EyeCare Professional Magazine November 2010 Issue
November 2010 Issue of EyeCare Professional Magazine. A Business to Business publication that is distributed to decision makers and participants in the eyecare industry.
LUXURIOUS EYEWEAR & SUNWEAR / PAGE 6 "HAIR SALON" DISPENSING / PAGE 24 November 2010 � Volume 4, Issue 35 � www.ECPmag.com Guillaume Leblon Artist Paris, France PRODUCED AND DISTRIBUTED BY LUXOTTICA GROUP - MOD. PO 2971V CLEAR VISION. CLEAN LENSES. CRISP VIEWING. The Ordinary Lenses without Anti-Reflection Patients Clear Choice For Your KODAK CleARTM Lenses KODAK CleARTM Lenses feature optical coating technology which makes it easier for patients to care for their lenses. Even oily smudges and grime wash away with ease. Available on most manufacturers' lenses including all KODAK Lenses. EXPERIENCE IT TODAY! Call 800-328-7035. THE ONLY IN-HOUSE KODAK CLEAR LENS FACILITY IN MINNESOTA! In-house production ensures consistent quality and rapid turn-around. Photographic demonstration simulated. Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark of Signet Armorlite, Inc. �2010 Signet Armorlite, Inc. NOVEMBER 2010 Vol. 4 Issue 35 EYECAREPROFESSIONAL Magazine Contents Features Courtesy of Grant Italia 6 16 20 24 26 40 LUXURIOUS EYEWEAR Appeal to your most fashion conscious patients by offering the latest in Luxury Eyewear and Sunwear. by ECP Staff HERE COMES THE SUN Sunglass development has come a long way and sunwear now has something to offer every patient. by Carrie Wilson, BS, LDO, ABOM, NCLE-AC 8 NEW ORGANIZATION FOR OPTICIANS The Society for Advanced Opticianry aims to elevate the profession through advanced education. by Warren G. McDonald, PhD "HAIR SALON" DISPENSING ECPs could learn a lot from the pampering experience that beauty salons offer their customers. Ginny Johnson, LDO, ABOC 24 PRACTICE CONSEQUENCES Without the threat of real consequences, employees will not change their unproductive behavior. by Anthony Record, RDO OAKLEY AND THE MINERS Oakley sunwear was broadcast to the whole world during the rescue of the 33 Chilean miners. by Elmer Friedman, OD 50 On The Cover: PERSOL� www.persol.com Departments EDITOR/VIEW .....................................................................................................4 MOVERS AND SHAKERS.................................................................................14 DISPENSING OPTICIAN .................................................................................30 OPTICAL PHILANTHROPY............................................................................34 OD PERSPECTIVE ............................................................................................38 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50 Editor / view by Jeff Smith EYECAREPROFESSIONAL Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . . . Judy Canty, Dee Carew, Harry Chilinguerian, Timothy Coronis, Amy Endo, Elmer Friedman, Lindsey Getz, Ginny Johnson, Jim Magay, Warren McDonald, Anthony Record, Jason Smith, Carrie Wilson Technical Editor . . . . . . . . Brian A. Thomas, P.h.D, ABOM Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECPTM are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECPTM its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECPTM assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy. Magazine Practice Successful Selling W hatever type of practice you are engaged in, you must achieve patient satisfaction to succeed, which is inevitably going to involve some type of selling. One of the simplest methods of selling is through the use of comparison. If it's a new product or procedure, then a comparison is made between what it would be like without it and what it will be like with it, in other words the benefit to the patient. This usually involves educating the patient so that they will understand the difference. But be careful, they only need enough information to judge the value, and going beyond that point may at best bore the patient, or at worst make them more confused. A good approach is to state general principles and then relate them to everyday experiences. For example, you have determined that AR coating would benefit your patient. You've explained that the coating allows all the light to go through the lens resulting in much better aesthetics, but they still are not convinced of the value. You might then explain that reflected light is lost and unusable, which is like sitting down to read and turning the lights down � while the coating makes all the light available, so contrast is much improved � a point easily understood by most people. Frame sales is a major area of potential patient satisfaction, and the varying costs makes frames more susceptible to price shopping. If your patient doesn't understand the value difference between a $200 frame and a $50 frame, then cost is going to be the primary factor. While style is easily demonstrated, many benefits of premium frames are hidden and must be pointed out. Always start out showing the best quality frames that meet the requirements of the patient, and as you move down in price, the differences in quality will become apparent. When showing frames, always put them into the patient's hands. Doing so not only lets them feel the material, weight, and quality, but also gives a sense of possession and ownership. For example, when explaining the benefits of titanium in a high quality drill mount frame, hand it to the patient. When another frame of lesser quality is handed to the patient, they recognize the weight and quality difference immediately. Enthusiasm is the key to successful selling. If you're not excited about your products or services, how do you expect your patient to be excited and receptive? Know your products and know you're giving your patient the best in quality and satisfaction. 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, ECPTM is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 4 Number 35 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. Purpose: EyeCare Professional Magazine, ECPTM is a publication dedicated to providing information and resources affecting the financial well-being of the Optical Professional both professionally and personally. It is committed to introducing a wide array of product and service vendors, national and regional, and the myriad cost savings and benefits they offer. For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright � 2010 by OptiCourier Ltd. All Rights Reserved 4 | EYECAREPROFESSIONAL | NOVEMBER 2010 Screw it in Snap it off For the same price or less than other premium frame screws, Snapit turns dreaded repairs into a simple task. Why use anything else? � Extra-long feeder tab makes handling screws a cinch � Feeder length snaps off cleanly with just your fingers � No more clipping or filing means no more damaged frames or lenses � Cuts assembly and repair time in half � guaranteed � Works in all hinges and eyewires � Self aligns, self taps, includes Stay Tight thread lock Patent Pending 1-800-OptiSource (678.4768) www.1-800-OptiSource.com 1. Tura Style is always an expression of taste and isn't limited to one individual area. This is our perception of the active BOGNER lifestyle: Enjoying inspiration at the same time as using all one's senses to learn, experience and grow. The BOGNER eyewear collection offers distinctive designs and uncompromising quality. www.tura.com 1 2. Silver Dagger With uncompromising attention to detail and quality in our clothing and jewelry designs, The Silver Dagger Eyewear collection continues that tradition with intriguing style and sophistication of extraordinary luxury. www.silver-dagger.com 2 3. alain mikli Available Jan 2011, the MATT sunglass collection covers the eyes with audacious restraint and dresses them with chivalerous camouflage. The AL1070 is made from cellulose acetate, which is unique and exclusive to alain mikli. A fashion accessory that can host any prescription lenses to fit your vision while featuring the same gradienttint mirror effect. www.mikli.com 3 4. Revolution Eyewear Christian Audigier Eyewear pays tribute to the same hip "Rock and Roll with a soul" attitude that his clothes portray. There are 12 styles that come in two colors each. Each frame comes with an embroidered hard case with micro cleaning cloth enclosed. Eight of the styles come with a polarized lens, the rest are Nylon Shields. www.revolutioneyewear.com 5. Villa Eyewear X-Ide introduces 7 new styles, including Drill, which features an acetate front and temples which are a combination of laminated and stainless steel with engraved logo. Available in 4 color combination from bold black to striped blue to a translucent raspberry. www.villaeyewear.com 6. Creations In Optics The Braccialini Occhiali collection offers a new way to perform fashion and style while always in pursuit of details. Using Mazzuchelli acetate, genuine Italian leather, and Swarovski crystals, this feminine collection is designed for the stylish customer who is looking to be different, yet chic and trendy. www.creationsinoptics.com 4 5 6 Silhouette Theo Silhouette's stunning Metal Look collection, crafted with exquisite high tech titanium, skillfully combines pure design and superior comfort lending to this collection's light, airy feel and distinctive look. Beautifully designed with a dramatic "look-through" split temple design that lends the collection its name, Metal Look is a modern classic perfect for the discerning consumer. www.silhouette.com The spectacles catch your eye through the combination of a metal frame with genuine horn accents. The horn comes from the Indian water buffalo, which means that it is of outstanding quality. The horn is collected at abattoirs so no animals were killed for the horn. The combination of steel and horn ensures that the frame is flexible, light and robust. The ear tips are also in horn. This gives a really pleasant feel to the ears. www.theo.be Ultra Palm Grant Italia Alviero Martini 1A Classe is renowned for their beautiful yet functional handbags and luggage with the old world map motif, great for traveling around the globe. The Alviero Martini 1A Classe Point of View Eyewear, also made in Italy, incorporates this motif using leather detailing in their collection. They used leather inlays into this plastic wraparound, Model MK0152 color VKLP (polarized lenses) which is the signature piece for the Italian reality show www.donnaventura.it. www.grantitalia.com The new Caviar Collection 5568 features hand set crystals offering unique wearable designs. The fronts and temples are embellished by radiant crystals highlighting the detailed workmanship and open end piece designs. www.ultrapalm.com Morel Eyewear With its light and comfortable frame, the new �GA: K�lke plays with volume and subtle contrasts. Made from titanium and combined with injected materials, the line is characterized by exciting shapes and excellent comfort. The K�lke concept is produced in discreet blue, grey, black and brown tones and is available in a range of 4 color combinations for the 2 metal brow-bar shapes, and 3 color combinations for the injected front shapes. www.morel-france.com The alternative photochromic for every profile Corning and SunSensors are registered trademark of Corning Inc., Corning, NY - Copyright � 2010 Corning Incorporated. All rights reserved. In-Mass technology. Mid-Index (1.56). Lighter than polycarbonate. Excellent value for money. www.corning.com/ophthalmic Evatik Luxottica State of the art materials is key for men's luxury eyewear and model E-9028 from the Evatik Collection combines titanium with acetate in a specialized wood grain finish. Two-tone coloring, a double bridge and a subtle metal cutout on the temples add a touch of modern edge style. Available in Size: 57-18-145. www.evatik.com REM Eyewear The new Tiffany key sunwear designs are inspired by the fanciful key pendent chains of the Tiffany & Co. jewelry collections. Tiffany TF 4043B features a bold square eye shape offset by the feminine, graceful appeal of a jeweled key created with individually set Swarovski crystals. The key is designed as an integral part of the hinge and temple. This style features APX lenses in gradient grey and brown complimenting frame colors of Black, Dark Havana, and Tiffany Havana. www.luxottica.com LBI Eyewear New sunwear additions to the men's John Varvatos collection include V759 (shown), a squared aviator with "metal wire" wrapped temples for a raw rock `n' roll look inspired by a John Varvatos belt buckle prototype. The V756 is small and circular in rich tortoise with a slightly suspicious style, indicative of a vintage racer or mad scientist. V758 is a metal and acetate modified aviator with JV signature integrated spring hinge, while the V757 has a sleek architectural line that runs from tip-to-tip, perfect for driving. www.remeyewear.com ST. MORITZ Ice 220 is the favored frame for feminine fun and fantasy. A full-suspension stainless steel and nylon wire front, gentle on the face, yet easy on the eye, is Ice 220's invitation to a world of luxury. A dazzling, jeweled accent covers the frame hinge. The d�cor is an intricate combination of rhinestones and sparkling ornamentation suggestive of a butterfly. Beautiful in colors Grey, Ebony and Rose, Ice 220 also features soft nose pads and is provided in Size: 54-18-135. www.lbieyewear.com Trevi-Coliseum National Lens announces the introduction of Coliseum 95, part of Trevi-Coliseum's luxury wood frame line. Constructed of the finest quality of materials including spring temples for added comfort. Available in 3 Premium Woods, Mahogany Wood (Meliaceae family, Dark colored hard wood), Bubinga Wood (Leguminosae family, African Rose wood, medium Red-Brown color) and Ebony Wood (very dense Black wood) Frames are backed by a two year unconditional warranty. www.national-lens.com INTRODUCTORY Purchase 50 Frames Get 30% Off Purchase 20 Frames Get 20% Off Purchase 10 Frames Get 10% Off Exquisitely Hand Crafted Italian Eyewear by TreviColiseum� Distributed exclusively in North America by National Lens. Tel: 866.923.5600 www.national-lens.com Featuring: Women's CC #194, Men's CC #211 SPECIAL! Classique Eyewear Launches the Lisa Loeb Eyewear Collection Classique Eyewear announces the launch of the Lisa Loeb Eyewear Collection, inspired by Grammy-nominated singer/songwriter Lisa Loeb's signature cat-eye glasses, following years of requests from her fans. The initial collection launches with thirteen frame styles for every look and occasion, in up to four color variations per style. The Lisa Loeb Eyewear collection includes classic pieces in black and tortoise shell as well as embellished temples accentuated with rhinestones and etchings. Each frame is named after one of Lisa's songs and constructed in two & three color zyl laminates. Colors range from neutral tones to eloquent bursts of rich turquoise, lavender, lemon ice and cherry red. For more information call Classique Eyewear at 1-866-5700 or go to www.classique-eyewear.com Clariti Eyewear Wins Aspex Patent Infringement Lawsuit May 24, 2010 the federal appeals court upheld the lower court's dismissal of Apex's lawsuit against Clariti Eyewear. Dominique Yonemoto, Clariti's President, said, "We are very gratified that the U.S. Court of Appeals for the Federal Circuit affirmed the lower court ruling. The decision is a vindication of our long stated position that our AirMag� brand magnetic eyewear cannot be held to infringe Aspex's patents." Clariti initially was granted summary judgment by the U.S. District Court for the Southern District of New York, which dismissed the case by holding that Aspex was equitably stopped from pursuing their infringement claims against Clariti. The federal appeals court affirmed that ruling. Clariti Eyewear, Inc., a California based distributor of eyewear frames, was recently awarded a victorious ruling from the United States Court of Appeals for the Federal Circuit. Clariti had been sued by Aspex/Contour in March 2007 for purportedly infringing two patents for magnetic clip-on eyewear, held under license by Aspex. Clariti markets and distributes AirMag�, an auxiliary sun lens that magnetically attaches to a spectacle frame. On 12 | EYECAREPROFESSIONAL | NOVEMBER 2010 Movers AND Shakers and execution, reporting to CEO and president, Rick Elias. Cole, who started with Transitions Optical when the company launched in 1990, most recently served as general manager for the North American and Australia and New Zealand markets. He will continue to fulfill these responsibilities in an interim role. American National Standards Institute Industry veteran Dick Whitney of Carl Zeiss Vision has been named chairman of the American National Standards Institute (ANSI) Z80 subcommittee on prescription spectacle lenses. In this new role, Whitney will lead Dick Whitney industry representatives in continued development of the Z80.1 standard. He succeeds Daniel Torgersen of the Optical Laboratories Association, who served the committee for many years. Whitney currently serves as global standards manager, corporate research and development for Carl Zeiss. Opticians Association of America At the recent National Opticians Convention, the Opticians Association of America reelected Diane Charles of Washington State as President of the Association. Ms. Charles is the third female to be elected President in the organizaDiane Charles tion's history and her term of office runs through September 2011. Charles is a licensed Optician and State Examiner in the State of Washington and is a former President of the Washington Opticians Association. She has been an active member of OAA since 1990. Davis Vision Davis Vision recently named Dave Merwitz its director of retail relationships. In his new role, Merwitz--based in Latham, N.Y.--serves as the primary liaison to contracted retailers, responsible for "maintaining and enhancing Dave Merwitz strategic working relationships with all retail providers." Merwitz, a 22-year veteran of the health care industry, has spent 13 years with Davis Vision. Guild of Prescription Opticians At the recent National Opticians Convention, the Guild of Prescription Opticians (Guild) elected Kathryn Ring, owner of Eye Services of Jackson in Michigan, as Chair of the Guild Council. Ring is a Guild Optician who has been Kathryn Ring actively involved in the organization for many years and currently serves as the Guild's representative on the Opticians Association of America's Board. She has been honored with the 1994 Distinguished Service Award from the Opticianry Association of Michigan and has been practicing Opticianry since 1976. Emerging Vision Sam Herskowitz has been named president of Emerging Vision's buying group division. Herskowitz had been president of Emerging Vision's franchise division since July 2007; before that, he was chief marketing officer. He Sam Herskowitz joined the company in January 1996. In his new position Herskowitz reports directly to Glenn Spina, Emerging Vision's president and chief executive officer. The company's buying group division includes Combine Buying Group in the U.S. and The Optical Group in Canada. Briot USA Optical sales veteran Matt Cevasco has been named president and general manager of Briot USA. He reports to Marc Abitbol, PhD, CEO of Luneau Technology, a France-based supplier of ophthalmic diagnostic systems, which acquired Briot USA's parent company, Briot International, in June, 2010. Cevasco replaces Tom Pfledging, who has left the company to pursue other interests. Most recently, Cevasco worked outside the optical industry from 2007 to 2009, serving as vice president of sales and marketing at Gateway Energy Services. Eyenovate Eyenovate, Inc. announced that Joseph Zewe has joined the company as the president and chief executive officer. Additionally, the company has changed its name to Eyenavision. Zewe takes over from his brother, David Zewe, Joseph Zewe who has served as the interim president and chief executive officer since December of 2009. David Zewe will continue as the chairman of the company's board of directors. Luxottica USA Brittany Bender has been appointed the new Trade Communications Manager for Luxottica USA. She will play a critical role as she takes a lead position with trade media, press relations and the management of the website LuxandMe.com. Bender has a degree in journalism from the University of Colorado, and joins from Rooney & Associates Communications, a public relations agency located in New York City. Transitions Optical Transitions Optical has named company veteran Dave Cole chief operating officer. In this role, Cole will provide regional and global leadership, and business strategy development Dave Cole 14 | EYECAREPROFESSIONAL | NOVEMBER 2010 SafigelTM Signs First U.S. Distributor Agreement with Optical Distributor Group OPTOGENICS Overnight Service on AR & Digital Jobs AR's In House: Crizal, AR24, AR15, Zeiss 6 for 5 on Digital Lenses All Varilux and Definity lenses OPTOGENICS SafigelTM has signed an agreement with Optical Distributor Group (ODG) for distribution of its Safigel 1-Day daily disposable contact lenses. As the second largest distributor of contact lenses in the United States, ODG will distribute Safigel to Eyecare Practitioners. ECPs will also have the option of having ODG ship directly to the patients for whom they are prescribing Safigel lenses. Eric Sharvelle, Safigel President, says that "ODG is an ideal fit for Safigel because they can offer full-circle service to ECPs combined with an outstanding sales team." Safigel is the world's only hyaluronate contact lens. Positioned at the cutting edge, these contact lenses have the same natural bio-polymer, sodium hyaluronate (HA), used in many leading dry-eye drops. In keeping with Safigel's mission to provide new, groundbreaking alternatives to ECPs who fit patients with contacts, ODG also looks to carry innovative products as one of the largest and fastest-growing independently owned contact lens distributors. Jeff Rems, ODG President, asserts, "We're excited that Safigel chose ODG to help introduce eyecare professionals to the new generation in contact lens technology. With the integration of sodium hyaluronate into their contact lens manufacturing process, Safigel contacts are a perfect addition to an ECP's armament and ideal for patients seeking all-day comfort." For more information, contact Scott Orphanos, VP of Sales, 877-SAF-IGEL, Ext. 2, firstname.lastname@example.org, or visit www.safigel.com is a Full Service Surfacing and Digital Lab Shipments Overnight UPS including Saturdays at no additional charge Orders Received & Shipped Overnight VSP & VCP and VBA Approved Check our Prices & Specials and Open your Acct. on Optogenics.com Demo log-in username: "optouser" password: "loveit" 800-678-4225 Fax: 800-343-3925 Tel: NOVEMBER 2010 | EYECAREPROFESSIONAL | 15 Through the Lens Carrie Wilson, BS, LDO, ABOM, NCLE-AC Here Comes the Sun: The Beauty of Sunglasses SUNGLASSES are attractive, popular and multifunctional. They can protect the eyes from ultraviolet radiation, decrease glare and light transmission, and make a fashion statement. Whether they are gray or brown, large or small, expensive or cheap, sunglasses make a statement about the person who wears them. Hollywood stars were photographed in their sun wear, the public began emulating them and sunglasses became more popular with the general public. Foster Grant fanned these flames later on when they starting using the movie stars to advertise their sun wear. The 1930s saw the development of sunglasses for specialized outdoor activities. Bausch and Lomb was commissioned to develop sunglasses that would protect pilots from the high altitude glare that resulted in temporary blindness. The result was a dark green tint that absorbed the harmful ultra-violet and infra-red radiation while allowing the individual colors of the spectrum to pass through in order to maintain color trueness. This color, G-15, was placed into a specially designed frame that had a slightly drooping eyewire. The extra room in the frame allowed more coverage for the pilot's eye when they glanced down at the instrument panel. The sunglasses became available to the public in 1937 as the Ray-Ban Aviator. The development and popularity of sunglasses stagnated until the 1960's and 70's when Foster Grant once again influenced the sunglass market with the very popular advertising campaign, "Whose behind those Foster Grants?" By using film icons such as Raquel Welch, Peter Sellers, Mia Farrow and Vanessa Redgrave, Foster Grant created a desire among the American public to imitate their favorite icons by wearing sunglasses. Early Sunglasses Although there have been spectacles with dark lenses around for centuries, early darkened glasses were never used for sun protection or outdoor activities. These early glasses were primarily used to block the expression of a judge's eyes during judicial proceedings, to denote societal status or used in experimenting with certain visual impairments. The sunglass as it is known today is actually a twentieth century invention. The development of the modern sunglass is multifaceted. Sam Foster first introduced mass produced sunglasses to the general population in 1929. He sold glasses on the boardwalk in Atlantic City, NJ in a Woolworth store. When the sunglasses became extremely popular with beach going crowd, the brand Foster Grant was born. Hollywood stars of this era began wearing the sunglasses to hide their likenesses when in public and to also hide themselves when they were not at their best. Once the 16 | EYECAREPROFESSIONAL | NOVEMBER 2010 How to Choose the Best Sunglass Color Today, the average American spends more time than ever pursuing outdoor sporting and leisure activities. Just as one shoe is not suited to all activities, neither is every sunglass. There are several different color combinations and densities for the eye care professional to choose from. Some of the most common colors as well as the outdoor activities that they are best suited for are: Yellow and Orange: These colors heighten contrast between objects and blue or green backgrounds. Sometimes marketed as "blue blockers", yellow and orange tints are good for hazy, foggy or overcast conditions because they eliminate blue wavelengths of light. Not an appropriate color for an activity that depends on accurate color perception, it is an excellent choice for low light and indoor activities. A word of caution, yellow and orange can cause discomfort to the eyes when used in extremely bright light conditions. Rose and Red: Although these colors heighten contrast in partly cloudy and sunny conditions, they may cause significant color imbalances. The main benefit to these colors is that they allow the patients' eyes to adjust quickly between alternating light conditions. Purple: Commonly used as a fashion tint, dark purple can shade the eye while maintaining natural color perception. Dark Amber, Brown, and Copper: These colors help reduce glare and perform best in hazy sunshine. They are especially advantageous in improving contrast on grass and against blue skies; as well as activities where glare and depth perception can be a deciding factor. Green: A mild, contrast enhancing tint, green is generally used to reduce eyestrain under bright lighting conditions. A soothing tint, it offers the best contrast and visual acuity of all tints due to the fact that it allows all of the colors of the spectrum to pass through the lens with the same percentages that pass through the human eye. This means that there is complete color accuracy when viewing objects through a dark green lens. Common athletic activities that work well with tinted lenses and the best colors for them are: � Hunting/Shooting � yellow/orange, rose/red, and dark amber, brown and copper, purple � Cycling � yellow/orange, rose/red, dark amber, brown, and copper, gray � Fishing/water sports � Gray, rose/red, dark amber, brown and copper � Golf � dark amber, brown and copper, green, gray � Winter sports � low light conditions: yellow/orange; normal lighting conditions: dark amber, brown and copper, gray � Baseball � dark amber, brown and copper, green, gray Upgrading to Polarized Tints, although an effective option in sports eyewear, are not as efficient as polarized lenses. Tinting only makes the lens darker, thereby blocking the amount of usable light entering the eye while allowing glare to continue to exist. Polarization on the other hand, acts as a filter. Polarization is a film that is inside the lens and acts like a Venetian blind, blocking reflected light that causes harmful glare. As a result, colors can be used in a wider range of outdoor activities with greater efficiency. Dark Gray � 25% light transmission; truest color recognition and is ideal for bright sunny days and high glare activities such as deep water fishing and driving. Light Gray � 55% light transmission; ideal for being used with tints to create a custom colored polarized lens. Dark Brown � 25% light transmission; its blue blocker properties are ideal for improved contrast, visual acuity and depth perception, and is useful in activities such as driving and shallow water fishing. Light Brown � 45% light transmission; ideal for being used with tints to create a custom colored polarized lens. Melanin � 25% light transmission; a relatively new lens to the market, it contains the pigment that normally occurs in the body and is ideal for anyone with macular degeneration and works well in bright conditions and activities in which the light varies such as golfing. Red � 55% light transmission; a high contrast lens that is ideal for low light fishing and as a shooting lens in bright light. Orange � 50% light transmission; blocks blue light, increases contrast and is most commonly used for clay target shooting, biking, and skiing. Green � 60% light transmission; true color balanced lens that works well in varying light conditions such as golf and tennis. Violet � 55% light transmission; increases contrast and darkens certain backgrounds so it works well with shooting in average to bright, golfing and for winter sports. Continued on page 18 NOVEMBER 2010 | EYECAREPROFESSIONAL | 17 Yellow � 80% light transmission; lets in the maximum amount of light so it is good for low light situations such as night hunting and shooting. Giving Sunglass Lenses the Finishing Touch Ultraviolet Coating UV protection, if not inherent in the material, must be applied to every pair of sunglasses. This is not an option. Providing a dark lens without proper protection can cause a greater amount of ultraviolet radiation to enter they eye due to the patient's pupil enlarging behind a dark tint, resulting in damage to the inner structures of the eye. It is the ECP's responsibility to protect the patient by providing this option to the patient. Anti-Reflective Coating Light bouncing off of a dark lens creates a window pane, mirror like effect that causes distortion and eye fatigue. To prevent this, an AR coating can be applied to the back of the lens. This works best with polarized lenses, however, if the patient requests a tinted lens to be coated there are a few things an ECP should keep in mind. Due to the nature of tinting, AR coating can cause a tint to look lighter than intended. To prevent this from happening, the ECP should send a sample of the desired color to the lab so that the post coated lens will be of the same density. Alternately, the ECP can tint the lens darker than desired and neutralize it back to the desired color. This will prevent the lens from fading in density during the multiple lens washings the AR lab will put it through. Mirror Coating Mirror coatings are a highly reflective coating that is applied to the front surface of the lens. It can help reduce eyestrain by blocking an additional 10 to 60 percent of light transmission to the eye. This can be especially helpful when participating in highly reflective outdoor activities such as water or snow skiing, driving, or at the beach. The ECP should be mindful of the combination of mirror coating and tinting that the lens will receive. Conclusion Sunglasses are a perfect option for every patient. Just as everyone needs different outfits to fulfill the needs of different occasions, everyone needs sunglasses to aid in their various outdoor activities. By matching the perfect sunglass to the patient, the ECP combines fashion, function and protection to the patient so that they can achieve optimal vision in all surroundings. With contributions from Brian A. Thomas, P.h.D, ABOM VisionWeb Lab of the Year Honorees are Luzerne Optical, US Optical, and Meridian Optical VisionWeb, a premier provider of technology services to the optical industry, announced last month their honorees for 2010 Lab of the Year. The VisionWeb Lab of the Year program, now in its fifth year, rewards spectacle lens laboratories that have shown exemplary results growing and maintaining customer loyalty using VisionWeb. This year's honorees are Luzerne Optical, Wilkes Barre, PA; US Optical, East Syracuse, NY; and Meridian Optical Laboratory, Phoenix, AZ. To determine the honorees, VisionWeb measured the ability of the lab to retain and grow VisionWeb usage among their customers, and their willingness and ability to promote VisionWeb to their customers. In addition, the votes each lab received from VisionWeb members were incorporated into the final calculations. Labs interested in learning more should contact Customer Service at (800) 874-6601 or email: email@example.com. Home of Luzerne Optical Labs Home of US Optical Labs The 21st Century Optician Warren G. McDonald, PhD Professor of Health Administration Reeves School of Business / Methodist University The Society for Advanced Opticianry As I was thinking about what I was going to write about this month, some really exciting things happening in the industry caused me to pause for reflection... WHAT ARE THE THINGS I have written about for this great audience for the past year or two? Do I really have anything else to add? Does my continuing discussion of the need for improvement mean anything to opticians? I think, from the many comments I have received from hundreds across the country over the last couple of years that many agree with my ideas, but we have some major work to do! So today, I submit to you something new and exciting, and I am sure a bit controversial. I am going to use my entire column this month for a discussion of a new opticianry organization, The Society for Advanced Opticianry (SAO). Now, I know what comes immediately to mind, "Oh no, another organization. That is all we need." But I am here to tell you, this one is JUST what we need. I hope you agree with my assessment. The Genesis of the Concept The idea for a new and different organization developed after I read an announcement from the Certified Professional Accountants (CPAs) who were trumpeting the new, increased requirements to sit for their very rigorous certification examination. I marveled at this idea, because it is so foreign to opticianry. Today, to sit for the CPA exam requires a minimum of 150 semester hours of academic credit. This is now 30 semester hours beyond the bachelor's degree. Wow! This said to me that these folks were serious about assuring that anyone who achieved this lofty status was well educated and trained. I really appreciated that fact, and realized that there are many accountants out there, but only those with the finest credentials could actually use the CPA title. Ergo, my pause for reflection! I immediately thought of the various requirements opticians face across the country (or in 27 states, the lack thereof). In my ongoing research, I find 22 states that require a state license. Each state varies in what they require and many hold their own requirements as sacrosanct. Few of them will work with another to make licensure across state lines easy to achieve and I have often pondered as to why this is the case. Is dispensing a pair of spectacles different in North Carolina and South Carolina? If not, then allow me to use those states as examples. Why does my home state of NC require a 9-part, 2-day exam, while SC only requires the ABO and a 3-hour practical? Disparate requirements are like that in all of the 22 licensed states. It is ridiculous...even bordering on silly in some cases. Also of concern is the real impetus for this work to start with, the ABO/NCLE. In the past, these national board certification examinations required a year of experience prior to sitting for them. Applicants also were required to pay a fee. Now, rather than improving the overall quality of the applicant, the ABO/NCLE has made it less stringent. Now all that is required is a pulse and a fee and boom, you can take the examinations. What affect has this had on the individual taking the exam? Pass rates are just slightly over 50%. In the past, those rates were in the 65% range. What affect has it had on the profession? You be the judge. The Discussion Began I am a long-time user of Optiboard, an online discussion forum for opticians. This is a very popular sight, owned by optician Steve Machol. He has done a marvelous job with the site, and I typically enjoy the material and banter found there. I had been Continued on page 22 20 | EYECAREPROFESSIONAL | NOVEMBER 2010 a member for some time, but had never started a thread, if memory serves me well, until I started one on this subject entitled Entry Requirements. My argument has always been that opticians should be educated formally, and should do far more in practice than they typically can do now. Comparing CPAs and opticians, I asked if we needed to increase our entry requirements. A simple question, it would seem, but not the case in this vast thread. The discussion drew the ire of many, and took off in some weird directions during its 30 pages, and some of it was not supportive. Many were angered by my position of requiring an education for opticians, which has always been confusing to me. Why would anyone fight education? I had folks get on the thread and tell me they could never have entered this "profession" if not for the "apprenticeship" route they took to get here, and it would be a shame to do so now. Many forget that physicians and almost every other profession began this way, but have long since abandoned it as an ineffective mechanism to train professionals. For the future of opticianry, my position is that we can no longer allow that kind of training to suffice, and in this world of advanced technologies, we must better prepare to serve the consumer. I stand by that concept, and every other health-related profession must agree, based on their long-ago change to formal education. It appeared that those without an education were the loudest against it, which indicates they may have some trepidation about their future effectiveness if others were better prepared. But something else happened that encouraged me tremendously. A huge number of people wrote to me privately, and on the thread indicating their support! I felt very good about that, and appreciated their comments. Several of the folks wanted to hold a meeting, which we did, at the Southeastern Opticians Conference in Atlanta this summer. The Initial Meeting This initial meeting brought together opticians from across many parts of the country. South Carolina, Georgia, Ohio, Texas, Pennsylvania, and others were there, and the discussion was stimulating to say the least. Those who were there listened to my ideas, as well as those of my close friend and colleague, Dr. Roy Ferguson, regarding the need for a new breed of optician. Each individual there provided great insight and clearly indicated a need for change, and I felt the best about the future I had felt in many years. Important to note here is that Diane Charles, president of the Opticians Association of America, was a guest of the Southeastern and joined us, along with the Executive Director, Chris Allen. Some in the group were very anti-OAA and did not 22 | EYECAREPROFESSIONAL | NOVEMBER 2010 want them in the room. These two national leaders knew that, but listened intently to the discussion, taking in stride the negative feelings towards the national organization, and offering their support for the concept. Another national leader, ABO Chairman, Curt Duff joined us as well, and provided much insight into the ABO and NCLE and their role in the national scheme of things. He is a man of great patience and understanding, and despite some tense moments, saw great value in the discussion. We found a great deal of common ground in Atlanta, and a second meeting was scheduled at the ABO/NCLE National Opticians Conference in Cincinnati, Ohio in September. Again, there was great dialogue, and we left Atlanta with the organizational support of the OAA and the ABO Chair! Cincinnati and Beyond Once the group got to Cincinnati, we met all day Saturday in a room provided by ABO/NCLE. Further dialogue followed a great deal of work completed on the Internet in-between meetings, and a new entity took shape. It was called the Society for Advanced Opticianry (SAO), and is a group of like-minded people who see a need for change in opticianry. It will offer memberships to qualified applicants that will be spelled out completely as they take shape. You will be receiving announcements in the professional journals and trade publications regarding this new group, and I hope you enjoy reading about it. Generally, to be a member will require a minimum of an Associate Degree for the initial few years, and a bachelor's degree beyond that cut-off date. Member must be state licensed, if required, and certified by ABO or NCLE at the advanced level, or a Fellow of CLSA or hold the Master's Certificate from ABO. Membership will be reviewed by a credentials committee, and we will begin to market the membership to the public, the industry, and the other Os as the benchmark for excellence, much like that CPA accountants. Enough of dumbing down the field...let's move ahead and elevate the field. This will have no affect on licensing or other individual state requirements, but will share similar education and training requirements across the country. We will market that to the public. Opticians must have studied every facet of the field, not just bits and pieces, so there will be common backgrounds among the membership, unlike our current situation. If someone aspires to membership, and has no degree, we can show you how to get one, using many of the Opticianry credentials they may already have in place. It is an exciting concept, and one I hope unfolds very rapidly. Look for the announcements regarding this exciting new group. Essilor to Acquire 50 Percent of Shamir Optical Shamir Optical Industry Ltd., Kibbutz Shamir and Essilor International announced last month that they have signed an agreement whereby Essilor will, through a series of transactions, acquire 50 percent of Shamir Optical. As a result of these transactions, Kibbutz Shamir and Essilor will each own 50 percent of Shamir Optical. Headquartered in Kibbutz Shamir, Israel, Shamir Optical is a leader in the fast growing freeform lens technology sector. The company reported 2009 revenues of $142 million, generated mainly in Europe and the U.S., and has approximately 1,400 full-time employees. Essilor, based in Charenton-le-Pont, is the leading ophthalmic lens manufacturer worldwide. Under the terms of the agreements between Essilor and Kibbutz Shamir, the existing management team of Shamir Optical will remain in place. The transaction, which is subject to regulatory approvals, rulings, the approval of Shamir Optical's shareholders in accordance with Israeli law and the approval of the district court of Nazareth, Israel, is expected to close in mid 2011. Amos Netzer, chief executive officer of Shamir Optical said, "This venture places Shamir Optical in a position to accelerate the development of new products and to strengthen its presence in the market place by using Essilor's R&D capabilities, notably in coatings, and its worldwide distribution network. The transaction will create synergies and provide Shamir Optical with additional resources to invest in its development." Hubert Sagnieres, Essilor's chief executive officer said, "This joint venture represents a strategic addition to Essilor's business and will strengthen our offer to the midtier segment with additional high-quality products. Shamir Optical's range of products fits closely with Essilor's. Thanks to our existing network, respective expertise and the potential for vertical cost synergies, our partnership will allow us to grow the worldwide optical business with innovative, new value-added products and services and to expand our offer to eyecare professionals around the world. Shamir Optical will continue to produce and promote its brands, products and services as a separate business entity." NOVEMBER 2010 | EYECAREPROFESSIONAL| 23 The Mobile Optician Ginny Johnson, LDO, ABOC HEAD GAMES Head games it's you and me maybe Head games they can help us learn much more Head games we wanna play the...head games with all you've got going on. Before you leave today we will make sure we schedule your next appointment earlier in the day. Now, I'm going to be sending you home with a product that will reduce your split ends and make your hair vibrantly healthy. It's not cheap but it's well worth the money. If you would like to relax in that comfortable chair right there while I go in the back and get Jane. Jane goes to the doctor that you were thinking about switching to. Would you like a different magazine and something else to drink? Wait until you see your hair you are going to absolutely love it. Here are your eyeglasses back. By the way, where did you get them? They look fantastic on you. I realize that some of you may not be familiar with salon excellence. Maybe you are bald, cut your own hair or think that salons are for sissys. The reality is that everyone wants to feel special, like there is no other and be pampered from time to time. So what's the word on the street, wall, or blog about your dispensary? Hopefully patients are bragging about you and would never go anywhere else for their eyecare. To keep them bragging you might want to try playing some of these head games: Pamper Them What does pamper mean? To treat someone with extreme or excessive care and attention. It doesn't matter what the purpose of their visit is, pamper them. Let them know that you really appreciate the opportunity to serve them. It's all about them. When was the last time you paid for a professional haircut? Did it turn out to be an awesome experience or a bad hair day? Have you ever noticed how hair stylists seem to be able to gather personal information and bond so quickly with clients? It's like they conduct a verbal lifestyle questionnaire similar to what ECPs use to determine what is best for the patient, but I doubt they have to role play it. As soon as you sit down in the chair at a professional hair salon, BAM, it's all about you. They don't waste time getting to know all sorts of details about your life and how they can help you look your very best. Maybe it's the fact that a state approved licensed professional is circling the chair holding a razor to your neck or sharp scissors over your head that does the trick. Let the head games begin. So, how did you like your last haircut? That's super. How do you feel about trying something a little different this time that I believe you will like even better? You mentioned earlier that your hair feels dry at times. What brand of hair products have you been using? I can help you with that. So what else has been going on? Wow, are you serious? Aren't you married? That's so good. How many children do you have? You have one child that has four legs. Ha ha, what your dog's name? Fido. I bet Fido is spoiled. Do you have a family photo with you? I'd love to see it. What type of work do you do anyway? You must travel a lot. Sounds like you stay very busy 24 | EYECAREPROFESSIONAL | NOVEMBER 2010 Deliver their new eyewear to their office or home. Compliment them. Make them laugh. Offer valet parking. When they leave your practice they should feel great about the way they were treated regardless of the results of their vision health report. Show Them Empathy Be sensitive to their feelings and thoughts. Everybody has a story. Listen to them without interruption. Let them know that you can relate to what they are saying. Nod your head up and down. Something may seem like a big deal to them that you can easily help them with. When you do your very best to help them, it shows, so you won't have to toot your own horn. Pick Their Brain Find out what they like and dislike about their current vision, eyewear, sunwear, contact lenses etc. If they say everything is fine then try asking a few questions. You might find out that everything is not fine. Maybe your practice needs to do away with any standardized lifestyle questionnaires. Try using some brain picking questions: Mr. Mark, do the frames with or without nose pads feel more comfortable to you? Mrs. Picky, what did your better half have to say about your new eyewear? Mr. Bore, when was the last time you went to see a good movie? Mrs. Glare, what time of day do you do most of your driving? Mr. Worm, have you read any good books lately? How often do you sit outside and read them? Mrs. Homemaker, I bet your precious little angel tries to grab your eyewear every chance she gets. Let's keep that in mind when we begin looking at frames. Mr. See, how are your golf lessons going? What time of day do you practice? Thanks so much for referring two more of your golf buddies to us. It won't be long before you will be sporting a well deserved free pair of sunglasses. Optical head games can be played during business hours. There's no limit to the number of players. To be able to play you must be able to talk. Ages 3-103. The rules of these head games may vary from practice to practice. This will depend on if the owner likes to think outside the box. Please don't be a loser and play head games that are unethical. Head games are not meant to harm anyone's reputation. No cheating is ever allowed. The ECP's goal when playing head games should be to make sure that you let the patient win and no one will call you a sissy! Managing Optician Anthony Record, ABO/NCLE, RDO Practice Consequences that truth and/or consequences is indeed a fact many practice managers and eye care professionals in ownership, leadership, and supervisory roles simply cannot face. Allow me to explain. As an adjunct instructor for Rockhurst University and National Seminars Group, I frequently teach a 2-day seminar entitled Leadership Skills for Managers and Supervisors. It is a very popular class (for information when this seminar is coming to your town, call 800-258-7246) that is attended by managers and business owners from all walks of life. Early during the first day, I ask the attendees to share with the rest of the class their challenges � areas of frustration and concern in their supervisory roles. As you can imagine, the challenges are numerous and varied. Some complain about a lack of resources, dealing with difficult people, managing a bullying or clueless boss, time management, delegation, finding good people, getting employees to embrace change, and on and on...Often though I'll start to hear very specific challenges; for example, employees who: For all the marbles, here is your final question: What is Truth or Consequences? a. A small town in New Mexico b. An old TV game show c. A fact many practice managers just can't face d. All of the above I F YOU guessed "d," congratulations you are our new champion! In fact, the answer is all of the above. In 1950, Ralph Edwards hosted the wildly popular radio game show Truth or Consequences, and he announced on the air that he would air his program from the first city in America that renamed itself after his show. Hot Springs � a small spa city in New Mexico actually took him up on his offer, and renamed itself Truth or Consequences. Additionally, after 17 years (1940-1957) the radio program evolved into several different TV shows, the most popular incarnation hosted by Bob Barker from 1956-1975. Of most interest to us though is the fact Make too many personal phone calls Conduct personal business on the phone Send text messages during business hours Are guilty of email or Internet misuse Treat patients or co-workers rudely Do not follow the practice dress code Arrive late for work Perform their job duties below acceptable standards Call in sick � even though all their sick time has been used. And on and on... Those specific challenges could all fall under the headings of "Substandard Work Performance" or "Inappropriate Behavior." Sometimes when these challenges are verbalized, if I'm feeling a little frisky or sarcastic, I'll ask the attendee, "Why do you think that happens? Why are they late all the time?" Some of the answers that are offered include: She's a single mother, traffic jams, personal problems, had to get the kids ready for school, illness, or she knows that her co-workers are there to cover Continued on page 28 26 | EYECAREPROFESSIONAL |NOVEMBER 2010 Newly Patented Free-Form Technology SEIKO SURMOUNT Competitive ive Free-Form Lens m Seiko Surmount Free-Fo Free-Form Lens TM The Thinnest Progressive Addition Lenses Up to 25% Flatter than All Other l Competitive Free-Form Progressives gressives +3.00 sph +3.00 add +3.00 add +3.00 add 0 d Transitions and the swirl are registered trademarks and XTRActive is a trademark of Transitions Optical, Inc., Pinellas Park, FL 33782 Seiko Optical Products presents the latest advancement in free-form lens design with new Seiko Surmount, the thinnest progressive addition lenses available. Utilizing newly patented free-form technology (No. 7,341,344), Surmount offers the highest levels of optical performance and comfort, especially in Rx's with high spheres, cylinder or add power. WEARER COMFORT, IMPROVED COSMETICS - Surmount lenses use Convex AddPower Curve Technology to create lenses that are up to 25% flatter than competitive back surface lenses. WIDER INTERMEDIATE & READING AREAS - Automatic variable inset placement provides the best binocular vision for reading tasks. IMPROVED DISTANCE & PANORAMIC VISION - Advanced aspheric compensation and multi-polar astigmatic correction optimize the Rx to provide the best optical performance in the as-worn position. CHOICE OF MATERIALS & OPTIONS - Available in 1.74, 1.67, 1.60 and Trivex� materials. Options include polarized, Transitions� XTRActiveTM, and Transitions VI lenses (index varies). SEIKO Optical Products of America, Inc. 575 Corporate Dr., Mahwah, NJ 07430 � www.seikoeyewear.com for her. Those are all possible explanations for the tardiness (or for any of the other transgressions listed above) on any given day, but I didn't ask for an explanation. I asked why. A 2008 Harris survey revealed employees call in sick for the following reasons: Illness Family Issues Personal Reasons Stress Felt Entitled 35% 24% 18% 12% 11% lady asking the question could not fathom that her employee had not responded to twenty-three write-ups. Why? Because the woman at my seminar was a normal, decent, kind human being who would have responded to the first write up. I was left with the daunting task of answering her question by saying there is nothing she can do. Her "Problem Child" is simply waiting for twenty-four. Her real problem is not with her employee, it is with the owner/doctor who has decreed he will never fire the offensive employee. He is trying to hold his practice manager accountable for not being able to change the employee's behavior, yet he has not given the manager any real authority to accomplish it. Because I've got news for you: That employee knows the doctor will never fire her. The only effective tool: consequence. Which begs the question: Why does that doctor refuse to fire the offensive employee? There could be dozens of specific reasons. Let's examine a few. This study shows that nearly two-thirds of all absences are for reasons other than illness! A manager needs to be sensitive to the stress of mere day-to-day survival in the challenging, complex world in which we live. Managers who truly are sensitive to those needs, and are able to communicate that sensitivity by their day-to-day actions will have less absenteeism to deal with. Additionally and anecdotally, I believe 90% of your employees will respond positively to your caring concern, and when appropriate, counseling and coaching. Behaviors will change and life will go on. But with some people (the other 10%) the TRUTH of the matter is that the only thing they understand is real CONSEQUENCE. In fact, I also believe that many managers are blind to another truism: The people who are in most need of change will not change until they feel uncomfortable. May I humbly suggest that the reason why those people whose behavior is in most need of change never change is simply because nothing bad ever happens to them! There is no real (say it together) consequence for not changing. By the way, writing them up...again, setting up a meeting with you, them and the doctor...again, talking to them, asking them to change, idle threats, cajoling, ignoring, looking the other way, holding a meeting with the entire staff to discuss expectations, rewarding other employees, etc....all of those things may or may not be appropriate actions. But guess what? They all lack any real...consequence! Once during a conference, one of the attendees raised her hand to ask a question. "Anthony...I got this one employee...the doctor said I can't ever fire her...and I done wrote her up twentythree times...what can I do?" Her frustration was palpable. When she said that she had written her up twenty-three times, I thought she said that in the same way I might say, "I wrote her up a million times." So I asked her, how many times have you actually written her up. Her response was astounding. "I done told you Mr. Anthony � twenty-three times!"You see, the young She has a family. The economy is so bad. Really? If that employee cared as much about her family as apparently the doctor does, and actually valued her job, perhaps she would respond to the real consequence of potentially losing her job. Trying to be a "nice guy." Really? Why not think about being a "nice guy" for all your other employees who strive to do a good job and have a positive influence on your practice. She may sue me if I fire her. Possible? Yes. Likely? No. And if you document your conversations, and keep good records you have nothing to fear on this front. It's so hard to find employees these days. When did being vertical and having a heart beat become the only requirements to keep a job? I don't like confrontation. I wouldn't want to fire her myself. Nobody likes confrontation...grow a backbone. Better yet, learn how to handle conflict, appropriately counsel, and if necessary, how to legally and professionally terminate an employee. No question about it...sadly...sometimes...the truth is: all we have is consequences. "A manager needs to be sensitive to the stress of mere day-to-day survival in the challenging, complex world in which we live." 28 | EYECAREPROFESSIONAL |NOVEMBER 2010 CHC150 Foundation Hard Coating NOW AVAILABLE through FEA CHC150 FOUNDATION HARD COAT � 1 year unconditional scratch warranty (Excludes processing and intentional damage.) � Non-tintable (The hardest coating available) applied to both sides of the lens � Only $10.00 per pair CHC15O FOUNDATION HARD COAT AND A/R The CHC150 foundation is now included in both the Natural Vision and Kodak CleARTM Anti-Reflective Coating at no extra charge. The CHC150 coating is index matched with the A/R and applied to both sides of the lens before the A/R coating. The result: a more durable and longer lasting product. FREE SAMPLES AVAILABLE See for yourself the scratch resistance of the CHC150 Foundation Hard Coat. Upon request, we will send you a regular plastic lens with the CHC150 coating and a piece of steel wool. FEA INDUSTRIES, INC. (800)-327-2002 www.feaind.com Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark of Signet Armorlite, Inc. Dispensing Optician Judy Canty, ABO/NCLE InfantSEE � and more... What is InfantSEE� and why should we care? � 1 in 10 children is at risk from undiagnosed vision problems. � 1 in 30 children will be affected by amblyopia (lazy eye)--a leading cause of vision loss in people younger than 45 years of age. � 1 in 25 will develop strabismus (crossed-eyes)--a risk factor for amblyopia. � 1 in 33 will show significant refractive error such as nearsightedness, farsightedness and astigmatism. � 1 in 100 will exhibit evidence of eye disease--e.g. glaucoma. � 1 in 20,000 children have retinoblastoma (intraocular cancer), the seventh most common pediatric cancer. --American Optometric Association Since many eye conditions have no visual symptoms, early detection by a parent or a pediatrician during a well-baby checkup may prove difficult. InfantSee assessments are complementary to well-baby exams and Optometrists are trained to identify areas of risk that are critical to vision development. In late December 2009, President Obama signed into law a measure that provides nearly $600,000 in new federal resources to help expand the scope and impact of the InfantSEE program. The first direct appropriation was sponsored by the late Senator Robert Byrd (D-WVA) totaled $500,000. "Many parents of newborns do not know that the most dramatic development of a child's visual system occurs within the first year of life," said Sen. Byrd. "And it is through early detection and treatment of potential problems that parents can help ensure poor vision and eye health does not severely affect their child's ability to learn and place them at a disadvantage in education and in life." The second direct appropriation of $90,000 was sponsored by Senator Tom Harkin (D-Iowa) and will support program expansion through outreach in Iowa. "InfantSEE is doing much more than identifying and treating risk factors that may cause eye and vision problems later in life," said Sen. Harkin. "They are taking prevention to a new level to ensure healthier, thriving children and lower health care costs down the road." Family history also plays a role in an infant's visual assessment and factors that may indicate significant risk include: � Premature birth, low birth weight, or oxygen used following birth. � Family history of eye diseases such as retinoblastoma, congenital cataracts, or metabolic or genetic disease. � Drug or alcohol use during pregnancy. � Sexually transmitted diseases, cytomegalovirus, or HIV. � Difficult or assisted labor, which may be associated with fetal distress or low Apgar scores. In a 2008 survey conducted by the American Optometric Association, only 13% of parents made sure that their children received a comprehensive visual assessment in their first year and more than 7,600 participating Optometrists have offered to see every baby in this country, free of charge, during their first year of life. Continued on page 32 The InfantSee program is the product of a partnership between the American Optometric Association and The Vision Care Institute of Johnson and Johnson Vision Care, Inc and is managed by Optometry's CharityTM � The AOA Foundation. Its mission is to provide all children in the United States with a free, comprehensive eye exam before their first birthday, though 9 months is considered the ideal age. Data compiled from the 2009 InfantSee Weeks, where more than 1,000 comprehensive eye and vision assessments were conducted revealed that: � 1 in 4 premature or minority infants displayed cause for concern. � 1 in 4 infants in households with an annual income of less than $25,000 and 1 in 3 infants in households with annual incomes of less than $15,000 also displayed cause for concern. Additionally, 2 cases of retinoblastoma were diagnosed. Especially alarming since the usual occurrences are 1 in 20,000. 30 | EYECAREPROFESSIONAL |NOVEMBER 2010 Optical Options...after the exam According to Julbo (www.julbousa.com), manufacturers of protective eyewear for all ages, children's eyes absorb much more harmful solar radiation than adults, due in part to a totally transparent crystalline lens and a very large pupil. Protective sunwear is just as important for young eyes as it is for their parents. As an ECP, the best baby shower gift you can give or suggest is sunwear specifically designed for infants. You might consider including these very specific and sometimes difficult to find products in your sunwear displays. How do you judge the quality of sunwear for infants and toddlers? Again according to Julbo, small children, up to age 3, look up to see everything so they need: � Substantial coverage around the eyes. � Flexible frames and strong lenses. � Dark lenses that provide protection from UV A, B & C. Julbo's unique design allows their sunglasses to be worn upside down or right side up. They fit no matter what! That's a great help when Mom is grappling with an active child. Baby Banz (usa.babybanz.com) offers both polarized and nonpolarized lens options for infants and toddlers. The frame has been redesigned to include an embedded silicone nose and brow piece for added comfort. Their testing and development was done in Australia, one of the most demanding UV environments and have passed the most stringent standards for sunglasses in the world including ASTM compliance. Baby Banz can also be ordered with clear UV-absorptive lenses for children who need extra eye protection including children with low vision, blindness, Stargardt's Disease, eye injury/surgery recovery and other similar conditions. Baby Banz are RX-able. Whatever happened to...Como frames for babies? Still available through several outlets, most notably at www.solobambini.com, the Como frame has been a favorite of ECPs for many years. Como Infant frames are made in Italy from soft plastic. The frame is hinge-less and is held on the child's face using either a stretch or woven adjustable band. Available in sizes from newborn (31-15) to baby (36-14, 38-14, 41-16) and in a variety of transparent colors, they are an excellent choice for comfort, safety and function. Solobambini also offers its own frame line of RX-able eyewear for children of all sizes from infants and preemies to youngsters. While there are many frame manufacturers who offer frames for young children, I'll admit a preference for soft, flexible frames with a minimum of moving parts for infants. I dispensed them for many years with great success. 32 | EYECAREPROFESSIONAL | NOVEMBER 2010 Optical Philanthropy Lindsey Getz Embracing Community As the holiday season approaches, why not consider giving back to the community, as this doctor from Oklahoma has done. Cross and Crown Mission, a non-profit based in Oklahoma City, is an outreach program that provides basic needs to those who cannot afford them including clothing, food, and medical care. With that answer to prayer coming so quickly, Olsen knew he had to make a real commitment to serve the organization. Since then, he has made a deliberate decision to close his office on Wednesday afternoons to spend the time serving those in need in the community he loves. His optometric clinic provides comprehensive visual exams and frames and lenses for those patients in need. One of the things this weekly service has taught him is that people in need aren't only in far away places. "Rather than travel to a third world country, we need only drive 20 minutes into Oklahoma City to help people who desperately need vision care," he says. "My daughter Aubree and I call it our weekly `reality check.' The many blessings we have become very evident when we meet people without jobs or who are from abusive homes, or maybe even trapped in an addiction to drugs or alcohol. Many are completely homeless, living on the streets. We often wonder: what would these people have done if we didn't go to serve at this mission?" Dr. Larry Olsen helping a patient in need. Almost 10 years ago Larry Olsen, OD, felt compelled to do something more for his community. The owner of Olsen Vision Care, a family eyecare practice in Edmond, Oklahoma, knew he wanted to give back in some way, but wasn't sure of that next step so he turned to prayer. "I prayed that I would be able to get out of my comfort zone and do some mission work," says Olsen. "Well be careful what you pray for," he laughs. "Only a week later I was talking to a friend about his work at Cross and Crown Mission and was told that what they could really use is a doctor to provide eye care." Examination room at Olsen Vision Care. 34 | EYECAREPROFESSIONAL | NOVEMBER 2010 Continued on page 36 The Only Company in America offering 10 Finished Stock Extended Range Lenses! $ NEXT DAY DELIVERY * UP TO 1 LB 9.95 Continental USA only Higher weights add $3.00 per pound Orders picked and shipped the same day they are received before 3:00 pm PST FINISHED SINGLE VISION Extended Range Lenses CR-39: 65 mm 65 mm 65/70 mm Single Vision Uncoated (-4.00 cyl) Single Vision Uncoated Super Extended (-6.00 cyl) Single Vision Anti-Reflective (Hard Coated) (-4.00 cyl) Per Pair $ 2.75 $ 6.95 $ 5.95 CR-39 Uncoated super extended range: + or -6.00 sph, -4.25 to -6.00 cyl POLYCARBONATE: $ 65/70 mm Single Vision Hard Coated (Tintable) (-4.00 cyl) 7.95 $ 65/70 mm Single Vision Anti-Reflective (-4.00 cyl) 14.50 65/70 mm Single Vision Polycarbonate Photochromatic (Grey) (-4.00 cyl) $26.00 65/70 mm Single Vision Polycarbonate Photochromatic (Grey) A/R (-4.00 cyl) $32.00 HIGH INDEX: $ 65/70 mm Single Vision 1.56 Index (-4.00 cyl) 6.95 $ 65/70 mm Single Vision 1.56 Index Anti-Reflective (-4.00 cyl) 9.95 70/75 mm Single Vision 1.67 Super High Index Anti-Reflective (-4.00 cyl) $21.50 LBI offers over 45 different kinds of 1st Quality lenses, All at Tremendous Savings! * $10.00 MINIMUM INVOICE Call Toll Free 800.423.5175 (press 3) Having their vision corrected does more than improve the quality of life for these patients in need. For many, it means much more than that. "Many of them tell us they need glasses to be able to get a driver's license or in order to get a job," says Olsen. "There are so many visual needs for so many people. It's a blessing to us to reach out to them and in a small way, help restore their dignity and get their lives in order again." their lives. They are innocent victims and often wind up in horrible circumstances that are completely out of their control. Olsen says that restoring their vision may only be a small gesture but even the smallest efforts can go a long way. The joy he's gotten in helping children has also lead Olsen to become involved in the InfantSEE Program, Dr. Olsen and his daughter Aubree, with a patient. which is a public health program, managed by Optometry's Charity, The AOA Foundation, in partnership with The Vision Care Institute of Johnson & Johnson Vision Care. The program is designed to ensure that eye and vision care becomes a vital part of infant wellness care. Under the program, AOA optometrists provide comprehensive eye and vision assessments for infants within the first year of life, regardless of a family's income or access to insurance coverage. Currently more than 7,000 AOA-member optometrists have volunteered to serve as InfantSEE optometrists. This is an opportunity for many others to serve as well. Visit www.infantsee.org for more information. Olsen Vision Care's frame selection. Besides the act of kindness, Olsen has found that simply talking to these people in need like they are human beings can change their whole attitude. Too many others have ignored them or talked down to them. "If we could just reach our hands out and give those in need a little respect, it can help restore their integrity," says Olsen. "That can go a long way." Olsen says that his volunteer work for Cross and Crown has been highly rewarding and he's so thankful for becoming involved. "There's real happiness in doing something for people that can't pay you back," he says. But Olsen says in addition to being fulfilling, the experience has also been an eye opening one. Many of the patients have impacted him over the years. One in particular stands out. "There was one individual who was very smart and I couldn't help but ask him how he could have wound up in this position, down and out--completely homeless--when he was so sharp," recalls Olsen. "I asked him what profession he used to be in and he told me he was a pharmacist. He just got hooked on the wrong stuff. He lost his family, his house--everything. That's something that could happen to anybody; A few small mistakes that spiral out of control. It really puts things in perspective." Of all the patients, Olsen particularly enjoys working with the children. He says it's been rewarding to make a difference in In addition, Olsen has also been involved with VISION USA, another AOA Foundation effort. VISION USA aims to help provide basic eye or vision care to uninsured, low-income families, free of charge. In fact, since 1991, more than 340,000 low-income working Americans have benefitted from free eye exams through the program. It's another great opportunity for AOA doctors of optometry to donate their services to those in need. And Olsen says there are many more opportunities like this out there--it sometimes just takes a little bit of time and effort to find the right one. Everybody has different ways they can help, but the opportunities are certainly available. Though it can seem like a burden or timely venture to become more involved with volunteerism, Olsen says these things Larry Olsen, OD have a way of working out. In fact, since he began closing his office on Wednesdays, it has not hurt his business in any way. Olsen says it's only been a positive experience from the very start. 36 | EYECAREPROFESSIONAL | NOVEMBER 2010 � An Advanced Essilor Design in a Full Back Side Digitally Engineered Format. � Material Plastic 1.5 Transitions� Gray 1.5 Transitions� Brown 1.5 XperioTM Gray 1.5 XperioTM Brown Airwear� Airwear� Transitions� Gray Airwear� Transitions� Brown Airwear� XperioTM Gray Airwear� XperioTM Brown Thin & Lite� 1.6 Thin & Lite� 1.6 Transitions� Gray Thin & Lite� 1.6 Transitions� Brown Thin & Lite� 1.67 Thin & Lite� 1.67 Transitions� Gray Thin & Lite� 1.67 Transitions� Brown Index 1.5 1.5 1.5 1.5 1.5 1.586 1.586 1.586 1.586 1.586 1.596 1.596 1.596 1.660 1.660 1.660 Range -8 to +6 -8 to +6 -8 to +6 -4 to +6 -4 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 -10 to +6 Cylinder -6.00 -6.00 -6.00 -4.00 -4.00 -6.00 -6.00 -6.00 -6.00 -6.00 -6.00 -6.00 -6.00 -6.00 -6.00 -6.00 SRC Coated Coated Coated Coated Coated Coated Coated Coated Coated Coated Coated Coated Coated Coated Coated Coated $ $ $ Price $ 69.98 109.98 109.98 109.98 109.98 $ $ $ $ 79.98 119.98 119.98 119.98 119.98 $ $ $ $ 99.98 124.98 124.98 129.98 159.98 159.98 $ $ $ $ For Ambiance� lenses with a fitting height of 16mm or less, the maximum add power is +3.00 For Ambiance� lenses with a fitting height of 17mm and above, the maximum add power is +3.50 21st Century Optics 47-00 33rd St., Long Island City, NY 11101 (800) 221-4170 53 Brown Ave., Springfield, NJ (800) 672-1096 www.21stcenturyoptics.com / www.quickcareframerepair.com Ambiance� is a registered trademark of 21st Century Optics. Essilor is a registered trademark of Essilor International. OD Perspective Jason Smith, OD, MS Eye Muscle Anatomy, Myokymia, and Muscle Problems AVE YOU or your patients ever experienced that annoying, involuntary eyelid muscle twitching that seems to come and then go away? This is called a tic, or more technically a myokymia. Patients who come into an eye care professional's office for this problem are often concerned that there may be a serious problem that is occurring to their eyes. Some patients come into my office believing that they may be suffering from a stroke or worse. Many patients have never experienced any problems resembling this and sometimes they think of the worst case scenarios. Usually, it is a benign and a self-limiting condition and is not associated with a disease process. H tions, contusions, myocarditis, myocardial infarction, and cardiac arrhythmia. Any neurological condition, nerve paralysis, central nervous system problem, or peripheral nervous system problem can also cause muscle problems. The nerves are the "electricity" that allows the muscles to know how to react. In the eyelid, myokymia is sometimes referred to as a chronic blepharospasm. It is an involuntary spontaneous, small muscle contraction or tic of the eyelid muscles without the presence of muscular atrophy or muscle weakness. It is a local "quivering" of a few muscle bundles within a muscle. It can occur in normal individuals and can start then stop spontaneously. Patients may notice a sporadic "jumping" or "twitching" of either eyelid. It can sometimes last up to three weeks per incident. Every movement of the eyes requires the cooperation and coordination of several muscles. These muscles are referred to as the extraocular muscles and encircle the eye or the eyelids. The effect of the muscle coordination is expressed in the different positions into which the eyes may be placed by their action. The eyelid muscles and nerves that encircle the eye include the levator palpebrae superioris which is innervated by the 3rd cranial nerve, the oculomotor nerve. Muller's muscle is innervated by the sympathetic nervous system. It is a layer of non-striated muscle fiber that runs vertically within the eyelids. The orbicularis oculi muscle is innervated by the 7th cranial nerve, the facial nerve. There are two portions of the orbicularis muscle, the palpebral and the orbital. The palbebral portion of the muscle is used in the acts of blinking and voluntary winking. The eyelids are closed by the action of the orbicularis oculi muscle. The superior oblique is innervated by the 4th cranial nerve, the trochlear nerve and is responsible for intorsion, depression, and abduction. The superior rectus is innervated by the superior division of the 3rd cranial nerve, the oculomotor nerve and is responsible for elevation, intorsion, and adduction. The inferior oblique is also innervated by the oculomotor nerve and is responsible for extorsion, elevation, and abduction. The inferior rectus muscle is also innervated by the oculomotor Muscles are the workhorse of the body. Muscles consist of muscle tissues that are made of special cells called muscle fibers. Muscle tissue has the ability to contract, resulting in the contraction and the movement of muscles. There are three categories for muscle: voluntary, involuntary and cardiac. The contraction of muscles can be under voluntary control or involuntary control. The movement of an arm or leg would be considered voluntary movement � you need to think of the action before it happens. Food that moves through the gastrointestinal tract is aided by involuntary muscle control � you do not have to think about digesting a meal because it happens automatically or via involuntary muscle contractions. There are several types of muscles; striated skeletal, striated cardiac, and smooth. Skeletal muscle comprises the great mass of the human musculature. It has well-developed cross-striations, does not normally contract in the absence of nervous stimulation, and is generally under voluntary control. Cardiac muscle also has cross striations but is different in character due to the presence of pacemaker cells that discharge spontaneously and uniformly. A distinguishing characteristic of cardiac muscle tissue is that it is able to maintain its contractions without fatigue. Smooth muscle lacks cross-striations and is most often found in the abdominal cavity and the intestines. Conditions that can affect muscles include infectious myositis, myopoathy, trauma, paralysis, neuromuscular diseases, lacera38 | EYECAREPROFESSIONAL | NOVEMBER 2010 nerve and is responsible for depression, extorsion, and adduction (turning inward). The lateral rectus muscle is innervated by the 6th cranial nerve, the abducens nerve and is responsible for abduction (turning outward). The medial rectus muscle is innervated by the oculomotor nerve and is responsible for adduction or convergence. Extraocular muscle problems can contribute to strabismus, decreased depth perception and stereopsis, loss of fusion, loss of binocular vision, amblyopia, decreased visual acuity, ophthalmoplegias, eccentric fixation, diplopia, head tilting and head turning. When myokymia occurs, it is believed that the focus of irritation is in the nerve fibers of the orbicularis muscle. Rarely, eyelid myokymia may occur with a hemifacial spasm, blepharospasm, Meige syndrome, and spastic-paretic facial contracture. Pontine dysfunction in the region of the facial nerve also has been implicated. Possible factors that can create eyelid myokymia include refraction problems, near point stress, accommodation and convergence difficulties, computer vision problems, nerve or muscle problems, general stress or anxiety, fatigue, overwork, sleep deprivation, excess caffeine use, nutritional imbalances, allergies, dry eyes, and alcohol use. It can also be seen in patients who have multiple sclerosis. Myokymia also needs to be differentiated from ocular myopathy. Muscular dystrophies or ocular myopathies may affect the extraocular muscles and can produce ptosis and diplopia. Myasthenia gravis is a chronic neuromuscular transmitter disease characterized by fatigue of muscle groups. It usually starts with the extraocular muscles before the larger muscle groups become involved. Initial findings include ptosis which progressively becomes worse during the day. Weakness of convergence and upgaze are seen and paralysis of the inferior rectus or lateral rectus muscles can be seen. Treatments for myokymia include drugs like dilantin, tegretol, neurontin, and botulinum toxin. Many people live with the condition. Patients need to be reassured that the condition will usually pass. Patients should be advised to reduce or eliminate the previously mentioned factors that can cause myokymia such as reducing caffeine use or by getting more sleep. Local subcutaneous botulinum toxin injections can provide relief over a time of 12-16 weeks. Alternative therapies include taking quinine sulfate tablets by prescription only at bedtime for one to two days. This should only be done under the care of a physician. Drinking quinine water may help but one needs to drink as much as two liters to get a beneficial dosage. Antihistamine drops can be effective and should be prescribed by an ophthalmologist or an optometrist. In very rare and complicated cases, eyelid surgery may be necessary. (References available upon request) Second Glance Elmer Friedman, OD Rescued Miners Eye care experts declared their concern of the possibility of damage to the retina caused by sudden change of light when miners come from darkness to bright light. Dr. Andrew Hartwick, assistant professor at the Ohio State University College of Optometry explained that, "There is a potential for solar retinopathy, wherein the photoreceptor cells in the eye can deteriorate." It is known that after a person has been in the dark for a long period of time the natural protection of the retina in this circumstance tends to diminish. Dr. Hartwick admits that he was not sure of what the exact lighting levels were down in the mine so that a prediction could not be made concerning any vision loss due to the minimal lighting conditions. In order to reduce ultraviolet harm to the eye following prolonged dilation, Plutonite� lens material filters out 100% of all UVA, UVB, UVC and other harmful blue rays up to 400nm. The Radar lenses are coated with a hydrophobic element that prevents water from leaving marks that can obstruct vision. It is also said to repel mud, oil and dust. This action became of special interest toward keeping the miner's vision clear during the rescue operations with the dust and dirt caused by the machinery that was used. An added attraction was the impact resistant specifications according to the standards to be met of the American National Standards Institute Z87.1 testing series. Oakley claims that these standards are exceeded, thereby guaranteeing the miners the best possible vision. Oakley reports that the cost of this sunglass is $180, while the media has reported the cost to be between $280 and $450. Physicians assigned to the health care of the miners also pointed out that medication was prescribed to protect the miners against common germ infections. They were instructed to perform 20 minutes of aerobic exercises each day to prevent muscle cramps during the rescue operation. It was also recommended that they fast for eight hours before surfacing. Upon arrival to the surface they were checked for fungal or skin infections that may have been caused by the humid underground atmosphere. Many companies and commercial groups around the world contributed expertise or products connected to the rescue. NASA donated a high calorie liquid product which reduced motion sickness as the miners were brought to the surface. Continued on page 42 Thank Oakley The entire world was recently captivated by the rescue of 33 miners from the San Jose mine in Chile. They were trapped a half mile beneath the Atacama Desert for an amazing period of 69 days. Every day of their entrapment and final heroic rescue was documented and released to a world wide public. Conversations of global problems were happily replaced by the amazing events that took place regarding the miners, their plight and finally the rescue story that astounded the entire globe. One by one, each miner was brought to the earth's surface into the arms of loved ones and the safety of their community. Lo and behold, it was discovered that each miner was wearing an Oakley PathTM or Range� design sunglass of the Radar� series. It seems that Oakley executives were alerted by a Chilean journalist, Jonathan Franklin, and the Chilean private health insurer covering eyewear protection of the miners. The sunglass company immediately realized that they would respond with a helpful gesture to comfort the profoundly dark adapted eyes via 35 donated sunglasses. In addition to comforting the dilated eyes of the victims, it wouldn't do their public image any harm. The lenses utilize a wrap around shield like design. The lenses are dark with a gray base and black iridium coating. The glasses were originally designed for sports usage such as biking and skiing. 40 | EYECAREPROFESSIONAL | NOVEMBER 2010 Oakley Frame: Radar� PathTM � Crystal Black with Black Iridium WE DIGITAL Are You Ready to Take the Plunge into Digital? TR O Seg Add range from .50 to 5.00 ARE What does that mean for you? It means our in-house, state-of-the-art digital surfacing equipment allows us to create everything from one-of-a-kind bifocal designs to backside progressives from SOLA, Carl Zeiss Optical and Shamir Insight. For your patients who have had difficulty adapting to progressive designs, prefer bifocals to progressives or have special requests such as segments for golf, step into the "O" Zone with our patented "Round Seg" technology.� and TR O Blended Seg are patented lens designs created to fill a void in the optical industry. Features include: Customizable seg size from 10mm to 45mm Call us today at 800.756.2020 Available in polycarbonate and all resin materials Get in the "O" Zone today. Call Us Today for Your Patient's Bifocal Needs. iPods were donated by Apple. Gifts were made by various unions, companies and individuals that ranged from food and clothing, wine, toys and Halloween costumes. Mining and construction equipment plus drilling material were graciously contributed from many corners of the globe. Representative of the miners are hoping for book and movie deals. There is also the strong belief that a lawsuit will be launched against the mining company. A millionaire Chilean philanthropist, Leonardo Farkas, contributed $10,000 to each miner. Trips to famous cities of the world are on the list of promises to the miners. But none received the attention and publicity that Oakley claimed. Hundreds of dramatic photos were taken and every one showed the miners sporting Oakley sunwear. It soon became a logo for the miners and the operation. Minister of Mining Laurence Golborne, who lead the rescue asked to wear one of the extra pairs supplied to show his solidarity to the miners. It soon became the most widely known sunglass in the world. It is estimated by some that Oakley received 41 million dollars worth of advertising and it still continues. Some observers have noted that this could be considered the product placement of the year. The rescue event was one thing, but coming to the surface looking absolutely glamorous in their Oakley sunglasses is surreal. The nation of Chile experienced an astonishing day with the entire world watching in awe as Chileans rallied their support around the rescue. Chile president, Sebastian Pinera, had a global audience as he greeted each miner emerging from the special Capsule. And each miner was wearing an Oakley Radar sunglass. El Presidente Pinera joined the Oakley frenzy soon after. Media watchers feel that he will take advantage of this new found dynamite celebrity on the international road. Plans are in the works for trips to London, Berlin and Paris where he will be making a pitch elaborating on Chile's favorable financial situation in South America. Pundits sense that the good news "feel" of these recent events will favor Chilean interests abroad. Tourism and Chilean wine production expect an upturn as result of media exposure. One news reporter comments, "But the pair of Oakley sunglasses each miner wore provides a canary in the coal mine of the financial impact of the blanket media coverage." Yet, Oakley's charitable gesture is questioned by those who see the underbelly of the event and consider the other side of the coin. They claim that suspicion was aroused since it appears that the eye wear donation was leaked to the media well in advance of the rescue. It remains to be seen whether this was accidental or not. The positive association with this heart warming event could only benefit a brand item such as Oakley. The question arises, "Were Oakley's actions in good taste?" Following are some of the many blogs that inundated the internet and challenge the reader's thinking. 42 | EYECAREPROFESSIONAL | NOVEMBER 2010 Felipe Ordonez de Rivera of Spain writes: "Of course this will generate huge sales for Oakley. Everyone in Chile will want a pair. It may not be one of the `high end' Radar with the special lenses, but any Oakley frame. Good luck to them. I also hope that the American drilling company that drilled the rescue shaft gets due recognition in their business growth. As for Chilean wine, it's worthwhile celebrating this amazing event with case loads of the superb wines that Chile produces these days. The Argentine wine producers over the Andes in Mendoza will be green with envy. It's a pity that the Chilean wines are hard to find here in Spain. By the way, I always wear Ray Ban sun glasses." E.W. Mitchell writes: "Sure it was an opportunity and sure Oakley is located in a country that is founded upon capitalism (so far). The U.S.A is a country that understands sales and advertising. Oakley, in my opinion did not take advantage of a near tragedy event. They stepped up to the plate when their product was needed. It could have been Ray Ban or any other company. Wouldn't it be wonderful if, as a result of this donation a percentage of sales profit and growth in Oakley products will enable them to give toward global mine safety research?" Ramo writes: "Cool, Oakley, a company worth millions of dollars gets press all over the world regarding their sunglasses, but the miners will have to deal with physical and psychological issues for years." Andy Healy responds: "This was a fantastic event and a massive change for Chile's international image. However, if we sell our soul to the media it may turn around and bite us. Someone mentioned Feb. 27. Most readers will not even know what is being referred to. That was the date of the devastating earthquake in southern Chile. Some of the Chilean press ought to take the time to notice that almost nothing has been done about the reconstruction effort since then. Little rebuilding has taken place and entire communities are suffering with the trauma with no help forthcoming." Condorito comments: "Oakley or no Oakley, it was great planning and flawless performance from a fantastic Chile team, not the gods. Also, consider the character of the miners...Puro Chile." A spokesperson for Oakley provided the necessary final touch with the following quote, "Our hearts are with the rescue team and the miners as we hope for a joyous end to the crisis." FEATURED PRODUCT 1.50 Spheric Uncoated CR-39 Uncoated Finished Single Vision Lenses 1.50 Spheric Hard CR-39 Finished Single Vision Hard Coated Only 99� Per Pair! Only $1.49 Per Pair! Less than 10 pair, $2.58 per pair 1.50 Spheric AR CR-39 Finished Single Vision Hard Coated with AR Coating Only $2.99 Per Pair! Less than 10 pair, $4.58 per pair Less than 10 pair, $1.58 per pair FEA INDUSTRIES, INC. One North Morton Avenue Morton, PA 19070 800-327-2002 www.feaind.com For complete lens and product pricing, please email firstname.lastname@example.org. Offers good thru December 31, 2010 � Minimum 10 pair stock lens order Transform a life this Holiday Season Living in a remote area of Malawi, Africa, John was placed in a class for blind children. And yet a simple eye exam and pair of glasses was all he needed to see clearly. "My life has changed because in class I have improved because I see enough. I'm very happy because so many things which I can't see, I will now see." Please donate today and give the gift of vision this Holiday Season. Transforming lives through the gift of vision www.givingsight.org or 1888 OGS GIVE 44 | EYECAREPROFESSIONAL |NOVEMBER 2010 Nationalnt Lens Distributor Lens America's Leading Discou Phone 1.866.923.5600 � Fax 1.866.923.5601 � www.national-lens.com FALL `10 Color NEW Lower Prices Highlighted! LOW 1 to 5 19.95 LOWER 6 to 10 19.75 LOWEST 11 & Over 18.95 IMPRESSIONS COLORS Available in Rx! 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PAGE # 37 13 23 9 11 BACK COVER 31 25 39 29, 43 47 PHONE # 800-221-4170 866-604-5700 877-274-9300 800-821-2020 866-923-5600 877-971-1020 888-807-4950 800-364-3930 847-202-1411 800-327-2002 800-749-8427 WEB SITE www.21stcenturyoptics.com www.classique-eyewear.com www.framesdisplays.com www.corning.com/ophthalmic www.national-lens.com www.creationsinoptics.com www.drivewearlens.com www.eyebase.net www.EyeVertise.com www.feaind.com www.grimesoptical.com -- www.lbieyewear.com www.luzerneoptical.com www.myvisionexpress.com www.national-lens.com -- www.opticalspecialists.com www.opticom-inc.com www.1-800-optisource.com www.optogenics.com www.persol.com www.seco2011.com www.seikoeyewear.com INSIDE FRONT COVER 800-328-7035 35 21, 33 47 18, 45 49 44 46 5 15 FRONT COVER 51 27 47 41 19 13 32, 48 800-423-5175 800-233-9637 877-882-7456 866-923-5600 607-748-2166 800-313-6627 800-678-4266 800-678-4768 800-678-4225 800-500-LENS 770-451-8206 800-235-LENS 800-678-4277 www.techopticsinternational.com 800-756-2020 800-445-2773 703-548-4560 866-934-1030 www.3riversoptical.com www.usoptical.com www.thevisioncouncil.org/ecp www.Patternless.com Younger Optics was honored with three Awards of Excellence at the recent OLA Annual Meeting on October 8th in Las Vegas. Since winning the first ever OLA Award of Excellence in 1987, Younger Optics has received a total of 22 OLA Awards. One of the awards this year recognized Younger's most significant lens innovation of 2010: NuPolar� Trilogy� � Visual Armor�. This standout lens won Best in Lens Materials. This is Younger Optics' fifth Award of Excellence in this category. The company was also a winner in the Best in Marketing category for its NuPolar� Glare Wheel Demonstrator. Younger Optics also won an Award of Excellence in the Best in Accessories category for the Drivewear� Owner's Manual. INDUSTRY QUICK ACCESS EYECAREPROFESSIONAL ACCESSORIES � CASES � CONTACT LENSES � DISPLAYS � DISTRIBUTORS � EDGING SERVICES � FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) � HELP WANTED / BUSINESS SALES � INSTRUMENTS � PACKAGING � MANUFACTURERS The powerful, fast-reactive photochromic lens. � Photochromic Coating Technology � High Index 1.67 � Exceptional fading speed � Available in Single Vision and KODAK Unique Progressive Lens www.corning.com/ophthalmic To advertise please call 800.914.4322, or visit www.ecpmag.com Assembly & Repairs in Half the Time.... Guaranteed � Eyewires � Self Taps � Hinges � Includes Stay Tight � Spring Hinges Thread Lock � Self Aligns Screw it in, Snap it off Exclusively Distributed by Patent Pending 1-800-OptiSource (678.4768) Don't Forget to Tell Our Advertisers You Saw it in EYECARE PROFESSIONAL Magazine NOVEMBER 2010| EYECAREPROFESSIONAL | 47 INDUSTRY QUICK ACCESS EYECAREPROFESSIONAL ACCESSORIES � CASES � CONTACT LENSES � DISPLAYS � DISTRIBUTORS � EDGING SERVICES � FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) � HELP WANTED / BUSINESS SALES � INSTRUMENTS � PACKAGING � MANUFACTURERS Balester Optical is a full service independent family-owned wholesale optical laboratory. We maintain an in-house Digital Processing center and 3 anti-reflective coating systems. Balester Optical provides expert objective advice & consultation regarding the best lens for each Rx. We pride ourselves on using the most up-to-date technologies in the industry! 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If you would like to write for the fastest growing publication in the industry, email a brief description about yourself and your areas of expertise to: firstname.lastname@example.org National Lens America's Leading Discount Contact Lens Distributor Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.com Click, click, click, your lens order is done. Use one website to order all of your stock lenses electronically. With no usage or ordering fees! Green Bay, WI 54308 800-678-4266/Fax 920-965-3203 email: email@example.com www.opticom-inc.com 48 | EYECAREPROFESSIONAL | NOVEMBER 2010 INDUSTRY QUICK ACCESS EYECAREPROFESSIONAL WEBSITE www.feaind.com INC. ACCESSORIES � CASES � CONTACT LENSES � DISPLAYS � DISTRIBUTORS � EDGING SERVICES � FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) � HELP WANTED / BUSINESS SALES � INSTRUMENTS � PACKAGING � MANUFACTURERS TM � Videos � Invoice Lookup � On-line Ordering � Real time job tracking � Account Statements and balances � Technical & Processing Information And more....... Print too small? We sell PALs. LOW PRICE LEADER SINCE 1949 Factory Direct Savings on Fully Stitched Slip-in Cases Clamshell Cases Lowest Prices in the Industry Molded Plastic & Children's Cases Huge Saving on Microfiber Cleaning Cloths and Spray Cleaner Op-TagsTM, Labels & Bar Code Systems... Your most cost effective merchandising tools! Arch Crown, Inc. 460 Hillside Avenue Hillside, NJ 07205 Toll Free: 1-800-526-8353 Fax: 973-731-2228 e-mail: orders@ArchCrown.com www.ArchCrown.com F E A Industries, Inc. FULL SERVICE LABORATORY A/R AND MIRROR COATINGS Call: 800 249-1058 See our complete case catalog at: http://www.LBI.biz Tel: 800-327-2002 Fax: 800-955-7770 To advertise please call 800.914.4322, or visit www.ecpmag.com RECONDITIONED SPECIALS!! Edgers Briot Accura CX RC . . . . . . . $13,950 Essilor Gamma RC . . . . . . . $12,950 Essilor Kappa RC . . . . . . . . . $17,950 Safety bevels and Grooves! www.drivewearlens.com Drivewear lenses uniquely combine two of the most advanced technologies found in the industry today: TransitionsTM Photochromic Technology and NuPolar� polarization. Drivewear is the first polarized photochromic lens to darken behind the windshield of a car. SALES HELP WANTED Experienced Sales Reps Top commissions � Many Territories Available � � Framedisplays.com is the leading provider of optical frame displays for ophthalmic dispensing professionals. Products include optical eyewear and sunglass displays in addition to lockable, rotating, standing, wall mount and slatwall frame displays. Call 877.274.9300 for info and catalog. Instruments Reichert Keratometer . . . . . . . . $595 Chart Projectors starting at . . . . . $395 Marco Radiuscope . . . . . . . . . . $695 Optical Finish Equipment and Supplies If you are tired of working for a company who doesn't appreciate what you do then give us a shot. Fax a Resume to 800-756-0034 Attn. Steve Seibert Grimes Optical Equipment Co. 800-749-8427 www.grimesoptical.com CE ABO/NCLE APPROVED CONTINUING EDUCATION Dry Eyes and Its Effects on Contact Lens Wear $ 12.99 for 1 NCLE Credit Hour Rudy is Sport RX. Rudy Project is Italian for cutting edge technology and innovations in plano & RX eyewear/sunwear. Increase your sales to athletes! Contact us. www.rudyprojectusa.com or 888-860-7597 Available at: www.ecpmag.com/CE Take the course online and receive your certificate within 5 days! A case with a double lock & your name imprinted on it! ONLY 12� per unit Printed! 9� EACH NELLERK 607-748-2166 CONTACT LENS CASES CONTACT LENS CASES Fax: 607-748-2273 Last Look Jim Magay, RDO Old Cities -- New Hope On November 6th there will be a Cole Porter Concert. In Worcester! Not at Mechanic's Hall, not at the DCU Center, but at a great intimate three-year-old venue called Nick's Bar & Restaurant. Nick's has entertainment every night and is in a repurposed bar located near my grandmother's old three Decker in a decidedly downscale neighborhood. Worcester, in case you don't know � is the second largest city in Massachusetts. Located in the Heart of the Commonwealth halfway between Boston and Springfield, Worcester was a thriving industrial city for years but like most rust belt places it has fallen on hard times in the globalized age. Like many places in America, Worcester has few choices � bootstrap yourself up or cry about it and decline even further. We are reinventing ourselves day-by-day, venue-by-venue, new arts groups, new social opportunities, better quality of life, putting stimulus money to work refreshing tired infrastructure. Building great new restaurants and galleries. Electing politicians who "get it!" Educating a new generation of folks who want a better life. Worcester is certainly not alone in this � for the past few weeks I've seen articles on the up and coming arts scene in the industrial ruins of Detroit, a vibrant new food culture in diverse places like Portland ME, Philadelphia, PA, Traverse City, MI, and many others. Editor in Chief Dana Cowin of Food and Wine website writes, "A list (all editors love lists) of seven things a city needs to be considered an amazing food destination. Here are my seven criteria: 1. Markets that make great ingredients accessible. 2. Artisan stores dedicated to singular perfection: bread, espresso, chocolate, ice cream. 3. An exciting wine scene and interesting sommeliers. 4. Sophisticated cocktail programs and bar chefs. 5. A new generation of young chefs with fresh ideas. 6. Destination restaurants. 7. Maverick chefs. I couldn't agree more, a great food scene is an underpinning to a solid rebirth. Worcester is closing in on all of the seven criteria on the list. New restaurants of all description, farmer's markets, nearby artisan producers of cheese, grass fed beef, organic produce, and forage items like mushrooms and fiddleheads. The bar scene is returning (to be sure, you can still get a Bud Lite or a CC and Seven � or a custom designed cocktail, or even an absinthe tasting!) Worcester has groups like Worcester Local First, Arts Worcester, and "WOO" The Worcester Cultural Coalition oversees the WOO Card � a program designed to open the door to Worcester County's vibrant cultural community. Cardholders receive discounts and special offers for cool concerts, dynamic theater, unique museums, magical music, street festivals, outdoor adventures and more � throughout Worcester County, throughout the year! Well, "absinthe makes the heart grow fonder" and how could you not love an underdog city rising from the ashes of off-shored jobs, closed steel mills, vacant department stores, and Wal-Mart's springing up on the outskirts! Unrelated Note: Trufocals; the subject of last month's column, are now to be called Superfocus, same fine product but with a new more meaningful name attached. � THE BEST VALUE IN OPTOMETRY! OPTOMETRIST CONTINUING EDUCATION PROGRAM ALLIED OPHTHALMIC PROFESSIONALS CONTINUING EDUCATION PROGRAM 155 Total Continuing Education Courses Available 104 Total Continuing Education Courses $350 Early Registration Fee includes: $165 Early Registration Fee includes 2011 MAR 2-6 3-6 MAR 2011