EyeCare Professional Magazine August 2012 Issue

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DESIGNER EYEWEAR / PAGE 6 RALPH COTRAN US OPTICAL INTERVIEW / PAGE 18 August 2012 • Volume 6, Issue 56 • www.ECPmag.com

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AUGUST 2012

EYECAREPROFESSIONAL

Vol. 6 Issue 56

Features 6

Courtesy of Classique Eyewear

Contents

Magazine

DESIGNER EYEWEAR Keep your patient’s cool with the latest in Designer Eyewear and Sunwear

by ECP Staff

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BEATING THE INTERNET RETAILERS Differentiate your practice from the online retailers by offering services that they cannot match.

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by Anthony Record, RDO

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UN-BUNDLING YOUR SERVICES Un-bundling is a way for ECPs to clarify the ancillary services that they provide to the consumer.

by Judy Canty, LDO and Renee Jacobs, OD, M.A.

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INTERVIEW: US OPTICAL US Optical’s Ralph Cotran discusses what makes his family’s lab unique in the optical world.

by Paul DiGiovanni, LDO

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COMPUTER LENSES The increase in digital viewing makes computer lens education more important than ever.

by Corrie Pelc

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FACE BLINDNESS Prosopagnoisa is a disorder where the ability to recognize faces is impaired, even while other recognition is normal.

by Jason Smith, OD

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

Departments EDITOR/VIEW .....................................................................................................4 PATIENT CARE..................................................................................................22 MOVERS AND SHAKERS.................................................................................28 MOBILE OPTICIAN .........................................................................................30 SECOND GLANCE ............................................................................................34 INDUSTRY QUICK ACCESS............................................................................42 ADVERTISER INDEX .......................................................................................44 LAST LOOK .......................................................................................................46

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EDITOR VIEW Jeff Smith

EYECAREPROFESSIONAL

Magazine

ITH VISION EXPO West right around the corner (Sept 6-8 in Las Vegas), now is a good time to get back into the trade show loop if you’ve been taking a break. According to the Center for Exhibition Industry Research, trade show attendance was up 3.8 percent nationally in the 4th quarter of 2011 compared with the same period the year before.

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So for anyone going to the show next month, please stop by our booth and say hello. Getting back to the present, this month we have the usual assortment of entertainment, editorial, and education: We are featuring the latest in designer eyewear and sunwear, a segment of the market that keeps growing as consumers become more brand conscious. Anthony Record describes how important it is for ECPs to clarify what differentiates themselves from online retailers. Judy Canty and Renee Jacobs expand on this idea while emphasizing the need to un-bundle service fees from product fees.

Lindsey Getz stresses the importance of bedside manner when dealing with a patient, regardless of the situation. The huge increase in digital screen viewing means that computer lens education is a must, says Corrie Pelc. Paul DiGiovanni interviews Ralph Cotran, co-owner of the fast growing lab US Optical.

An inspiring trip to the Antiques Roadshow caused Ginny Johnson to wonder how its finer points could be applied to the optical industry. Postage stamps – as Elmer Friedman aptly explains – have provided a unique insight into the history of eyeglasses throughout the world.

Jason Smith discusses face blindness, a rare condition in which otherwise healthy people lose the ability to recognize faces. Industry veteran Jim Magay provides some historical perspective on the vast array of lens tints he’s encountered over the years.

Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . . . Judy Canty, Dee Carew, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Ginny Johnson, Jim Magay, Warren McDonald, Laura Miller, Anthony Record, Jason Smith Technical Editor . . . . . . . . Brian A. Thomas, P.h.D, ABOM Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.

ADVERTISING & SALES (215) 355-6444 • (800) 914-4322 lgrande@ECPmag.com

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP™ is published monthly

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 6 Number 56 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

No part of this magazine may be used or reproduced in any form or by any means without prior written permission of the publisher.

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

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

It shall not be construed that OptiCourier, Ltd. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products, services or individuals in this publication.

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2012 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com

This is only part of what this month’s issue has to offer, and please remember that all of our articles are also available online at: www.ecpmag.com. We also have an interactive, digital version of the complete magazine – advertisements included – on the website. Also check out our OptiBlog, which enables readers to post comments at the end of each article.

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1. SAFILO Th1112/SMP (04L6) – This translucent blue plastic aviator from the Spring 2012 Tommy Hilfiger collection features wooden temples with a bold tribal print. The frames are in support of the Tommy Hilfiger Millennium Promise Project which benefits Africa. It is a wearable, unisex frame, which is a modern take on the classic aviator look. www.safilousa.com

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2. ULTRA PALM Caviar 5582 is an embellished sunglass with a modern edge. This sunglass is part of the Champagne Collection for Caviar. The 5582 features hand set genuine Austrian Crystals with larger baguettes and smaller square cut crystals making the details stand out in this temple design. This “one of a kind” sunglass is available as a drill mount & a full frame. www.caviarframes.com

3. CHARMANT

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The Trussardi TR12827 features an innovative use of coloring that draws the eye to this seductive frame through the alternating opaque and translucent shading on temple and frame front. Slightly upturned oversized rims, uniquely temple-centred arms and a swish Trussardi button logo complete this glamorous feminine style. www.charmant.com/usa

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DESIGNER EYEWEAR 4

4. CLASSIQUE EYEWEAR William Morris London stands out as a distinctive “English” eyewear brand for the metropolitan wearer who is free spirited and loves life. It’s a market leader with unique design integrity and quality, European craftsmanship. William Morris London stands out as a brand that makes its eyewear a fashion accessory, not necessity. www.classique-eyewear.com

5. TAG HEUER This avant-garde frame combines the collection’s strongest features for the most innovative design yet. With pure titanium, carbon fiber, composite elastomere and a selection of genuine leathers, the L-Type Light is a sum of the brand’s most luxurious components. www.tagheuer.com/eyewear

6. MARCHON ROCKSTUD (V641S) – This bold, flirty acetate frame from the Fall/Winter Valentino Collection has a vintage look inspired by cat-eye styles and pin-up girls. Metal studs run like dots along the entire browline. The “V” on the temple is a functional hinge and is accompanied by the logo. www.marchon.com

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MONDOTTICA

VILLA EYEWEAR

Grace and sophistication is key to the Anna Sui Eyewear collection, and this timeless frame portrays the collection beautifully. Featured is AS506 in Black, this charming frame also comes in Purple in size 52/16-140. The collection is feminine and stylish, creating an accessory to any outfit.

The Anna Sui Eyewear collection is the perfect mix between whimsical and elegant with a distinctive feminine appeal. www.mondotticausa.com

BEST IMAGE OPTICAL

Blackfin is a collection with a legacy of lightness and innovation, and is characterized by two elective materials: titanium and acetate. It targets contemporary men and women that live the everyday reality intensely and express this through the look of a minimalistic and sophisticated accessory. The collection includes 12 styles in pure Titanium front and ultra-flexible Beta Titanium temples, and 4 shapes in Acetate front. www.villaeyewear.com

ZIG EYEWEAR Mario Galbatti’s MG-149 is the latest style to debut this coming Fall season. This spexy cat-eye frame with its unique and curvy shape comes in three colors: Cranberry Demi, Confetti Demi, and Black, in size 54-17-140. www.bestimageoptical.com

MCGEE GROUP Mobley is a full rim acetate frame with a high bridge and large rectangular eyeshape. Metal dĂŠcor on the temple as well as argyle patterned temple tip accents add to the retro feel of the frame. The triple color fade

front and custom Italian acetate on the Grey/Red frame creates a unique color combination that is vivid in the hand, but becomes more muted and classic on the face. Mobley is also available in Tort/Blue, with a subtle pop of bright color on the inside endpiece. www.mcgeegroup.com

Designer Cendrine O. brings her signature flair to new acetate frames in the Jean Reno collection. Reno 1235 C3 in crystal caramel evokes the air of old Hollywood with a modern, artistic temple and lens design. www.zig-eyewear.com

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Visit us at Vision Expo West September 6th - 8th, 2012 Suite 34 - 104 Juri Maier - wearing ‘nameless 2012’

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REVOLUTION EYEWEAR

True Religion eyewear portrays the same Hippie, BohemianChic-Flare with a Vintage-Feel-Vibe that their jeans emit, using the finest quality components. The collection has many shapes from modified ovals to aviator. Featured above is style QUINN in Black/Blue. Rich materials are seen throughout the collection in zyl, leather wrapped and stitched temples, and an array of colors such as Cocoa, Golden Bronze, Olive, Brown Horn. www.revolutioneyewear.com

REM EYEWEAR

Casual luxury and rock ‘n’ roll come together in the new John Varvatos V352 optical frame. Renowned for its fastidious attention to detail, fine craftsmanship and killer design, John Varvatos Eyewear is created for the man of style and substance. Based on a vintage frame from the 1920’s, this design has a statement-making bridge which stands out and supports the small, round lenses that echo an eccentric aesthetic. www.remeyewear.com

TREVI COLISEUM EYEWEAR

L’AMY

The distinctive metal plate with raised Celtic cross topped by a shiny crystal is the hallmark of Nicole Miller’s Duane style. The matte metal plate is unique and modern, lending the NM Duane a gothic edge befitting this innovative style. The deeper feminine eye shape and acetate colors are accented by the matte metal, while flex hinges provide comfort. www.lamyamerica.com

EASTERN STATES EYEWEAR The Cazal 8006 is one of the hottest sunglasses to be released by the historic collection this year. This chunky plastic design’s pilot shape is enhanced by striking, gold toned metal accents. The model’s boldness recalls the classic Cazal designs of the early days of the collection but with a very modern spin. www.eseyewear.com www.ultrapalm.com

Cotton Club 288 is constructed from the highest quality Mazzucchelli Zyl with rubberized temple inlays for style and comfort. It defines the concept of fashion and beauty.

Available in 3 colors Black/Gun/Black (shown), Tortoise/Blue/Silver and Havana/Gun/Purple. Made in Italy and backed by a two year warranty. Sold exclusively in North America by National Lens. www.national-lens.com

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J.F. REY

Resolutely innovating, the Pixel concept is directly inspired by the world of graphic arts. This creative approach makes it possible to obtain a complete two tone in the form of fine shading and pictural asymmetry. Of course, as always, 100% handmade in France. Pixel was nominated for the Silmo d’OR awards 2011 in the very select category of “Optical Frames.” www.jfreyusa.com

ic berlin!

kjell reloaded 2012 masculine —Classic. Tough. Player?

Gentleman? Good or bad cop? You cross mountains and valleys on a motorbike? You cap your trip off with a bottle of whisky and a camp fire? You love to conquer the seven seas in your one man boat? Action hero or timeless gentleman, beer or water, it doesn’t matter. The two times classic, already worn by Jason Statham and Bruce Willis, makes a 2012 comeback in four stylish color combinations with thinner temple arms, giving extra corners and edges masculine. Classic. Tough. Women will go weak at their knees, promised! www.ic-berlin.de

DESIGNER EYEWEAR can project a modern look for trend-makers with multifaceted lifestyles, as each designer has a certain image they portray through clothing and accessories. Select numerous designer name brands that will accentuate your customer’s individuality and style.

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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO

Are We All in Trouble?

Are we all in trouble? I don’t think so. I can say with complete confidence that no other topic in the optical field generates as much interest, or elicits as much passion from eye care professionals (ECPs) as the sale of eyeglasses over the Internet.

PREVIOUS ARTICLES have addressed the issue using many different approaches and offering many different takes.

Contact your legislator, educate your patients, and just say no (to taking PDs and servicing Internet-bought goods) are just a few.

Regardless of what your opinion of online selling is, and regardless of what the future may or may not hold, most ECPs would agree on one thing: We would like to have those wouldbe Internet buyers purchase their prescription eyeglasses from us – in our friendly brick-and-mortar optical establishment.

With that in mind, I recently challenged a group of 100 opticians to do some brainstorming and share with me all the reasons why. Why should consumers not purchase their eyewear over the Web? What can we offer clients in person, that online retailers cannot? If we could identify some of these things and then consciously begin to emphasize these things in our day-to-day dispensing, perhaps the flow of online business may start to recede instead of flourish. Here are some things we came up with: Knowledgeable Guidance. With a few well-chosen, thoughtprovoking (call it Lifestyle Dispensing if it makes you feel better) questions, you can begin to build a personal rapport and mutual respect with a client that can lead to you offering better guidance for the patient’s needs. First, what about lens material? Would the patient be better with plastic, glass, high-index, polycarbonate or Trivex®? Okay, what about index of refraction?

Should it be 1.50, 1.55, 1.60, 1.66, 1.74? So many to choose from! Transitions? Polarized? Bifocals? Progressives? Two pairs?

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The simple act of informing the patient of all the choices that are available – and the ability to coherently offer hands-on, knowledgeable guidance – might be enough to motivate the patient to keep the sale in-house.

PDs and MFHs. How you approach Pupillary Distance and Multifocal Heights might encourage a would-be virtual customer to become your actual client. While many opinions and approaches to this have been shared by many industry professionals (including me), I don’t think I’ve ever heard this approach: When someone asks you to take a PD for an Internet order, begin to act a bit tentative or hesitant. Then explain that while you could give them the PD measurement, most online retailers don’t even ask for an MFH on their order forms. Explain that they really “guess” at a height, and that if they guess a millimeter or two too high or low, the bifocals will be difficult – if not impossible – to use.

Attend to the Small Things. In the blockbuster, best-selling work The 7 Habits of Highly Effective People, relationship and management expert, Dr. Stephen R. Covey, shares six specific things we can do to build relationships based on mutual trust, respect, and rapport. He calls them “deposits” in a person’s “Emotional Bank Account.” We have that advantage over a faceless, non-human, online seller. Think of all we can do with a client vis-à-vis attending to the small things that they cannot: say good morning; pull the chair out for them before they sit down; hold the door when they leave; compliment their clothes or hairstyle; make inquiries as to their family; make a follow-up phone call after the initial sale.

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Feeling and Fitting. Most online retailers offer a “see how they fit” option. Customers can superimpose an image of the frame over a photo of their face. Sounds cool enough. Be sure to explain to your in-person customer that those virtual try-on features shed no light on how the frame will “feel” on the face.

Although it looks good, it might be too loose or tight on the nose or temples. Be sure to communicate that. And speaking of fitting, an Internet retailer can’t cut temples. If the person thinking about buying online is small or petite, be sure to explain that you can custom-fit the glasses (including the temples) to fit just right. Additionally, dispensing opticians need to get back to hands-on, comprehensive adjustments. I cringe when I see a so-called optician simply hand glasses to a client.

“Do they feel okay? They do? Great! Have a nice day.” And sadly, I’m only exaggerating a little bit. If you do not take the time to give a hands-on adjustment both before you take the initial measurements and when the glasses are dispensed, you have just created a “there’s no real difference between us and the onliners” impression in the mind of the patient. I say shame on those of us who do that.

Ease of Service. This is a big one. Why not ask a few questions when you learn a client is considering an online purchase.

Questions like: “How do you know they will fit? Who will take the initial measurements so that you see as well as you can?

What if you need adjustments or a screw falls out – would you expect free service for something you had purchased elsewhere?

What’s the warranty? What would you use for glasses if you had to ship them back for repair? Who will verify that what you order is actually what you receive and that the prescription was ground accurately? What assurance do you have that a qualified, licensed professional will prepare this personalized, medical device?” Again, questions like these, communicated without sarcasm but with true concern, might dissuade the online decision.

Give it a try.

Supporting the Local Economy. While it might not influence all or even many of the people not to do it, try explaining that making the online buy does no good for the local economy and by proxy it does no good for local professionals. Some people actually would be influenced by this; they just never really thought about it. Make ‘em think.

You. This one is probably the most significant and persuasive reason a client should never make a prescription eyewear purchase on-line. They can’t have you! If you embrace this concept then it’s time to look in the mirror and do some real, honest introspection. Take out a piece of paper and write down as many reasons as possible why you would buy eyeglasses from you if you weren’t you. (Did you follow all those yous?) Once you identify those reasons, work on them, improve them and use them to your advantage. Hopefully you came up with 10 or 12 reasons in a matter of seconds. If you had any difficulty doing so, indeed, we are all in trouble. ■

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DISPENSING OPTICIAN Judy Canty, LDO with Renee Jacobs, OD, M.A.

Are You Helping Online Retailers Grow Market Share?

Eye care professionals have the option to either redesign traditional business methods, or continue helping online retailers gain market share.

It is easy to give away your competitive advantage.

Simply continue two traditions: 1. Bundle Fees for Services with Fees for Frames and Lenses Make certain your fees for products always appear higher than the online retailer’s fees for similar products. Achieve this by bundling fees for professional services, such as fitting and dispensing, into invoiced fees for frames and lenses. Do not break out or itemize the professional work that differentiates your business from your online competition. Allow every patient to believe that your prices for products are expensive compared to similar frames and lenses available online.

2. Provide Free Optical Services When a patient chooses to buy their eyeglasses from an online retailer, adjust and align the new eyewear for free. If for any reason, the new purchase does not meet expectations, help the patient troubleshoot problems and enforce warranty agreements with their provider of choice. Supply unlimited expert advice and assistance as a courtesy.

After all, paying your opticians to give away professional services will persuade every patient to buy your obviously overpriced frames and lenses next time out of sheer gratitude. Right?

Traditional business practices are giving the competitive advantage to online retailers on a silver platter.

STOP Helping Your Competition!

As online optical retail gains market share and with it, consumer acceptance, it’s time for eye care professionals to redesign traditional business tactics:

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1. Recognize what services differentiate your practice.

2. Unbundle service fees from product fees.

3. Educate your patients about the monetary value of professional optical services.

Stay competitive in a changing marketplace. Redesign your business model to help patients make smarter comparisons.

Finally, persuade consumers to purchase services that differentiate your business from your competition.

1. Recognize what services differentiate your practice.

Think of the lens and frame order. During this process, brick and mortar locations provide services online retailers cannot offer. An automated website cannot judge frame suitability for a unique prescription. It is not possible to pre-adjust the frame to assure comfort and proper fit prior to taking measures for the most accurate lens order. An online optical retailer cannot take the measurements necessary to tailor a custom free form lens. They cannot determine monocular PDs, vertex distance, pantoscopic tilt, and wrap. Patients need the services that brick and mortar stores provide.

Think about lens and frame delivery. After the new eyewear is fabricated and delivered by mail, the online retailer cannot confirm accurate lens alignment to assure best vision. They cannot adjust the frame to improve comfort. An online optical simply cannot provide the hands on services that patients need and deserve.

It is interesting that online retailers have turned their weaknesses into a competitive advantage. They can’t provide services, so their product fees do not include bundled fees for services. For this reason, online retailers can legitimately advertise lower prices than most brick and mortar stores. Patients, who do not

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understand the monetary value of services, perceive a tremendous opportunity for savings. Do not allow online retailers to win this competitive battle!

Recognize that your services are your strength. In fact, you can capitalize on your ability to provide hands on services patients need when they buy from you or when they choose to buy online. You can unbundle services from products: itemize the frame, the lens, lens options, plus services. And, you can offer a la carte services. These services differentiate your practice from your competition, online or around the corner. Make the fees obvious.

Good news. It is OK to charge appropriate fees for services rendered!

2. Unbundle service fees from product fees.

Redesign your business model to maintain profitability. Do this by unbundling professional service fees from frame and lens product fees. There are two immediate benefits: First, your frame and lens product fees will become competitive against both brick and mortar competition and your online competition.

Second, you can offer a la carte services patients need when they choose to buy prescription eye wear online. Provide patients the opportunity to purchase frame advice, lens material advice, and the measurements necessary for an accurate order. Help patients make decisions that will assure the best possible vision. Later, when the eyewear arrives in the mail, offer proper lens alignment, frame adjustment for comfort, and verification that the prescription meets industry standards. Measure corrected visual acuity. Standardize appropriate care and charge appropriate fees for services rendered.

Not Sure What to Charge?

If you don’t know what to charge, begin by calculating the profit your business already generates from optical services. EyeCare Professional has a free (downloadable) Spreadsheet Calculator provided by Renee Jacobs, O.D., M.A., and Director of Practice Management Depot. You can use the spreadsheet to unbundle service fees from product fees. In addition, you can calculate your “Limited Dispensing Fee,” the fee for lens alignment and frame adjustment at the time of dispense. The Spreadsheet Calculator is accompanied by a video explanation narrated by Dr. Jacobs. www.practicemanagementdepot.com/Free/EcpServicePackage FeeCalculator.php Evolve business tactics to maintain profitability. Calculate the typical profit you generate from providing a specific service.

Then, with revenue numbers in mind, set an appropriate fee.

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3. Educate your patients about the monetary value of professional optical services.

When you unbundle professional fees, it is important to communicate the monetary value of services. Many opticians are not adequately prepared to explain what they do, and defend itemized fees for their work. Many are uncomfortable explaining why their services have value. Address this challenge.

Transform weakness into strength.

Help your patients understand that optical services have monetary value. This knowledge is good for patients, certainly good for business, and arguably good for the profession of opticianry. Communicating the importance of best practices elevates every ophthalmic profession.

Consciously standardize procedures and patient education strategies. Deliver each service with ultimate attention to detail.

Explain every procedure plus the visual benefit.

For example, if a patient purchases eye wear from your office, then during dispense you might say: Before we called to schedule your dispensing appointment, we verified that your new lenses meet industry standards for prescription accuracy, including power and axis

alignment. You might think accurate prescription fabrication is regulated, but it isn’t. In the US, compliance to standards is voluntary. We take pride knowing you will see your best when your lenses match doctor’s prescription.

Teach your patients that services differentiate your business from the competition. Modify patient education strategies until your patients believe itemized services are worth every penny invoiced. Knowledgeable patients will recruit their friends to experience your top notch service.

Make it happen!

The optical marketplace is expanding to include a new kind of competition, the Online Optical Retailer. In the new environment, traditional business practices give away competitive advantage. It is time to come clean with the consumer.

Unbundle optical service fees and deliver those services with pride. Differentiate your business.

Don’t wait until the day no one comes through the door, except the patients who need those “free” services.

Don’t lose profitability or give away your competitive advantage as e-retail gains market share. Instead, take action now. ■

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US OPTICAL Providing First Class Lab Service – All Within 24 Hours EyeCare Professional’s Paul DiGiovanni, LDO, speaking with Ralph Cotran, Co-Owner, US Optical.

Please provide a brief history of US Optical.

US Optical was created on March 1, 2008 by myself and my two brothers Ronald and Robert. Previously we owned another lab, Optogenics, which we sold to Essilor of America in 1999. We decided to come back into the Independent lab business as we were very excited about Free form, new lens technologies, new AR coatings, digital equipment and the rapid innovation in the optical industry.

We are entrepreneurs and wanted to create another viable Independent lab to help consumers see better – much better – and this time digitally better.

This focus, coupled with our unique 24HR turnaround on uncut lenses and very fast service on complete and edged jobs, has catapulted US Optical to the fourth largest Independent lab in the US. We are humbled by the support the Independent eye care professionals have given us.

US Optical is the largest supermarket of Free form lenses, giving ECPs endless choices. We have also invested in automation with 3 Free form generators and 6 digital polishers, four Zeiss AR machines and two MEI edgers— the fastest edger in the world that specializes in wrap technology and drill mounts as well as conventional jobs.

US Optical is positioned to continue to lead the Independent wholesale lab industry in the areas of new technologies, Free form, turnaround time and superior finishing jobs.

What brands of lenses are available to your customers?

We provide the following lens brands: Zeiss, Shamir, Seiko, Younger, Hoya, Sola, Vision-Ease, Essilor, Signet, Carrera Xcede, Kbco, Pixel & US Optical Freeform. It is our goal to give customers choices and we do this by increasing lens selections and AR coatings. Our two

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Ralph Cotran

Robert Cotran

Ronald Cotran

newest products are Hoya Free-Form and Zeiss Individual II Wrap Free Form technology. We also have a large number of Zeiss AR coatings available.

In your opinion, what differentiates US Optical from its competitors?

What differentiates US Optical is our USP! (Unique Selling Proposition) We provide our customers with 7 incredible reasons to use US Optical and these are accompanied by 7 benefits that add thousands of dollars to the eye care professional’s bottom line!

1. FASTEST LAB IN AMERICA!™ ECP’s will receive 24 hour turnaround on uncut lenses (with or without Zeiss AR coatings), and 3-5 working days turnaround on edged or complete jobs. This service will WOW your customers and is worth tens of thousands of dollars to your practice. It will differentiate you from the pack. NO OTHER LAB CAN DO THIS! Our turnaround time will give you a distinctive competitive advantage. You will blow your competition away.

2. Family owned, independent just like our customers.

Our goal is to help you serve your customer, grow your business profitably and make you happy, so you can focus on your own customers. We understand your needs as an Independent Professional.

3. Largest supermarket of brand Free form High Definition lenses. You will be able to offer your customers endless lens choices such as the Zeiss Individual II, Shamir Autograph II, Seiko Surmount, Hoya ID and Essilor Definity. We have recently launched our value line of US Optical proprietary Free form HD lenses, such as the Ultimate HD™ and the Wrap HD™.

4. We are easy to work with. Our customer service is extremely knowledgeable and will be helpful

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to your practice. We answer all your questions promptly.

5. Our prices are Net, Competitive and Fair. All these benefits, including our 24Hour service are equivalent to a 50% price value discount over any other lab! We do not inflate our price pages!

6. We use the most advanced MEI edger in the world for Wraps and Sunglass frames. (6 & 8 bases) Our proprietary SUN RX Lens HD technology produces distortion free & cosmetically beautiful sunglasses making your customers very happy and your practice known as Sunglass RX experts!

7. We pioneer and specialize in new technologies such as Free form lenses, PhotoFusion® by Zeiss, Transitions New Vantage® polarized lenses, Carrera’s Xcede Sun RX, and Pixel’s emPower!™ Electronic Eyeglasses. As our customer, you will always know and have access to the finest and latest optical technologies giving you an edge over the competition.

What is the turn-around time for a standard job to be completed and returned to the customer?

Finished jobs take between 3 to 5 working days from

when we receive the customer’s frame (3 without AR and 5 with AR). Add a day or two for drill mounts. Edged only jobs can be produced in 3 days even with Zeiss AR coatings! (It pays for an ECP to have a tracer as well.)

Completed jobs are shipped by either FedEx or UPS overnight.

What factors should ECPs consider when determining which lab to use?

ECPs should look at VALUE. Does the lab they work with help them make money.

You make money when your lab consistently executes with delivery and quality and is willing to become a partner, helping you with your challenges. Is customer service friendly and proactive, are they knowledgeable? Does the lab have reasonable pricing, fair policies and excellent consistent turnaround time? If a problem or challenge occurs will the lab take responsibility and fix the problem, expedite a job or redo the job correctly? Do they have most of the products that you need? Do they give you choices? Can they handle your sunglasses? Will the managers pick up the phone and talk to you when you need a special lens or have a complex question? Are they EASY to work with? If you find that most of the time the answer is YES, then you found the lab that brings you VALUE.

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We at US OPTICAL believe we are the best VALUE play in America—besides being the FASTEST LAB IN AMERICA™.

Value is also all about profitability and ease of relationship for the ECP. A win-win situation for the ECP and the Lab creates Value and is a great result for the American consumer!

What’s new at US Optical?

US Optical is adding approximately 7,500 to 8,000 square feet to its facility. We need extra room to keep up with our fast turnaround, growth, personnel and service.

In addition we bought our second BISPHERA MEI edger which will cut and edge 45 pairs of eyeglass lenses per hour and will house this new edger and peripherals in this new addition. Also another digital surfacing line with two digital polishers will be purchased which will sit next to the MEI edger. Because we are growing quite fast we will need the expansion to increase our lens inventory and additional space for our current employees as well as future ones. We anticipate an additional 15 employees in the next two to three years.

We will also be building another employee cafeteria in the new space and moving some equipment from our current space into the new space. This will allow us to increase our customer service area which is very crowded currently.

The expansion is needed for further growth, new digital

BISPHERA-XDD from MEI Systems.

These edgers can produce up to 45 glasses per hour.

20 | EYECAREPROFESSIONAL | AUGUST 2012

equipment, and a new coating center, in line with our desire to stay at the cutting edge of new technologies and continue to be one of the leaders in lens digital manufacturing in the USA. We also need to maintain our ability to turnaround jobs in twenty four hours as we continue to grow in order to maintain our service standard and business model which we believe differentiates us from thousands of competitors.

Please explain the MEI edger used for wrap around sunglasses and the technology behind it?

The MEI edger is a breakthrough in technology. These edgers can produce about 45 pairs of glasses an hour of any type, zyl or metal, rimless or drilled. It can also produce all the specialty wrap frames such as Rudy Project, Oakley Jacket and Flak Jacket, Liberty Sport, Nike Show and Skyline, Carrera Xcede and all of the Wiley X frames. It can do this because every edger has 12 different tools that it uses to edge the lenses. These tools are controlled by proprietary Cad Software that cuts the lenses in sequence to achieve the complex shapes of these lenses. ■

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PATIENT CARE Lindsey Getz

Practicing Good Bedside Manner

spending a little bit of time talking up front. Even just a simple explanation of what’s going to take place during the exam can go a long way in helping the patient to feel more comfortable. Do a quick walk-through of what you’ll be doing or even take a “show-and-tell approach” in which you show the patient what tool you’re using and tell them what it is before doing anything. Obviously you don’t have to do this each and every time your regular patients come in for an exam.

But making it a habit with new patients will help put them at ease and perhaps even turn them into regulars. A comfortable patient is much more likely to be a repeat patient.

Practice Good Communication

When it comes to practicing eyecare, there’s often a focus on clinical skills and abilities. And while that’s incredibly important, bedside manner should not be overlooked. In fact, a recent study has shown that poor bedside manner can harm patients’ health. Researchers from Cedars-Sinai in Los Angeles and the Johns Hopkins University found that surgeons’ behavior in the operating room actually had an impact on their patients’ outcome. While you might not have a life in your hands when a patient is in your exam chair, the way you treat them can still make a big difference.

It’s not uncommon for patients to be nervous and on-edge when it comes to their eye health. Vision is obviously a highly valued ability and patients may be anxious when it comes time for their exam, particularly if they have a family history of eye disease or have been experiencing problems. It’s important to practice good bedside manner to help put patients’ fears at ease and to help develop a stronger relationship. We rounded up some tips that may help you enhance your bedside manner.

Ease into Exams If patients are in any way squeamish or anxious about tools in or near their eyes, you can help relieve some of that fear by 22 | EYECAREPROFESSIONAL | AUGUST 2012

You have a large amount of control over how your patient will handle the exam or even a diagnosis and that’s through communication. Pay attention to how you word things and make sure that you convey clear instructions or explanations. Don’t bog down your communication with “medical speak” as it can be overwhelming for patients. Patients feel frustrated when they get home and feel confused by the information or instructions conveyed. If there’s a lot that the patient needs to do or understand, write it down for them.

Accentuate the Positive When giving patients information, try to focus on the positive.

Even though saying “everything is fine” and “there’s not a problem” essentially mean the exact same thing, using the latter phrase may cause the patient to hone in on the negative word “problem.” Help keep patients calm by remaining positive and putting some thought into the way you convey information.

Don’t Rush While today’s eye care practitioners are often pressed for time, feeling “rushed” is one of patients’ biggest gripes. They may feel they’re investing significant money into their eyecare, particularly if they regularly purchase contacts or glasses, and they want to get all of their questions answered as part of that investment. Try to schedule enough time between patients that you’re able to answer questions without making patients feel rushed out the door.

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Focus on the Patient During a busy day it’s easy for your attention to be pulled in many different directions. You might be distracted by a phone call, an email, or other happenings in the office. But try to make it a habit that your focus is on the patient when he or she is in your exam chair. If an urgent phone call or email can’t wait, ask the patient to excuse you and take a few minutes to attend to the matter outside of the room. When you come back to the patient, make it obvious that you’ve returned your full attention to them. While distractions can’t always be avoided, trying to give the patient as much of your attention as you can afford will pay off.

Diagnose Delicately If you’re an eye care veteran you’ve likely seen it all. But always remember that a diagnosis of even a minor eye condition is new and potentially scary for your patient. Take the time to walk through the condition with your patients, arming them with information. Even if you’re sending them to a specialist, it’s helpful to take some time explaining the diagnosis and what it will mean so that they feel prepared. Print-outs with information on common conditions can be a helpful take-home item for the patient. It’s likely they may feel overwhelmed as you explain what you’ve found, and might not be fully listening or comprehending what you’re saying. It can help for them to have some information to take with them when they’re better able to digest it.

Pretend it was You No matter what the diagnosis or situation, it helps to put the patients’ mind at ease as best as you can. This might not be easy with a difficult diagnosis, but the way you deliver the information can go a long way. Put yourself in your patient’s shoes and think about what you’d want to be told. Make sure patients are well-aware that you’re available if they have additional questions or need more information. If you’re sending them to someone else’s care, make a point to follow up and see how they’re doing.

Leave on a Positive Note Some patients are just difficult and that may make it hard to have a “good exam” no matter what. But even if the patient wasn’t easy or you had to deliver a tough diagnosis, try to wrap things up in a positive way. Reassure them about the specialist they’ll be seeing, the great advances in eye care, or even some of the top-notch treatments available.

There’s always a way to find some sort of bright side and putting the emphasis on that is important for patients. Even if it was just a routine visit, try to wrap things up on a positive note so that patients walk out feeling well cared for and happy about their time at your practice. ■

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THROUGH THE LENS Corrie Pelc

• The number of smartphone users in the United States is expected to grow to 110 million people by 2015, according to NIC, Inc. This increase in technology use has also driven an increase for eye and vision issues related to staring at a computer screen for long periods of time. According to the AOA, a survey of optometrists indicated that 10 million primary eye care examinations are provided annually in the United States mainly because of visual problems of computers users on the job.

To help meet the needs of their patients, ECPs may want to consider offering computer glasses and/or occupational lenses in their practice.

What They Are

The Ins and Outs of Computer Glasses Talk to anyone in the United States today, and nine times out of 10 they use some sort of technology during the day. Maybe they are at a job where they are on a computer for eight hours a day, maybe they are addicted to their smartphone or tablet, or maybe they love spending their free time in front of their personal laptop surfing the Internet.

And statistics like these prove it: • About 82 percent of Americans frequently work with a computer or a hand-held device, according to the American Optometric Association’s (AOA) Eye-QTM survey.

• Nearly 75 million people in the United States currently use tablets and that number is expected to hit 117 million, or 47 percent of Internet users in the United States, by 2013, according to an article on DigitalTrends.com.

According to Robert Escobedo, master optician at the Southern California College of Optometry, computer glasses and occupational lenses are specifically for patients who are on the computer for a long period of time and more than just a few hours. “(The patient) would get a very wide viewing area for the computer screen and it would take a lot of the strain off their eyes if they’re on the computer for more than four hours a day,” Escobedo says, when discussing the patient benefits of computer glasses.

Computer glasses are also different from normal prescription glasses as they are made specifically for the computer-viewing range of between 26 and 32 inches, says Joe Croft, Chief Technology Officer (CTO) for Gunnar Optiks.

Escobedo adds that many times computer glasses or occupational lenses will have an anti-reflective coating to help cut down on the glare from light emitted from the computer screen itself, or glare of fluorescent lighting off the monitor. “And some people like a tint, so they have certain tints that they recommend for indoor lighting and for the computer screen that can be an enhancement for the lenses also,” he says.

Continued on page 26

24 | EYECAREPROFESSIONAL | AUGUST 2012

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Prescribing Tips When prescribing computer glasses for a patient, Croft says it’s important for ECPs to understand the problems of long-term computer viewing so then they can look for those problems in their patient and help them find a solution.

The first, says Croft, is fixed focal distance for long periods of time. “You get your focusing mechanism locked down on a target for a long time, and those muscles are flexed and they aren’t getting a lot of chance to relax,” he explains. Next is blink rate, so ensure that a patient has proper tear production and retention, says Croft. Helping to fix the patient’s quality of life and cutting down on “extraneous visual noise” is also important.

When prescribing computer glasses or occupational lenses for patients wearing progressive lenses – which correct for far, intermediate and near distances – Escobedo says there is an option for ECPs called occupational progressives that may be a benefit to that patient. “For somebody who’s on the computer, the channel where the computer power is in the progressive lens isn’t wide enough for somebody to get a real good use out of it when they’re working on the computer for more than four to five hours a day,” he explains. “That’s when a computer progressive would work for that patient a lot better.”

patients who have had corrective surgery or are wearing contact lenses.

For the Future If you’re not currently offering computer glasses for your patients, should you be?

Escobedo believes the computer glasses and occupational lenses business at SCCO’s Eye Care Center will continue to grow due to the “computer age” we are currently in and patients becoming more aware that these options are available.

Croft agrees and says it’s a growing field and he encourages all ECPs to “jump on the bandwagon” and not only help their patients, but their bottom line as well.

“It would be a shame for them not to (add computer glasses to their practice) because this is a fast moving train and they can jump on board now or possibly be left in the dust,” Croft adds.

“We see that the ECPs who bring them in do phenomenally well with it. And if they’re not the ones offering it, then it might be the guy across town who does.” ■

Making the Sale

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For ECPs that are considering offering computer glasses or occupational lenses to their patients, how can they make sure their patients are purchasing?

Croft suggests the first step is to make sure there are “quality of life” type questions in the new patient questionnaire that will get patients thinking about their computer usage, such as how long do they work on a computer each day, do their eyes feel tired after being on the computer, etc. “If they get their patient thinking about computer eyewear, it becomes very easy to then start prescribing computer eyewear,” he adds.

At SCCO’s Eye Care Center, Escobedo says they post material in the optical dispensary to let patients know they offer computer lenses, and they also have pamphlets available to help ECPs educate patients on these types of offerings. “A lot of patients don’t even know they make a special occupational lens for computer users,” he adds. “But the important thing is in the exam chair to ask the lifestyle questions that would help that patient realize that those are available to them.”

Croft also says that offering computer glasses in a practice can be a great way to encourage second pair sales. And taking it a step further, by offering over-the-counter computer glasses for 20/20 users, a practice can potentially see frame sales from

26 | EYECAREPROFESSIONAL | AUGUST 2012

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MOVERS AND SHAKERS Davis Vision

American Academy of Opthalmology

Managed vision care company, Davis Vision, Inc. has named Celina Burns president. Burns brings more than 25 years of experience to her new position, with experience working for health insurers and health and welfare Celina Burns professional service firms, including Humana, Prudential Financial and Aetna. She joins Davis Vision from Buck Consultants, a Xerox Company based in Dallas, where she was a market leader and principal, responsible for overall development and implementation of strategic and operating plans.

Dr. Y. Ralph Chu has been honored with the Senior Achievement Award from the American Academy of Opthalmology. The award recognizes individuals for their contributions to the Academy through instruction, participation Dr. Y. Ralph Chu and other areas of service. Dr. Chu is an international physician instructor on cataract and intraocular lens implantations, phakic lens implantations, laser vision correction technologies and ocular therapeutic treatments.

As a solo practitioner, he founded Bloomington-based Chu Vision Institute in 1999.

Salus University

GUESS?

Rear Admiral Michael H. Mittelman, OD, MPH, will succeed Dr. Thomas L. Lewis as Salus University’s next president, according to the University’s Board of Trustees Chair Jo Surpin.

An active duty member of the Armed Forces, M. Mittleman Dr. Mittelman will complete his service with the Navy before beginning as Salus University president sometime in late spring or early summer 2013. In order to accommodate this timing and to ensure a smooth transition, Dr. Lewis has agreed to remain as president during this period.

GUESS? Inc. announced that Frank Rescigna would be joining the company’s senior management team as president of licensing worldwide. In this position, Frank will report directly to Paul Marciano, GUESS? Co-founder Frank Rescigna and CEO, and he will be responsible for all domestic and international licensing. Rescigna was most recently president of Viva International Group, the GUESS eyewear licensee.

28 | EYECAREPROFESSIONAL | AUGUST 2012

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THE MOBILE OPTICIAN Ginny Johnson, LDO, ABOC

ON THE ROAD (SHOW) AGAIN On the roadshow again Just can’t wait to help our patients again The life I love is seeing eyewear make them grin And I can’t wait to put on a show again

On the day the results were to be announced I jumped online to check the status of my entry form. At the click of a button I was very disappointed to find out that my name was not on the list of winners. However, one of my friends did win and we had agreed beforehand that if either of us won then we would go together. I was appalled to find out she had invited her brother to go with her. No way! If it wasn’t for me she wouldn’t have even known about it. How could she forget about our agreement? Did she have selective memory lapse?

Oh well, nothing that forwarding a copy of the original Roadshow email I sent her wouldn’t take care of. Without any fuss she said her brother and I could have the tickets and she would just go along for the ride. As we say in the South, “she’s good people.”

The Antiques Roadshow Tour was the most organized event I have ever been to with approximately 6,000 ticket holders.

My experience in that behind the scenes television show environment zoomed in on the lights, camera, action mentality we should try and keep in our ECP practices.

From the moment we drove into the parking lot of the event we were treated special. The guy directing traffic was reminding us to have a good time and not to forget and leave our loot in the car. Adequate parking spaces for patients should be high on your practice’s priority list. It may mean that the staff has to be inconvenienced a bit. You don’t want patients coming through your front door already in a tizzy over what they had to go through just to park their car.

A FEW MONTHS AGO I registered to win tickets to the Antiques Roadshow 2012 Summer Tour. I made sure to tell a couple of my antique junkie friends to register as well. Each winner would receive two free admission tickets and each ticket holder could bring along two items to have appraised.

I knew this would probably be a once-in-a-lifetime opportunity so waking up at 4:00 am was not a big deal.

30 | EYECAREPROFESSIONAL | AUGUST 2012

There were about seventy appraisers at the Roadshow that were quick to look at an item and begin their assessment. I was amazed at some of the antique items that people brought to the show. From famous autographs to wood carved life size figures, it’s obvious that we all have possessions which we believe are valuable.

As ECPs we need to remain professional when appraising our patient’s possessions. When assessing a patient’s old worn out cheesy pair of eyeglasses, remember that they have value. In your mind you know they have depreciated beyond belief and Continued on page 32

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have negative worth while in the patient’s mind they have been and are still very valuable. It may be hard for them to finally let go of eyeglasses that are older than dirt. Eyeglass lenses that are worn for 730 days or more can pretty much be considered antique at this point with such rapid advancements in lens technology.

conservative? Do they want geek chic? What do they like about their current frames? How often do they wear their current eyeglasses? If they say “never” then find out why. Do they not like the way they look? Are they uncomfortable? Do they feel like they are too small or too large for their face? Make sure they feel like a superstar regardless of their final frame selection.

At the Roadshow if a ticket holder brought an item that was deemed extremely valuable then they were escorted to a special section of the exhibit hall for the possible filming of a future Roadshow episode. Although those ticket holders might be grinning from ear to ear they were obviously nervous about being in the spotlight. Calming mannerisms were demonstrated by the Roadshow’s staff to reassure ticket holders that taping segments of the show was fun. Sure enough everyone seemed to walk away from the set looking happy.

Even though my two antique items appraised for less than $200 each, the appraisers gave the items sentimental value that was very high and priceless. It was obvious that they were passionate about antiques and that they loved what they do. Do your best to make sure that patients will want to come back next year. Express the importance of eye health without sounding like a nag. Let them know that you value their business every time they walk through your door.

Helping your patients by putting the spotlight on eyeglass lenses first before discussing frame selection can be tricky at times with a gallery full of the latest designer frames right at their fingertips. Ask patients to describe their ideal pair of eyeglass lenses to you. If they answer “I don’t know” then help them know. Look at their current lenses. Are they scratched?

Are the lenses cosmetically pleasing? What do they know about progressive lenses? How much time do they spend on their smartphone/computer/outdoors/in low light situations/ playing sports? How long have they been wearing lined bi-focals? Are they happy with them? Are they in denial and don’t feel like they need to wear any corrective lenses? Assure them that you are listening and encourage them to feed you as much vision information as possible. Without bombarding them with too much information at once start building them the best lens solution in a natural conversation.

Patients have so many choices when it comes to frame selection. Ask them what’s important to them when deciding on new frames? Do they prefer head turners or celebrity approved frames? What colors do they like to wear? Are they

Make a big deal out of how well their new eyewear looks on them. Share in their excitement about clear vision. Take pictures and let them strike a pose. Make sure you give them any wearing instructions and have answered their questions before they leave. Ask for referrals and offer small tokens of appreciation (movie passes, gas cards, gift cards) unless you believe that a sentimental thank you is enough.

I wish that the Antiques Roadshow Tour came to town every year. I still can’t believe there was zero chaos with that many people under one roof. To help prevent chaos from happening in your practice tell patients what to expect on their appointment day. Use creative scheduling and block off a little extra time on the schedule for those precious almost antique patients that require extra time.

When exiting the Roadshow event they encouraged everyone to share their feedback, thoughts or suggestions about the event.

Are you encouraging your patients to provide you with feedback on how well they were treated in your practice? I suggest we all shoot for patient experiences that are priceless and without chaos so they won’t hit the road! ■

Progressivelenses.com 32 | EYECAREPROFESSIONAL | AUGUST 2012

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SECOND GLANCE Elmer Friedman, OD

EYE GLASSES AND POSTAGE STAMPS GO TOGETHER I am a stamp collector. My stamps are only samples of United States postage, air mail and commemorative issues. Some are mint (unused) and many are used. I never wanted to compete with serious collectors.

I merely wanted a sample of each stamp whether it be mint or not.

a stamp that was a commemorative of vision care in a South American country. It seems that every stamp has a story to tell. Almost every country in the world has published stamps and as a result stamp collecting has become a worldwide passion of its adherents. Typically, famous people or events have been regular themes. It may cover subjects such as culture, geography or history.”

Also, I have been an active optometric journalist for over 15 years. I am proud to report that I have never reprinted a column in all that time and I plan to continue with that ideal. Recently, I was hard pressed to come up with a new theme for this issue.

My friend and colleague, Dr. Natty Bumpo of Finster, N.J., as he often did, came to my rescue. I received this letter that was so intriguing I felt compelled to share the information with you.

The letter is as follows: “Elmer: It’s been a while since I last wrote to you. But I was stimulated enough by a recent unusual experience that I felt obliged to convey the circumstances to you. I am aware that you are always on the hunt for unusual and rare information regarding our eye care professionals,” explained Natty. “My grandson, Sam, is fourteen years old and is an avid stamp collector. On one occasion, he pointed out

Natty continued, “The study of spectacle wearers on stamps is interesting. At one time they were rarely seen but are capturing more attention in recent years. We don’t consider eyeglasses as commonplace since our profession has a serious view of any appliance that is related to vision correction.

But most people consider eyewear as commonplace. So, it is no surprise to find that people are intrigued and curious about the many famous and important people that wear spectacles.”

“Jane Lippert Hushea is a stamp collector who, over a period of 50 years, has amassed a specific type of collection based on a topic or theme,” said Natty. “Elmer, if you look up info on this woman you will discover she was a pioneer and one of the first to work in these types of specific collections. I am enclosing copies of samples of her collection commemorating eyewear over the ages. Jane has an intense passion for her hobby. Her interest in eye glass stamps took root beginning in the 1950’s and continued over several decades. I was amazed to discover Continued on page 36

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that she had amassed over 1,000 different examples from almost every country in the world. She must be the only person who had friends in every part of the world who forwarded to her a variety of stamps, all of which pictured eyeglasses as an important part of the theme.”

“The oldest eye glasses, according to Ms. Hushea, appeared on a stamp from a German issue depicting Nikolaus Cusanus (1401-1464) who appears to be wearing spectacles. He was a priest, scientist and philosopher. Another ‘oldie’ is the remarkable portrait of a be-spectacled Francois Rabelais (1494-1553) who was an important Renaissance writer that appeared on a Monaco stamp. Many 19th and 20th century personalities can be seen wearing eye wear on stamps. Jane was able to organize a sort of history of eyewear by dating her stamps chronologically. A viewer may see the evolutionary changes that have taken place in the style and type used during various time periods.”

Natty continued to tell me about this remarkable woman.

“She married an optician. He had an optical company in Canton, Ohio. Jane had a talent that we, in the profession, wish we could emulate. She created window displays and advertising promotions for the business. She was able to produce new, exciting techniques for merchandising eyewear. Her displays conveyed a timeless message that an eye-catching window can promote and enhance awareness of her optical products.

Between 1955 and 1959 she won seven major international medals for her display advertising. In the year 2000 the National Association of Display Windows described her ‘creativity and pure artistic thought.’ (Where was she when I needed help for my display window in the olden days?)

She became an inspiration for many design students during the second half of the 20th century. In 2007 Jane became recognized by the Guinness World Records, who lauded her significant collections which have not been equaled in size or depth.”

“Elmer, I came across some information regarding this subject that I bet dollars to donuts that you or your readers did not know. On April 21, 2008, Canada Post issued its first Braille stamp. It commemorated the centenary of the Montreal Association for the Blind. It featured a yellow Labrador

36 | EYECAREPROFESSIONAL | AUGUST 2012

retriever guide dog, a breed commonly used to help the blind.

It was appropriate for the 52 cent denomination to be printed in large type with an embossing of the Braille alphabet to assist the visually impaired. While this stamp was the first Braille stamp to be issued in North America, it is not the first in the world. Credit for issuing the first Braille stamp goes to Brazil.

In 1974 they issued a stamp with raised dots to honor the 5th World Council for the Welfare of the Blind that was held in Sao Paulo. Other countries which issued stamps with Braille embossing are Denmark, Israel and Switzerland. The latter has added some different stamps which include an embroidered stamp, a wooden stamp, (which is quite fragile and would split along the grain), stamps that smell of Swiss chocolate and, of course, Braille stamps.”

“These stamps, while helpful to the sight impaired, are a challenge to collectors. The raised dots of the Braille lettering are easily damaged, since they are nothing more than impressions on the stamp paper. Unused or mint stamps must be handled carefully as they can be easily ‘de-embossed’ if pressed against other objects. Used Braille stamps are virtually impossible to find with the raised letters in good condition as the very letter processing equipment in the postal centers will compress the raised dots, rendering them flat and useless.”

Natty concluded by telling me the following. “Collectors owe a great deal to Ms. Hushea and the vast information she has accumulated. I was able to glean a good bit of info from the internet about this unusual person. I also owe a hearty thank you to my grandson, Sam, for tickling my fancy regarding the subject of eye glasses and the postage stamps they adorn. I love all my seven grandchildren. If I knew they would be so much fun, I would have had them first. Got to go now, all the best to you and Lillian.”

Stamp collecting has been and continues to be a very popular and fascinating hobby. It deserves our attention and recognition. Collectors number in the millions, world wide. This article is devoted to those eye care professionals who share the passion and can revel in the fact that eye care has been a recognized theme in the world of philately. ■

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Choose Your Own Reward with

From June 1 through August 31, 2012 accumulate dollars toward an APPLEŠ GIFT CARD by purchasing SunSensorsŽ lenses as indicated below.

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KODAK Unique SunSensors KODAK PreciseÂŽ and KODAK ConciseÂŽ SunSensors NavigatorÂŽ and Navigator Short SunSensors SV, D28, D35 and 7x28 SunSensors *Stock single vision lenses are not eligible for rewards.

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1 North Morton Avenue, Morton, PA 19070 t XXX GFBJOE DPN Promotion Rules: This promotion is open only to eye care professionals (“ECPsâ€?) located within the United States who are invited by FEA Industries Inc. (the “Sponsorâ€?) to participate in the promotion (“Eligible ECPsâ€?). During the promotion period, Eligible ECPs will accumulate dollars toward an Apple gift card by purchasing SunSensors lenses as indicated: $20 for KODAK Unique, $10 for KODAK Precise or Concise, $5 for Navigator or Navigator Short, and $2 for SV, D28, D35 and 7x28. Void where prohibited, taxed or otherwise restricted by law. ECPs licensed or practicing in the State of Vermont are not eligible to participate. This offer cannot be combined with any other KODAK Lens promotion. $ ´-REÂľ LV GHĂ€QHG IRU WKH SXUSRVHV RI WKLV SURPRWLRQ DV WKH VDOH RI D SDLU RI 6XQ6HQVRUV OHQVHV WR D SDWLHQW XQGHU RQH SUHVFULSWLRQ WKDW LV SXUFKDVHG WKURXJK WKH 6SRQVRU ,Q RUGHU IRU D -RE WR EH HOLJLEOH LW PXVW QRW EH IRU D SDWLHQW whose reimbursement or payment comes from “ineligible payors,â€? which include, without limitation Medicare, Medicaid, CHAMPUS, or other payors considered to be “designated health servicesâ€? under 42 USC Section 1395n and UHJXODWLRQV WKHUHXQGHU RU VLPLODU 6WDWH VWDWXWHV DQG UHJXODWLRQV ,W LV 6SRQVRU¡V SROLF\ WR FRPSO\ ZLWK DOO DSSOLFDEOH ODZV KRZHYHU 6SRQVRU KDV QR ZD\ RI GHWHUPLQLQJ ZKHWKHU DQ\ VSHFLĂ€F -RE LV LQHOLJLEOH IRU WKH UHDVRQV VWDWHG LQ WKLV SDUDJUDSK $FFRUGLQJO\ LW LV WKH VROH UHVSRQVLELOLW\ RI WKH (&3 WR QRWLI\ 6SRQVRU RI DQ\ -RE WKDW LV LQHOLJLEOH GXH WR WKH UHDVRQV VHW IRUWK LQ WKLV SDUDJUDSK DQG WR HQVXUH WKDW LW GRHV QRW DFFHSW DQ\ EHQHĂ€WV XQGHU WKLV SURPRWLRQ WKDW DUH prohibited by Federal or State law. By participating in this promotion and accepting a prize, ECPs agree that compliance with such Federal and/or State laws are the ECP’s responsibility and the ECP will release, indemnify and hold harmless Sponsor for any failure of the ECP to notify Sponsor of an ineligible Sale.

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Precise, Concise and Navigator are registered trademarks of Signet Armorlite, Inc. Corning and SunSensors are registered trademarks of Corning, Incorporated, Corning, NY. Apple is a trademark of Apple, Inc. All rights reserved. Apple is not a participant in or sponsor of this promotion. Š2012 Signet Armorlite, Inc.

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OD PERSPECTIVE Jason Smith, OD, MS

Face Blindness

If you looked at the 2 pictures above, would you be able to recognize the 16th President of the United States, Abraham Lincoln? This black and white picture on the left should make visual sense to us in that he is an older man with a beard.

WE RECOGNIZE his eyes, the ears, the receding hair line, his older age, the shape of his mouth, and his elongated head. We “see” this picture, we process this information, we draw conclusions about the picture, and we may even have memories about this picture and what it may mean to us personally as well as historically.

Do you remember seeing Lincoln’s picture when it was hung on the wall in your classroom? Did you see this picture in a museum? Do you remember President Lincoln because his picture is on the face of the five dollar bill? Do you remember seeing his picture in U.S. history books and anytime the Civil War is mentioned? His face is familiar to most of us. What about the picture to the right? This is the same picture, except it is upside down.

On March 18, 2012, CBS and 60 Minutes host Lesley Stahl narrated a segment titled “Face Blindness: When Everyone Is a Stranger.” The term “prosopagnosia” is also used to describe face blindness. According to Wikipedia, “prosopagnosia” is Greek; “prosopon” is face and “agnosia” is not knowing. This is a disorder of face perception where the ability to recognize faces is impaired, while the ability to recognize other objects may be relatively intact.

Bradley Duchaine is an associate professor of psychological and brain sciences at Dartmouth College who is familiar with this problem. He compares what these people see to looking at a picture upside down. The term originally referred to a condition following acute brain damage. However, a congenital form of the disorder has been proposed which may be inherited by about 2.5% of the population. Face blindness was first recognized in the 1940’s when soldiers who had suffered head injuries were now unable to recognize faces. It was not named until the term prosopagnosia was first used in 1947 by Joachim Bodamer, a German neurologist. He described three cases, including a 24-year-old man who suffered a bullet wound to the head and lost his ability to recognize his friends, family, and even his own face.

It is estimated that 1 in 50 people may suffer from face blindness. The specific brain area usually associated with face blindness is the fusiform gyrus located in the temporal lobe of the human brain. Some also use the term “prosophenosia,” which refers to the inability to recognize faces following extensive damage of both occipital and temporal lobes of the brain. As eye care professionals, the last word that we want to hear is “blindness.” We try to prevent blindness or to reduce its negative effects by providing optical aids, prescribing Continued on page 40

38 | EYECAREPROFESSIONAL | AUGUST 2012

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medications, and referring to specialists for medical intervention when necessary.

Blindness is defined as no light perception, the inability to see anything, or amaurosis. The Dictionary of Visual Science has three pages of different forms of blindness including absolute, color, flash, night, organic, psychic, and snow, but there is no mention of facial blindness. People with the problem of face blindness can see, so using the term blindness to describe this condition is misleading. The problem that exists is that they are unable to recognize faces that should be familiar to them, but are not. Their vision is fine, but they are unable to process what they see into a recognizable form.

For example, people with face blindness cannot recognize their own face, as well as the face of a daughter, son, or spouse.

Famous movie actors or actresses that most of us can recognize such as Julia Roberts, Meryl Streep, or George Clooney cannot be named. Famous president’s such as Washington or Lincoln would be a total mystery. You or I could recognize familiar faces even if this same person changed their hair color, hair style, or placed a hat on their head. This would only further confuse a person with face blindness. People with face blindness who are in a business environment may use someone’s hair style, how they dress, or their chin shape as a cue to help them “recognize” someone they already know. Changing any of these cues would only complicate an already difficult situation of poor recognition. Face blindness can create serious social problems. They often use alternative routes to recognition, but these routes are not as effective as actual recognition of someone’s face.

Imagine walking into your place of work where you have been for years and not recognizing a close co-worker or your boss.

They describe the experience as “a memory that has not been filed.” They can describe what they see but they cannot “micromeasure” the information in order for it to be used again and again. People who may be unaware that they are having contact with someone with face blindness may be offended with the fact that this person really does not recognize them.

The face blindness person may receive a reaction of being snobbish, inattentive, or offensive. Imagine seeing the same people who you have been working with for years and not being able to recognize their faces! We recognize faces for the identity, the beauty, the character, the expression, and the emotions that are seen, perceived, and processed by us. All of these normal human characteristics are missing in the face blind person. So the term “blindness” should probably be replaced with “misperception.”

But the term “blindness” catches our attention.

Recently, there has been evidence that people can be born with face blindness. The causes of face blindness are still in the early investigative stages. A woman who had a tumor removed in the fusiform area of the temporal lobe suffered face blindness after 40 | EYECAREPROFESSIONAL | AUGUST 2012

the surgery. But congenital face blindness patients who had MRI’s of this same area all had a normal functioning temporal lobe and a normal fusiform face area. Areas that are currently under research include the role of brain damage, brain injuries, seizures, tumors, nerves, the wiring within the brain, and neurochemicals. It would appear that the human eye’s ability to see is totally intact and functional in these patient’s. These people have no problems functioning in high level occupations such as a doctor or a computer analyst. Once the visualized information begins its optical, chemical, neurological, psychological, and interpretive journey to the brain, something breaks down.

Something that is still unknown to researchers and medical scientists causes the breakdown of recognition, interpretation, understanding, perception, and memory of a face that may be new or one that has been seen numerous times. There may be different causes to face blindness based on congenital, developmental, or hormonal problems compared to face blindness caused by a traumatic brain injury or a tumor. There may be a neurobiological disorder, a microbiological, or a microchemical problem whose causes are not yet fully understood.

There may be DNA, RNA, or chromosomal abnormalities. The study of face blindness has been crucial in the development of the theories of face perception. Face blindness is not a single disorder; different people may show different types and levels of impairment. It has been argued that face perception involves a number of stages, each of which can be caused by separately damaged areas of the brain. This is reflected not just in the amount of impairment displayed, but also in the qualitative differences in impairment that a person with face blindness may exhibit.

As difficult as it would be for an adult to suffer from face blindness, it could be more difficult for children. They may have a difficult time making friends because they cannot recognize their classmates. They may be unable to distinguish who a brother or sister may be and be unable to be certain that “mom is mom.” Teachers, school professionals, and physicians may treat these children for some other problem than that which really does exist. Medical professionals must become more aware that this is a real problem and develop some diagnostic tests that can utilized to distinguish face blindness from something more serious such as functional autism.

The outlook for a cure or for more understanding of this and many other medical problems lies in the research, the dollars available for research, and the public outcry for solving these problems. Up to this point, there has been no public outcry for solving the face blindness problem compared to medical problems such as autism. With public awareness increased by the national exposure created by the 60 Minutes piece that was broadcast recently this may change. ■

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EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

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!

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

National Lens America’s Leading Discount Contact Lens Distributor Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.com CALL FOR OUR PRICE LIST

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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.

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Please email your letter of interest to db@avglens.com or Call 954.730.9244 x221

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Instruments Reichert Keratometer . . . . . . . . $595 Chart Projectors starting at . . . . . $395 Marco Radiuscope . . . . . . . . . . $695 Optical Finish Equipment and Supplies

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WANTED Sunairess is seeking experienced and aggressive Sales Representatives to market Optiluxe Eyewear.

Multi-line reps are welcomed to apply. This is a unique opportunity for experienced, independent optical professionals.

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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 OPTOGENICS Order Today, Dispense Tomorrow In House Digitals & ARs: Varilux®, Shamir® & Crizal®

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To advertise, call 800.914.4322, or visit www.ecpmag.com AUGUST 2012 | EYECAREPROFESSIONAL | 43

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ADVERTISER INDEX ADVERTISER

PAGE #

PHONE #

WEB SITE

Allergan

31

800-433-8871

www.allerganoptometry.com

Balester Optical

33

800-233-8373

www.balester.com

ADVERTISER

PAGE #

PHONE #

WEB SITE

National Lens

36

866-923-5600

www.national-lens.com

Nellerk Contact Lens Cases

42

607-748-2166

—

Optical Women’s Association

45

972-233-9107

www.opticalwomen.com

Opticom

45

800-678-4266

www.opticom-inc.com

www.1-800-optisource.com

CNS Frame Displays

28

877-274-9300

www.framesdisplays.com

Coburn Technologies

15

800-262-8761

www.coburntechnologies.com

CV Digital Optical Labs

26

800-475-3628

www.chematvision.com

OptiSource

25

800-678-4768

Eyevertise

41

847-202-1411

www.EyeVertise.com

Optogenics

16

800-678-4225

www.optogenics.com

FEA Industries

27, 37

800-327-2002

www.feaind.com

PPG Industries

21

800-358-8258

www.nxt-vision.com/zeiss

Grimes Optical

44

800-749-8427

www.grimesoptical.com

Solutionreach

17

866-605-6867

www.solutionreach.com

Hoya Free-Form

BACK COVER

Tech-Optics

43

800-678-4277 www.techopticsinternational.com

800-423-2361 www.thehoyafreeformcompany.com

ic! berlin

9

49 30 247 27 200

www.ic-berlin.de

Trevi Coliseum

i-see optical

32

800-257-7724

www.iseelabs.com

TuneAmp

J.F. REY

5

212-842-1269

www.jfreyusa.com

US Ophthalmic, LLC

Marco

INSIDE FRONT COVER 800-874-5274

www.marco.com

Marcolin

INSIDE BACK COVER 888-MARCOLIN

www.marcolinusa.com

Morel Eyewear

13

800-526-8838

www.morel-france.com

My Vision Express

43

877-882-7456

www.myvisionexpress.com

44 | EYECAREPROFESSIONAL | AUGUST 2012

11,41

866-923-5600

www.national-lens.com

39

888-815-3240

www.tuneamp.com

23, 43

888-334-4640

www.gilohr.com

FRONT COVER, 19

800-445-2773

www.usoptical.com

Vision Expo West

21

800-811-7151

www.visionexpowest.com

Visionix

35

800-292-7468

www.visionix.com

Vision Systems

44

866-934-1030

www.Patternless.com

US Optical

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Coburn Technologies Introduces New True-Form System Coburn Technologies, Inc. has announced the introduction of the True-Form high-volume production system for free-form and traditional RX lenses. The True-Form System consists of the new CobaltDS high-speed digital surfacing generator and CobaltDP dual spindle soft-tool digital polisher.

Curt Brey, vice president of marketing and business development stated; “There are several critical differences that set the new True-Form System apart from other high-volume digital surfacing systems currently on the market. The CobaltDS Digital Surface Generator uses a new cold mist cutting technology which combines the benefits of a dry cut generator with those of a wet cutting process. The result: the CobaltDS eliminates the need for a large, high-maintenance water reclamation system, yet it produces a surface finish that may just be the best in the industry.”

“The CobaltDP Digital Polisher is a dual spindle, high-speed polishing machine which uses three soft-tool laps to process the widest range of lenses, fast, and with crystal clear results. Together the matched technology of the True-Form system can surface all plastic lens materials precisely, but notably processes polycarbonate faster and better than has been possible before. Both machines are also compatible with comparable competitive generators and polishers.”

SUPPORTING AND PROMOTING THE PROFESSIONAL DEVELOPMENT OF WOMEN IN THE OPTICAL INDUSTRY SINCE 1997

PLEASE JOIN US FOR THE UPCOMING OWA EVENTS AT VISION EXPO WEST The Professional Optical Women’s Workshop Presents

TAKING THE CHALLENGE: EATING HEALTHIER ON THE ROAD, ON THE JOB, ON THE GO Presented by Rebecca Johnson, CPOT, COT, COE, president of EyeTrain4You & OWA member.

Wednesday, Sept. 5, 2012 • 4:30 – 6 pm Venetian/Palazzo Congress Center Level 3, San Polo Room 3501 No charge for OWA members $35 for non-members Light refreshments will be served prior to the start of the program.

Registration required. Register in advance at www.opticalwomen.com

ANNUAL NETWORKING RECEPTION Raffle items from various designers

Friday, September 7, 2012 • 5:30 – 7:30 pm Venetian/Palazzo Congress Center, Level 3, San Polo Room 3502 Free admission. Everyone welcome, including non-members.

OWA would like to thank its 2012 Professional Development Fund sponsors for their belief in, and generous support of our mission to advance and promote the leadership role of women in the optical industry.

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For more information on the OWA and/or to become a member please visit our website at www. opticalwomen.com Our thanks to EyeCare Professional for providing this space for OWA’s message.

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LAST LOOK Jim Magay, RDO

Shades of ... Grey?

In the beginning there were smoked lenses, then Grey 1,2 and 3 glasses

REEN WAS POPULAR, as were the Cruxite and Softlite shades for office use. Then along came G-15, TruColor glass and plastic, and a bit later on like magic, we entered the realm of adaptable tints with Photogrey glass from Corning followed by Photogrey Xtra and Photobrown Xtra, then onward to Transitions in plastic in all their forms – and I would like to say how much we like the new Transitions Vantage.

G

My 8-year-old granddaughter has the first pair we dispensed and she is enjoying them. My second fit was a soccer referee with a progressive pair, he bought them (Rudy Project Frame) for sports but likes them so well he is wearing them as an everyday pair – the red and black temples look really sharp.

In looking over current catalogues we now have incredible choices with tints. (26 color options in the Rudy Project catalogue alone). Kaenon offers 6 outdoor tints, while Julbo has 4 options.

Got to love the versatile clips available today as well. eClips has a great selection of 8 colors, 6 in Polarized form and you can add 3 different mirrors to them.

Remember when Corning came out with color technology for ocular problems in the 80’s? It is now called CPF GlareControl.

They are photochromic glasses or clip-ons that absorb ultra-violet light and varying amounts of HEV and come in 5 versions that range in color from yellow to brown. These were quite the thing when first introduced, and today they are marketed for a variety of conditions ranging from albinism to retinitis pigmentosa.

46 | EYECAREPROFESSIONAL | AUGUST 2012

A pioneering expert in health and light; John Ott, in his book, Health and Light states: “Certain ailments of the eye have also been related to excessive exposure to the ultraviolet in sunlight, and (as noted earlier) the practice of wearing sunglasses is becoming increasingly prevalent. It would be difficult to find an optician today who did not sell one brand or another of eyeglasses designed to filter out this so-called ‘harmful’ ultraviolet radiation and prevent it from entering the eyes. Yet the paradox of this theory about the harmful effects of ultraviolet from sunlight is that scientific studies relating a high rate of pterygium, an abnormal growth on the eyeball that destroys vision through exposure to high intensity sunlight in the tropics, did not take into consideration whether or not those people with pterygium wore any kind of eyeglasses or sunglasses which would protect the eye from the ultraviolet part of the sunlight spectrum. Even ordinary eyeglasses filter out much of the ultraviolet in sunlight.”

He goes on to say: “Could the lack of the normal amount of ultraviolet in sunlight received through the eyes possibly cause a condition of hormonal or chemical imbalance and in turn make the skin hyper-sensitive to sunlight as far as skin cancer is concerned? It is known that some drugs and certain ingredients in soaps and cosmetics make people more sensitive to light.

The question of any possible connection between different conditions of light sensitivity and hormonal imbalance or malfunction of the endocrine system might well be worth further investigation.”

Whoa, with the entire tint arsenal available wouldn’t it be a killer if it were harmful to block all UV? ■

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