes around the world.

At the tail end of 2014, we saw a huge

push in the direction of controlling “blue

light” from our electronic devices. That

means that we will see plenty more in

2015. Deborah Kotob from Vision-Ease

has this to share: “There is a great deal

of buzz lately about blue light in our

industry. The most serious result of blue

light exposure to the eyes is photodamage

to the retina. This photodamage has

been researched for well over ten years,

and has been strongly linked to the

development of macular degeneration

in numerous studies. Vision Ease Lens

developed the Coppertone Polarized lens

to provide maximum protection from

this high-energy, visible portion of the

electromagnetic spectrum, which ranges

from 400nm to 500nm. Coppertone

Polarized lenses provide outdoor

protection from the highest dosage of

‘blue light’ exposure, which comes from

sunlight. There are many benefits to

attenuating ‘blue light’ both indoors

and outdoors: clearer sharper vision,

eliminating eyestrain, and protecting

the eye from photodamage. A word of

caution: If you only advise your patients

to protect their eyes from the higher

energy light emitted from their computer

screens, then you are doing them a

disservice. Why? Because an average

computer screen has illuminance levels

at 300 lux, while midday sunlight has

illuminance levels at 120,000 lux. Make

sure that your customers understand the

importance of protecting their eyes from

the highest source of damage, sunlight,

along with the benefits of reducing indoor

exposure.

I’ve mentioned this before, but here it is

again: Did you know that the phrase “May

you live in interesting times” is actually

a curse? Still, I’d rather live in these

interesting optical times, where some real

change is occurring, than to have to relive

the stagnant years before.

As a final note, let me say how happy

I am to be writing again for Eye Care

Professional magazine. As a contributing

writer to many other print-based trade

publications, I can say that ECP is rare.

Here, you get a personal perspective on

each topic. Eye Care Professional turns the

current magazine format upside-down.

It’s designed for the readers among us who

remember when writing mattered. Unlike

in most publications, the articles in ECP

are often not ads unto themselves. Here at

ECP magazine, you can still read articles

written by people with a passion for their

subject! Sometimes, their passions may

seem misplaced, or even peculiar, but

their writing does make for some good

reading, and, for me, it often provides for

a reflective moment or two! ■

The “All-In-One” Lens Surfacing System

Approved by EyeMed as an “In-House” Lab

FEB2015_seeger.indd 4 1/31/15 11:31:07 AM

According to the Association of Schools and Colleges of Optometry, 64.5% of all graduates from professional doctor of

osteopathic medicine (DO) programs are female. In addition to the industry’s high average wage (the average female optometrist who has been practicing for fi ve years can expect to earn at least $100,000 per year), optometry appeals to medical professionals who may wish to own their own practices without investing years in a traditional MD program. The relatively laid-back atmosphere of an optometry practice also offers an opportunity for women to work in a medical fi eld that facilitates a better work-life balance as well as time spent outside of the offi ce; nevertheless, more than three-quarters of female optometrists work full time, according to Women in Optometry magazine.

Let’s not forget the major women’s organization in the industry – Optical Women’s Association (www.opticalwomen.com)! As stated on their website – OWA is committed to supporting and promoting the professional development of women involved in all facets of the optical industry.

For instance every year, they present awards to outstanding females within the industry.

The fi rst is the Pleiades Award which honors an individual who has shown exceptional support in advancing the leadership role of women in the optical industry. This award is named after the

star cluster “The Pleiades” in the constellation of Taurus. “The Pleiades” is also known as the “Seven Sisters” – referring to the seven brightest stars in the cluster.

The second is the PYXIS Award which is presented to a member of the OWA who actively participates in the organization and promotes the OWA throughout the optical industry, contributing to OWA’s continuing growth. The recipient of the PYXIS Award is exceptional in her commitment to support and develop the OWA. She helps set direction of the organization by her actions and inspires by her leadership. PYXIS is a constellation in the southern sky known as “The Compass”.

A fairly new organization to the industry is Women in Vision (www.wovonline.org) – WOV is a newly formed professional organization designed to create opportunities for educating, mentoring, and networking and dedicated to helping women optometrists be proactive in defi ning themselves. The purpose of WOV is to address the need for women to better understand the professional choices available to them upon graduation. WOV aims to expand leadership roles in the profession, and to advance exposure and choices for women optometrists in the areas such as research, industry, academia, commercial optometry and private practice.

Hope you all enjoy the women’s corner as we are excited to bring you this new feature!

New to EyeCare Professional Magazine – the Women’s Corner

will be a monthly feature that will include profi les of women in

the industry, generalized news/information for women of the

optical industry, events/meetings from women’s organizations, etc.

OPTOMETRISTS IN THE US

Projected revenue growth (2010-2014): 3.0% per year on average

Projected employment growth (2010-2014): 1.1% per year on average

Growth in number of female employees (2009-2013): 9.4% per year on average

OWA member, Jessica Leeson, by workday, is a Director

of Business Planning in the VSP Optics Group. But on the

weekends, she races in national women’s motocross races.

How cool is that?! In her years in the optical industry,

Jessica has empowered others to achieve their dreams in

order to build the most successful teams. She extends this

philosophy into her personal life as well. At 30 years old she

began riding a dirt bike. In the beginning, she could barely

kick the bike over, and many of her friends worried that

her newfound hobby might endanger her life.

Jessica naturally took to the sport, and loved the thrill

of exploring new places on her bike while challenging

herself with both the mechanics and terrain. After riding

for two years, her competitive nature pushed her to begin

racing. She really, really wanted to be great at racing, but

her opportunities were limited as motocross is typically a

men’s sport, where no women race in the Supercross Pro

circuit, and very few race in Outdoor Pro races. Fueled

by adrenaline, the challenge, and the necessary physical

aptitude needed to race motocross, Jessica worked hard to

not only participate in these races, but also to make it to

the podium in several of them. Last year, she earned a fi rst-

place medal (her fi rst) in the Motocross Grand Prix, the

longest race (45 minutes) that she ever participated in.

Jessica carries her philosophy of empowering women

into all aspects of her life. She is on the board of directors

for Women’s Empowerment, a Sacramento-based non-

profi t organization that helps women and their children

obtain housing and employment. She’s built a strong

mentorship program on her team at VSP, and she teaches

other women about motocross all while promoting and

celebrating them (even competitors!). “Giving back is

where it’s at!” she exclaims! Jessica encourages all OWA

members to dedicate a day to serving others and paying

forward your knowledge by teaching other women the

skills you have acquired. When you do these things and

witness the results, you’ll become an advocate for women’s

empowerment too!

Motocross Eyes

WOMEN’S CORNER

FEB2015_WomenCorner.indd 1 2/3/15 12:58:17 PM

Click link to see a video that is representative of the OWA's March 20th event at the Calvin Klein Showroom.

Vision Expo:Educational and Entertaining Too

Anthony Record, ABO/NCLE, RDO

If you’re a big-city guy or gal, where else can you take a

jog in Central Park first thing in the morning; spend

the morning viewing the newest designer eyeglass

frames from all over the world; eat lunch at the celebrated

Carnegie Deli; spend the afternoon learning about the

latest technological innovations from companies like

Transitions®, Essilor, Hoya, VSP, Bausch and Lomb,

and Allergan; spend the evening laughing your butt off

watching The Book of Mormon at the legendary Eugene

O’Neill Theatre; enjoy a nightcap at the Peacock Alley

inside the Waldorf-Astoria just before you take a romantic

ride in a horse-drawn carriage through the same park you

jogged through 15 hours earlier; and finally, lay your head

on a 5-star pillow at the 5-star hotel of your choice. Be

sure to get a good night’s sleep because tomorrow you will

attend a full day of continuing education classes filled with

cutting-edge information, taught by the world’s premier

instructors. And that’s just day one of what could be a

three or four day adventure in what some people think is

the greatest city in the world.

If you’re more of a dice-rolling, roulette-wheel spin-

ning, slot-machine playing kind of optician wait about

six months and head west to Las Vegas. While all of the

Expo activities would be the same, you could spend your

leisure time at places like the Gold and Silver Pawn Shop,

featured on the History Channel’s Pawn Stars ; take in

one of the eight different Cirque de Soleil shows (I’d

personally recommend Beatles Love at the Mirage, or the

Michael Jackson One show at Mandalay Bay); experience

the magic of Penn and Teller, the wonder that is Britney

Spears, or the songs of Rod Stewart live in concert; dine

at your choice of dozens of world-class restaurants; take

a side trip to the Grand Canyon or the Hoover Dam; or

gamble 24 hours a day if that’s your choice. But remember,

get to bed at a reasonable hour, because tomorrow you

will attend more of the best continuing education classes

in the world.

And remember, since it’s all for business and career

development, most if not all of your trip is happily tax

deductible. But seriously, despite all of the alluring

night time divertissements in both of those cities, the

educational opportunities at the Expo itself are mind-

boggling. Consider just a sample of some of the educational

gems that you could avail yourself of if you chose to attend

Vision Expo in New York, held this year March 19-22 at the

Jacob Javits Convention Center, located on 11th Avenue,

between 34th and 40th Streets — that’s right, a convention

center that spans six city blocks!

26 E Y E C A R E P R O F E S S I O N A L

FOCUS ON EDUCATION

FEB2015_Record.indd 2 2/3/15 10:53:36 AM

IN EDUCATION, FASHION AND TECHNOLOGYIN EDUCATION, FASHION AND TECHNOLOVISIONARIES

INTERNATIONAL VISION EXPO 2015EDUCATION: THURSDAY, MARCH 19–SUNDAY, MARCH 22

EXHIBITION: FRIDAY, MARCH 20–SUNDAY, MARCH 22

JAVITS CENTER | NEW YORK, NY | VisionExpoEast.com | #VisionExpo

If extraordinary fashion is your focus, see what’s

trending from the hottest designers and manufacturers

– showcasing the newest lines from around the globe.

If your eye is on full-scope medical eyecare, get hands-on

product demonstrations and compare new technology

side-by-side.

With a visionary combination of education, fashion and

technology, you’ll fnd everything essential to grow your

practice or your business.

It’s no surprise that more Optometrists and Opticians

choose to continue their education at International

Vision Expo than at any other conference globally.

Whether it’s new ideas, new products, new applications

or new processes, innovation and education are what

improve the quality of treatment and service you provide

your clients and patients.

International Vision Expo has added new tracks to

address trending industry topics including Retail,

Wearable Technology and the Ocular Wellness Program.

Also new this year, look for an increase in classroom

collaboration and engagement with more courses

featuring technology, and infusing crowd sourced

learning for maximum peer-to-peer impact.

PROUD SUPPORTER OF:

REGISTER TODAY AT VisionExpoEast.com/ECP

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You could start by taking several free

(that’s right, free) contact lens hours at

the Global Contact Lens Forum. The

forum cover topics such as the state of

the contact lens industry, evaluation and

management strategies, and a two-hour

complete survival guide which covers

every aspect of creating a thriving contact

lens business in a primary eye care

practice. If you work in conjunction with

an ophthalmology practice, other classes

you might find interesting include ocular

nutrition and retinal health, management

of keratoconus, and the latest strategies in

coping with diabetic retinopathy.

Maybe you have been tasked by your

practice owner to kick it up a

notch with regard to social

media or other computer-related

technologies. Check out all

the different classes you could

attend: Yelp Help — Managing

Your On-Line Reputation;

Waging War on Warby (a guide

to competing with on-line

eyeglass sellers); Google Glass

and Other

Wearable Technology; Eye Care

Professionals on Facebook;

Marketing Lessons from Google;

and many other sessions on how

to integrate modern technology

and social media into all

your practice growth strategies.

Do you need to brush up on your

knowledge of spectacle lenses and lens

treatments? You’re in luck. Why not

attend High-Tech Spectacle Selection

taught by Ed De Gennaro, one of

Expo’s most popular and interesting

speakers. Do you generally have a

more Mature Generation practice? If

so, don’t miss Dispensing to the New,

Tech-Friendly Senior Patient. Regardless

of the demographic make-up of your

practice, no doubt you would benefit

from Designing and Crafting Strong and

Unusual Lenses, as well as Identifying

and Promoting Your Practice Personality.

If you’re looking to increase the bottom

line (and who isn’t) a must-attend class is

Communicating Value: How Do You and

Your Patient Differentiate $99 Eyewear

from $999 Eyewear? Another eye-opening

money maker is AR Lens Trends:

Technology and Profitability. Along those

same lines you should probably attend

one of the three different classes dealing

with HEV (High-Energy Visible) light

its harmful effects, and how to protect

patients from it.

If contact lenses are your focus, choose

from a variety of classes covering topics

such as Blepharitis, MGD [Meibomian

Gland Dysfunction] and Ocular Surface

Disease, Unique Contact Lens Designs

for Regular Eyes, and classes that reveal

the newest products and what’s coming in

the world of contact lenses. And for every

class dealing with contact lenses, there are

probably two that deal with frame fitting,

adjusting, selecting and repairing.

If business is your primary concern,

your biggest problem at Expo is choosing

which sessions not to attend. I mean, look

at just some of your choices in NYC this

year: You’ve Already Got the Practice-

Building Ideas — Now Learn to Get Them

Done; Why They Need More Than One

Pair; Learning to Extract the Maximum

Value from Discontinued Eyewear; Visual

Merchandising; Optical Management

the Disney Way; Creating a Culture of

Excellence; and several courses that

deal with specific issues like coding and

recordkeeping.

Most of the examples I just shared with

you are geared toward front-line Eye Care

Professionals like dispensing

opticians, optometric assistants,

and ophthalmic technicians.

And while it would be your

personal responsibility to see if

the classes have been approved

by your specific licensing board,

I’d be surprised if they weren’t.

You should also know that just

as many classes are presented for

optometrists and ophthalmolo-

gists, meaning that Expo has

something to offer for every

member of your practice.

For more information, visit the

Expo websites (depending on

your preference) at www.visionexpoeast.

com or www.visionexpowest.com. Oh, and

one more thing: It has been my honor and

privilege to be an instructor at both Vision

Expo East and Vision Expo West for the

past five or six years. I’m preparing some

new classes for Vision Expo West 2015, so

if you head to Vegas later this year, be sure

to register for one or two of my classes, or

at the very least, stop by to say hello. ■

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FEB2015_opticom.qxd 1/30/15 12:25 PM Page 1

In 1968, when Hal Walker was slogging

through the jungles of Vietnam, he had

no idea that three years later he would

go into the optical industry and stay

there the rest of his adult career.

The reality is he was just hoping he

would get out of the jungle alive.

A native of Meridian Mississippi, Hal

joined the Navy in 1967 and spent two

tours of duty in Vietnam in 1968 and

1969. Hal was affliated with special ops

and river boat patrol (PBR) on the rivers

of the Mekong Delta.

After completing his service with the

Navy, Hal moved to Atlanta Georgia

where he worked for a year on his frst

job with an optical company. Next,

he spent seventeen years as a frame

salesman for Swank Optical. He had

moved back to Mississippi in 1982 and,

after concluding his time at Swank,

he started Southern Optical Brokers,

a lens manufacturing equipment and

frames supplier.

While in Mississippi Hal met Jon

Jacobs, an industry veteran who worked

for a client of Hal’s. Together they

started Optical Tooling and Equipment,

a company that refurbished optical

laboratory equipment for resale to in-

house fnishing labs in local practices.

As the concept of “glasses in an hour”

started to lose popularity, Hal and Jon

took their unsold equipment and started

Superior Optical Lab with their offces

in Ocean Springs, Mississippi.

Hal attributes many of his successes to

the discipline gained in the military and

the “never quit” attitude engendered

by combat. That winning attitude has

been tested several times in his career

but probably none so much as in 2005

when hurricane Katrina destroyed their

lab and placed their thriving business in

peril as never before.

Hal, Jon and their wives, who were also

principals in the business, were out of

town during the storm. When they were

30 E Y E C A R E P R O F E S S I O N A L

GIVING BACK

Hal WalkerBranch of Service:

US Navy

Business:

Superior Optical Lab,

Ocean Springs, MS

By Dan Bailey

Hal Walker (L) and Jon Jacobs of Superior Optical Lab

FEB2015_Dan.indd 2 2/1/15 12:42:02 PM

THE ALL NEW OWA CHAMPAGNE BREAKFASTCelebrating Women in Leadership

2015 Pleiades Award honoree MAUREEN CAVANAGH, Essilor

and Pyxis Award honoree AMY SPIEZIO, Eyecare Business

With special keynote speaker, HOLLY RUSH, president of

Luxottica Wholesale North America

Thursday, March 19th, 7:30 am – 9:00 am

New York Marriott Marquis, Times Square

Plated breakfast and champagne toastOWA preferred rate of $35

This reservations-only event is presented by OWA Platinum Sponsor, Luxottica

Reserve online by Friday February 27, 2015 www.OpticalWomen.com/ChampagneBreakfast

Award presentation to the 2015 Pleiades Award honoree MAUREEN CAVANAGH, Essilor

and Pyxis Award honoree AMY SPIEZIO, Eyecare Business

Friday, March 20th, 6:00 pm – 8:00 pm | Calvin Klein Showroom 654 Madison Avenue

6:00 pm - 8:00 pm – Cocktails and hors d’ouvres | 6:45 pm – Awards presentation

All are welcome. This complimentary event presented by OWA Platinum Sponsor, Marchon

RSVP online at www.OpticalWomen.com/StarAwardCeremony by Friday March 6, 2015

For more information on the OWA and/or to become a member please visit our website at www.opticalwomen.com

Please join us for these exciting Optical Women’s Association events

during Vision Expo East

OWA thanks its 2015 Professional

Development sponsors for their

belief in and generous support

of its mission to enhance and

promote the leadership role of

women in the optical industry

through networking, education,

and peer support.

Our thanks to EyeCare Professional for

providing this space for OWA’s message

Maureen Cavanagh

Amy Spiezio

Holly Rush

Ads.indd 1 2/2/15 4:24:08 PM

4 E Y E C A R E P R O F E S S I O N A L

allowed to return to the area they realized

the storm’s magnitude and devastation.

Both the Walkers’ and Jacobs’ homes

had suffered through a storm surge of

more than four feet, making both homes

uninhabitable. Arriving at the lab was just

as shocking.

The damage the lab sustained from the

storm was not a result of rising water

but what was suspected to be a direct

hit from one of the numerous tornados

that were spawned from Katrina. The

roof was taken off the lab portion of the

building and the hole allowed wind-

driven fresh and salt water to inundate

the lab, wreaking havoc on sensitive

manufacturing equipment.

Doing what they could from a makeshift

offce and working with other lab owners,

Hal, Jon and the Superior Optical crew

immediately went to work, making sure

that their clients’ lab needs were met.

With perseverance and, according to Hal,

the support of “a dedicated crew and a

fantastic customer base,” Superior Optical

moved to a new location, recovered, and is

now stronger than ever.

After living through the personal and

business challenges of rebuilding after

Katrina, Hal came across something else

he had never imagined while he was in the

jungles of Vietnam. Like so many others

that spent time there, he was exposed

to Agent Orange, and over the years

its effects on his health began to show.

In 2009 the Veterans Administration

certifed him as Service Disabled, though

Hal considers himself quite fortunate that

his disabilities are not as severe as those of

many other veterans.

On a positive note, Hal’s service

disability qualifed Superior Optical

to receive a classifcation of “Service

Disabled Veteran Owned Small

Business” (SDVOSB) which allows

them to participate in VA contracts to

provide optical services through many

VA Hospital’s. As a “Veteran Owned

Business” and “SDVOSB” Superior has

been providing optical services to veterans

for over 10 years.

Over their twenty-fve year history

Hal and his partners have built Superior

into the kind of business you can really

admire. Their technologically advanced

lab is heavily automated and outftted

with state-of-the-art digital processing

equipment and an in-house no-glare

processing center. Between the lab and

the VA servicing locations Superior

Optical now has over eighty employees

and serves clients all over the country.

Superior has been a recipient of many

industry achievement awards including:

various “Lab of the Year” awards; Mary

Walker, Hal’s wife, has been recognized

as one of the optical industry’s most

infuential women; and Hal’s partner, Jon

Jacobs, is a past president of the Optical

Laboratory Association and a member

of the Vision Council’s “Pioneers Hall of

Fame.”

Though proud of their many business

achievements, Hal and the Superior Team

are also community-minded and work

with various veteran and non-veteran

charities. Their programs have included

The Fisher House of Gainesville and

West Palm Beach Florida, whose mission

is to provide housing for families of

hospitalized veterans; Paws for Patriots,

a program of Southeastern Guide Dogs

that provides guide and service dogs to

injured and disabled veterans; the Rivers

of the World charitable organization

which provides medical assistance to the

people of underdeveloped countries in

Central and South America, Asia and

Africa; and Hal has served 5 years as a

Reserve Deputy, a fully commissioned law

enforcement offcer, for his local Sheriff ’s

Department.

Despite the occasional hurricane, Hal

loves the gulf coast: the people, the

seafood and spending time in Destin,

Florida. And…Hal loves the optical

industry.

For all your service to the country and

the optical business, we salute you.

Hal Walker is truly a “Veteran of the

Industry.” ■

Hal can be contacted at 228-875-3796 or

by email at hal@superioroptical.com.

Dan Bailey, owner of danbailey.com, a

website and marketing business working in

the optical industry. Dan can be contacted

at 770-973-3683 or dan@danbailey.com.

The New Year briNgs New

ventures for super systems Optical

Technologies. They have been working

diligently to put together a brand

new website that embraces a stronger

digital presence, and they are excited

to fnally reveal it to the world.

super systems strives to make your

interaction with the company simple

and fulflling, and they worked hard

to make a website that embodies that.

The new website is easier to navigate,

provides a comprehensive look into

Fastgrind’s benefts, and features a

robust shopping experience for all

your lab equipment and supply needs.

You can visit their new website at

www.superoptical.com.

Fastgrind, made exclusively by

super systems Optical Technologies,

has been a staple of the optical

industry for over 20 years using

proven technology that withstands

the test of time. Known for being the

fastest, easiest to use in-offce lens

processing system on the market,

it was important to have a digital

presence that matched those qualities.

whether you are researching how

Fastgrind can help your practice

or just getting started in the optical

world, super system’s new website

makes it effortless.

The main feature of the new website

is the Fastgrind system that appeals

to opticals worldwide. Fastgrind is the

“all-in-one” modifed lens surfacing

system intended for small to large

independent practices. Fastgrind

functions on software that is

continually upgraded to accommodate

the newest and best lenses with ease.

This can be accomplished easily

on the new, enhanced customer

login page. it is a product that will

never become obsolete because they

include a lifetime warranty. with

tap water, electric and minimal

training, Fastgrind owners can be up

and running in the same day ready

to make lenses. it is a very simple

process, just like their new website.

Discover all the changes today at

www.superoptical.com.

New Website Launch for Super Systems

“The reality is he was just hoping he would

get out of the jungle alive.”

FEB2015_Dan.indd 4 1/31/15 12:45:29 PM

Ads.indd 1 1/22/15 9:08:30 AM

In a report that was released by acting

Surgeon General, Dr. Boris Lushniak,

new ominous health risks were added to

the already lengthy list of problems that

smoking causes.

Smoking:New Health Risks, Diabetes, and ARMD

Jason Smith, OD, MS

According to “Cardiology

Today” on January 21, 2014,

“it is estimated that 5.6

million Americans currently aged

18 and younger will die prematurely

from smoking-related causes if current

smoking trends are not curbed.”

Smokers are three times more likely

to die prematurely than non-smokers.

Life expectancy for smokers is at least

10 years shorter than for nonsmokers.

In the United States, there are more

than 440,000 deaths annually, including

270,000 deaths among men and 170,000

deaths among women.

Second hand smoke causes 49,000

deaths annually. Smokers that are

directly inhaling have a direct con-

sequence upon themselves. Unfortu-

nately, second hand smoke that people

nearby will breathe also have serious

medical consequences. According to

the CDC website, http://www.cdc.gov/

tobacco/ data_statistics/fact_sheets/

secondhand_smoke/general_facts/ index.

htm, “second-hand smoke is a mixture

of gases and fi ne particles that includes

smoke from a burning cigarette, cigar, or

pipe. It is the actual smoke that has been

exhaled or breathed out by the person

who is actually smoking.

There are more than 7000 chemicals

including hundreds that are toxic and

about 70 chemicals that can cause

cancer.” Most exposure to secondhand

smoke occurs in the home or workplace.

Secondhand smoke continues to be a

major health problem that still exists

in restaurants, bars, casinos, and in

automobiles.

Many restaurants and businesses have

a section for smokers and another loca-

tion on the premises for non-smokers.

People who do not think that this is a

problem for the non-smokers are just

fooling themselves concerning the

health risks. Smoke travels freely and

people sitting in a non-smoking section

while others are smoking nearby in the

smoking section are all at risk for health

related problems caused by fi rst-hand

and second hand smoke. Those people

who are chewing tobacco have more of

a risk with the cancers that may exist in

the gums, cheek, and mouth.

Cigarette smoking increases a person’s

metabolism by forcing the heart to beat

faster. When a cigarette is inhaled, the

smoker’s heart can beat 10 to 20 times

more per minute. This causes extra

stress on the heart and plays a role in

heart disease, the most common cause

of smoking related deaths. If someone

stops smoking, heart rate will slow down

causing metabolism to slow down.

Mortality from smoking includes

cancers of the lung, esophagus, larynx,

the oral cavity, heart disease, bronchitis,

tuberculosis, impaired immune

function, ectopic pregnancy, stroke, and

emphysema. In the recent reports on

smoking, diabetes, age related macular

degeneration, rheumatoid arthritis, and

erectile dysfunction have been added

to the long list of diseases and medical

problems that smoking or exposure to

second hand smoke can cause. Coronary

vascular disease has been implicated

as the largest cause of death due to

smoking in the United States; more than

lung cancer.

According to the 2014 Report by the

U.S. Surgeon General, there is evidence

to infer that cigarette smoking is a cause

of diabetes. The risk of developing

diabetes is 30-40% higher for active

smokers than for non-smokers. There is

a positive dose-response relationship be-

tween the number of cigarettes smoked

and the risk of developing diabetes.

According to the Surgeon General’s

report, smoking promotes central

obesity which is a well-known risk

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34 E Y E C A R E P R O F E S S I O N A L

OD PERSPECTIVE

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factor for insulin resistance and diabetes.

This effect may be related to the higher

levels of the hormone cortisol. Smoking

also increases infammatory markers and

oxidative stress which are both implicated

in the development of insulin resistance

and abnormal glucose metabolism.

Nicotine, the most active ingredient in

cigarettes can reduce the release of insulin

on the islet cells of the pancreas which can

add to the problem of increased sugar in

the blood.

Any vascular or neurological disease

process can affect the functioning of

any tissue or organ and nicotine and

smoking does have this damaging effect

on the macula. This form of “macular

degeneration” or macular disease caused

by smoking is another risk factor which

also includes exposure to UV radiation,

aging, obesity, female gender, family

history, hypertension, high cholesterol,

and poor diet.

In a study published in the July, 2007

edition of the Archives of Ophthalmology,

smokers were more than four times more

likely to develop ARMD than nonsmok-

ers. ARMD gradually destroys sharp

central vision that is needed for seeing

objects clearly. When the macula breaks

down or degenerates, things look blurry.

A Duke University School of Medicine

study by Dr. Ivan Suner has addressed the

reasons why smoking raises the risks of

developing ARMD. According to the site,

http://dukeeyecenter.duke.edu/modules/

eyectr_news/index.php?id=3, “under-

standing the molecular mechanism of

the biological changes in the eye that lead

to vision loss and, in some cases, blind-

ness may lead to models that allow us to

understand how macular degeneration is

occurring. By understanding the biology,

we may also be able to develop therapies

to protect nonsmokers as well as smokers.”

Dr. Suner found that the combination of

a high fat diet, exposure to UV light, and

smoking exacerbated the effects of ARMD

in the animals that were being studied.

His study also showed that cigarette

smoking alone can cause the development

of macular degeneration. Exposure to

second-hand smoke can also cause these

negative changes on the macula.

One of the components in the tar in

cigarette smoke is called hydroquinone

which has also been implicated in macular

degeneration research fndings. Hydro-

quinone is a pollutant and studies have

found that areas with higher air pollution

problems are also seeing higher amounts

of macular degeneration within the

population affected. Dr. Suner’s studies

also found that people with active wet

macular degeneration will have an even

more serious problem if nicotine is used in

any form.

As eye care professionals, we should be

comfortable counseling and advising our

patients concerning all aspects of their

health. There will be different opinions on

this topic because optometrists have their

hands full in trying to keep their patient’s

eyes healthy and having their patients see

clearly. With time limitations imposed

upon all of us, we must prioritize all

aspects of an eye examination in order to

solve the patient’s chief complaint.

Every O.D. must decide if and when it

is time to advise a patient to lose weight

in order to control their diabetes or high

blood pressure. Is it our job to recommend

a smoking cessation program to a patient

in order to reduce the high risks of

developing ARMD, diabetes, or another

life-threatening disease? Many O.D.’s are

comfortable discussing all health aspects

with their patients. There are other

O.D.’s who will choose to only focus on

refractions, primary care eye treatments,

glaucoma management, contact lens

fttings, and eye glass dispensing. Every

O.D. must manage their practice in

the way that they are used to and/or

are comfortable with discussing. The

philosophy of many eye care professionals

is that the secondary care or more serious

medical problems be managed by the

family physician or an internist.

In the new world of the Affordable Care

Act, every O.D. must “manage their own

professional care” and be comfortable

with a results oriented eye examination.

In a new world of reduced insurance

reimbursements, time is always of the

essence. The management of every patient

may not allow every O.D. to become a

secondary care provider or to play the

role of “psychologist” while still playing

the more important role as an eye care

provider, primary care specialist, and an

eye care professional. With these time

limitations, it may be more appropriate

to recommend websites, on-line videos,

or to provide handouts to patients so that

they can review this information at their

convenience. This may remove some of

the awkwardness from the equation when

you do not want to have a confrontation

with a patient on a sensitive topic such as

weight loss or obesity, even though you are

presenting the topic because it may help

reduce the consequences of morbidity and

mortality.

How many times have O.D.’s brought up

a sensitive topic to a patient to then hear a

patient ask, “why are you concerned about

that?” There is no easy answer as to how

to educate a patient but the mission and

the results are worthwhile and admirable.

The challenges of diabetes and macular

degeneration are sometimes daunting, the

outcomes are sometimes questionable, but

the rewards can be huge. ■

Fastest Lab in America is now the Thinnest Lab in America!

US Optical has expanded its proprietary lens technology with two

additional Sunglass Freeform lenses: THIN WRAP HD™ progressive

and THIN SINGLE VISION WRAP HD™.

“The most important headline is that we can now make the 6 & 8 base

Sunglass Wraps 40 % thinner...”says Ronald Cotran , Co Owner and VP of

US Optical, “...Whether it’s a plus 4 or a minus 6 our new Thin lens series

are 40% thinner than any other sunglass technology.

While higher minus RX lenses have a thick edge and higher plus lenses

have a thicker center and nasal area, our new US Optical lenses and

technology offer customers any fashionable Sunglass frame with

substantially thinner results. This is achieved by creating a dynamic

engineered viewing zone and with advanced mathematical algorithms

thinning the edges in a blended area creating thinner plus and minus

lenses.

It is US Optical’s goal to bring proprietary lenses and new technologies

to the American consumer and in this case to Sunglass wearers allowing

persons with higher prescriptions to wear fashionable and cosmetically

pleasing sunglass lenses. This technology is protected under US patent

8,002,404 & 8,449,111.

US Optical Expands Its Sunglass Technology With Its New Thin Series

FEB2015_JasonS.indd 4 2/3/15 4:39:20 PM

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Ads.indd 1 1/22/15 9:15:37 AM

James Magay, RDO

By now you’ve all seen the news, Google is suspending production of its $1500.00 Glass Explorer Edition.

Ostensibly they are retrenching and redesigning the product. The management team is being redeployed under the aegis of the Nest Thermostat Division also owned by Google. (Thermostats and eyeglasses – now there is a mash up)

I loved the marketing video Google employed; people sky diving while filming, meeting up with friends while transmitting an image of where you are, get directions, place video calls, or check into Google+.

Was the product introduced poorly? For one thing, it’s a look at what happens when even a trusted brand shows off a technology that’s ahead of its time. Augmented-reality experts have asserted that a technological project of such a public nature faced huge hurdles before it could ever become a reality. Enthusiasm, skepticism, and ridicule are part of the territory when it comes to marketing a radically different, new technology to the public for the first time. The early Apple Newton Tablets are a good example— a complete flop even though they weren’t that bad. The success of today’s iPad and its many imitators show that when the timing is right a very different result can be the case.

I don’t know— personally I thought Glass was a pretty exciting product, but then I thought the same thing about the ill fated emPower project by Pixel Optics and Aspex.

People who want to film their everyday world can certainly do it conveniently with their multitasking cell phones, pocket cameras, and helmet (handlebar,

and dashboard also) mounted GoPro cameras, not to mention HD capable drone technology. Who among us hasn’t been treated to loudmouth conversation on trains, planes, and automobiles via a cell phone, having a screen at eyelevel (or slightly above and to the right) doesn’t seem like a total necessity for quick communication.

Maybe the world isn’t quite ready for a computer that is on (and in) your face. We certainly read the horror stories about early adopters being savaged in bars and restaurants for invading the privacy of others. Many great cartoons were penned showing runners plowing into a tree or other immoveable objects while being distracted by their rightward, upward gaze to see the electronic version of the augmented world they were moving in.

I really believe these devices will someday be a boon to the emergency workers who extricate people from car wrecks. Police departments could benefit from their use in giving a policeman eye view of a disputed event like Ferguson. Heck, even appliance repairmen could be connected to a database at home office and receive technical instructions from a specialist. Walking tours of historic cities could become more fulfilling. People with handicaps could find this a boon to normalize their lives. Real time language translation could bring the world closer. Apps have even been designed for healthier living, when shopping for food; shape recognition can give you real time health and dietary information.

So RIP Google Glass, may your promise be fulfilled in ways we can’t even dream of...yet!

Remember a short year ago when people were running around Vision Expo East seemingly

glaring at everyone while wearing a strange asymmetrical appendage on their head? Remember

feeling uncomfortable standing next to a person in an elevator talking to his glasses? Did you have

a feeling of envy, of desire to have one of these unicorn like objects? Regardless of whether you

are pro or con Project Glass, it may well be over for this early wearable computer.

Google GlassGGlassGGGlassoogleoogle

38 E Y E C A R E P R O F E S S I O N A L

TOPICAL OPTICAL

FEB2015_Magay.indd 2 1/31/15 1:09:10 PM

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ADVERTISER PAGE # PHONE # WEB SITE

ABS Smart Mirror 21 888-989-4227 www.opticvideo.com

Altair 5 800-505-5557 www.altaireyewear.com

Baby Banz 14 877-333-0074 usa.babybanz.com

Eyevertise 41 800-943-1411 www.eyevertise.com

Eyewear by ROI BACK COVER 800-888-7770 www.eyewearbyroi.com

FEA Industries 15, 19, 43 800-327-2002 www.feaind.com

Grimes Optical 40 800-749-8427 www.grimesoptical.com

Group Prisme Optique 11 888-281-9987 www.prismeoptical.com

ic! berlin FRONT COVER 866-634-8990 www.ic-berlin.de

Luzerne Optical 23 800-233-9637 www.luzerneoptical.com

My Vision Express 40 877-882-7456 www.myvisionexpress.com

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

ADVERTISER PAGE # PHONE # WEB SITE

Nellerk Contact Lens Cases 40 607-748-2166 —

Optical Seminars 28 — www.opticalseminars.com

Optical Women's Assocation 31 972-233-9107 www.opticalwomen.com

Optician Works 24 855-678-4352 www.opticianworks.com

Opticom 29 800-678-4266 www.opticom-inc.com

Optisource 35 800-678-4768 www.1-800-OptiSource.com

Optometry Giving Sight 37 888-641-4483 www.givingsight.org

Prevent Blindness 33 800-331-2020 www.preventblindness.org

Smoke X Mirrors 9 212-647-7677 www.smokexmirrors.com

US Optical 17 800-445-2773 www.usoptical.com

Vision Council INSIDE FRONT 866-826-0290 www.thevisioncouncil.org

Vision Expo East 27 800-811-7151 www.visionexpoeast.com

Advertiser Index

FEB2015_ad_index.qxd 2/3/15 2:58 PM Page 1

Sam Winnegrad, MBA, LDO

THE FRESHLY POLISHED rosewood

displays enforce a particular regality –

enhanced by the crystal chandelier, leather

recliners, and complimentary truffl es.

Patients, or guests as they are referred to,

cannot help but become overwhelmed by

the majesty of the experience, justifying

the higher prices and indulging on a new

pair of decadent eyewear. All businesses,

whether optical or otherwise, must

defi ne their brand and position within

the marketplace. A vague, undefi ned

business model will only serve to confuse

costumers and worse, will stagnate

growth and potential. When businesses

operate with confl icting strategies, it can

damage the brand. A low cost model will

not remain profi table selling luxury items

and, likewise, a higher end optical will

never make it as a low cost leader. Some

of the more common business strategies

are low cost, broad differentiation and

narrowed focus.

The low cost provider is focused on one

thing – bringing value through price.

This business model generally offers

older technology products at discounted

prices. Optical shops that are predicated

on a low cost model are concerned with

reaching a low income demographic and

grow profi ts through promotions such as

“buy-one-get-one” and “free eye exam

with glasses purchase”. Volume is key

with these types of practices, as there

is less of a margin for markup on the

products themselves. Many of the retail

chains are built on this basic strategy.

Though effective in gaining customers

through enticing pricing strategies, the

low cost model makes it diffi cult to retain

patients as many will defl ect from one

low cost provider to another. Customer

service is critical because if pricing is your

key advantage, there will always be some

less expensive optical popping up around

the corner.

Optical shops presenting themselves

with a narrowed focus are able to speak

well to various niches such as pediatric

eyewear, sporting glasses, or even low

vision aides. These specialty shops will

pull customers from larger regions

seeking eyecare professionals dedicated

to their cause. These optical shops also

offer greater product selection within

their particular interest/need. Having a

business dedicated to a niche, patients will

expect to not only interact with highly

specialized eyecare professionals, but to be

offered the newest technologies within the

particular fi eld. For the over-concerned

parent, there is nothing more comforting

knowing that their child’s fi rst pair of

spectacles is coming from the “best

pediatric optical around.” Patients will

gladly pay a little more knowing that you

are catering to their need.

In areas where the market is saturated

with eyecare providers, using a broad

differentiated strategy can help a

business gain a competitive advantage.

This strategy seeks to “differentiate” a

business from other available providers by

specializing or adding value to products

or services. For example, an optical might

seek to advertise mobile capabilities

such as visiting local businesses or

nursing facilities to complete eyewear

orders. Becoming the exclusive retailer

of a particular frame line or highly

sought digitally surfaced lens can also be

effi cacious ways in which to differentiate.

Having market ownership of a hot or

unusual frame collection or emerging

technology lens design can have a

dramatic effect on an optical shops overall

brand image. These subtle nuances might

just be enough to infl uence customer

perception and yield a competitive

advantage.

Maybe your offi ce doesn’t have a

winding staircase, elaborate frame

displays, or French provincial hand

carved antique mirrors at the dispensing

tables – that is okay! There is no need

to resort to violins. Find a business plan

that fi ts well within your local economic

climate. Know your competition and fi nd

creative ways to separate yourself from

them. What can you do better? What can

you do differently? What will the local

demographic respond well to? It’s not easy

to decide upon a competitive strategy,

so, most importantly, make sure that it

lines up with your overall vision for your

business. ■

Resorting to ViolinsA soft violin fi lls the room as Beethoven repeats his symphony for the

seven thousandth time since the upscale boutique opened its doors.

42 E Y E C A R E P R O F E S S I O N A L

COMPETITIVE STRATEGY

FEB2015_Sam.indd 2 1/31/15 1:14:51 PM

Now Available in surfaced NuPolar and Eagle Free-Form Lenses!

800.327.2002

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NuPolar is a registered trademark of Younger Mfg. Co.

New Encapsulated Gradient Technology:

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No tinting necessary: consistent matching

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