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Transitions Optical Star Partner

Marketing Handbook Shoot for the Stars


Welcome

Congratulations You’ve just joined an exclusive group of eyecare practices, the top performing Transitions Optical Star Partners! The Star Partner program is designed to focus our resources on those practices that share our commitment to providing the best care and products to patients.

What to Expect This isn’t just another loyalty program. As a Transitions Optical Star Partner, you will have access to exclusive marketing tools to engage your patients and to build your practice. And the program is designed to evolve, offering new and more compelling benefits as we move forward together.

Meet the Latest Marketing Tools! To maximize the benefit of being a Star Partner, get acquainted with our suite of marketing tools, and see how these tools work together to support your practice.

Using the Marketing Handbook The handbook helps you create your marketing plan. It walks you through the process of deciding which strategies can achieve your practice’s goals. It provides specific information on both how to get your plan started, and then, how to implement the plan and track your results. Look for this symbol

for Star Partner exclusive benefits.

Transitions and the swirl are registered trademark of Transitions Optical Inc. ®2012. Photochromic performance is influenced by temperature, UV exposure and lens material.

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Get Acquainted with the Latest Tools


Get Acquainted with the Latest Tools

Get the most out of being a Star Partner Want to maximize the benefit of your partnership? Take full advantage of the tools that are designed to help you analyze your trade area, develop a practical and powerful plan, create customized materials, and uncover patient preferences before they come in for their appointment. These tools are designed to integrate with each other, so take some time to explore each. The chart on the next page provides a quick overview of what does what. To access any of your tools, start at TransitionsPro.com. You just log in once, and from there you move around to other sites without having to log in again. And the Pro site is a great place to keep up to date on all of the latest products, programs and news that can help you engage patients and market your practice. Our suite of tools is without parallel in the optical industry, and as a Star Partner, you are positioned to leverage these tools better than anyone! Looking for added value? Maximize the value of being a Star Partner! Our tools are being developed to provide a higher level of value as your practice achieves higher levels within the Star Partner program. It’s an incredible value!

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Review latest eye health programs and news

Find no and low cost education options

Explore the demographic proďŹ le of your market

Develop marketing tactics for speciďŹ c patient groups

Assess your practice marketing needs

Build a detailed marketing plan

Retain patients

Acquire new patients

Increase revenue per patient

Create custom materials for your practice

Educate patients on vision wear options preappointment

Go to: Pro

MAP Wiz

TOM

EyeglassGuide

If you want to: Go to: Pro

MAP Wiz

TOM

EyeglassGuide

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Get Acquainted with the Latest Tools

If you want to:

Access all Transitions marketing resources


Get Acquainted with the Latest Tools

Your tools TransitionsPro.com Our eyecare professional portal to our marketing support and product information assets. And once you log onto the Pro site, you can link to all the other tools. Transitions Market Area Profile (MAP) A truly unique tool that allows you to explore the demographic characteristics of your market, and develop messages and tactics to effectively reach your prime patient segments. Transitions Marketing Wiz Looking for assistance to develop a full blown marketing plan? Or just for some fresh ideas to better market your practice? Visit the Wiz! Transitions Online Marketing (TOM) Tool A long time favorite with savvy eyecare professionals, TOM helps you design in-office pieces, as well as direct mail, to target your personalized message to your patients. And as a Star Partner, you not only get free printing, you can use your points to offset mailing costs. EyeGlassGuide.com The Guide encourages patients to think about their vision care needs, and provides them with printouts of their preferences and needs that can expand your dialogue with them. And you can link to the practice version of the EyeGlass Guide (ecp.eyeglassguide.com) from your practice’s website for extra value! My Multicultural Toolkit New in spring 2012, this site can assist your practice in maximizing marketing to culturally diverse patient groups. And it’s full of the latest news on the vision care needs of ethnic minorities. Access through the Pro site or go to MyMultiCulturalToolkit.com.

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Each tool has value on its own, but to get the most value from the Transitions suite of marketing tools, take advantage of how they work together.

ProSite: Access all your tools EyeGlassGuide: Uncover your patients’ preferences Earn points by linking your website to EyeGlassGuide.com, and at level 5, your practice will receive complementary use of an iPad for patients to experience EyeGlass Guide.

You can earn points when your register on the Pro site, and more when patients register Certificates of Authenticity! And the more you progress as a Star, the more prominent your practice will be on our practice locator!

Wiz: Market your practice Utilize the Wiz to better market your practice: you’ll grow your photochromic share and get some great new ideas how to leverage all your Star Partner benefits.

TOM: Create custom materials

MAP: Explore your market

You can put your Star Partner points to good use on TOM: pay for postage and mailing lists.

Use the Market Area Profile to identify and target your most valuable patients, and get direction on messages for these segments.

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Get Acquainted with the Latest Tools

Integrate your tools


Get Acquainted with the Latest Tools

Multicultural Toolkit Look for the latest practice marketing tool from Transitions Optical early 2012. This site will provide up to date information on the growing ethnic minority populations, and provide a step by step path to successfully marketing your practice to culturally diverse patients. The site is divided into 4 sections—My Community, My Practice, My Marketing and My Industry. You can determine your market’s multicultural makeup, prepare your practice to be more welcoming, make your marketing truly multicultural, and stay connected with other industry professionals who are promoting cultural competency. One of the many uses of the Transitions MAP tool is identifying what demographic groups live in your area. Once you decide which ones are good targets for your practice, MyMultiCulturalToolkit.com will help you build a plan that successfully reaches them.

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Get Acquainted with the Latest Tools

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Get Acquainted with the Latest Tools

TransitionsPro.com The TransitionsPro site is a very powerful trade portal, it is the starting point for your marketing tools. You’ll want to visit the site frequently, as new and more powerful tools are being constantly added. Whether it’s powerful point of sale materials, Transitions family of brands info, education, or just about anything that can help you help your practice thrive, you’ll find it on our Pro site.

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Building a Marketing Plan


Building a Marketing Plan

Why does my practice need a marketing plan? The Transitions Marketing Wiz can help you identify your key marketing goals, and determine the best ways to reach those goals. All it takes is some time and some commitment to build and follow the plan. HOME PAGE FOR FIRST TIME VISITORS

MARKETING Home

WIZ

Retaining Patients

Welcome, Jonathan Smith, Excellent Eyewear, LLC. Return to Transitions Pro to logout

Acquiring New Patients

Increasing Revenue Per Patient

Need Help Marketing Your Practice?

Need Help?

Take Your Practice Assessment!

You’ve come to the right place! With the wiz you can: • Assess the needs of your practice • Build an interactive marketing plan • Learn how to retain and acquire patients, and raise revenue per patient

Your first step in building a marketing plan for your practice.

Retaining Patients

Acquiring New Patients

Find out ways to keep your current patients happy and coming back to your practice year after year.

Find out how to ensure your practice is the first choice when patients are looking for an eyecare provider.

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Additional Tools

Get Started!

Utilizing the Marketing Wiz is easy. You answer a series of questions to assess your practice. These questions will provide direction on where your practice is strong, and where it could use some improvement. From there, you can choose the best strategies to include in your practice marketing plan.

Increasing Revenue Per Patient

Go to TransitionsPro.com and

Find out how to consistently provide patients with their best recommended

and select Marketing Wiz and get started!

Things You Can Do Today!

Tell Us What You Think!

Additional Tools:

Sample Marketing Plan

Walk Around In Your Patient’s Shoes

How Does Your Practice Stack Up?

Getting Your Team on Board

Budgeting Your Marketing Dollars

Recommended Reading

Other Helpful Sites: Explore Transitions Optical’s professional site. www.Transitions.com/Pro Create and produce customized marketing materials—many at no cost! www.TransitionsTOM.com

Think you know your market area? This tool can help! www.TransitionsMAP.com

Educate and support your community www.HealthySightForLife.com Take advantage of well informed patients. www.EyeGlassGuide.com

Are you a big fan of Transitions lenses? If you are, you’re a Star! www.TransitionsStarPartner.com

Transitions and the swirl are registered trademarks and XTRActive and SOLFX are trademarks of Transitions Optical, Inc. © 2011 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material.

Privacy Policy

You can assess your practice and start building a plan on the Wiz! 12

Terms & Conditions


Goals answer the question: “What do you want to happen?” Some common goals for eyecare practices are:

J Increase revenue per patient J Acquire new patients J Retain patients

STAR TIP Consider doing a SWOT analysis to help identify goals. Look at your practice’s Strengths, Weaknesses, Opportunities

Practice Assessment: My Results 01/06/2012 Marketing Objectives

and Threats.

Your Practice Assessment: Helpful

Your Practice Information:

Practice Type: Single OD practice Number of Locations: One location Business Structure: Independent Location Type: Medical center location Practice Age: Building (1 to 5 years) Practice Volume: Growing Growth Goal: Moderate growth goal

Your Current Marketing: l l l l l l l l

Your Practice Positioning: Our practice provides: l Broad range of products

Your Practice Focus:

Recall cards Website Yellow pages advertising Community outreach Trunk shows Referral program Demonstration tools Internet advertising

l l l

High performance lenses (AR, digital lens technology, photochromics) Sunwear Managed care

Notes:

Your budget is Under 3% of gross revenue. Your marketing plan budget to date is $1,600.

to patients that are: l Stay at home seniors who are looking for vision care that is: l High energy

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Harmful

to our practice’s health

Internal

S W O T

Strengths

Weaknesses

External

attributes of the environment attributes of our practice

to our practice’s health

Opportunities

Threats

Building a Marketing Plan

First, what are your marketing goals?


Building a Marketing Plan

Second, who is your target? Think about both your current patient base, and the patients you would like to acquire. A good tool to use is MAP (Market Area Profile). This site gives you an overview of your market area, highlighting the largest and most high potential patients segments. Generally, you’ll want to think of your target markets in terms of straight demographics as well as behavioral characteristics that impact their vision care buying habits, e.g.: Target 1 J Homebody seniors, 65+, lower income J Interests include reading, gardening, cooking

STAR TIP Star Tip: Using MAP is as simple as 1-2-3. 1. Enter your zip code to find your trade area. 2. Select different views of the map (find large patient segments, highest value consumers, assess competitive landscape)

Target 2 J Hispanic families, children under 18 J Involved in sports, children’s activities, value conscious

3. Explore insights and recommendations for your practice.

Visit MAP on TransitionsPro.com

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The AOA average marketing budget is 5%.

Third, how do you plan to meet your goals? If an identified goal is to acquire new patients among the active seniors demographic, what can you do to make that happen? What are your best strategies? For each marketing goal, consider external communications, internal communications and education. Refer to these sections in the handbook to explore options.

To grow your practice,

Fourth, decide on your marketing budget

a good rule of thumb is

What are you willing to invest to achieve your goals? For maintaining your current market share, concentrate on affordable tactics. To drive growth, your investment should be more. Utilize a return on investment analysis to make an informed budget decision.

to budget 10% of your projected incremental revenue.

STAR TIP Break-even sales volume pays back your marketing investment. But consider the life-long value of a customer when calculating how much you can afford in invest in attracting and

Sample return on investment calculation Marketing investment $2,500 Revenue per incremental sale 250 Cost per incremental sale (125) Profit per incremental sales 125 Break even incremental sales volume 20 sales

Fifth, establish metrics Each goal needs to have associated metrics. Be sure the metrics are specific and quantifiable. Regular review of these metrics should be part of your staff meetings. Effective metrics are quantifiable, timely and achievable. For example, a good metric would be “increase second pair sales by 20% in the first half of the year”. A poor metric would be “sell more second pairs”.

retaining patients. 6

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Building a Marketing Plan

STAR TIP


Building a Marketing Plan

Sixth, create a marketing calendar The calendar is your yearly marketing “roadmap”, collecting all your marketing initiatives and displaying them on a calendar. This allows your entire office to have a quick and comprehensive view of what’s going on in your practice—what you are trying to achieve and how you plan to achieve it—in one document.

STAR TIP Include your practice’s seasonal focuses on your calendar. For instance,

2012

Jan

Feb

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Sign up on Linkedin.com Create a Twitter account

you’ll want to line up activities with your back to school and sunwear

Implement email campaign

seasons.

Create and schedule newsletter mailings to current patients Walk Around in Your Patient's Shoes staff training Implement patient satisfaction survey Roles and responsibilities for Retaining Patients staff meeting review Set up metrics for Retaining Patients Implement referral program Send introduction letters Schedule cross marketing meetings Actions below do not have assigned dates. If you want these actions to appear on your marketing calendar, return to your marketing plan and assign dates. Create and schedule newletter mailings to prospective patients

Assign a date to this action

Create and schedule direct mail campaign to prospective patients

Assign a date to this action

Develop MAP campaign

Assign a date to this action

Notes:

Create a calendar view of your plan on the Wiz

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External Communications


External Communications

Weighing media options: A quick guide The type of media you should consider depends on a lot of variables. For a quick overview of the relative strengths and weaknesses of media options, refer to this chart. Media Strengths

Weaknesses

Television

Reaches a large audience, quickly Lots of production flexibility (sound, motion, emotion, etc) Target selectivity (by day part, programming)

High cost High production costs Cable option less expensive; need to look carefully at the buy: is the programming talking to your target? Beware of media proposals that only speak to the number of “spots�; one spot on prime time is worth 100 spots at 3am. Long lead times

Radio

Can deliver a lot of impressions to a very well defined target, cost effectively Flexible format (30 seconds, 60 seconds) Short lead times Cheap production

Less impactful than television Less staying power than print

Internet

Flexible Inexpensive Very targetable Easy to track

Intrusive Less proven media

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Weaknesses

Newspaper

Loyal audience Trusted format Short lead time Lots of size options Lots of room for copy Suburban papers can offer affordable placement

Older audience Larger (metro) papers can be very expensive

Outdoor

Flexible placement Continual exposure Stands out Delivers big audience

Costly

Magazines

Targeted Loyal readers Editorial environment can enhance your practice’s image

Long lead time

Direct mail

Very targetable Versatile formats

Quality target lists can be expensive Production and postage can be high

Before you invest significant dollars in any advertising plan, do your homework.

uu If you are working directly with an advertising sales person, ask for references from other advertisers. uu Network through your local AOA, American Marketing Association, or other groups whose

members would have experience advertising. Every market has its own unique qualities, and getting acquainted with those is advisable. uu First time advertisers can often get a reduced rate; don’t be afraid to ask!

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External Communications

Media Strengths


External Communications

On-line: The new yellow pages Your practice needs a website! There are low cost options available through numerous optical vendors (World Eye Web, Eyecarepro.net, Eyefinity eWeb Extra) that allow you to select from a menu of formats. If you want a more unique site, contact a local advertising agency that specializes in web services. Visit TransitionsStarPartner.com and talk with your Star Partner concierge to learn how you can get personalized web building assistance as a Four and Five Star Partner. Collect patient email addresses as part of your standard patient information. Utilize for appointment reminders, special offers, and keeping patients informed of vision care related news. Make sure you include your web address on all of your communications. Designate an “owner� of your site within your practice. This is the person who keeps the site up to date and who replies to messages. Keep your eyes open for free webinars offered by optical trade publications and other suppliers; lots of good advice on how to get the most from your site, including pointers on how to optimize local web searches on Google, Yahoo, Citysearch, etc.

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Link to ECP.EyeGlassGuide.com from your practice website. So before patients even come in for their exam, you’ll have started a great dialogue with them on their vision wear needs.

You can earn Star Partner points by linking to EyeGlass Guide. Log into your Star Partner account to learn how. You can earn usage of an In-Office EyeGlass Guide iPad as a Five Star Partner!

Practice locator: Transitions Optical directs patients to your practice through all our consumer advertising.

As a Star Partner you’ll enjoy higher levels of visibility on the locator.

Produce a video for use on your website.

Star in your own practice video! At selected trade shows, visit the Transitions Optical trade show booth, and produce a video on the spot. AND you earn points towards your Star Partner level every time you visit our booth.

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EYEGLASS GUIDE

External Communications

On-line tools available from Transitions Optical


External Communications

Social media: Low cost, immediate communication Social media is exploding!

J 74% of online US consumers visit social media sites (e.g. Facebook) every month. J 22% of all time online is spent on social network or blog sites. J The average US visitor spends 6 ½ hours per month on social network or blogs, an

increase of 66% versus a year ago! Assign a staff member to be the practice “social media guru”. They will need to keep your site up to date and reply to questions and concerns that pop up. Publicize your social media site: link it to your website, and promote it in all your communications. Encourage patients who are big fans of your practice to post positive reviews on your page.

Social media tools available from Transitions Optical Getting Your Practice on Facebook—a basic introduction on how to get going on the number one social site. getting down to business Your Guide to Social Media—if you’re confused about the different social media options, this is an excellent resource to make sense of all the choices.

Personal vs. Professional Pages Developing a Facebook strategy is important. The content that goes into a profile will be able to be viewed by all users who you become friends with on the site. You are able to create different lists of friends that are then allowed access to different information on your personal page. For example, you may not want your colleagues or patients to see the same information as your spouse or other family members.

GETTING SOCIAL

Facebook also allows users to create a sub-page for products, organizations, brands and more.

By creating a professional sub-page for your practice, other Facebook users – such as current patients who may be on Facebook – can become fans of your practice. Even though your practice page is a sub-page of your personal page, fans won’t be able to see your personal information. Through your practice page, you’ll be able to actively connect with your fans and share content that engages them in healthy sight. Use Facebook to showcase everything you are doing in your community and in your practice – from events to promotions – by posting the details on your page.

Social Media For Your Practice

As a Five Star Partner, you may receive consultation in social media,Pay-Per-Click or Search Engine Optimization.

Go to TransitionsPro.com to download these social media tools. 22


Direct mail is a great vehicle when you have a clear message with a timely associated call-to-action that you want to deliver to a specific audience. For example:

J Back to school products/services to parents J Sunwear promotion with limited time offer in early spring J “Be sure to use your benefits” to managed care patients Design your direct mail campaign to new patients in three easy steps:

STAR TIP Not all messages will be equally successful. If you have the means to carefully track, test

1. Visit MAP tool and decide what group of patients you want to target

different messages to see

2. Take a look at MAP messaging recommendations.

which ones are the most

3. Go to TOM tool and create your direct mail communication.

successful.

As a Star Partner you may qualify for a paid direct mail campaign in your market. Your mailing list can be built from your own patient list, or you can purchase a list based on your desired consumer characteristics. Build a tracking device into your direct mail campaigns: ask patients to bring the mailing with them or to reference the mailing when making their appointments. This metric will help you evaluate your campaign success. Coordinate an email and social media campaign with your direct mail campaign. Not everyone gets information the same way, and it never hurts to repeat your message. Promote the direct mail message/offer in-office. It’s another way to extend the message to your patients and will build awareness.

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External Communications

Direct mail: Getting specific messages to specific patients


External Communications

Direct mail tools available from Transitions Optical Transitions Online Marketing (TOM) is a great resource to produce good looking and hard hitting direct mail pieces. You can build your own or select from lots of options. And TOM can provide you with an actionable mailing list, and even handle the mailing! Consider a practice newsletter. You’ll Boyd Eyecare Associates find templates on TOM that allow you to insert your practice specific messages with general vision care content: a great, professional looking piece that can keep DID YOU KNOW? you in touch with your current patients and build a relationship with them. Healthy sight is more than just vision correction, it also means enhancing your overall quality of vision, as well as protecting your long term eye health. Basically, seeing well now and for your future.

Because you’re a STAR PARTNER, you may qualify for free printing and mailing. Transitions Optical’s unique MAP tool can help you identify what kinds of patients make up your market, and it can suggest marketing strategies and messages that appeal to those groups. Visit MAP on TransitionsPro.com, Marketing Tools.

If you have children, then this time of year is especially important to them as they go back to school or start school for the first time. About 80% of learning in a child’s first 12 years comes through the eyes. Some children are labeled “learning disabled” or even “trouble-makers,” when all they need is an eye exam and appropriate vision correction! Good vision is fundamental to reading; it is vital to seeing the chalkboard, visual aids, computers and videos. In short, good vision– healthy vision – is as essential to learning as the ABC’s.

shouldn’t replace a comprehensive eye exam by an eye care professional. Problems including near vision, eye coordination and focusing ability may not be detected during screenings alone.

We are committed to providing you and your family the most comprehensive, professional vision care possible. We’ll take the time to ask the right questions and find the right solutions to meet all of your family’s vision needs today and tomorrow. Make sure a comprehensive eye exam is part of your checklist this back to school season! For more tips about healthy vision, interactive games and learning tools for kids, visit: www.eyedidntknowthat.com

While many schools offer preventive vision screening programs, these

Welcome our newest associate, Dr Harold Lee.

Trunk Show August 14th! We invite you and your family for an afternoon of fun and fashion! See all the latest, greatest fashion frames, including new kids collections. Snacks and games and doorprizes. August 14th, 2PM to 5PM. Free parking as always. We look forward to seeing you and your family.

Facts and Stats • More than half of all U.S. citizens test positive to at least one allergen.

Don't Fall Behind On UV Protection It’s easier to remember to wear protection from UV rays when you are enjoying the bright, summer sun. But don’t forget that dangerous UV radiation is present year-round, and damage from UV exposure is cumulative, so protection should be top-of-mind in every season.

Transitions® lenses, change from clear to dark in the presence of ultraviolet light, and block 100% of harmful UV rays. Make sure you ask about Transitions lenses during your visit. Visit www.transitions.com to find out more.

• If one parent has allergies of any type, chances are 1 in 3 that their kids will have allergies too. • If both parents have allergies, chances are 7 in 10 that their kids will have allergies. • 25% of Americans who take medications usually don t tell their eye

600 Mary Street • Springfield • Indiana Transitions and the swirl are registered trademarks of Transitions Optical, Inc. ©2010 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material.

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The impact of television and radio is hard to beat. The cost is often daunting, but some tips to consider before you discard this option.

J Local cable TV and radio stations can provide less costly media plans. J Advise the station of your target demographic and request a plan that delivers at least 150 rating points over a two week period.

J Request spots on heavy day-parts—drive time for radio, prime time and news for television.

J Television production costs can be very high—explore co-op ads that your vendors offer. Your message will be only part of the spot, but it’s one way to get the costs into a reasonable range. Some radio stations will offer to read your spot on the air, often at no premium—a great way to eliminate the production cost.

J In electronic media, less is more. Keep your message simple, short and compelling. The more you try to jam into the message, the less effective it will be.

Visit TransitionsStarPartner.com and talk to your Star Partner concierge to learn how your practice can be tagged on Transitions lenses television ads.

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External Communications

Electronic media: Reach a broad audience with powerful media


External Communications

Newspapers: Reach an older audience with in-depth messages Newspaper advertising can hit an older audience and include a lot of information— practice location, contact info, hours—and has staying power. Major newspaper advertising can be expensive. A good alternative to consider are neighborhood/suburban weekly newspapers. Not only is the cost less, but the audience is more targeted to consumers in your practice’s neighborhood. Neighborhood newspapers are good vehicles for “advertorials”. This format is more editorial, with information about your practice that would be of interest to local consumers. Contact your local newspaper for help on creating one.

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Develop relationships with other medical professionals—primary care physicians, pediatricians, pharmacists. It’s as simple as sending an introduction letter advising them of your practice and services you offer, and seeking referrals. Establish relationships with key media outlets in your community. These outlets often need a professional to interview for comments on health related topics. Why not you? Consider sponsorships and community outreach that make sense with your target patients. If you have lots of children and families, local sports teams are an option to consider. If your patient base is older, see what opportunities may exist with senior centers for speaking engagements or vision screenings. Visit the Transitions Marketing Wiz (Acquiring New Patients/ Professional and Community Outreach) to download sample letters to other medical professionals, media outlets and community influencers. You’ll find guidelines on sponsorships as well.

ONNER EYE CARE

BONNER EYE CARE

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NNER EYE CARE

B O N N E R

E Y E

C A R E

Dear Editor: A recent study completed by the American Foundation for Blindness uncovered a rising concern regarding healthy sight. A question in the survey asked: “ What is your greatest health fear as most negatively impacting your quality of life?” Two responses tied for the number one answer. Being paralyzed and loss of vision. When did vision care become such a concern? Why? And what can be done to preserve vision? As a Doctor of Optometry and member of the American Optometric Association, I would be interested in sharing some very important data that addresses these concerns. The fastest growing age group in our country is the over-65 group. People are living longer and many baby-boomers are faced with two problems: • Caring for aging parents or in-laws. • Delay of their own retirement. Millions are care givers and it grows each year. The boomer care giver soon realizes the difference in some cases between independent living and assisted living is having healthy sight. Staying in the work place longer to shore up retirement funds is very common. And as anyone knows in today’s computer-internet world, good vision is a must. I will call upon you later to see if this timely information would be useful to you for a future article. Sincerely, Dr. William Bonner

External Communications

Public relations: Promoting your practice in your community


External Communications

Public relations tools available from Transitions Optical Any major changes to you practice—new products, new staff, new services—create a press release and distribute to local media (there are very inexpensive on-line services that can help you with this.) And don’t forget to update your social media pages Lesson Overviews for Teachers The following are teacher instructions for the lessons in this Teaching Guide.You may share the goals for each lesson with your students as you prepare to teach the unit. with any news as well!

In school, your child has been participating in Our Amazing Eyes, a language arts and science program about eyes and vision health created by Scholastic Inc. and generously sponsored by the Vision Council of America and Transitions Optical, Inc.

earn basic uding how to protected from

At home, you can ensure healthy vision for your child by scheduling regular comprehensive eye exams with an eye doctor and by being aware of the warning signs that may indicate a vision problem. Educational success begins with healthy vision—make sure that your child can see clearly toward a bright future!

0–40 minutes

RED: True

We also encourage you to complete the Eye-Q Trivia Challenge! on this page with your child and discuss ways in which your entire family can protect their eyesight.

have ever been e, explain that en our skin is UV light can as our skin. n be done to from UV light. uld not look cause the UV eir eyes. If they hould wear hromic lenses to d sunscreen to ve students think ect themselves that visiting an important way e.A doctor will make sure that perly. Complete or False? 3 with students. true. 3. true.

hat it is also our eyes from me the different e wear protective y include e, sports, and he second half of ent Reproducible xplain why each portant.

the importance ave students can do to protect njury.

ted these udent examine the with

Photos, top to bottom: © Blend Images/Jupiterimages; © Paul Avis/Getty Images. Answers: 1. B, 2. A, 3. B, 4. C

oducible 3,

1 Which of these foods can help improve your eyesight? ■ A. cheddar cheese ■ B. carrots ■ C. chocolate

2 How many times a minute does the average person blink? ■ A. 15 ■ B. 22 ■ C. 40

3 Lenses that get dark in the presence of UV rays to protect your eyes are called what? ■ A. progressive lenses ■ B. photochromic lenses ■ C. sun catchers

4 How many yards away can an eagle see? ■ A. 10 ■ B. 100 ■ C. 1,000

covering closing, or Squinting, one eye ding holding rea e ly ant nst fac Co close to the materials side one head to Tilting the edly eat rep s Rubbing eye n in h eyes tur One or bot or out eyes in g tearin Redness or birth Premature ental delays Developm y of lazy eye Family histor the whole that affects e eas le-cell A dis diabetes, sick as h suc body, HIV or anemia,

N! E SU IN TH HAVE FUN

Here are some ways that your family can protect their eyes and skin from UV radiation: ■ Limit sun exposure during the middle of the day.

■ Use sunscreen with a minimum sun protection factor (SPF) of 15. ■ Protect your eyes by wearing sunglasses that block 100% of ■ Wear a hat with a brim that UV radiation, or photochromic covers your eyes, ears, face, and neck. lenses that change from light to dark when dangerous UV rays are present.

TIME REQUIRED: 30–40 minutes MATERIALS REQUIRED: Our

Amazing Eyes Student Reproducible 1, mirrors, paper, pencil, flashlights

DIRECTIONS:

1. Review the five senses with students. Explain that sight is often thought of as the most important sense because we use our eyes constantly to learn more about the world around us. Have students discuss the ways in which they use their sense of sight every day. 2. Explain to students that scientists learn facts about the human body by making careful observations. Next, review the basic parts of the eye with students: pupil: The black circle in the center of the iris that lets light enter the eye. The pupil gets bigger and smaller to allow different amounts of light into the eye.

LESSON 2: LEARNING ABOUT LENSES

GOALS: Students will learn basic personal health skills, including how to keep their eyes and skin protected from ultraviolet (UV) light.

TIME REQUIRED: 30–40 minutes

TIME REQUIRED: 30–40 minutes

MATERIALS REQUIRED: Learning About

MATERIALS REQUIRED: True

Lenses Student Reproducible 2, pencil, (optional: two magnifying glasses, 2 sheets of paper with words printed on each, microscope, telescope)

DIRECTIONS:

1. Tell students that our eyes contain many more

than the ones we can see by looking in a FREE TEACHINGpartsGUIDE mirror. Introduce students to the lens (sits AND POSTER FOR behind the pupil) and the retina (the back of

iris: The colored part of the eye that controls the size of the pupil. cornea: The clear covering that protects the iris and pupil. eyelid: The eyelid covers the front part of the eye and helps keep the eye clean and moist by blinking. eyelashes: Curved hairs that grow on the eyelid and help keep debris out of the eye. 3. Have students observe their eyes in a mirror and draw a picture of what they see. Have them compare their drawings to the diagram found on Our Amazing Eyes Student Reproducible 1 and label the parts of the eye.

Continue the learning online at www.eyedidntknowthat.com/checkyearly

28

Dear Family

program about eyes a America and Transitio

At home, you can ensu by being aware of the sure that your child c

We also encourage yo child and discuss ways

or False? Student Reproducible 3, pencil W EL DIRECTIONS: 1. AskCstudents O M if they have ever been sunburned. IfEthey have, explain that !

Eye-Q T

a sunburn occurs when our skin is exposed to UV light. UV light can burn our eyes as well as our skin. 2. Ask students what can be done to protect skin and eyes from UV light. the retina, or the back of the eye.The image Explain that they should not look that the retina receives is actually upside Dear Educators, directly at the sun, because the UV down.The retina sends the image to the brain, rays could damage their eyes. If they which flips the image right-side up, allowing us are in the sun, they should wear 1 Which of th is a how daily challengesunglasses to ensure that your students are learning to the best of to see. For an example, you canIt explain or photochromic lenses to help improve the human eye works much like a camera.The protect their eyes andthat sunscreen to theythat suffer disorder compromises their educational perfor pupil is similar to a camera’s opening lets from a vision protect their skin. Have students think eyesight? in light; the eye’s lens is like a camera’s glass other wayschildren to protect themselves that as many as oneofin four has a vision problem that can interfere w lens, which focuses the light; and the retina from the sun. Explain that visiting an ■ A. cheddar learn, resulting in stress andis frustration. Early is like film, which receives a picture. eye doctor also an important way detection and proper diagnosis ■ B. carrots to keep their eyes safe.A doctor will 2. Discuss that some people have by trouble an seeing eye doctor are essential. ■ C. chocolat clearly because their eyes cannot focus light check their eyes to make sure that properly onto the retina. Some people have they are working properly. Complete anupeffort to raisethe awareness about the importance of eye health for childre first half of True or False? problems seeing things that are In close 2 How many t (farsighted), and other people have problems Scholastic Student Reproducible 3 with students. America, Inc., and Transitions Optical, Inc., have developed Our Am seeing things that are far away (nearsighted). (Answers: 1. false. 2. true. 3. true. does the ave arts, Ask students if they see better curricular close-up (such language 4. false.)science, and health program.This dynamic program w blink? as when reading a book) or far away (such as Explain to students that while it is also they practice skills in reading, writin to think seriously3.about vision care when looking at the blackboard). important to protect our eyes from ■ A. 15 3. Discuss how many other objects have lenses facts about injury. Haveeye themand namethe the different fascinating the importance of vision health. ■ B. 22 that can help us learn more about the world jobs for which people wear protective around us. A manufactured lens Please is a curved eyewear (answers include 40 ■ C. be sure to send home themayreproducible Family Page, which provides p piece of glass or plastic. Provide examples of construction, medicine, sports, and manufactured lenses such as a magnifying glass science). Complete the second half of information that can help them recognize vision problems in their children. (allows us to view small objects, like an insect, True or False? Student Reproducible in more detail), a microscope (allows us to that you and 3 and your have students explainenjoy why each We hope students this program. observe very small things, such as tiny type of eyewear is important. organisms, that we cannot see with our eyes), WRAP-UP: Reinforce the importance and a telescope (allows us to see things that of protecting our eyes. Have students Sincerely, are far away in outer space, such as stars make a list of things they can do to protect or planets). their eyes from sun and injury. 4. Distribute Learning About Lenses Student Once you’ve completed these Reproducible 2 and allow time for students to lessons, distribute Student complete the worksheet. Steve Palm William Reproducible 4 and examine the C. Thomas WRAP-UP: Show students how to create a fun optical illusions with Scholastic Vision Council of America simple microscope by using two magnifying glasses Inc. students. and a piece of paper with words printed on it. Hold one magnifying glass a short distance from National Standards and Benchma the paper and have students look at the printed Standards Benchmark Le words.The words look larger than without the for Grades 1–3 magnifying glass. Now have students Language hold the Arts: Reading other magnifying glass between the first magnifying the general skills and strategies Uses mental images based on pictures and glass and their eye. Have them moveUses the upper magnifying glass back and forth to focus in on the process of the reading print to aid in comprehension of text printed words. Students will observeUses that the reading skills and strategies to Uses reading skills and strategies to understand words look even bigger than with just the lower and interpret a variety understand a variety of informational texts magnifying glass.

the eye). Explain that the lens focuses light GRADES 1–3 that comes into the eye to form an image on

Take this fu vision know

OUR AMAZING EYES

4. Instruct students to observe their pupils in the classroom.Then turn off the lights and have them hold a flashlight below their chins and look in the mirror again. Have them describe how their pupils change and write their observations on their worksheets.

Cross-curricular Lessons About Vision

WRAP-UP: Have students look at

pictures of the eyes of different animals and compare and contrast what they see. For each animal, discuss how its eyes help it to live in a particular environment. Examples may include: eagles (able to see from trees/the air), fish (able to see underwater), and cats (able to see in low light).

of informational texts Language Arts:Writing Uses the general skills and strategies of the writing process

M EE TS

NA TIO NA LS TA ND AR DS I N: SC GENEROUSLY SPONSORED BY: IEN

LESSON 3: TRUE OR FALSE?

GOALS: Students will learn about the basic functions of the eye’s lens and how manufactured lenses are used in other observational tools to help us learn more about the world.

Photos, top to bottom: © Blend Images/Jupiterimages; © Paul Avis/Getty Images. Answers: 1. B, 2. A, 3. B, 4. C

N 3: FALSE?

LESSON 1: OUR AMAZING EYES GOALS: Students will use observation to learn about scientific inquiry and the basic anatomy of the eye.

CE • LA NGUAGE A RTS • HEALTH

Writes in a variety of forms or genres

Uses writing and other methods to describe familiar persons, places, objects, or experiences Health Knows environmental and external factors Knows how personal health can be influenced that affect individual and community health by society and science Knows how the physical environment can impact personal health © Pixland/Jupiterimages

e.You may the unit.

Supplement to Scholastic Inc. SCHOLASTIC and associated logos are trademarks and/or registered trademarks of Scholastic Inc. © Owen Edelsten/Masterfile

0-439-88531-0

s

Eye Didn’t Know That is an outreach program for communities and schools that promotes healthy sight among E PAG OME children. A complete AKE-H F A M I LY T Dear Family: school program kit is available, including lesson d plans for you,Sign ors anfor Warning Vision Eye-Q Trivia Challenge! Risks for in s teachers, lempresent Probto Take this fun quiz to test your family’s Children: vision knowledge. either individually or together at schools in their communities. Download at TransitionsPro.com in the Marketing Tools section.

Science Understands the nature of scientific inquiry Understands the structure and function of cells and organisms

Knows that learning can come from careful observations and simple experiments Knows that plants and animals have features that help them live in different environments

Sources: NCTE (National Council of Teachers of English), IRA (International Reading Association), McREL (Mid-Conti


Internal Communications


Internal Communications

STAR TIP Keep your materials, including any magazines/ newspapers, fresh and current. Nothing makes a worse impression that having out of date, tattered magazines and out of date product info. Assign a staff member to keep your waiting areas stocked with timely and

Product/service information: Providing patients with timely information Your office should reflect your practice’s key products and services. Take advantage of materials that suppliers provide, but make sure that everyone in the office is familiar with the materials and can answer questions and provide more information. Think about where to place point of sale pieces. Where is the information most germane to your patient’s experience?

Product/service information tools available from Transitions Optical Visit the Wiz and “Walk Around in Your Patient’s Shoes”—a walk through of the points of contact with patients in your practice, with advice on what should be communicated, and where. Call Customer Service (800-848-1506 ext 3) to order our Business Resources Guide, an overview of the many tools and programs Transitions Optical offers to help your business thrive.

patient friendly reading material.

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STAR TIP Have products you consistently recommend to patients? Wear them! Nothing convinces your patients of your belief in a product like using it yourself. Take advantage of your Star Partner free fit voucher to get a pair of Transitions® lenses or Transitions® XTRActive™ lenses today!

Make certain your patients are aware of your satisfaction guarantee policy. Many suppliers offer their own guarantees and warranties, but your patients need to know that you stand behind all the vision care products you prescribe. See Retaining Patients/Increasing Capture Rate section of the Wiz for Guarantee Best Practices. Transitions lenses come with a Certificate of Authenticity. You can earn Star Partner points by making sure you deliver the COA to every Transitions lenses purchaser. Advise patients to go to COA.Transitions.com to register their lenses and don’t forget to include your Location ID on the Certificate of Authenticity. 31

Internal Communications

To help educate your patients in an engaging way, take advantage of the POS pieces we’ve developed: dispensing mats, consumer brochures, in-office videos and more. Lots of pieces can be customized with your practice’s specific message on TOM. And lots are free! Take a look at what’s available on TransitionsPro.com, where you can download our POS catalog.


Internal Communications

Demonstration tools: Seeing is believing Prominently display product demonstration tools. You’ll want to position tools where your staff can utilize them to explain product features and benefits. Utilize tools that engage the patient—anything that is interactive and invites the patient to explore it is great. Always talk lenses before you talk frames! You don’t want patients to decide on a frame that isn’t going to work with their Rx; nor should patients invest too much of their budget in frames at the expense of the lenses that are the real reason they’re in your office!

Demonstration tools available from Transitions Optical Is your office taking advantage of our latest and greatest demonstration tools? We have a newly designed UV demo unit, lens demonstration slider and interactive consumer brochure. Order at TransitionsPro.com Star Partners are eligible for some unique POS displays. Check it out at TransitionsStarPartner.com You can redeem your Star points on TransitionsEstore.com for additional demonstration tools such as another UV demo unit or a lens voucher!

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Education


Education

STAR TIP Recognize education milestones that staff members achieve by posting individual staff Star certificates as evaluations are passed. And earn more Star Partner points by encouraging participation in the taking of the evaluations. What gets recognized, gets done!!

Education: Keep reaching for the stars Develop an education plan for every member of your staff. Look at technical skills as well as “soft” skills like listening and problem resolution. Have skills “gaps”? Consider making those skills a requirement for your next hire: need someone who really understands coding, or someone who can maintain a website? Aggressively look for those skills. Alternatively, if new hires aren’t likely, encourage a staff member to obtain the necessary training, and reward them! Each level of the Star Partner program entails passing an evaluation. This assures us that our Star Partners are the best informed and most motivated eyecare professionals. And every time you go up a level, you gain access to more great program benefits! Education is a great way to earn more points. All of these earn you points, in addition to helping you keep your skills in top form:

J Transitions Optical sponsored webinars and seminars

J In-office training by Transitions J

Optical personnel Tradeshow attendance

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Need ABO or COPE credits? We have lots of courses in a variety of multimedia formats. Go to: http://www.QuantumOptical.com/TransitionsCE/ Use your Star Partner CE voucher to take courses at no cost. And for each level you achieve, you’ll get another voucher. Our “Basics” courses cover optical fundamentals, Transitions lenses and AR and the Transitions family of products. Download at TransitionsPro.com and click on the Education section. Factors ImpactIng VIsIon care and VIsIon Wear oF culturally Have a culturally diverse patient base? dIVerse groups: We offer an ABO course on dispensing Focus on HIspanIcs to different cultures, as well as a clinical CONSENSUS FROM ROUNDTABLE paper “Factors Impacting Vision Care and Vision Wear of Culturally Diverse Groups: Focus on Hispanics”. And make sure your office has copies of our multi-cultural tools that can assist in providing better vision care to these populations. Visit TransitionsPro.com and click on Marketing Tools/Multicultural. Team building is a critical part of your practice’s success. Check out “Getting Your Team on Board” on the Wiz home page.

contrIButers Caleb R. Arias, Latino Health Access

Reyna Hernandez, O.D.

Liany Elba Arroyo, National Council of La Raza

Madeline L. Romeu, O.D., F.A.A.O.

Emilio Balius, O.D. Robert Feinfield, M.D.

35

Lloyd Holness, Optician Hector Santiago, O.D., Ph.D., F.A.A.O.

Education

Education tools available from Transitions Optical


Education

Explore all our clinical papers on TransitionsPro.com; new ones are added frequently, and cover topics from exploring the healthy sight needs of children, to the diabetic, or at risk for diabetes, patient.

Healthy Sight: In Women and Their Children

Healthy Sight Counseling: Diabetes and the Eye

A Roundtable on Healthy Sight in Women and their Children took place at the inaugural event for the Healthy Sight Institute at SILMO on October 31, 2008. Participants in this roundtable session included Drs. Robert Chappell, Joseph Colin, Pier Enrico Gallenga, John Marshall, Kovin Naidoo, Susan M. Stenson, and Jeffrey L. Weaver. This white paper represents an expanded version of that discussion.

Everyone has the right to Healthy Sight and a Healthy Life. The Healthy Sight Institute (HSI) shares the goal of such international groups as Vision 2020 to avoid preventable blindness and to allow all individuals, both sighted and non-sighted, to enjoy a Healthy Life and to achieve their full potential. The harsh realities of world medical economics, however, create certain priorities. Identifying populations at high risk for blindness and visual impairment, and concentrating on specific groups who stand to benefit the most from efforts to promote Healthy Sight, are important first steps in allowing the Institute to succeed in its mission of bringing Healthy Sight and improving life for people throughout the world.

There exist any number of groups at special risk for various vision-threatening ocular diseases. These can be geographicallybased, e.g., the continuing scourge of the communicable disease trachoma in certain areas of the world, producing an estimated 3% of all cases of global blindness despite the availability of inexpensive and effective treatments (www.who.int/blindness/ causes/priority); age-based, e.g., night blindness from Vitamin A deficiency, where the vision of an estimated 350 million children in developing nations could be potentially saved with Vitamin A supplements (Whitiker JP, Srinivasan M, Upadhyay MP. Bull World Health Organ 2001:79(3);214-221.); racially-based, e.g., the particularly virulent and unrelenting clinical progression of glaucoma among many black Africans; or disease-based, e.g., the alarming increase in the incidence of blindness and visual impairment associated with the current worldwide near-epidemic of diabetes and its ocular complications. There exists a common thread, however, among all of these potential risk groups. While there may be differing geographic, chronologic, racial, or systemic factors predisposing to eye disease, there is one additional risk factor shared by most of them: women are almost always affected in greater numbers and with greater severity than men. This serious and disturbing gender bias makes Healthy Sight in women a clear-cut priority. n

Advisory Panel: Bruce Bode, MD Paul Brant, OD Leila El Matri, Pr Susan Stenson, MD, FACS Gary Trick, PhD

Visit TransitionsStarPartner.com and talk to your Transitions Star Partner concierge to learn how you can attend Transitions Academy as a Four and Five-Star Partner.

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January, 2012

Transitions Star Partner Marketing Handbook  

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