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BACK TO SCHOOL IN STYLE / PAGE 6
KIDS ARE IMPORTANT TOO! / PAGE 18 June 2013 • Volume 7, Issue 66 • www.ECPmag.com
Are we living in an experiment? By combining HOYA Sync Phoenix lenses and Recharge AR Treatment, you have the ideal optical formulation for today’s child with a digital lifestyle.
thehoyafreeformcompany.com
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Designed by Kids for Kids... ic! berlin have pushed the boundaries even further with the launch of their new range of kids frames.
T
he new collection features 16 styles and 8 concept frames that were individually designed with crafted precision. The young dynamic designers were recruited when company founder Ralph and his team approached a school in Germany and asked a group of children to become the designers for ic! berlin.
designs and experiment with color, affording them ample time and flexibility to make crucial last minute changes.
They were allowed to work with the designers in order to bring their frames to life and create prototypes. During this phase the children got to become part of the ic! berlin world and explore the various element of the production phase. The young designers took complete control and were able to cut out their designs. During the production of a number of prototypes the kids were able to explore the production plant where their prototypes were created. This From early sketches to the finished product process took a substantial amount of time as each design The children ranged in age from was made using ic! berlin’s famous 6 to 12 years, and were the young sheet metal. Ralph worked with Einstein’s in this project. The chilthe children on finalizing their dren designed the frames that prototypes in order to make these they could imagine themselves more wearable. You can now purwearing. Initially the children provided sketches of their ideal frame; chase these prototypes in addition to the frames and can choose from enabling them to visually articulate a selection of temple tips. their dream frame, thus allowing them to visually showcase their
The young designer’s prototype
All of the frames are made from stainless sheet metal, with colors being kept very simple – simplicity and uniqueness are central to the usability of ic! berlin’s frames. A few special features were added to this collection including silicon nosepads, multicolored temple tips and a range of decal pieces featuring children’s mini characters.
The young frame designers wearing their finished products.
It was a dream come true for all of the young designers to finally be given a voice, one that will be heard not just in Berlin but throughout the world. I
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EYECAREPROFESSIONAL
JUNE 2013 Vol. 7 Issue 66
Features 6
Courtesy of Silhouette
Contents
Magazine
SAFE AND STYLISH KIDS FRAMES Take care of your youngest patients with the latest in safe and sturdy eyewear and sunwear. by ECP Staff
14
INTERVIEW: BABY BANZ Sara Burick discusses Baby Banz products, which have protected children’s eyes for over a decade.
7
by Paul DiGiovanni, LDO
18
THE ABC’S OF MARKETING TO CHILDREN Treat your kids like the important customers they are and watch your practice grow. by Judy Canty, LDO
20
ECPS AND SCHOOL NURSES A look at how ECPs and school nurses can work together to improve vision screening. by Corrie Pelc
24
20
NO KIDDING AROUND Dispensing to kids requires a different mindset and approach than dispensing to adults. by Anthony Record, ABO/NCLE, RDO
34
PRACTICE PROFILE Profiling Dr. Roberto Warman, of Pediatric Ophthalmology Consultants in Florida. by Lindsey Getz
38
On The Cover:
Departments
THE HOYA FREE-FORM COMPANY™ www.thehoyafreeformcompany.com
EYE PROTECTION .............................................................................................28
For more information about Hoya’s Lens Technology See page 16
THE MOBILE OPTICIAN ..................................................................................30 MOVERS AND SHAKERS ..................................................................................32 SECOND GLANCE..............................................................................................38 ADVERTISER INDEX .........................................................................................42
Kids Issue
INDUSTRY QUICK ACCESS..............................................................................44 LAST LOOK .........................................................................................................46
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The
2013
Kids Collection over 80 styles for kids, newborn to 16!
TEENS
Ask about ou
special d r i kids & tscounts, we in-store en graphics material & s KIDS
TEENS
cvoptical.com 800.645.3733.
Visit to see our online catalog, or call to set up an appointment: facebook.com/clearvisionoptical
twitter.com/CVOptical
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2
3
1. Modo
2. Marcolin
3. REM Eyewear
From the Eco Kids collection, 513 is made for boy wizards who want to help Mother Earth. These potter-like specs get a cool boost with complimentary colored rims made of 95% recycled stainless steel and temples made of 95% recycled plastic. Available in Matte Navy (shown) and Matte Brown. www.modobiz.com
Roberto Cavalli’s lower-priced brand, Just Cavalli, is aimed at a younger customer and its latest collection offers a unique acetate optical frame with a 3-D animal print texture available in 3 different color combinations. www.marcolinusa.com
Lucky Kid is going back to school with new eyewear designs featuring free-spirited style crafted with bold personality, yet practical enough for everyday wear. Every frame sports signature details, including Lucky Brand’s four-leaf clover on temple tips, “Lucky” logo on the temple, and “Lucky Me” hidden on the inside. www.remeyewear.com
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4
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4. Silhouette
5. Charmant
6. theo
The new rimless SPX Art Kids line delivers style, durability, and confidence for children who don't want to stand out because of their differences. Parents love that the frames are long lasting, corrosion resistant, and carefully hand made of hypoallergenic SPX material to offer superior comfort. www.silhouette.com
ET17409: This cute Esprit girl’s frame is sturdy for all outdoor activities, while feeling super light to wear. Most importantly, this sweet accessory is totally trendy and looks great! The colorful temple is treated with the hottest print revival – paisley. Tiny paisley motifs are toned in the same fresh color as the frame rims. www.charmant-usa.com
VinGtage Teenagers: Made of titanium for comfort and durability, the details on the front and temples refer to the signs of the zodiac. And they were definitely designed for the young and the cool, as the design of the temple tip refers to the seat of a ‘café racer’, a popular type of motorcycle in the sixties and seventies. www.theo.be
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Hilco
Kenmark Optical
LeaderMax Frames from Hilco ... Flex titanium that stands up to a rough and tumble world. Since many kids’ eye injuries happen when they’re not on the playing field, having the safest dress eyewear is what LeaderMax is all about. www.hilco.com
The theme for the Lilly’s Back to School girl’s collection is “Life’s a Party, Dress Like It.” Colors and accents are bright and playful. Pictured is Rosaline, which is suited for a younger girl. This style incorporates multi colored enamel bows on the end piece and the “Goodie Goodie” candy print on the temples. www.kenmarkoptical.com
Specs4us Viva International Group
“Erin’s World” is the name of the frame line specially designed to fit infants, children and adults with Down syndrome. Unlike other eyeglass frames, the bridge is adjusted to fit their lower bridge placement, the frame eye wire is extended, and the temple placement is lowered to help prevent glasses from constantly slipping or losing shape. Erin’s World frames are available in a variety of sizes and styles to fit all ages, and Specs4us also offers sun clips and 3-D clips. www.specs4us.com
The SKECHERS Spring/Summer 2013 kids collection features a lively mix of colorful and sporty designs. Scattered stone embellishments adorn the handmade acetate temples of model SK 1527, a key style for girls. The frame’s metal front is fashioned in a subtle butterfly silhouette with soft metallic colorations including satin purple, satin blue, satin burgundy and satin brown. www.vivagroup.com
Liberty Optical The Rec Specs Kids Collection features two new introductory styles – Betty and Dude – sports protective goggles which are fun to wear. These frames allow kids to customize them with removable dome stickers while meeting or exceeding ASTM F803 impact resistance standards for multiple sports. www.libertysport.com
Liberty Optical
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ǯ ǡ
Specs4us has designed a frame line specially for individuals with Down syndrome and other patients with a low flat hard to fit bridge.
Contact our office and set up your account today! x Listed in the Frame Data Book x Easy to Set Up an Account x No Minimum Buy In x Call for Special Pricing
800-586-1885 / info@specs4us.com / www.specs4us.com
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Baby Banz
Eyes of Faith
Baby Banz is excited to announce a new specialty line of Junior Banz. These frames feature Swarovski crystals hand placed by Jimmy Crystal of New York. These fun frames are fashionable and protective – featuring 100% UVA/UVB protection as well as polarized lenses. usa.babybanz.com
VeggieTales style 3012 features adorable hearts and flowers acetate temples paired with complementary front metal colors. Color options Berry Blossom, Vanilla Blossom, and Rosie Blossom are highlighted by warm purple, soft polished gold, and delicate ballet pink fronts, respectively. This style is finished with comfortable spring hinges, high-quality metal temple tip plaques, and the message “God Made You Special!” inside each temple. www.eofoptical.com
Cotton Club LINDBERG
Cotton Club Teen Eyewear Collection consists of 24 different styles and color options. Constructed of the highest quality materials such as Mazzucchelli Zyl, with rubberized temple inlays for comfort and durability. Backed by a two year warranty, these Italian made frames are sold exclusively in North America by National Lens. www.national-lens.com
Thanks to the extreme flexibility and strength of the titanium wire, the LINDBERG kid/teen frames are so strong that they will hardly ever cause any problems, not even in rough and tumble situations or when playing ball games. These hypoallergenic frames are also nickel-free. www.lindberg.com
Solo Bambini The new ROOKIE frame from the Solo Bambini Infant & Children’s Collection is oval shape, available in three sizes: 38, 42 and 44, in fourteen colors. Indestructible and Made in the USA. Shown is Plum #117. www.solobambini.com
Solo Bambini
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&EGO XS 7GLSSP Collection 2013
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ClearVision
Modern Optical
OP Kids 826: Designed for kids and tweens who want to look more grown up, Op 826 features a keyhole bridge in an acetate finish. It was designed with the young skater in mind and is available in Checkerboard, Blue Stripe, or Tortoise. www.cvoptical.com
From the Modz Kids Collection, Lotus is a triple laminate acetate girl’s frame blooming with fashion. The laserengraved floral motif on the temples coupled with vibrant fuchsia and lime hues will make this frame a school girl’s favorite. Spring hinges provide added comfort and durability. www.modernoptical.com
Rudy Project McGee Group
Bright colors and vintage lines characterize the new Rudy Project SHOCK series; the fashionable eyewear that is perfect for every occasion. From outdoor excursions to relaxing at the beach or poolside, the Jazz & Ultimatum SHOCK are versatile and essential sunglasses made from the highest quality materials. www.rudyprojectusa.com
The Orvis Adventure Series fits the needs of any teen. Bold is a full rim metal frame with a classic rectangular eyeshape. The rounded endpiece allows for a larger fit, and the enamel filled Orvis logo on the temple and spotted acetate temple tips offer subtle coloring. Adjustable nose pads, integrated spring hinges and rubber-infused temple tips offer a sure fit. www.mcgeegroup.com
Match Eyewear A funky take on Geek Chic, Float Kids model FLT-KP-234 for girls features bold geometric shaping, layered color blocking and floral graphics on the interior and exterior of the temples, providing a rich and unique texture in polished acetate. This zyl frame is available in colors: Burgundy/Blue (shown), Purple/Grey, and Rose/Pink. www.matcheyewear.com
Match Eyewear
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Optical Dynamics Introduces sunSMART II Photochromic “Optical Dynamics long history of photochromic breakthroughs continues with the introduction of sunSMART II,” shared Galen Powers, President. “A new generation of photochromic dyes made these improvements possible. We’ve seen more dye advances in the past couple years than we had in the previous ten which means better performing lenses for our customers,” added Powers.
Optical Dynamics, a leader in in-office digital lens production, has announced the launch of sunSMART™ II as the newest addition to its family of proprietary photochromic lens products. sunSMART II is available for use with the Q-2100™ Digital Lens System and as uncuts through Vision Dynamics Laboratory.
Consumers today want a dark photochromic that is adaptive in all light conditions with high temperature stability. Color consistency throughout the aging process is also important. Introducing a photochromic with all the desired attributes may sound simple, but the science of photochromics is a complex and detailed development process. “sunSMART II maintains a more neutral grey color over the activation/deactivation cycle, under various kinds of lighting, and over the life of the prescription,” said Ralph Ortiz, Sales Manger.
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Baby Banz Protecting children’s eyes for over a decade. EyeCare Professional’s Paul DiGiovanni, LDO, speaking with Sara Burick, Sales Manager, Baby Banz.
Please provide a brief history of Baby Banz. In 2001, Baby Banz founder Bevan Beames found himself on a search for a pair of protective glasses for his infant son. As you can imagine, sun protection is extremely important in one of harshest UV climates in the world – Australia. Unable to find a suitable product, he developed the original Baby Banz sunglasses. Introduced to the market in 2002 – Baby Banz are best known for their unique wrap-around, banded design and 100% UV protective lenses. Education about the importance of UV protection is of the utmost importance to Baby Banz. We distribute educational materials to all customers as well as facilitate donation programs in many eye practices. How many different types of eyewear lines do you currently handle? Baby Banz currently carries three eyewear lines ranging in age from 0 to 12 years. Adventure Banz improve upon our original design by adding a silicone nose piece for comfort and durability. These frames offer 100% UVA/ UVB protection and feature a shatter-resistant polycarbonate frame as well as a neoprene strap. Designed for ages 0-2 and 2-5, these frames are currently available in 28 different colors and can be fitted with a prescription lens.
Baby Banz Adventure Banz
14 E Y E C A R E P R O F E S S I O N A L
Sara Burick, Sales Manager
Retro Banz take a stylish spin on protection while offering the same quality and comfort expected from Baby Banz. These frames sport a larger retro-inspired lens for ages 0-2 and 2-5 while incorporating the same shatter-resistant polycarbonate frame and neoprene strap. Offering 100% UVA/UVB protection, the Retro Banz are protective and fun in 6 different colors. Junior Banz offer the same great 100% UVA/UVB protection as well as a polarized lens for older kids on the go. Available in 17 different colors, each frame features a matching neoprene case and sport strap. These frames are able to be fitted with a prescription lens. What accessories are available for these products? Baby Banz accessories are the perfect addition to any one of our great frames. Customers can choose from a range of hard cases and soft neoprene cases in multiple colors. All cases feature a clip for easy and convenient attachment when on the go. What materials are used to manufacture these frames? Our frames feature shatter-resistant polycarbonate for durability. Color options are broad, featuring classic pinks and blues or funky leopard prints and printed patterns. What kind of non-Rx lens is put into the frame when it is purchased? All Baby Banz frames feature polycarbonate category 3 lenses. Adventure Banz are available in a polarized version in pink and blue only – while all Junior Banz are polarized. Do you have a minimum order requirement to open an account? Practices looking to open a new account with Baby Banz are required to meet a $250 minimum for opening orders. This will allow the practice to have a full range of Baby Banz products to meet their customers’ needs. This first prepaid order will include POP material as well as educational material to help spread the word on sun protection
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importance. Net 30 terms are established after this and a 6 piece minimum reorder applies. Please describe the POP material available. Baby Banz offers a wide variety of POP material for all customers. Catalogs, posters and educational UV Tear Sheets are provided free of charge with each order. Countertop displays are available in multiple styles to meet different needs. Our 12 & 24 piece acrylic displays are modern and durable while taking up little counter space and displaying the frames in an open fashion. We also offer a countertop display that features the frames in their PVC box and advertises Baby Banz with printing and bright colors. Do you offer a warranty on these products? All Baby Banz products carry a 6 month warranty from the date of purchase from the consumer. This covers all manufacturer defects and only requires that the customer contact Baby Banz directly to receive a replacement. Eye care practices may also replace items directly and contact Baby Banz to receive a credit. Please tell us more about the new Jimmy Crystal eyewear line. Baby Banz is excited to announce the launch of a specialized Junior Banz line with Jimmy Crystal of New York.
These frames add a fun, shiny element to our already fashionable Junior Banz for girls. The frames will feature Swarovski Crystals that are hand laid with precision and care. Classic Black will feature a silver and black zebra design on the temple while Safari Pink and Wild Plum will feature accents on the existing pattern. These frames are currently available for special order through the Baby Banz office directly.
Baby Banz’s new Jimmy Crystal of New York
How can ECPs obtain more information on your products? Any ECPs interested in learning more about Baby Banz can contact me directly at sara@babybanz.com. They may also go online to usa.babybanz.com for more information.
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HOYA Lens Technology Helps Our Analog Eyes Function in a Digital World Our eyes were designed for us to use as hunters and gatherers. Now we hunt and gather on Google. We are not fully equipped to handle all of the demands placed on our eyes by today’s technological devices. Independent eye care professionals know the questions to ask and have access to lens technology solutions to help their patients cope with headaches, blurred vision, fatigue and other symptoms associated with Computer Vision Syndrome (CVS) and Digital Eye Strain (DES). What Are We Up Against? In a sign of our times, studies from Neilson and others show many children, and people in their 20s who grew up with hand-held devices as part of their lives, are spending as much as half their day staring at a screen barely an arm’s length away. This generation is most certainly overexposed to blue light emitted from their smart phones and tablets and suffering unnecessarily from fatigue. Several studies as well as data from OSHA and ISO, all show there are hazards associated with the High Energy Visible (HEV) Blue Light portion of the light spectrum. Blue light, including HEV Blue Light, is emitted from hand-held devices such as smart phones and tablets. Symptoms as diverse as sleep disorders in children and adolescents, to headaches, blurred vision, and fatigue in adults can be due to exposure to blue light radiating from hand-held digital equipment. Not all blue light is necessarily bad, a portion of it is necessary for visual contrast and to help regulate our body’s biorhythms and sleep patterns.
16 E Y E C A R E P R O F E S S I O N A L
Dr. Thomas Gosling of Optical Matters
We are a society seeking efficiency and convenience. However the very devices that bring those benefits have a downside, especially eye fatigue. The eyes’ ciliary muscle tenses up as it tries to focus on back-lit screens, hour after hour. When this muscle locks up it causes a variety of uncomfortable symptoms such as fatigue, headaches, blurred vision and other related discomfort that can hamper the efficiency we use our smart phones and tablets for in the first place! What Can Be Done? ECPs, you have many tools at your disposal especially in terms of lens technology from HOYA Vision Care. Lens designs such as Sync, a single vision lens with either +0.55 or +0.88 diopters relaxing power, and Recharge AR which reflects harmful blue light away from the eye are options to consider for your patients. What’s the first step? We asked Dr. Thomas Gosling of Optical Matters in Littleton, CO how he proceeds with patients today. “The first step is asking each of your patients about their new media and digital device consumption habits. I have a very specific set of questions that I ask in a specific way in order to find out how each patient is affected by digital media.”
Dr. Gosling continued, “Then it is just performing a slow detailed refraction pushing plus. On younger patients that are locking up their accommodation, I use a set of +1.00 lenses to begin the relaxing process. Taking it away and then adding it back a few times the ciliary muscle begins to relax. Then it happens! The patient feels the accommodative effect and sees the clarity. At that point we’re into a Sync lens and I can explain the benefits based on the exercise we just went though.” Dr. Gosling, an early adaptor of the SYNC lens design and Recharge anti-reflective lens treatment added, “The added power in SYNC provides the accommodative relief patients need to improve blink rate and overall focus. Many people think they are becoming more near sighted and need stronger glasses for distance. Often the case is a spasming ciliary muscle unable to shift to distance.” He also noted that several of his younger patients receive SYNC with no other prescription. Availability in Phoenix® material makes SYNC a safe and durable choice for children as well. As our youth progress further with the use of tablets scholastically, SYNC lenses in combination with Recharge AR treatment can work together to relax this near demand. By using these lenses as a first response to patients under forty years of age who works at near more than half their day, this fatigue reduction at near can actually bring added energy to their entire body. For more information about HOYA lens designs, materials and treatments visit: www.thehoyafreeformcompany.com.
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EYECAREPROFESSIONAL
Magazine
Publisher/Editor. . . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager . . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . . . . Judy Canty, John Dick, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Renee Jacobs, Ginny Johnson, Jim Magay, Warren McDonald, Corrie Pelc, Anthony Record, John Seegers, Jason Smith Technical Editor . . . . . . . . . Brian A. Thomas, P.h.D, ABOM Internet Coordinator . . . . . . . . . . . . . . . . . . . . . Terry Adler Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.
ADVERTISING & SALES (215) 355-6444 • (800) 914-4322 lgrande@ECPmag.com
EDITORIAL OFFICES 111 E. Pennsylvania Blvd. Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 7 Number 66 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved. No part of this magazine may be used or reproduced in any form or by any means without prior written permission of the publisher.
OptiCourier, Ltd. makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein. OptiCourier, Ltd. is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect to anything printed herein. It shall not be construed that OptiCourier, Ltd. 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 Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2013 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.
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DISPENSING OPTICIAN Judy Canty, LDO
When Did Kids Become Consumers and Why Should We Care? Kids have always been consumers of a sort. They want stuff just like their adult counterparts. Nearly three-quarters of a century later, children wield enormous purchasing power and significantly influence their parents purchasing decisions. In fact, children under 12 and teens influence parental purchases of more than $130-670 billion per year.
Courtesy of Transitions® Optical, Inc.
The negative impact of marketing to children should be understood before we can successfully develop a marketing strategy for the optical dispensary.
When you stop and think about it, before there were “Pet Rocks”, there were just rocks. Before there were baseball bats or cricket bats or lacrosse sticks or hockey sticks, there were just sticks. As civilizations and societies advanced, so did our wants, our “toys”. In 1929, President Herbert Hoover sponsored a White House Conference on Child Health and Protection. The report advised parents to give their children their own furniture, toys, playrooms and even separate sleeping rooms to instill a sense of personal well-being and pride of ownership.
18 E Y E C A R E P R O F E S S I O N A L
• Children are far more susceptible than adults to being influenced by marketing. They simply lack the maturity to discern the differences between needs and wants, or between truth and fiction. • Marketing directed at children can undermine the learning process by equating success and happiness with an external reward rather than with the pride and confidence gained by mastering a skill or solving a problem. Many teachers report that today’s children are becoming passive learners, needing an external reward to complete their lessons. • By emphasizing brands and logos, children begin creating differences or levels of acceptance within their peer groups.
The optical dispensary is in the unenviable position of straddling the world of marketing (brand awareness) and the responsibility of good visual healthcare. The first and most critical decision any eye care professional should make is whether or not to include children’s vision as a part of the practice. If you don’t want to work with kids or you are uncomfortable around kids, then perhaps it’s a category best left to others in the field. Working with children can be both satisfying and aggravating, often at the same time. If you choose to include children’s vision care in your practice, should you specify a minimum age? Keep in mind that if your practice name includes the word “family”, the assumption is that all children, regardless of age, will be seen. Also, if children’s vision is going to play a role in your practice, the InfantSee® program (www.infantsee.org), administered by the AOA Foundation is an invaluable resource for your practice and your patients. You might also consider restricting kids appointments to a specific day of the week, since those appointments can be unpredictable and the waiting area can become pretty noisy. Once the decision to include children in the practice has been made, where to begin?
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1. Define the children’s area of the dispensary, paying special attention to the size and placement of frame displays and furniture. Don’t rely too heavily on logos or labels on permanent fixtures, save them for the changeable POS (Point Of Sale) aids provided by your vendors. Keep the area as neat and organized as the other areas of the dispensary. It’s never too soon to teach young patients that eyeglasses are not toys. If at all possible, stay away from the “white coat” or any other clothing that says “doctor” to young children. Unfortunately, for many kids, the idea of a doctor is anything but comforting. 2. Prepare information for parents. While there are pamphlets readily available for various eye and vision related issues, parents also need to know what and why of lens and frame recommendations. They want to know that they can entrust the visual health of their children to your practice. Parents generally appreciate frame and lens packages that offer both cosmetically appealing and durable frames with protective lenses at a reasonable price. If you are going to offer a warranty, make it simple. Explain what it covers and what it doesn’t. Parents need to understand the difference between normal wear and abuse. If you are going to offer a replacement policy, make sure that your costs are covered and that parents understand what you can and cannot replace and for what length of time. 3. Become “brand aware”. Your patients are and you’d better be as well. For instance, SpongeBob SquarePants debuted on the Nickelodeon channel in 1999 and took home the Kids Choice Award for Favorite Cartoon in 2003. It has won in that category every year since then save one, when The Last Airbender was chosen in 2008. SpongeBob is a very safe choice for your children’s frame lines. Among Mom’s most trusted brands,
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according to SyncForce® and Smarty Pants®, are Crayola, Disney and Scholastic, all in the top 5. Lego made the top 10. Tweens and teens are more likely to be driven by the “coolness” of a brand. Ranked in the top 10 globally, are Apple, Coca-Cola, Google, Facebook, Diesel and H&M. Gap, Nike, Nintendo, Levis and Adidas all made the top 20. Many of these “coolest” brands have eyewear collections and should be considered for inclusion in your product mix. 4. Don’t forget the babies...or the sun. Most eye care professionals would agree that eyewear for infants and very young children should have the least amount of moving parts possible. We tend to look for the one-piece nylon frame for both safety and comfort. Parents, on the other hand, want their precious bundle of joy to look good for the hundreds of pictures taken every year. What to do? Explain the options and the reasons for your recommendations and perhaps a second “dress-up” pair will do the trick. Children rack up most of their UV exposure before age 18 and their eyes are especially vulnerable. Variable-tint lenses are a great option and should always be offered to your youngest patients as well as their parents, but don’t forget to make a place for non-prescription sunwear for the entire family. Children may not want to wear sunglasses, but often relent if the rest of the family is setting the right example. 5. Take the time for a perfect fit. No matter how tempting, discourage parents from demanding eyewear that can be “grown into”. They won’t be comfortable, so they will disappear into a backpack or simply become “lost” or broken. As an eye care professional, know the options available for customizing
frames, such as cable-temple conversions and strap-bridge nosepads. 6. Taking accurate measurements is always a challenge. A PD ruler just isn’t fast enough to use with a squirmy kid and a pupilometer is just plain scary looking. Here’s where electronic measuring devices can be your best friend. The most recent developments have been made for use with an iPad or an iPad Mini. Today’s kids are so accustomed to having their pictures taken with a cellphone or a tablet device that it’s just no big deal and not at all threatening. My 2 year old grandson has developed a signature pose for just such occasions, having been photographed regularly since just a few minutes after his arrival. Children represent a significant force in the world of business. The average American child watches between 25,000 and 40,000 television commercials every year at a cost of $15-17 billion dollars for advertisers. According to www.globalissues.org, US teens spend about $160 billion per year, children (up to 11) spend nearly $18 billion a year and tweens heavily influence more than $30 billion in spending by parents every year. If you choose to include children in your practice, do it responsibly. They will remember your professionalism and so will their parents. I
Going Mobile! Now Available ON the GO!
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PATIENT CARE Corrie Pelc
Head of the Class A look at how ECPs and school nurses can work together
Kids Welcome Here program, according to Dr. James Spangler, chair of the Pediatric Vision Care Committee. Initially launched to revise school vision screening guidelines, the committee ended up developing continuing education presentations for school nurses. Dr. Spangler says they’ve had over 350 POA members present these PowerPoint presentations to school nurses throughout the state on topics such as binocular testing, different complexities and traumatic brain injury. “These are all available to our doctors to give in the community as they see fit,” he explains.
More than 20 years ago, the school nurse was a common fixture in the school. If you had a belly ache or a scraped knee, the school nurse was always there to help you out. Today that situation has changed. Now instead of one school nurse per school, they are splitting their time each week between a number of schools, or sometimes even an entire school district. According to the National Association of School Nurses (NASN), only 45 percent of public schools in the US have a full-time school nurse at their school all day, while
30 percent of schools have a school nurse that works part-time in one or more schools. With school nurses very busy caring for hundreds of students, things like a vision screening can be a difficult job. For this reason, a number of state optometric associations have worked to collaborate and develop partnerships with their local school nurses to offer support, resources and education. School’s In About 10 years ago, the Pennsylvania Optometric Association (POA) launched its program for school nurses called Vision is Elementary, part of their larger
Through the RealEyes program of the Ohio Optometric Association (OOA), volunteer optometrists provide full-day symposiums for school nurses on pediatric eye and vision care problems at various locations throughout the state, according to Dr. Karla Zadnik, associate dean of The Ohio State University, College of Optometry and founding medical director of RealEyes. “I’m not sure I’ve ever had a group of more eager learners than school nurses,” she says. “They’re clearly deeply dedicated to their profession, and they are just eager to do the very best job they can. They’re just a really wonderful partner in terms of reaching out in the community about issues related to optometry and eye and vision care.” Continued on page 22
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Briot USA Launches Three New Products and a Website Briot USA, a leader in lens edging technology, headed to Vision Expo East with a series of new product launches aimed at providing customers with options to outfit any lab need. Briot debuted the new Alta Zd, an edger that is capable of producing the most intricate shapes and customized jobs using a special fine finishing wheel and milling tool. The Alta Zd offers distinct software and capabilities that ensure customized and best aesthetic fit for high wrap frames, complex patterns, and customized lens shapes. Briot’s newest design offers maximum creativity, extraordinary stability, and boasts flawless execution of the most complex jobs with speed, precision, and ease. Briot also launched the award winning Alta Pulse. This machine offers extraordinary flexibility and an upgraded range of features. The Pulse claimed the prestigious Ponts D’or award for best edger by majority vote of over 10,000 opticians on their favorite edging machine at Silmo. Briot continues to innovate and produce equipment based on industry demands for the highest level of technology paired with simplicity of use. Briot rounded out their bold launch initiative with an addition to the popular eMOTION line. The eMOTION m is positioned to offer customers a choice in technology and finishing abilities. Briot is focused on providing customers with the features they choose at an affordable price point for anyone considering lab finishing services. In addition to three new products, Briot USA just launched their new website which focuses on providing a streamlined experience and makes gathering product information a breeze. Visit www.briot.com/usa to explore these new products and all that Briot has to offer.
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The Connecticut Association of Optometrists (CAO) has been offering continuing education for school nurses through its KidSight Connecticut program, according to President Dr. Beth McMunn. Classes are offered in the evenings at different locations around the state by volunteer optometrists on topics such as vision screenings and emergency eye care. Dr. McMunn says the presentations has helped expand their knowledge of how vision and learning is related, and also given them options for helping students they know have been having some difficulties. “They can implement those screening procedures that we’ve taught them back at the schools, so it’s been very helpful,” she adds. And on the other side of the country, the Optometric Physicians of Washington began working with local school nurses in 2011 through its Children’s Vision Task Force, according to Co-Chair Dr. Kristi Kading. After receiving a grant from Healthy Eyes Healthy People, the Task Force started by surveying school nurses on the vision issues they were seeing and what they needed help with. “The biggest thing as far as feedback from the nurses was an overwhelming response of yes, we want to work with you, and they do have some needs as they are very busy,” Dr. Kading says. From there, they developed a school screening kit for nurses, established a speakers bureau with volunteer optometrists, and put together continuing education presentations for the nurses. Making a Connection For ECPs that are thinking of reaching out to their local school nurses to offer their expertise, what’s the best way to approach them? Dr. McMunn suggests find out the name, email and phone number of local school nurses in your area through the school’s website. “Maybe start with an email, give them a head’s up that you’re in their community and the services that you provide,” she says. Dr. Kading says she found a phone call, or email followed up with a phone call, to be best. “(The nurses) want to be approached how can we collaborate, how can we work together for the good of kids, 22 E Y E C A R E P R O F E S S I O N A L
so coming in with that type of message is more helpful,” she advises.
states. See the resources at the end of this article for contact information.
Dr. Spangler suggests contacting school nurses with humbleness and respect for the difficult job they do. “We have to go to them with respect for what they do, respect that they do many other things than just test vision, respect that they’ve done a good job in the past with the tools they’ve had,” he explains. “What we want to do is help them make the screening better, and they will open up to that and say thank you because we’ve had a difficult time doing this, any information is a big help for us.”
In addition to presentations, Dr. Kading advises ECPs to make themselves available as a consultant. “(If the school nurse) can easily have a cell phone number or a direct email of their local optometrist, that can be really helpful for consulting on triage questions,” she explains.
And Dr. Zadnik says be persistent. “Nurses are really busy, but really dedicated to their jobs and really hungry for information,” she adds.
“School Nurses are just a really wonderful partner in terms of reaching out in the community about issues related to optometry and eye and vision care.”
Working Together Once the connection is made, what are some things ECPs can offer school nurses? One would be continuing education. “Even an individual optometrist could reach out to a school nurse or nurses in their community with an offer of a talk they could come and give either to a group of nurses or to children in the school that might make them more aware of eye and vision issues,” Dr. Zadnik says. ECPs may be able to get presentations ready for delivery through state associations. For example, Dr. Spangler says their Kids Welcome Here program has been licensed in 10 states, and all the lectures are available to any ECPs in any of those
Dr. McMunn suggests making emergency supply care packages that include contact lens solution, eye wash, contact lens cases, and artificial tears. “Things that they could use if they needed to on a student if they had a problem,” she says. And Dr. Zadnik stresses the importance of ensuring school nurses know what optometrists are capable of professionally and how they can help. “It’s such a natural partnership and when we first discovered it, my eyes were just open – no pun intended – to how hard working the nursing community is, how much they want to know about eyes and vision, and how much they deal with it on an every day basis,” she says. n RESOURCES Connecticut Association of Optometrists Lynn Sedlak, CAE, MBA, Executive Director 860-529-1900 lsedlak@cteyes.org www.cteyes.org Ohio Optometric Association Rick Cornett, CEO 800-874-9111 ohio.aoa.org Optometric Physicians of Washington Judy Balzer, Executive Director opw@eyes.org Pennsylvania Optometric Association Deborah Blanchard, Director of Communications deb@poaeyes.org pennsylvania.aoa.org Kids Welcome Here licensed states include: AZ, CA, CO, CT, KY, MI, NJ, NY, OR, UT, WV.
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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO
We Say the Darndest Things In February 1995, CBS aired a special hosted by Bill Cosby called Kids Say the Darndest Things.
Courtesy of Transitions® Optical, Inc.
lenge of building an effective relationship is staggering. Staggering, but not impossible.
ESPITE THE FACT that it sent a dangerous message to kids (namely that “darndest” is actually a word), it was highly popular, so the network turned it into a regular show. It ran until the year 2000.
D
For those of you who take your television and radio history seriously, it should be noted that the whole idea originated with Art Linkletter’s radio and television show named House Party, which began all the way back around the time of World War II. By the way, on the show, in response to the host’s questions, the kids did say the darndest
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things. Go to YouTube and you’ll be treated to dozens of hilarious examples. Funny thing is, we too say the darndest things...to kids...during the fitting and dispensing of eyeglasses, and during the contact lens instruction session. But if an eye care professional (ECP) is going to ultimately be successful in persuading parents during the dispensing and sales processes, we have to forge successful relationships with the kids themselves. That’s hard enough to do in general. Add in the fact that most kids don’t want to be there in the first place, and we only have a very limited amount of time to spend with them, so the chal-
Paying close attention to the actual words we say - and don’t say - can be the difference between a family walking out the door, or becoming loyal customers for life. The more we pay attention to what comes out of our mouth, the more likely we will expand our circle of influence, thus assuring a strong, lasting bond with our juvenile patient and his or her family. For the sake of this analysis, let’s define “kid” as a patient between the ages of eight and fourteen. I think the rules are different for those younger than eight, and with a few minor variations, “kids” fifteen years of age and older should be spoken to as adults. Before we even think about what comes out of our mouth, let’s think about something that should come across it - a smile. Consider the following, three of my favorite quotes regarding the power of a smile (the last two are of unknown origin). The late Phyllis Diller once mused, “A smile is a curve that sets everything straight.” How true. Since kissing is probably out of the question, how about, “Smile...it’s the second best thing you can do with your lips.” And for that “special” kid who
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really doesn’t want to be in your dispensary, consider this: “A smile confuses an approaching frown.” But seriously, a warm, sincere smile will disarm even the most incredulous client, regardless of age. It tells the youngster that you are there to help, and tells the parents that they have chosen the right place. Let’s start with some words and phrases that make kids cringe. Like kid. I think an ECP that uses the words “kid, child, or children” with kids, is starting off on the wrong foot. Once while working with an especially mature 12-year old, I was told that using the word kid made her feel uncomfortable and demeaned. She actually used the word “demeaned!” So rather than saying something like, “This frame is really popular with ‘kids’ your age,” try saying, “This frame is really popular with people your age,” or simply, “This is a very popular frame.” Another couple of words you want to challenge are “always” and “never.”
When the young person hears you say to his or her parents, “This would be a perfect frame...you know kids are always breaking them...they never take care of them.” That statement is patently false. They don’t always break their frames, and sometimes they actually do take care of them, so never isn’t accurate either. A much less offensive way to communicate the same thought might be, “This frame would be perfect for Johnny - it’s tough and sturdy, and has a fantastic warranty...” Another example of an inappropriate use might be, “Well of course, there’s a problem...he never cleans his contact lenses!” Probably the best rule of thumb to follow when thinking about words and phrases to avoid around kids is empathy. We were all young once, and while for some of us that may have been a long time ago, just try to put yourself in that young person’s place, and speak to him or her the way you would like to be spoken to; keeping respect paramount
at all times. Now let’s consider some words and phrases that kids love to hear. I cannot remember where or when I first discovered this list, so I don’t know who deserves credit for compiling it. I will tell you it wasn’t me, and if anyone knows who is responsible for it, please let me know and I will certainly give them the acknowledgement they deserve. Let me also acknowledge that some of the phrases would be wholly inappropriate for a dispenser to say to a young client (“I love you” comes to mind), but since this issue of EyeCare Professional is dedicated to kids I think it is appropriate to share the entire list. After all, while we are all eye care professionals, some of us are also parents, grandparents, uncles and aunts, etc. Here it is: • I love you. • Great work! • Thank you very much. • You’re such a great person. Continued on page 26
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• Keep up the good work! • I had such a fun time being with you today. • How are you doing today? • I would love for you to help me with this. • I can tell you’ve been working hard lately. • I’m proud to know that you’re doing your best. • What do you think about...? • I can see your point. • Moms and dads make mistakes too. • We have rules because we care about your safety. • What I love about you is... • You’re an important part of my life. • Let’s spend some time together. • I know I’ve been pretty busy lately, but I’m never too busy for you. • Good for you! • You’re doing a super job with... • I’m glad you’re here. Actually, with the exception of I love you, if you tweaked them a little bit, and depending on the context, an ECP could easily incorporate some of these phrases into the dispensing process. Remember, the whole point is to build rapport, trust, and respect, thereby increasing your overall effectiveness. Here are a few examples of how to do just that: “Great work! I can tell you’ve really been taking care of these glasses. I hardly see any scratches at all!” “I’m proud to see that you’ve been following the wearing schedule with your contact lenses. Good for you!” “I’m glad you’re here to let me help you pick out your first pair of glasses. Have you given any thought to what kind you’d like?” Just like most of their adult counterparts, kids like to be asked, not told. Involving them in the process of choosing a frame gives them an emotional attachment – a sense of ownership, if you will – to the entire process. Certainly, as the professional, you will make recommendations and give final approval as to the proper frame, but what harm is there in letting someone try on a frame or two that is completely inappropriate? Answer: none. As soon as she tries on a frame that’s totally wrong for her, she’ll probably say something like, “ooh...that looks goofy!” Your reply: “I see your point. What do you think about...?” By consciously incorporating some of these words and phrases into your vocabulary, along with a little bit of common sense, you will quickly gain the trust and respect of your younger patients, and perhaps more importantly, the trust and respect of their parents. Do that, and the word will spread. You’ll become known as the go-to optician when it comes to eyewear for kids. I
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Sports Eye Injuries Today in 2013 by PAUL BERMAN, O.D., F.A.A.O., Diplomat, American Board of Optometry
e have all been taught and heard lectures / read articles about the need for sports eye protection. Our patients trust us to tell them what they need to know. We should not violate that trust by not informing them about the importance of sports protective eyewear.
W
One of the manufacturers (Liberty Sport) simplifies it by using a system called the 3I’s to Protect Your Eyes: INQUIRE – What sports do you play? INFORM – Tell your patients about the risks of playing sports. INTRODUCE – Show appropriate product from your Sports Eye Injury Prevention Center. So what has changed in the last five years? If we use this format, INQUIRE stays the same. Just ask the patient what sports they play and what they wear to see when playing. For the eight-year-old baseball player who is a -3.00 myope, it is either contacts or sports eyewear. Sometimes they even take their glasses off. As we know, sports protective eyewear provides better protection. For the +4.00 -75 x 90 soccer player who may be six-years-old, we know the best solution. We just have to remember to recommend it and follow the 3I’s. Let me return to Inform and go directly to INTRODUCE. The product has become much more attractive. I know we have all seen children wearing sports protective eyewear as their primary pair. With Transitions Extra Active, they look great and, as Oldsmobile made famous, this is not your father’s Oldsmobile. Just like that example, these are not your father’s, or even older brother’s, protective sports eyewear. We have made the transition to fashionable, more gear-oriented sports protective eyewear. The biggest change we have made in recent memory is in the area of INFORM. We now have new data which always gives us a better, more informed perspective. As someone who lives and breathes patient advocacy, this was long overdue. I do not know if you realize it, but the study that we originally worked from was the 2002 study compiled by Prevent Blindness America (PBA)1. We now use the 2010 study compiled also by PBA2, which is available online at www.preventblindness.org, reflecting a 20-year study from 1990-2003. The bad news is that sports eye injuries are the greatest reason why someone goes to the Emergency Room (ER) if they have an eye injury and they are less than 18-years-old. Approximately 24 percent of all eye injuries involve sports
and recreation4. Another important fact is 69 percent of all eye injuries occur at home3. The good news is that eye injuries treated at the ER have decreased by 17 percent. Even in the PBA study, they credit pediatricians for recommending sports protective eyewear, but it is us who prescribe and fit the protective eyewear. We are doing a better job but can still do much more. They also credited the mandates for female lacrosse and female field hockey where eye protectors are now required. Basketball, softball, baseball, soccer and football are still the ‘big 5’ in terms of eye injuries and all have decreased except soccer. This does not include water and pool-based activities nor gun-related eye injuries; air, gas, spring BB, which are also rising. Soccer injuries have approximately doubled since 2002 which is a real wake-up call to us to talk to our patients (and their parents) who play the sport. So make sure to INQUIRE and if the answer is soccer, enforce with them the importance of eye protection. I hope this additional information will make you all the more willing to follow the 3I’s (INQUIRE / INFORM / INTRODUCE). This will help make your patients better realize that you are prescribing and not selling. We have found that an Rx stamper for the Rx pad increases this prescribing impression and therefore saves more of your patient’s eyesight. If you need more material or you have not yet received an Rx Stamper, please call Liberty Sport at 1-800-444-5010 or visit www.LibertySport.com. Another key point is the monocular athlete, the amblyope who does not have a good spare eye or any person who does not have two good eyes. Always protect the good eye with sports protective eyewear. They are 15 times more likely to go blind and 50 percent of that is caused by trauma4. Let’s get to work so when we look at the data next year we find injuries have decreased. I know by following the 3I’s (INQUIRE / INFORM / INTRODUCE), we can all proactively impact our patients’ eyesight. To learn more, visit: www.thevisioncouncil.org/ecp. 1. Prevent Blindness America (2002) Sports-Related Eye Injuries By Age 2. Prevent Blindness America (2010) Sports-Related Eye Injuries By Age 3. Katherine A. Pollard, BA, Huiyan Xiang, MD, MPH, PhD, Gary A. Smith, MD, DrPH (April 2012) Pediatric Eye Injuries Treated in US Emergency Departments, 1990-2009, Vol. 51 no. 4 374-381 4. GMA Research, Sporting Goods Manufacturers Association (2012) Sports, Fitness and Leisure Activities Topline Participation Report
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INQUIRE. INFORM. INTRODUCE.
Protect Their Vision. Diversify Your Revenue. As sports participation statistics continue to climb, the number of athletes who fall victim to eye injuries has the potential to grow at alarming rates. School-aged competitors are particularly prone to eye injuries since their athletic skills (hand-eye coordination, balance, reaction time and speed) are still being developed. Under most circumstances, at least 90% of sports-related eye injuries are preventable with the proper use of protective sports eyewear. By using the “Inquire. Inform. Introduce.� strategy, you can help young athletes protect their vision, while at the same time expanding your patient base and diversifying your revenue stream. To learn more about vision protection and how you can make a difference, visit thevisioncouncil.org/ecp or email info@thevisioncouncil.org.
helping you to grow your practice
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THE MOBILE OPTICIAN Ginny Johnson, LDO, ABOC
Eye Like Kidding Around If you want to know something about kids’ vision, just ask a kid. They usually have some very insightful things to say. They’re very observant, curious and have a way with words.
Lana reminds us that kids mimic their parents. That’s a great reminder for those parents that are in denial about wearing their own eyeglasses. Lana also recognizes that eyeglasses aren’t something for her or her friend to play with. That’s a good reminder to pass on to kids when you are dispensing their new eyeglasses.
I asked a few kids about their visits to the eye doctor. Here’s what they came up with: Davis (age 4) My friend Rowan got sand in his eye and it put a hole in it. He went to the eye doctor and it wasn’t scary. The doctor gave him some medicine so his eye would feel better. Then the doctor put a patch on Rowan’s eye so he would look like a pirate. Rowan likes the patch and so do I. It’s good that his mom went to the doctor with him. Davis reminds us that kids with eye injuries or emergencies are bound to be focused on how scary it is. Thankfully the staff and doctor handled Rowan’s eye injury in a way that kept everyone from getting anxious. Michael (age 4) When I went to the eye doctor I had to stay there a long time. They had some toys for me to play with but not good ones. I don’t have to wear any eyeglasses. My mommy does though. I got a sucker when we were leaving. Michael reminds us that timeliness is important to all ages. If you’re going to have patients waiting you better be
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worth the wait. You should also have smart distractions to appease them. We all have goals and quotas we are trying to surpass as well as taking care of our patient’s needs. Don’t jeopardize patient loyalty by making unrealistic scheduling decisions. Apologies for running behind should not be a daily occurrence at your practice. Some offices have a 15 minute rule and won’t see patients that show up more than 15 minutes late for their appointment. What if it worked both ways and every patient that had to wait more than 15 minutes decided not to stay? Lana (age 5) My mommy wears glasses and I wear mine when she wears hers. Mine are Hello Kitty but hers are not. My friend, Sara, at school wrote on my glasses with a crayon. I told Miss Tina and so my friend got in trouble.
Victoria (age 7) She puts a light in my eyes to find out if I need glasses. I don’t like glasses but they make me see. I can read a lot faster than I could before I got them. Everything’s better when I have them on, except when I go like this (she crosses her eyes). Glasses are expensive so you should never throw them away. Victoria reminds us that kids don’t always like wearing eyeglasses. Frames need to fit comfortably and be something they are not ashamed to wear. Jayden (age 7) She shined a bright light in my eyes and I got some of the letters wrong. She said I did great. At first I was real shy about reading the letters on the wall. I like getting candy and sometimes I help them get the goodie bags ready.
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Jayden reminds us not to label kid’s answers as right or wrong in the eye doctor’s office. Kids love candy, just make sure their parents are OK with them having it. Yvette (age 7) I like the Hello Kitty stuff and playing with eyeglasses in the mirror. I got to pick out my favorite pair. It hurt my eyes when the doctor squirted stuff in them. Yvette reminds us that kids want to have a say so in what they wear. She likes to play optician whenever she comes in our office. She’s a natural at it and she doesn’t have to squirt stuff in people’s eyes. Sanders (age 8) I went to the eye doctor a couple of weeks ago. They do a lot of tests like seeing how far you can see and if you can read super small letters. The doctor dilated my eyes. I could see better when I first got to the
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eye doctor than when I left. I’m not real sure why but you should have an eye exam like every year. Sanders reminds us of the importance of pre-appointing our patients for the following year. Encourage patients to take care of their eyes. Even if that means temporary blurred vision for a good cause. The next question I asked the kids was regarding the importance of sunglasses. Davis said he did not wear sunglasses but he should because the sun is this big (he stretches his arms out as far as he possibly can). It’s also very hot and hurts his eyes sometimes. His mom said he has a pair of sunglasses in her car. Michael doesn’t wear sunglasses because he doesn’t have any. His mom said he won’t leave them on his face when she buys him a pair. She wasn’t wearing any
sunglassses herself on this bright sunny day. Hmm... Lana wears prescription eyeglasses with Transitions lenses. Her mom said she is very pleased with the way they work. Victoria said that sunglasses are good because it makes the sun stay out of your eyes. She wears prescription polarized sunglasses that she would never think about throwing away. She also has two pair of eyeglasses with Transitions lenses and no glare treatment. Jayden had a pair of eyeglasses that are plano prescription Transitions lenses with no glare treatment. She lost them at school and wants her mom to buy her another pair. She already has them picked out. Jayden said that people wear sunglasses so they can’t go blind. Yvette wears prescription eyeglasses with Transitions lenses and no glare Continued on page 32
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treatment. She said that sometimes people can’t see if the sun is too bright so they put on sunglasses so you can’t see their eyes. Sanders doesn’t wear sunglasses. He said he had to wear them when the doctor dilated his eyes though. ECPs know that childhood is the most important time for forming healthy eye habits. We can’t educate enough on the importance of having kid’s eyes examined early on to avoid unfortunate situations like the following from happening. Recently I was presented with a 15 year old patient that had never had an eye examination. Growing up she was
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labeled as a clumsy kid. She said for the last few years when she’s tired her left eye closes or she covers it and just uses her right eye. The reason for her visit was because she couldn’t read the letters on the chart at the DMV office. Her parents had invested thousands of dollars for her to undergo testing, never to receive a clear answer as to why she struggled to keep up with her school work. The answer became more clear as she put on her first pair of eyewear. She turned to her mom and said, “Wow, I can’t believe it’s been my eyes this entire time.” Sad but true.
I like to think of a vision screening as you would a screen door and an eye examination as a front door.
Parents get confused about the difference between a vision screening and an eye examination so here is my very own kid analogy.
So remember the next time you have a vision question, start by getting a kid’s view on it. I
Your eyes are the house. A screen door (vision screening) can’t take the place of a front door (eye examination). A screen door (vision screening) provides no real protection. All houses need to have a front door (eye examination) for real protection.
ory? t a r o b a L l a c Opti n a n i r o f k loo u o y o d t a h W RVICE FAST SE DUCTS O R P Y IT L A URDAYS) TE, QU A T A R S U C G C A IN D U PING (INCL IP H S Y A D NEXT IN HOUSE DIGITAL HOUSE IN S G IN T A O C ODUCTS CRIZAL R P F O E IN VICE STAFF FULL L R E X S U R IL E R M A O V T IENDLY CUS R F OVE , B D E A C N E IE H R E T P EX ALL OF
NICS = E G O T P O
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PRACTICE MANAGEMENT Lindsey Getz
R
Roberto Warman, MD, got into the field of pediatric ophthalmology and Strabismus largely because of the challenges it posed. He found the practice more complicated than other areas of ophthalmology and Dr. Warman says he loved the idea of being challenged and troubleshooting tough cases. He got involved with neuro-ophthalmology for the same reasons.
Although many doctors wind up in pediatrics for their love of kids, Dr. Warman says that was almost more of a coincidence for him. He pursued his post-graduate training at the prestigious Bascom Palmer Eye Institute University of Miami with the double subspecialty fellowships in neuro-ophthalmology and pediatric ophthalmology and strabismus for the love of the work—and it just so happens he loves kids as well.
A Passion for Teaching Since completing his post-graduate training in 1987, Dr. Warman has
Pediatric Profile: Dr. Roberto Warman practiced at Miami Children’s Hospital, where he is Director of the Division of Ophthalmology. He has also been a Clinical Professor at Bascom Palmer Eye Institute at the University of Miami. His practice, Pediatric Ophthalmology Consultants, specializes in all aspects of pediatric eye care. Dr. Warman says that he thoroughly enjoys teaching. “I’m not a fan of writing papers or doing research but I love teaching so for me I’ve been so happy to be part of an institution that has a teaching program, but is not University dependent,” Dr. Warman says. “I don’t have to produce research papers but instead I teach for fun—and it really is fun for me. When you do things you like, you do them well and you don’t get tired of them. I really get the best of both worlds and am able to regularly find teaching opportunities with my patients and with my students.” It’s that interaction with students, patients, and parents that Dr. Warman says he enjoys most about his job. Now that he’s been in practice for over 25 years he’s been able to witness some of his patients grow up. “I have kids now in medical school who were inspired to go there because of their eye condition and in part because of being inspired by me,” Dr. Warman says. “That’s incredibly satisfying. I try to keep track of where they go to school and they often come back to see me. Now I’m even starting to get some of the children of my former patients. Even if it means getting behind schedule, I like to take the time to talk to patients and their families. I also encourage my patients to Continued on page 36
34 E Y E C A R E P R O F E S S I O N A L
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appreciate being treated as an individual. “When I’m discussing problems, I always talk to the patient and make them feel they are a part of it,” Dr. Warman continues. “Obviously I’m educating the parents as well and I’ll always ask if the parents have questions, but that’s after I talk to the kids and ask for their questions. The more involved the child gets, the more they cooperate.”
email me and over time I’ve stayed in touch with many of them. To me, it’s not just about taking care of their condition.” Dr. Warman has also found teaching opportunities abroad. Originally from Mexico, where he attended medical school at La Salle University Mexican School of Medicine, Dr. Warman still finds opportunities to return in order to see patients both in public and private settings. He also provides care for indigent patients in Ecuador. “When I go abroad for an exam and to operate, I always work with another ophthalmologist so that I’m not just solving the child’s problem but also teaching someone how to do it so they can see more kids when I’m not there,” Dr. Warman says.
of Medicaid patients to get the income and often find ourselves playing Robin Hood, trying to make things work,” Dr. Warman admits. And even though that income gap has begun to close a bit, Dr. Warman says there’s still a stigma attached to the idea of making less and that will be difficult to overcome. “Another reason for the lack of interest in pediatrics may just be that people think it’s a difficult business,” Dr. Warman says. “They may think that kids are difficult to work with and it’s a difficult field to go into. But they need to realize that it can also be a lot of fun. You’re really helping a lot of patients and get to follow them for a long time. It’s a very rewarding field.”
Facing Challenges
Tips for Working with Kids
Dr. Warman says the biggest challenge faced in this specialty—particularly in South Florida—is a lack of interest in pediatric ophthalmology. He says it’s become a significant problem. “We are overwhelmed with work and no matter how many hours I put in I know there are still so many underserved that are not being seen,” Dr. Warman says. “It’s difficult to get people into the pediatric specialty, but not only do we need to get them into pediatrics; we need to get them to South Florida. There’s a real problem in that we don’t have enough people to even care for the babies being born.”
After more than 25 years in practice, Dr. Warman has developed a number of tricks of the trade when it comes to working with kids. He says one of the most effective approaches to working with children is to address them directly. He knows it’s not always easy to get a child’s attention or to “get the information you need from them,” but addressing the child directly can be a huge help.
Dr. Warman says there are a number of factors that may potentially lead to the lack of interest. Part of it may be a lower income. Pediatric specialties are known for making less and the federal government is much less helpful in reimbursing for kids. “We have to see a huge number 36 E Y E C A R E P R O F E S S I O N A L
“The child is my patient and that’s who I address,” says Dr. Warman. “Of course I’m conscientious of the parents but I definitely talk directly to the patient first. There are many times that kids are very distracted but the moment you start talking directly to them, things change. I only need a few seconds of their attention to get what I need.” When it comes to older kids, Dr. Warman says that they particularly
Another key to working with kids is to “never show your frustration,” says Dr. Warman. “If you are losing your patience or becoming frustrated, step out of the room” Another way Dr. Warman keeps kids occupied is through the number of “distractions” found throughout the office. “We have hundreds of toys around us at all times,” says Dr. Warman. “When I go to a store, I’m always looking at new ways to get children’s attention. A toy may only work for a short period of time so you have to always be thinking about what you can have in one hand, while you have instruments in the other.” The waiting room is also packed with toys and Dr. Warman says he’s constantly buying more as they wear down, break, or even get lost or stolen. “We just try to make everything as friendly and childoriented as possible,” Dr. Warman says.
The Art of Pediatrics There’s no doubt that in general, Dr. Warman enjoys a challenge. After all, that’s what drove him into the field in the first place. Today he continues to love the everyday challenges that come with the pediatric field. The part of dealing with kids that many practitioners dread most—getting their cooperation and keeping their attention—is one of Dr. Warman’s favorite parts of the job. “That’s the art of pediatrics,” he says. “It’s so much fun. There is nothing better than having a mother bring in a child that is shouting and uncooperative and it seems clear that we will never get what we need and then halfway through the exam we’re playing and having fun. That gives me a lot of satisfaction. Kids resist coming here but by the end they don’t want to leave.” I
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SECOND GLANCE Elmer Friedman, OD
What Kids Say EACH YEAR the seasons change with ceaseless regularity, only to be outdone by the customary introduction of new kid’s frames. Enticing displays in our practice locations, not to mention the aggressive advertising through the media by our aggressive frame manufacturers, has created interest beyond expectations. Parents and friends have joined to help the child in making a selection that will please him or her. Much has been said at our lectures and printed in our periodicals regarding the frame styles, color, comfort and durability. But little emphasis has been placed upon what the kids, themselves, think or feel about eyewear. This is particularly significant as the child approaches the life changing event of his/her first pair of glasses. The latest studies reveal that there now exists a positive attitude to the “first pair of glasses” experience. It wasn’t always that way. But the attitudes of today’s children have changed. There is little chanting or teasing about wearing glasses. The days of catcalling, name calling and the stigma of
disability, thank goodness, is long past. Most of the youngsters appreciate the impression of honesty and intelligence that frames provide. The modern, beautiful frame stylings are the icing on the cake and our kids think it is sweet. We would be best warned not to underestimate the sophistication and taste of today’s kids. They have impressed their peers with their frame selection by depending on the comments afforded by friends, parents, advertising and their eye care professional. They are familiar with the hottest names in the market. There is a frenzy for upscale frames as part of the booming kids market for everything, including clothing, fast food, electronic gadgetry and toys. These children are pressing for what they want and have willing parents who will pay. In almost every instance the child is accompanied to the office by parents and their influence is usually the final word regarding the frame selection. The influence of celebrities who sport eyewear is also a factor to their impressionable natures. Lightweight frames and a low grade tint were the items most selected by the children. Heavier tints were avoided since their teachers considered dark lenses with suspicion connected with the use of foreign substances that are taken orally or smoked.
They sense their increased power and have developed their own “kids’ way” of using it. It is estimated that money spent on our children from the ages of four and older reaches more than $150 billion each year. The parents pay the bill, but the kids are pressing for what they want. Advertisers and manufacturers are listening to what they are saying. Parents may be interested in the practical aspects regarding a frame, such as durability, price and good fitting. However, their offspring are quick to recognize brand names. A research group discovered that brand logos can be recognized as early as 18 months. Experts feel that the anxiety and self consciousness that come with wearing new glasses can be overcome by the feeling of confidence and acceptance by their peers. Some optical dispensaries will cleverly feature a separate area for children. It has been found that parents will purchase what is best for their child. The parents want to give their sons and daughters what they want, especially in the case of special frames and protective lenses for specific reasons, like sports. Photos are available picturing famous celebrities and sports figures who use particular frames for special needs. Eye care professionals make every effort to prove to the kid that eyeglasses and goggles can be “cool”. Leaders in the eye care field suggest that the parents should be Continued on page 40
38 E Y E C A R E P R O F E S S I O N A L
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convinced to allow the children to have an important say in picking out their own frame. Some studies report that if parents force a child to wear their selection, the results will end up lost or hidden in a bureau drawer. Even the Nerd look has become popular in some teen circles. These are the frames that have given rise to the whole “geek-chic” look. So far, wearing glasses has been more about function than fashion. They have been considered an essential product without much flair. Now, all that has changed due to easy access to information about styling and fashion so that glasses have been given “the must have” status. A problem that is often witnessed is the terrible manner in which kids often care for the glasses. This not only affects the appearance of the glasses but also the adjustment and accuracy of the prescription. Instead of placing the glasses in a safe place they may fall asleep with them. They awake and find the dissembled glasses somewhere between the sheets and the mattress or lodged in an armpit. When the glasses can not be adjusted or repaired properly the kids should understand that frames can be recycled or donated to a charity. Here are some tips that kids appreciate learning: • Always place your glasses in a special, safe place where you can easily find them. • Keep the glasses away from younger children and pets. • Use a glass case to protect the glasses from damage. • Never place the glasses on the ground while playing. • Friends may love the child’s glasses and want to try them on. Turn that request down. Children are not in tune with the benefits of nutrition and vitamins and should learn how important a role they play in regard to good vision. Vitamin A and Carotenoids are known enablers for good vision, as well as healthy body. Vitamin C is a basic need for bodily function and is an important ingredient for the success of antioxidant action. And let’s not forget about our friends, the Bioflavonoids, which are always mentioned with eye care benefits. Because of my interest in what kids are saying I contacted several eye care professionals who are friends of mine and asked them to send me some quotes from their little patients that might be typical of the kids’ scene. Here are some samples: “Some people thought I looked better with my new glasses.” VICTORIA B, AGE 8, GRAND FORKS, ND
“Everything looked fuzzy around me before I got my glasses.” DARA Z., AGE 9, WASHINGTON, DC
“Now with my new glasses, I can see the ball when I play sports.” MATTHEW F., AGE 11, PHILADELPHIA, PA
“For a change, my friends are envious of me and my new look with my new glasses.” CRAIG F., AGE 10, MT. LAUREL, NJ
“For the first time, I can enjoy movies and TV with my new glasses.” TRAVIS S., AGE 10, LOS ANGELES, CA
Our kids have spoken. Are we listening? I 40 E Y E C A R E P R O F E S S I O N A L
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PAGE #
PHONE #
WEB SITE
Acculab
41
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Nanofilm
Baby Banz
15
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National Lens
Balester
23
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Nellerk Contact Lens Cases
Briot
21
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ClearVision
5
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CNS Frame Displays
39
877-274-9300
Eyevertise
45
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Fatheadz
PAGE #
PHONE #
WEB SITE
25
800-883-6266
www.nanofilmproducts.com
26, 42, 45
866-923-5600
www.national-lens.com
44
607-748-2166
—
Opticom
40
800-678-4266
www.opticom-inc.com
www.cvoptical.com
OptiSource
37
800-678-4768
www.1-800-optisource.com
www.framesdisplays.com
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32
800-678-4225
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13
888-860-7597
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BACK COVER
800-561-6640
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27, INSIDE BACK
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Grimes Optical
42
800-749-8427
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Hilco
INSIDE FRONT COVER 800-955-6544
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ADVERTISER
Signet Armorlite
33
800-759-4630
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Specs4Us
9
800-586-1885
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Tech-Optics
44
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Three Rivers Optical
43
800-756-0034
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800-818-4692 www.thehoyafreeformcompany.com
Trevi Coliseum
39
866-923-5600
www.national-lens.com
32, 35
800-257-7724
www.iseelabs.com
US Optical
31
800-445-2773
www.usoptical.com
17
212-842-1269
www.jfreyusa.com
Vision Council
29
800-811-7151
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Match Eyewear
11
877-88-MATCH
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Vision Systems
42
866-934-1030
www.Patternless.com
My Vision Express
44
877-882-7456
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Hoya
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42
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LAST LOOK Jim Magay, RDO
“We Love Kids!” It’s gratifying when a colleague recommends you to a new patient as recently happened. All the more so when the person recommending you is considered the best in his class at what he does. 7 or 8 years. Not bad – 7 or 8 years to become an overnight success! In this age of protective, concerned, and hyper parents it is good to have a calm, reasonable person to guide them through the mysteries of frame and lens selection. Kids are fearless, parents...not so much. Kids are apt to latch on to the gorgeous blue frames from that little Italian manufacturer – but the parents insist on the more mainstream style from a domestic distributor. Dana’s secret is to let the kids do the selling to the parent.
Dana Cohen welcomes all kids to his practice.
’m speaking of Dana Cohen, a fantastic pediatric optician from Medford here in Massachusetts. Dana is also a very good musician but I digress, his forte is kids and eyewear.
I
Dana’s career is a good example for specialization. If the demographics of your area are favorable one can do quite well with a specialty. Elder citizens like low vision products, office workers like unique style and comfortable vision, tweens like style and name brands, little kids like, well ...whatever Dana does. Is it easy? No, but if you have the vision and the passion you can make it work – Dana began with about 500 frames just for kids and worked hard to establish his practice over the next
46 E Y E C A R E P R O F E S S I O N A L
Dana comes from an optical family – his dad is Dr. Fred Cohen, a long time OD here in Massachusetts. After graduating from Brandeis University, Dana entertained thoughts of becoming a pediatrician, but thanks to the influence of his dad he entered our field with a pediatric slant. From 1976 to today; Dana’s shop, Medford Optical has become the place to go for kid’s frames, initially the mix was 80% adults and 20% Kids – today it is exactly the opposite. Dana has opened several hospital based optical shops and is now a principal in the Pediatric Optical Shop at Boston Children’s Hospital in Waltham. Don’t be surprised if you see Dana or his staff crawling around on the floor measuring and trying frames on infants
and toddlers if you visit either of the locations because fitting kids on their own level is another key factor in Medford Optical’s success. Another factor contributing to his success is Ginny Cohen, Dana’s lovely wife of 37 years and the support he has enjoyed from her and their two daughters Rachel and Laura.
Dana Cohen finds the right fit for a young patient.
Music is very important to this multitalented optician. Dana has played the trombone since he was 13 years old and is now on the board of the Cape Ann Symphony. He can be seen with the Cape Ann Big Band out of Gloucester, and for you Vision Expo attendees, yes that was Dana playing with the Eye Rock Band at the Hard Rock Café in Las Vegas and in Times Square. In the window of Dana’s shop in Medford is a large neon sign that sums up the guiding philosophy of this great optical success story – “We Love Kids!” ■
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