VCPN June 2019

Let’s Get Digital WITH LENSES

vision care

P42

product news JUN 2019

Men In Black IS BACK P32

Automated LENS

MEASUREMENT + FRAME SELECTION P12

Ring Around the Rimless

SILHOUETTE DYNAMICS COLORWAVE ACCENT RINGS P30

P RODU CT

I NFORMATION

FOR

O P TIC A L

P E O P L E

•

V ISIO NCA RE P RO D U C T S . C O M

David Rips Just now ·

For an independent voice in the optical industry, follow my page! Facebook.com/DavidRipsCEO

©2019 COSTA DEL MAR, INC. ALL RIGHTS RESERVED.

Contents.

VC P N J U N E 2 019

ON THE COVER By combining traditional rimless elements while highlighting the circumference of each lens, Silhouette’s Dynamic Colorwave Accent Rings provide the benefits of minimalism, lightness and comfort with the look of a full rim in this hybrid design.

16 UPFRONT FROM THE PUBLISHER 6 VIEWS 8 THINK ABOUT YOUR EYES 9 Guest Editorial by Laurel O’Connor

VCPN INSIDER 10

32 BUSINESS SOLUTIONS PRESENTATION IS PARAMOUNT 12

by Donna Suter

MEASUREMENT + SELECTION DEVICES 14

41 30 COMMUNICATION TIPS FROM ECPS 16 WHAT’S YOUR TRUE PROFIT MARGIN 19

by Mary Walker

CHANGING LIVES 20 NEW 21 Continued on page 4

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J U N E 2 019 VC P N | 1

Contents.

VC P N J U N E 2 019

JUNE 2019 VOL 19, ISSUE 5

COMMIT TO A QUALITY PRODUCT 26

EDITORIAL STAFF

by Jody A. Shuler

John Sailer

360 : RING AROUND RIMLESS 28

JSailer@FVMG.com

O

EDITOR

Silhouette Dynamic Colorwave Accent Rings

Cara Aidone Huzinec CHuzinec@FVMG.com

INSIGHT 32

CREATIVE DIRECTOR

Men in Black Sunglasses

p g. 22

Check out ou r Special Sect ion Rimless Eyew on ear

Continued from page 1

EYEWEAR + FASHION THE CRAFT OF RIMLESS EYEWEAR 22

by Perry Brill

RX AND LIFESTYLE: TWO DETERMINING FACTORS 24

by Deborah Hodges, ABOC

WITH RIMLESS IT’S ALL ABOUT THE RX 24

by Zaf Khalfan

CUSTOMIZATION IS KEY 25

by Amy Darmandjian

JEWELRY FOR YOUR FACE 25

by Sheila Harvey, ABOC, CPOA

VISIONCAREPRODUCTNEWS

VICE PRESIDENT, EDITORIAL

Kat McBride

TRENDS 34

KMcBride@FVMG.com

Face Mask: The Newest Shields

NEW 36

CONTRIBUTING WRITERS Perry Brill, Amy Darmandjian, Sheila Harvey, ABOC, CPOA, Deborah Hodges, ABOC,

VISION CARE TECHNOLOGY

Zaf Khalfan, Laurel O’Connor, Jody A.

PHOTO CLINIC 41

EDITOR EMERITUS

Extreme Adaptability Carrera Adjustable Temples

Ed De Gennaro, MEd, ABOM

Shuler, Donna Suter, Justin Tenczar, ABOC/ NCLEC, Mary Walker

EDeGennaro@FVMG.com

LET’S GET DIGITAL 42

by Justin Tenczar, ABOC/NCLEC

BUSINESS STAFF PRESIDENT & PUBLISHER

DIGITAL LENSES 44

Terry Tanker

by Cara Aidone Huzinec

TTanker@FVMG.com

NEW 45

VICE PRESIDENT, MARKETING Debby Corriveau

20 QUESTIONS 46

DCorriveau@FVMG.com

With LaShanda Reed-Larry, Essilor of America

REGIONAL SALES MANAGER Eric Hagerman

CLASSIFIED ADVERTISING FOR THE OPTICAL INDUSTRY 47

VCPN_MAGAZINE

EHagerman@FVMG.com

VISIONCAREPRODUCTNEWS

SHOWCASE/VCPN

For subscription information email Sub@VisionCareProducts.com VCPN (ISSN-1549-6716) is published 11 times per year by JFT Properties LLC, 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039. phone (440) 731-8600. Periodical Postage paid at Cleveland, OH and additional mailing offices. Postmaster: Send address changes to VCPN, 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039.

SUBSCRIPTIONS: 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039 or online at visioncareproducts.com. Distributed to qualified optical dispensing locations, chain store headquarters, and optical laboratories. Other U.S. subscriptions are available for $85 for one year; $160 for two years. Contact publisher for overseas rates. Copyright © 2019 by JFT Properties LLC. No part of this publication may be reproduced without written permission of the publisher.

The publisher’s acceptance and publication of any advertising or editorial materials does not constitute endorsement of any product, service, or company by JFT Properties LLC. Throughout this publication, trademark names are used.

Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only, with no intention of infringement of the trademark.

4 | VC P N J U N E 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

© 2019 HUGO BOSS Trade Mark Management GmbH & Co.KG. Eyewear produced and distributed exclusively by Safilo USA, Inc. 1.800.631.1188.

All Rights Reserved. Style: HUGO HG1023

From the Publisher.

YOUR BRAND IS Everything

B TERRY TANKER PRESIDENT/PUBLISHER

randing, a lot of companies do this well, while an equal number do not.

Companies fall into two categories — those that understand the “what” of marketing and, probably more importantly, the “how.” They also understand the basics, such as the fact that branding takes time and it’s about all you do, not just the ads you run.

The other category consists of those who don’t understand.

They expect immediate results and consistently confuse the many different components.

They expect an X result when they should be expecting a Y. In the real world, you don’t have infinite resources and you don’t have perfect products — no one does. Guy Kawasaki, an American marketing specialist, author, Silicon Valley venture capitalist, and one of the first Apple employees originally responsible for marketing the Macintosh computer line in 1984, knows a lot about branding. Here is some of Kawasaki’s sage advice: SEIZE THE HIGH GROUND. Establish your brand on positive conditions such as “making meaning,” “doing good,” “changing the world,” and “making people happy” — not destroying your competition.

You’re doing good correcting vision problems for patients,

so it can easily be argued you are changing the world.

CREATE ONE MESSAGE. It’s difficult enough to create and communicate one branding message, however, many companies try to establish several because they want the “entire” market and are afraid of being niched.

Pick one message; stick with it.

TAKE THE OPPOSITE TEST. How many times have you read a product description like this — “Our software is scalable, secure, easy-to-use and fast?”

Companies use these adjectives as if no other company claims its product is scalable, secure, easy-to-use and fast. Unless your competition uses the antonyms of the adjectives that you use, your description is useless.

You’ve got competitors — a lot of them. Create a simple message.

Superior service; Certified ECPs; 24-hour turnaround; Experts at … Over time, you can use all of these, just not all at once.

CASCADE THE MESSAGE. Cascade it up and down your organization. The marketing departments of many companies assume that once they’ve put out the press release or run the ad, the entire world understands the message.

This is simple. Make sure everyone in the organization understands the message and your

branding. The receptionist answering your phones and front line employees are the most critical.

EXAMINE THE BOUNCE BACK. You know what messages you send, but you really don’t know what messages people receive.

Here’s a concept: you should ask them to bounce back the message that you sent so that you can learn how your message is truly interpreted. In the end, it’s not so much what you say as much as what people hear.

This is really important.

Make sure your message is being interpreted and understood the way you intend.

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.

Your brand is your promise to your customer. It is derived from who you are, who you want to be and who people perceive you to be.

Are you the innovative maverick in your market; or the experienced, reliable one? Is your product the high-cost, high-quality option; or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based, to some extent, on who your target customers want and need you to be. n

Email me at TTanker@FVMG.com 6 | VC P N J U N E 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

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Views.

RIMLESS CAN BE limitless

W JOHN SAILER VP, EDITORIAL

hen discussing rimless eyewear with the eyecare professionals we interviewed for this issue’s special section, there was plenty of consensus. The opportunity to demonstrate their opticianry skills was one aspect of rimless eyewear about which they were most in agreement. Rimless eyewear lets ECPs prove their technical abilities by correctly fitting the appropriate patients in them, and at the same time it provides ECPs with a creative outlet as well.

The technical aspect comes from knowing which prescriptions will work in a three-piece mount and which ones will not.

High prescriptions will be too thick, so only low to medium Rx’s should be recommended for use in a rimless frame.

“You just want a low to medium prescription,” said Deborah Hodges, ABOC, of Invision Distinctive Eyewear in Edina, MN, about fitting patients in rimless eyewear. “If the Rx is a high minus, the lens would be thick. You don’t want plus prescriptions very high either because the centers are thick and the edges are thin.”

Because there is no frame around them, the lenses in rimless eyewear offer the

opportunity to express creativity. Make them larger, make them smaller, cut them into unique and unusual shapes, use them to accommodate difficult-to-fit faces, let your imagination lead you in new directions unavailable with more traditional frames.

“The beauty of rimless is that we have the ability to customize the shape of the lens,”

The beauty of rimless is that we have the ability to customize the shape of the lens. said Amy Darmandjian, practice manager of Optometrics of Chatsworth in Northridge, CA. “Being the optician that I am, I modify most of those shapes, decreasing the A, decreasing the B, changing this or that to make it more comfortable for a client,” added Jody A. Shuler, owner of EyeCrave Optics in Watertown, NY. “It is a free shape, so change it if you need to and make it work.”

Putting together this special section on rimless eyewear also showed us how the style has evolved over the years and

continues to do so. For example, in this issue there are at least two frame companies that have created a hybrid—rimless eyewear with a visible rim around their lenses. Silhouette’s Dynamics Colorwave Accent Rings collection provides all of the benefits of rimless eyewear along with the look of a fullrim frame thanks to customizable accent rings around the lenses. They can be customized with hundreds of combinations of shapes and colors.

For the MYKITA LESSRIM, a floating appearance is created with ultra-fine rims that hold the lenses without the need for perforation. MYKITA provides an added benefit by also partnering with ZEISS to offer U.S. eyecare professionals a premium lens-fitting service for the LESSRIM collection via specially trained and certified optical labs.

A style all its own, rimless eyewear continues adding new opportunities for ECPs—new designs, technical experiences, creative outlets, special fit possibilities and perhaps most importantly, the opportunity to craft a custom pair of eyeglasses, showing the end user the skills and artisanry available only from an accomplished eyecare professional. n

Email me at JSailer@FVMG.com 8 | VC P N J U N E 2 019

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Think About Your Eyes.

A VISION

for all

By Laurel O’Connor

M

arketing efforts live and die by data. Data on a target audience can be as specific as what percentage are dog owners and where they purchase dog food. Data on the success of a campaign can be dependent on a variety of metrics: What is success? What actions measure it? How reliable is the measurement of those actions?

Think About Your Eyes’ mission is founded on data. Everyone is born with the only two eyes they will have. Yet data show most people will visit the dentist and other doctors with much more regularity than an eye doctor, missing the opportunity to protect the precious gift of sight.

Think About Your Eyes encourages everyone to get an annual comprehensive eye exam. As we look ahead to 2020, and the eighth year of the campaign, the need for a campaign like TAYE is dire. Myopia is predicted to increase to epidemic levels—by 2050 there will be an estimated five billion cases worldwide. This epidemic is predicted to affect today’s children specifically, given the dramatic increase in screen time and the lack of knowledge around the long-term effects of this habit over a lifetime.

In addition to children’s vision, the largest population is reaching a critical age for vision health. The National Institute of Health estimates blindness in the U.S. will affect eight million people by 2050, due in large part to the aging Baby Boomer population.

Glaucoma, cataracts and macular degeneration are all issues that can be detected and treated at an early stage, helping to prevent vision loss, if patients are diligent about annual eye exams.

Think About Your Eyes’ messaging reaches patients at every age level through a variety of targeted marketing efforts, which are

V I S I O N C A R E P RO D U C T N E WS . C O M

Myopia is predicted to increase to epidemic levels—by 2050 there will be an estimated five billion cases worldwide. constantly evolving. Thanks to consumer insight data, TAYE is able to regularly track where consumers are engaging with messages around health and lifestyle to position messages where they are most likely to be seen. Insights such as these have led to an evolving digital strategy, leading to a doubling of the conversion (or search) rate on the TAYE doctor locator and more engagement on social media channels. A dynamic marketing strategy that pivots easily to ensure patients who are seeking information on health, wellness and overall positive living are finding TAYE’s messages, encouraging them to continue to live their best life by caring for their vision health.

The eight million eye exams TAYE has generated are a great start, but there is still progress to be made. Thanks to support from 19 vision industry companies, as well as 45 AOA affiliates, TAYE has achieved great results, but more can be done with more support. As we look ahead to 2020 and beyond, consider supporting TAYE and joining the movement that is impacting lives and growing the industry. n Laurel O’Connor is the senior communications manager for Think About Your Eyes. First Vision Media Group is a media partner of Think About Your Eyes.

J U N E 2 019 VC P N | 9

Insider.

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW.

PRIZES FOR PROTECTING SHARKS

HELPING ONE MILLION KIDS SEE MODO’s Buy a Frame – Help a Child See program has reached a milestone (in partnership with Seva Foundation), helping one million children in underprivileged areas in India with free vision screenings and teacher training, optometrist exams and when needed, free prescription glasses or free corrective treatments and surgeries for children in need. Follow the story of Ashutosh, who dreams of being an architect here: Vimeo.com/300283370 800.223.7610 MODO.com

Eight new Costa OCEARCH optical frame and sunglass styles have been released to help support OCEARCH and its mission to protect sharks. The new styles are launched as a part of Costa’s ten-year partnership with OCEARCH, a group of explorers and scientists who are dedicated to generating previously unattainable data on the movement, biology and health of sharks. In addition, as part of Costa’s summer 2019 COSTA + OCEARCH Campaign, Costa is inviting retail sales associates to participate in a Sales Associate Art Contest from July 8, 2019, to Aug. 5, 2019.

To enter, individual retail sales associates should hand design one consumer-facing A-frame, easel or hanging sign with a COSTA + OCEARCH communication and post it on their public Facebook, Twitter or Instagram feed with the hashtags #OCEARCHcontest2019 and #DontFearTheFin. There will be three winners of a Visa gift card ($500, $250 and $100 for first, second and third places respectively) and a free pair of Costas (up to $329), and all winners will be featured on the Costa website at bit.ly/dontfearthefin, as well as various bonus prizes throughout the entry period. Entries will be judged on message, creative execution and (sign) placement 800.447.3700 B2B.CostaDelMar.com

A WIN FOR CHILDREN’S VISION The National Center for Children’s Vision and Eye Health at Prevent Blindness has announced a call for nominations for its fifth annual Bonnie Strickland Champion for Children’s Vision Award.

The Award recognizes significant efforts by an individual or group of individuals to improve public health approaches for children’s vision at the state or national level. The award was established in 2014 by the National Center for Children’s Vision and Eye Health Advisory Committee to commemorate Dr. Bonnie R. Strickland and her groundbreaking work to establish a comprehensive system for children’s vision in the U.S. Strickland served as director of the Division of Services for Children with Special Health Needs, Maternal and Child Health Bureau before her retirement in 2014.The deadline for submission is July 10, 2019. Apply here: NationalCenter.PreventBlindness.org/Content/Bonnie-Strickland-Champion-Childrens-Vision-Award 800.331.2020 PreventBlindness.org

To stay informed subscribe to the VCPN INSIDER e-newsletter here: VisionCareProducts.com/VCPN-INSIDER 10 | VC P N J U N E 2 019

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vision care

product news

Insider.

LUCKY TO BE ALIVE In a coma for eight days following a skiing accident in 2015, “No Ordinary” Olympic athlete Jamie Crane Mauzy put her skis on again last February to attack the snow-covered slopes in her “Utah Yurt Trip.” Supported

by Essilor Sun Solution as one of the “No Ordinary” stories, Mauzy’s Utah Yurt Trip served as therapy for the hemiplegic who could no longer speak due to brain injury. “Out in the wilderness you come alive,” said Mauzy. According to her, the trip was a mix of peace and excitement that made her understand that she was one of the luckiest people on this planet to still be alive today. For more, visit Essilor-SunSolution.com/No-Ordinary-Stories 800.542.5668 Essilor-SunSolution.com

HIRES + PROMOTIONS Healthy Eyes Advantage, Inc. has appointed James Kirchner, OD, to the newly created position of executive consultant for state and professional relations. He will serve as the primary practitioner liaison between HEA and professional associations. He joins HEA team members Lorie Lippiatt, OD, executive vice president of professional strategies, and Laura Dorris, senior director of community relations, to form a three-person team dedicated to the ongoing growth and development of HEA’s relationships with professional associations.

LICENSES + AGREEMENTS JOIN THE GLOBAL VISION CAUSE

KOMONO’s summer campaign explores the theme Dawn till Dusk shot by Belgian photographer Quentin de Briey and featuring a series of intimate portraits with a distinct caught-in-the-moment atmosphere. The series celebrates the duality between nature and man-made landscapes. Up-close and personal, KOMONO evokes raw sensibility for its Summer 2019 collection. Designed in Antwerp, KOMONO eyewear stays true to the origins of its name, which means “small things” in Japanese.

OneSight brought together some of the brightest minds in vision care to discuss serving the neediest populations around the world at “A Future Everyone Can See” event at National Geographic Society Headquarters on May 2.

Speakers dove deep into relevant topics such as defining lack of access, explaining the impact of clear sight and the driving impact behind technology, innovation and partnerships. The panel discussion brought to life what lack of access looks like for individuals and entire countries such as Rwanda, Brazil, China and the U.S., as well as the power of clear sight to impact education outcomes, economic potential and quality of life. OneSight’s self-sustaining solution offers a way to bring permanent care to those in need, even in the most remote places. As the panelists shared, that solution can be scaled more quickly to fuel greater impact through technology, innovation, partnerships and donors. Anyone interested in talking with OneSight about working together to close the global vision care gap, contact Maurice Huey, OneSight’s director of partnerships:

KOMONO.com

MHuey@OneSight.org.

INTIMATE PORTRAITS DEFINE CAMPAIGN

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Safilo Group and global icon David Beckham announced a ten-year agreement for the eponymous license for sunglasses and prescription glasses. The first David Beckham eyewear collection will launch January 2020.

Altair Eyewear (a division of Marchon Eyewear), together with Authentic Brands Group, owner of a global portfolio of lifestyle and entertainment brands, announced an exclusive eyewear licensing agreement for active lifestyle brand Spyder. This is the first performance lifestyle brand within Altair Eyewear’s growing portfolio, and the agreement is for the exclusive design, development, production and distribution of ophthalmic eyewear, sunglasses and ski goggles marketed and sold under the Spyder brand name.

Kenmark Eyewear renewed its exclusive license agreements for the development, production and worldwide distribution of eyewear for the Vera Wang and the Original Penguin brands.

The Vera Wang agreement will extend through 2025, and the Original Penguin agreement will extend to 2024. Kenmark has partnered with Vera Wang since 2001, launching the brand into the eyewear industry with segments that include Vera Wang optical, Vera Wang optical sun and VWX. Kenmark has partnered with Original Penguin since 2011, launching the brand with segments that include Original Penguin optical, Original Penguin optical sun and Original Penguin Junior.

J U N E 2 019 VC P N | 11

Demonstration.

Presentation

IS PARAMOUNT

ARE YOU STILL USING MILLIMETER RULERS AND PD DEVICES, OR HAVE YOU UPGRADED TO USING TODAY’S MEASUREMENT AND SELECTION TECHNOLOGY? HERE’S WHY YOU SHOULD.

ESSILOR INSTRUMENTS M’EYE FIT MIRROR

By Donna Suter

C

onference season is winding down.

The challenge is getting back in the swing of leading your team through the change process to greater success. Speakers make it sound so easy, don’t we? And those salespeople on the show floor; who isn’t excited about the latest and the greatest, right?

The very best marketing you invest in is word-of-mouth, patients leaving so excited they tell others about your practice. New technology helps patients feel comfortable with premium spectacle lenses.

The challenge is seeing your practice as strangers do. You look around your optical and remember how much this or that cost and, just like your light green exam chair in the special testing area, it still works just fine, right?

I hear you. I am fiscally conservative.

“Why buy something new if it isn’t broken” is a mental stop sign.

I thought about upgrades as I did some spring cleaning. Ever heard of Stephen Covey? My entire professional career I have known someone who used his Franklin Covey Planner. His Seven Habits of Highly Effective People hit The New York Time’s bestseller list in 1989.

Is this ringing a bell? In both, Covey clearly presents timeless knowledge just as applicable today as yesterday.

12 | VC P N J U N E 2 019

But yesterday I tossed it as dated.

Now look at your optical and the selection process and honestly ask yourself if the consumer may think your measurement collection process is dated. Perhaps a technology upgrade is warranted?

If a picture is worth a thousand words, a demonstration is worth a thousand pictures.

USE LOW-TECH AND HIGH-TECH I hear you. Millimeter rulers and a PD device that really does look like a child’s viewmaster get the job done. It wasn’t until the arrival of progressive lenses in the 1960s that the importance of an accurate monocular PD for obtaining optimal intermediate and reading utility was fully appreciated. Before that time, measurements primarily centered on obtaining binocular PDs. Using a millimeter

ruler, monocular values, if desired, were derived by halving this value.

In the hands of a skilled optician these lowcost tools accurately take the required measurements for basic lens technology and should always be in your optical toolbox. Both objective and subjective verification and troubleshooting of prescription eyewear will continue to require expertise in the use of ruler and pen.

I would suggest using both devices when a patient comes in with a “can’t see out of my glasses” complaint. In fact, mark up the lenses with viewing zones in front of the patient.

This and your words and body language convey the message, “I hear you and take your complaint seriously” and “I can help.”

Please hear me. When I go into offices, I hear staff referring to a pupilometer as “fancy binoculars with a picture inside.” Do you think that word choice adds value to the face-to-face process?

TECH FILLS A MARKETING NICHE Technology justifies the investment and helps make the sale. If a picture is worth a thousand words, a demonstration is worth a thousand pictures. The most effective way to sell multiple options is to have a WOW! demonstration that shows how these products will enhance the patient’s desires and needs.

When consumers enter your optical, a well-dressed and well-informed salesperson V I S I O N C A R E P RO D U C T N E WS . C O M

Measurement.

CARL ZEISS VISION I.TERMINAL 2

Today’s digital technology accurately captures precise measurements, including how close the frame sits to the front of the eye, notes how the frame wraps around the face, and even how wearers tilt their head. greets them. Lenses are recommended, and the consumer receives an interesting overview that highlights, in layman’s terms, the numerous benefits of a few versions to match the patient’s visual needs, right?

If the above doesn’t describe the initial exchange that takes place in your office, make it. Invest in the area of your practice that can generate 50% of an OD’s gross.

One of the most effective ways to demonstrate amenities such as no glare, clearer night driving or photochromic lenses is using a digital centration device with builtin videos and demonstrations. Plus, it captures all the measurements needed to fabricate premium lenses.

Using this approach, the consumer summarizes that his impulse to ask for a PD and order glasses online is a bad idea. You also have technology that ignites the passion that nearly everyone feels when they see or hear about some new advanced technology that would directly benefit them.

This is worth a conversation with a vendor. Today’s lenses require precise horizontal and vertical placement of the lens. These measurements are affected by the lens and frame shape, size and use (driving, computer or reading) of the prescription. Therefore, the patient must be measured by the seller and/or dispenser of the eyeglass frame.

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OPTIMIZING LENSES TO FIT Patient cooperation, which is the least controllable of all variables, also impacts the accuracy of PD measurements. This is where using technology is most likely a home run.

Just about everybody enjoys experiencing the latest generation of technology. This desire is so strong that mobile phone companies have instituted “upgrade anytime” plans. Sure, you can allow the consumer to leave seeing fine with just what insurance will cover, just like using that dated phone was fine when that was all you had.

Practices upgrade technology all the time.

Think about the first time you saw high-definition television. High-definition TV made colors brighter, shapes sharper, and brings everything keenly into focus. But what if the practice could fit more patients in upgraded lenses and build more buzz about the practice because they have had that same experience with their eyewear?

Some instrumentation that captures the PD will digitally scan a patient’s eyes using specialized software that collects a number of data points on each eye. This data can generate a multi-point refraction and helps fabricate lenses that will not only account for refractive error but also the unique variations in wearing position, the shape and size of the frame. The premium product provides

patients with the best vision in their most visually challenging situation.

My advice is to invest in this technology at whatever price point fits your budget. Each offering adds value to the face-to-face process. (This is what makes you different from a virtual provider.) Technology upgrades give your hardworking optical staff the ability to visually illustrate lens upgrades.

Once the frame has been selected, today’s digital technology accurately captures precise measurements, including how close the frame sits to the front of the eye, notes how the frame wraps around the face, and even how wearers tilt their head.

Isn’t new technology impactful? These optical upgrades will pay for themselves.

Upgrades give your staff the opportunity to educate patients regarding the many requirements and components used to fabricate eyewear that fit properly and perform better than expected.

Using the latest measurement and selection technology will increase your capture rate and, at the same time, your average optical ticket. n Donna Suter is a business coach and consultant with Suter Consulting Group (DonnaSuterConsulting.com) in Chattanooga, TN. J U N E 2 019 VC P N | 13

Selection.

HIGH-TECH LENSES REQUIRE HIGH-TECH MEASUREMENTS

MORE ACCURATELY CAPTURE MONOCULAR PD

VIRTUAL SALES AID AND DIGITAL DISPENSING TOOL

Instead of using a Sharpie, PD stick and distometer, the OptikamPad helps patients feel more confident that technologically advanced tools are being used to recommend and measure for technologically advanced lenses.

The OptikamPad app captures all eyewear measurements with one single frontal image, demonstrates the benefits of various lens options and assists patients in seeing the value of having multiple pairs of eyewear. It quickly and accurately captures all the advanced measurements (vertex, wrap and pantoscopic tilt) that consider the uniqueness of each patient and account for how each frame sits on a patient’s face as required by the new generation of progressive lenses.

With the use of its patented swing assembly technology, the OptikamPad captures the correct patient posture and calculates an accurate line of sight through the lens, resulting in correct fitting height measurements the first time. Because of its patented swing assembly, the OptikamPad does not require the user to be at eye level with the patient when taking measurements. This allows the ECP to measure patients of all heights, and it eliminates the error-prone process of estimating the patient’s posture to prevent incorrect head tilt posture and seg height measurements.

The two lens demonstration modules included with the OptikamPad help the professional better explain the benefits of premium lens options using interactive demos instead of static brochures and drawing lens outlines on a piece of paper.

The ABS Smart Mirror obtains measurements for digital lenses, enables patients to compare frames from the dispensary using pictures or videos and provides education through interactive augmented reality animations and images.

Accurate measurements are paramount for creating lenses and preventing remakes, so the Smart Mirror automatically captures the five measurements necessary for doing so. Among these measurements is the monocular pupillary distance, which is captured differently using the Smart Mirror as compared with a pupilometer or a ruler. According to ABS, unlike the pupilometer, measuring devices (such as the Smart Mirror and others) measure the pupillary distance with the patient wearing the frame, which is more accurate but also different from the reading of the pupilometer. This is because depending on how the frame is positioned on the face, monocular PD can change from a fitting perspective. A more accurate measurement is the center of the frame, which can be achieved for real-life wearing conditions when using a digital centration device such as the Smart Mirror.

In addition, because the measurements taken with the Smart Mirror are specific to the frame, eyecare professionals should be sure to take the measurements for each frame ordered for a patient.

For trying on frames, patients can make their selections from the dispensary and take up to four pictures or short videos with the Smart Mirror. They can then compare styles side by side along with the option of also emailing friends or relatives to get their opinions.

The SpecTech from Walman Optical is a tabletbased device that not only simplifies the process of explaining hundreds of lens options to your patients but also enables you to complete the measurements necessary for today’s digital lenses. Now you can show and compare products, designs and treatments including premium lens options, patient tutorials, aspheric digital versus traditional single vision, coatings, sun protection and multifocal lenses.

A frame selection tool takes up to four different pictures to show patients and/or email to friends and family.

For an even closer view of how their final pair of glasses will look, the lens thickness calculation module allows you to dial in the patient’s prescription to see the difference in the thickness between materials. With multiple viewing options, SpecTech also produces a visual display of lenses mounted into a frame to get a real-life perspective.

The Coatings portion of the SpecTech tool enables patients to virtually experience a wide range of lens treatments, including non-glare, scratch and blue light protection.

The Multifocal Lens Comparison tool allows you to provide real-time wear demonstrations for standard and custom-made progressive lenses as well as computer, reading and traditional bifocal lenses.

The SpecTech can also replace your Sharpie and PD stick with a technologically advanced device to capture the position-of-wear measurements necessary for today’s customized digital lens designs, including PD, seg height, frame measurements, pantoscopic tilt, vertex distance and wrap.

Optikam Tech Inc. 888.356.3311 Optikam.com Sales@Optikam.com

ABS, Inc. 888.989.4227 Smart-Mirror.com/en Info@Smart-Mirror.com

Walman Optical 877.863.2759 WalmanOptical.com

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Education.

MEASUREMENT, EDUCATION AND FRAME SELECTION ALL IN ONE

STATIONARY OR MOBILE DIGITAL CENTRATION

A FULL RANGE OF MEASUREMENTS FOR EVERY LENS DESIGN

The Spectangle PRO from HOYA captures advanced optical measurements from one front-facing image while also assisting with lens education and frame selection.

The Measurement Module works in tandem with the EY-Stick to take measurements of how frames sit on patient’s faces, as well as taking natural posture into account.

The Lens Selection Module compares different premium lens features and coatings such as progressive lenses or tints.

The Frame Selection Module lets patients compare different frames to choose immediately or email pictures to themselves, friends and family for later selection.

The Augmented Reality Module allows patients to take certain lens features for a test ride around your office or pre-built environments. Taking the lens selection process one step further and wowing them along the way.

As well as educating and proving the value of different features, the Spectangle PRO replaces outdated and outmoded measurement tools and brings value to your eyewear selection process. The old dot and ruler method of taking measurements can make people feel they aren’t getting great technology, but incorporating a digital technology as advanced as the lenses they are buying can help bridge that gap for your patients. Spectangle PRO brings technology into your patient experience while raising the reputation of your practice.

Carl Zeiss Vision offers two digital centration devices for capturing patients’ position-of-wear measurements necessary for today’s lenses. The i.Terminal 2 captures and calculates patients’ individual parameters with the click of a button and a precision of 0.1mm, and the i.Terminal mobile centration system for iPad also captures individual position-of-wear measurements while allowing for convenience and flexibility within the practice.

In 60 seconds, both the i.Terminal mobile and the i.Terminal 2 can capture all necessary measuring parameters, including frame data (A, B, DBL), interpupillary distance and monocular pupillary distance, segment height, back vertex distance, pantoscopic angle and wrap angle.

Both also come packaged with software and server to store patient data and interface with common practice management systems.

The i.Terminal mobile requires no additional iPad accessories such as cameras or flashes, and other than two calibration clips, no additional equipment is necessary. Smaller and lighter than a pupilometer, the i.Terminal mobile allows for fast and easy capturing of centration pictures through facial recognition.

The i.Terminal 2 is 60% faster than using manual measuring procedures, according to the company, and taking personal measurements is 84% more accurate than a manual process. The i.Terminal 2’s autofocus technology allows for flexibility in patient positioning, and it can be used with any type of frame including large sunglasses and sports frames.

For measurements, frame selection and education, Essilor Instruments offers the M’eye Fit Mirror and the Visioffice2. With a 30° tilting screen and compact design, the M’eye Fit Mirror is designed to adapt to all dispensing tables. It is immediately operational as soon as it is plugged into your computer. Two shots achieve precise measurements of pupillary distance and halfpupillary distance, fitting height, pantoscopic angle and vertex distance.

The Visioffice also serves as a sales tool and measuring device capable of obtaining every patient measurement parameter needed for today’s individualized digital lenses. The all-in-one system captures a full range of patient measurements for every lens design from single vision to sophisticated progressives. These include eye rotation center, natural head posture, eye position (monocular and total PDs, progressive and bifocal fitting/ optical center heights), wearing parameters (vertex distance, wrap angle, pantoscopic tilt angle), visual behavior (head and eye movements) and frame measurements (A, B, DBL and ED).

The eye rotation center measurement is used to “create the most individualized lenses possible,” according to the company. “Each of our eyes rotates around a fixed point called the eye rotation center, and only the Visioffice System measures the real 3D position of each eye’s unique ERC.” The Visioffice2 can also instantly exchange data with any practice management system.

HOYA Vision Care, North America 800.423.2361 HoyaVision.com SalesSupport@HoyaVision.com

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Carl Zeiss Vision, Inc. 866-596-5467 ZEISS.com/US/Vision

Essilor Instruments USA 855.393.4647 EssilorInstrumentsUSA.com Info@EssilorInstrumentsUSA.com

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Engagement.

30

COMMUNICATION TIPS FROM ECPS

PATIENT COMMUNICATION IS AN ART AND A SCIENCE. YOU CAN AUTOMATE A LOT OF PROCESSES SUCH AS APPOINTMENT REMINDERS, SURVEYS AND NEWSLETTERS AND CUSTOMIZE THEM FOR YOUR PATIENTS, BUT TECHNOLOGY ISN’T EVERYTHING. SOME PRACTICES DO A GREAT JOB CONNECTING WITH PATIENTS, AND HERE ARE SOME SECRETS TO NAVIGATING COMMUNICATION FROM 30 EYECARE PROFESSIONALS.

1.

We pay close attention to how each of our patients prefers to be contacted and use that method for them! Some patients only want phone calls; some are easier to reach by text or email. Our patients really appreciate that we contact them in a way that is easiest for them.

2.

We really like to use Facebook to keep patients updated with different things going on in the office (team members’ birthdays, anniversaries, etc.). Our business card has a QR code that, if scanned, takes them right to our Facebook page . . . and people really like that!

3.

We communicate heavily via follow-ups (new medications, ER visits, pain, etc.). Most of our communication is proactive.

4.

I have a questionnaire with communication preferences. All they have to do is check a box on how they would prefer we contact them; automated calls, emails, text or none. We give them the option to opt into newsletters and promotions.

We also provide communication in Spanish.

5.

We train patients to communicate how it fits us best. I decided on the first day of [installing text] to text each patient who left a voicemail or email. By the

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end of the first few days we had so many people raving about the texting. Next, I decided that when people call and get the voicemail, I should tell them on the recording that they can text us. So instead of them leaving a voicemail that I have to check and then respond to, they would just text me, and I can answer one patient while on the phone with another, essentially scheduling two people at one time. We are down two staff since we installed [text] and have no need to replace them. I could go on... New insurance? Text me! Records from previous doctor? Text me!

6.

We text our patients updates if the doctors are running behind or to check in to see if they are feeling better.

7.

The best way to communicate with your patient is to spend the time getting to truly know them . . . to know what their main concerns are as well as what their financial concerns are.

8.

Asking questions and genuinely listening helps us communicate best with our patients and sets us apart so that we are able to feel more like a family or community instead of just another doctor’s office.

9.

We inform the patients if they are waiting longer than 15 minutes what is going on, why the provider is late and

offer to have them see another provider if they are unable to wait. This seems to make the patients extremely happy just keeping them informed at all times.

10.

I always listen to what the patient has to say before responding and when responding always with a smile. Tone of voice can make or break a conversation.

Always have a smile in your voice, and always let the patient know that helping them is your pleasure.

11.

One thing I try not to do is say, “Has any of your information changed?” I use specifics, “I have your address as Main Street Is that still correct?”

People may not remember that they haven’t been to the office and haven’t updated information with us.

12.

We are in constant communication with each other. That way no matter which staff member the patient might encounter next, they are always aware of the situation.

13.

Listen! I think we get so busy educating our patients and trying to push them in the direction we want for them for their health that we forget to listen. A patient can give you a lot of information about what they are thinking or even where their priorities are in just a casual conversation.

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Engagement.

14.

Always smile when speaking to a patient. Even if it’s just over the phone—the smile translates!

15.

I find that if I write out what I need to say, even if it is or isn’t difficult, I usually can come across a lot better than if I am on the spot and also sound more professional. This gives me a chance to gather my thoughts and process them into a lovely little letter.

16.

We respond to any patient inquiries as soon as humanly possible (usually on the same day). If it takes longer, we apologize when responding. We always give a straightforward answer. I think because of that alone our patients are shown how important their questions are to the practice.

17.

We send out thank you cards to the people who have referred others to

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us. These keep our relationship going with patients who maybe haven’t been in recently but have been referring others to us.

18.

We try to be up front with every patient. We let them know what their out-of-pocket is before any treatment is completed and make payment plans that allow the patient to have a say in their treatment and what they can afford.

19.

I let them know that I can help them with their needs. I take responsibility when something needs to get done or get fixed. I call and follow up, even if just to let them know I’m still waiting on an answer.

20.

We strive to have a family-friendly approach. We document answers to FORD (family, occupation, recreation, dreams) and make sure to reference that often so that it is a personal approach.

We’ve found it works extremely well for our clinic, and patients appreciate the extra effort.

21.

We make a follow-up call after the initial appointment, explain all benefits and answer any more questions.

22.

Our doctor makes notes in the charts about upcoming events or changes the patient is going through so she can follow up on it the next year (graduations, births, etc.) We also try our best to remember each patient from year to year.

23.

I put myself in their shoes. I talk to them with kindness even if they’re wrong and explain everything from scratch. Sometimes the patient is still upset, but once they see that I’m there to help them, their attitude completely

J U N E 2 019 VC P N | 17

Engagement. changes. Once you try to understand where they’re coming from instead of proving your point everything goes smoothly.

24.

We like to keep things personal at the office, especially since it is pediatric. We try to keep track of vacations, sports, teachers, etc. so the kids feel like they are talking to a friend or family member.

25.

We take notes on patients about what’s going on in their life so we can make sure we ask about it on their next visit.

26.

We do personal care calls every single day. For new patients, our doctor makes a personal phone call the night before to welcome them to our office and answer any questions that they may have.

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27.

The most important thing to do is find what the motivating factor is for a patient to come to the office.

Health, aesthetics, work benefits, or even because it was ingrained in them that it is a necessary line item to be a proper adult.

From there, you will be successful by using that motivating factor to expand their knowledge and health awareness. Match personality types with this as well. Practice taking personality tests with your team and see how different approaches work with each personality.

28.

When patients call to cancel their appointment and don’t reschedule right away, we let them know that we will be following up in about a month or so. This way when we do send a text/email/ call, they know in advance and aren’t surprised when we contact them.

29.

It took us a little bit until we figured out what reminders/confirmations work the best for our office. We send a two-week reminder, two-day confirmation and two-hour reminder. If they don’t confirm by the day before their appointment, we call them. Our no-show rate has gotten a lot better!

30.

We host a yearly patient appreciation day. The doctors provide lunch to all patients who arrive, we offer a photo booth, raffles, and we also have representatives from pharmaceutical companies on hand to discuss the “latest and greatest.” n Reprinted with permission of patient-provider relationship management company Solutionreach. Find out more at Solutionreach.com or call 800.955.8444.

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Retailing.

WHAT’S YOUR TRUE

profit margin?

YOU’LL NEED TO DEPARTMENTALIZE IN ORDER TO ACCURATELY MEASURE PRACTICE PERFORMANCE.

By Mary Walker

N

o matter the practice size, accurate financial data are needed to measure performance or execute a business plan. Yet I consult with practices every day that look only at their overall practice profit and are not accurately measuring their departmental performance metrics.

FINANCIAL BASICS On a small scale, you could use an Excel spreadsheet, but most practices opt for accounting software, such as Quickbooks. The three essential departments (also called profit centers) most optometry practices need are clinical services, optical and contact lenses. Additional sub-departments worth tracking could include studies or dry eye clinics.

For simplicity’s sake, utilize the same departments in your practice management software. All practice management systems have the ability to departmentalize charges and revenue, but many offices are not using this critical piece of their PMS. For example, if the day’s income is $10,000, revenue would be logged per each department’s contribution: clinical revenue (exams, contact lens fitting fees, specialty testing, etc.) generated $3,500, optical totaled $5,800 and contact lenses brought in $700.

As for expenses, all departments share some of the same basics: revenue, rent, utilities, marketing. However, each segment entails other factors that are uniquely its own. What does that look like in your financial software?

GETTING SPECIFIC Some examples: One of your technicians spends half the time working with patients and half helping optical, so salary and benefits should be split between your medical services and optical. When you pay your frame bills, those are all charged to optical, but contact lens products are allocated to their own department. If you are paying a buying group, that statement could include expenses for all departments.

It may take longer to log the correct information and pay the bills, especially in smaller practices where people do a lot of multitasking between departments, but those few extra minutes will provide the information needed to truly measure your financial health.

Let’s compare two of the big practice expenses, staffing and cost of goods: Actual %

Benchmark Range

Target %

Collected Revenue

1,000,000

Salaries & Benefits

273,000

27%

18-24%

20%

Cost of Goods

306,000

31%

23-34%

29%

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Both staffing and cost of goods are high in this particular practice when measured against the gross collected revenue. In this case, salaries are significantly over target, and cost of goods is high but still within “acceptable” range. The owner’s initial action plan from this profit-and-loss analysis was to review staff benefits and approach certain vendors for more substantial discounts.

Here is the same practice, broken down by department: Target %

Professional Services

%

Optical

%

Collected Revenue

468,800

47%

404,700

40%

Salaries & Benefits

98,000

21%

150,000

37%

20%

Contact Lenses

%

126,500

13%

25,000

20%

81,000

64%

Cost of Goods Frames

125,000

31%

< 17%

Opthalmic Lenses

100,000

25%

< 23%

Contact Lenses

This detailed breakdown revealed some very scary metrics: 93% of revenue collected in optical was spent on just two expense categories—salaries/benefits and cost of goods. The exceptionally high cost of goods led to a thorough audit of purchasing, on-hand frame quantities, pricing and discretionary retail discounting on all products.

Ultimately, a full breakdown identified numerous opportunities to improve overall profitability in every area of this practice.

GOALS, BENCHMARKS, KPIs Ophthalmic industry Key Performance Indicators (KPIs) can be confusing. When reviewing published industry benchmarks, confirm you are setting goals against the correct KPI. Benchmarks measured against per-department revenue are quite different from benchmarks based on overall practice revenue. An accurate business plan can only be developed with clear departmental breakdowns. n Mary Walker is executive director of business development for Vision Associates, Inc., which offers turnkey, customizable optical dispensary management and consulting services that allow eyecare practices to maintain ownership and control of their dispensaries while relieving them of the time and effort involved in everyday operation. VisionAssociatesInc.com.

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PhilanthrOptic.

CHANGING

lives

ESSILOR VISION FOUNDATION’S CHANGING LIFE THROUGH LENSES PROGRAM ENABLED US TO EXPAND OUR WORK GIVING BACK TO THE LGBTQ COMMUNITY.

By Michael Ciszek, OD

I

t has always been a goal of mine to expand Visionary Eye Care Professionals’ mission of helping others see. A big part of this is giving back wherever we can.

Our commitment to helping those in need includes working both at home and abroad.

Locally, we have been providing Howard Brown Health Center (HBHC) patients with quality eye exams and glasses each month for nearly 15 years. In addition to providing exams at no cost, we provide those patients with any eyewear that they require, including frames, lenses and any lens options that are needed. However, the cost of the high-quality eyewear kept us from being able to offer even more services . . . until we found Essilor Vision Foundation’s Changing Life through Lenses program.

ELIMINATING DISPARITIES Since opening in 1996, our practice’s mission statement has been to do a good job, have fun and give back to the community. I wanted to give back to the LGBTQ community, particularly people impacted by HIV/ AIDS and breast cancer, so I reached out to HBHC because I knew there was a need among the clients they serve. HBHC exists to eliminate the disparities in healthcare experienced by lesbian, gay, bisexual and transgender people through research, education and the provision of services that promote health and wellness.

I learned about Changing Life through Lenses when Essilor Vision Foundation came to present at the VOSH Annual Meeting. This program from Essilor Vision Foundation lets philanthropic eye doctors and non-profits help people in need with a free complete pair of glasses, including lenses, lab services and frames.

I was excited because I knew this program could help us expand our work with HBHC.

Our first Changing Life through Lenses program patient wrote us a lovely thank you letter explaining that the glasses gave him back his ability to work and earn a living.

In the past, we had to limit it to two exams per month because we were covering the cost of the glasses. Now with Changing Life through Lenses, we have been able to increase that to eight exams a month. As a bonus, our first Changing Life through Lenses program patient wrote us a lovely thank you letter explaining that the glasses gave him back his ability to work and earn a living.

ADULTS AND YOUTH The majority of HBHC patients we see are adults and come to our office for eye exams. Last summer, we held our first clinic at HBHC’s Broadway Youth Center focused primarily on LGBTQ youth, and we’re planning to hold another clinic there soon.

For the most part, the HBHC patients have the same vision issues as the general population. However, the health issues require monitoring for HIV-related retinopathy as well as addressing macular concerns for people taking medications for breast cancer. Our main focus is caring for these patients with compassion and respect above all else.

Changing Life through Lenses has helped us make a difference in our community. The program is very easy to use, the product comes in quickly and is of excellent quality. Now that the cost of the eyewear is not an obstacle, we are able to open up our services to more patients, and that truly benefits everybody. n Michael Ciszek, OD, ABOC, is an optometrist with Visionary Eye Care Professionals in Chicago and a member of the VOSH board of directors. He specializes in contact lenses, ocular surface disease and providing care to the underserved LGBTQ community.

Changing Life through Lenses Essilor Vision Foundation ChangingLifethroughLenses.org 20 | VC P N J U N E 2 019

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New. ABB OPTICAL RELEASES GLIMPSE LIVE MOBILE APP ECPs can now track business analytics with Glimpse Live, a smartphone app that complements existing Glimpse desktop software. Available for Android and iOS operating systems, Glimpse Mobile features an easy-to-navigate interface and data encryption for Glimpse customers to conveniently access custom analytics reports.

904-503-9616 GlimpseLive.com

THÉLIOS TEAMS UP WITH FITTINGBOX AT VIVA TECH At the Viva Technology event in Paris, Thélios partnered with FittingBox to offer virtual try-on technology for ophthalmic eyewear and sunglasses. The technology automatically detects a customer’s face and tracks movement to offer a realistic, live try-on of digital frames. ECPs can present frame colors and styles not in inventory.

The entire portfolio of Thélios eyewear was represented at Viva Tech, including styles from Loewe, Celine, FRED, Kenzo and Berluti.

888.284.7500 Thelios.com

SOLUTIONREACH GUIDE TO APPOINTMENT REMINDER STRATEGY Solutionreach presents its research from analyzing confirmation responses from patients to uncover a best practice formula for effective automated appointment reminders.

The guide “Three is a Magic Number” is available to download at Solutionreach.com/ Guide/Three-Is-MagicNumber.

EYEFINITY AND EDGEPRO INTEGRATION ECPs who use Eyefinity Practice Management software now have access to the EDGEPro analysis software platform for easy-to-use reports on practice performance. The integration allows practices to view revenue opportunities, compare vision plans, monitor staff performance and review analysis of frame board and contact lens brands. The platform is secure and HIPAA-compliant, and data is cloud-based and can be optimized to view on any device.

800.269.3666 Eyefinity.com

866.605.6867 Solutionreach.com

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THE CRAFT OF

rimless eyewear

NINE EYEWEAR 2600

REDISCOVER THE MAGIC OF MAKING RIMLESS GLASSES AND FEEL A SENSE OF PRIDE KNOWING YOU CRAFTED A CUSTOM PAIR OF GLASSES FROM START TO FINISH.

By Perry Brill

R

imless eyewear is the classic eyewear style, innovation and gift that just keeps on giving. In a time where consumers find entertainment value in shopping online, the rimless eyewear shopping experience is still back in the 1990s (for a very good reason). There are very few wearable consumer goods that still require the hand holding and guidance of a trained professional to properly fit them.

Opticals today are always searching for that “one product” that’s going to create loyalty and repeat business. For some, it might be the great doctor, and for others it might be the frame collections and optician skill sets. Rimless eyewear is one way to demonstrate both.

In the past five years, rimless eyewear has transformed itself into sleek pieces of wearable minimalistic art. You have probably heard the term “athleisure.” Lightweight rimless glasses also fit into this category with the ability of being dressed up, artsy or super sporty. Eyewear companies are pouring lots of capital into reengineering rimless frames to look and feel like

22 | VC P N J U N E 2 019

proper eyewear pieces rather than three metal pieces gently resting on the face. From tasteful color titanium, to 3D-printed parts, to eccentric shapes, rimless glasses are something all opticians should rediscover to establish a niche that’s regaining market share.

FITTING AND FINISHING Putting the optician back in charge of eyewear fitting, sales and finishing is important to keep the optician recognized as a professional and not just a frame slinger. Since e-commerce rolled out two decades ago, we’ve all become pretty good at self-serve shopping. However, patients get this look of confusion when they shop for rimless frames. “Selling” rimless frames should be looked at more like being an assistant buyer rather than a hard salesperson. People want to be guided through the step-by-step process of choosing chassis, shape, color, size and lenses. Many patients probably recognize the purchase of rimless glasses like buying a custom suit or dress; it requires fine tailoring.

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Rimless.

SILHOUETTE FZ7530

GIORGIO ARMANI 6087

MARCHON AIRLOCK GRACE 202

Eyewear companies are pouring lots of capital into reengineering rimless frames to look and feel like proper eyewear pieces rather than three metal pieces gently resting on the face.

Rimless eyewear can be very difficult from a technical aspect to work with, or it can be very easy. There’s nothing worse than a rimless frame that’s constantly losing adjustment on the face, is wobbly, or is hard to assemble. Many opticians may be jaded from past experiences of rimless. However, today’s pieces are constructed better. With rimless, it’s better to choose high quality hardware rather than budget pieces. Save yourself and your patients the headache of mediocre glasses.

Rimless pieces already have a fragile nature to them, so you might as well invest in the best that actually have some stability on the face. Materials really matter! A nickel silver metal will not give a luxury feeling and sturdiness on the face like a titanium piece.

People buy rimless for the longevity of the eyewear, so think about this selling feature when you are in the fitting process.

SIZE CUSTOMIZATION When it comes to fitting rimless, every millimeter counts! Many bridges come in several sizes along with temples too. You must treat the glasses as a puzzle knowing if one dimension is off, your puzzle will never be complete to satisfaction. The high level of size customization allows opticians to really give patients a proper fit according to prescription and head size. Rimless is great for fitting heads extra wide to extra small, but it’s not great for large prescriptions.

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Knowing when to tell a patient “no you cannot have this style” is important because thick prescriptions just don’t work well in rimless. They become front heavy, hard to mount and just not aesthetically pleasing.

The last advantage to providing rimless glasses is the ability to finish in-house in your laboratory and capture profits.

Rimless glasses have the most expensive lab bills if you have them done full service at your favorite laboratory. By making them in-house, you can generate the most profit and speed up your production times. You will also feel great knowing you crafted a custom pair of glasses from start to finish. There’s a sense of pride in assembling eyewear by hand.

Even though we’re in a time of fast-paced manufacturing and service, we’re also in a time where hands-on sales and service is becoming increasingly important. McDonald’s might be replacing cashiers with kiosks, but opticians are still in control if they are choosing the right niches to work with. Rimless eyewear is a niche that should not be forgotten. The frame designs are stunning, and they are appealing to more population bases than just the stereotypical older person. Get back to the craft of eyewear making and rediscover the magic of rimless glasses.

Optician Perry Brill is with Brill Eye Center in Mission, KS.

J U N E 2 019 VC P N | 23

Rimless.

RX AND LIFESTYLE: TWO DETERMINING FACTORS Deborah Hodges, ABOC, Invision Distinctive Eyewear, Edina, MN I need to make sure this person’s prescription is going to work with a drill mount frame, so I always ask for their prescription first. If the Rx is a high minus, the lens would be thick. We just don’t have a frame around it to conceal the thickness. You don’t want plus prescriptions very high either because the centers are thick and the edges are very thin. You just want a low to medium prescription. I wouldn’t do anybody over a plus or minus five; that would be my choice.

It would also depend on their pupillary distance. For a minus five with a really wide PD the edges aren’t going to be so thick, so then I would consider it.

My second question is always lifestyle. I want to know if this person is rough on their eyewear. Is this something they’re going to take care of, or are these going to be on top of their head or under a car seat.

If they’re pretty careless, I usually like to put them in a full frame. If they’re meticulous with their eyewear and if their prescription is low or medium, then that would be a good choice for them.

But for most people who want something that’s real minimalist and clean looking then I will put them in a drill mount. We carry others, but Götti’s my number one as far as style, shape and variety of colors and durability because of the titanium (shown above).

For aesthetics, on my drill mounts I always do what I call a satin polish. I don’t do a high gloss polish on the edges because overhead lighting causes a lot of glare and reflection off that edge even if you are using an anti-reflective coating.

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WITH RIMLESS IT’S ALL ABOUT THE RX Zaf Khalfan, Owner, Delta Optical, Mississauga, Ontario, Canada The most important part of a rimless pair is the prescription. Understanding of fitting an Rx in a rimless, ending with a decent pair of complete glasses, is vital. Products by Götti in a stainless steel version are light, stylish and very durable.

Götti is also happily progressive in its styles, so we always look forward to visiting MIDO and Silmo to see them.

The two most popular collections that we have in the store are Lindberg (shown above) and Götti, both being screwless in design and thus easing up our problems with screws and nuts. When making the lenses, one has to keep in mind the minimum thickness at the edges that is important. (We follow a minimum edge of 2.2mm.) Drilling holes, even with a drill press, has to be precise and at exact placement in the lens. We also have an option of polishing the edges or color grooving the edges. It is a lot different from the traditional rimless eyewear.

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Rimless.

JEWELRY FOR YOUR FACE Sheila Harvey, ABOC, CPOA, Optical Manager, Vision Care Associates, Springfield, IL I wear other things, but rimless are my favorite. When you put on any drill piece it is just like jewelry for your face.

You see your features. If you’re a female you see your eye makeup. It’s not hiding behind a pair of glasses. You can go as subdued in your look as you want to, or you can go as extravagant as you want to. When people try them on for the first time, they think, “I can still see me!” It’s also just about the lightest thing out there.

A lot of companies do drilled pieces at a lot of different price points. For a time there Silhouette took the market by storm because they cornered it with the first silicone compression mounts. Prior to that, there were no screws or nuts or anything holding the lenses together, so they were very fragile.

Then the compression mounts came out. Then Charmant came out with LineArt. They created a feminine look to it with some details, some lacing.

Now for my boutique here the latest pieces I brought in are Leonardo D from Germany, for which I have a limited clientele. They have real gold or platinum or wood content in them. The ladies have some diamonds.

You can customize them. I tend to go to the looks that have a little bit more fashion and style to them, and then I customize my lens shapes.

That’s a really big selling factor. They are truly going to be custom to your facial shape and size. You could have a very large pupillary distance or a large facial shape and head, or you could be just the opposite. You could be very petite and have a very narrow pupillary distance. That’s usually my cue, or the fact that someone is just a hard fit all the way around.

V I S I O N C A R E P RO D U C T N E WS . C O M

CUSTOMIZATION IS KEY Amy Darmandjian, Practice Manager, Optometrics of Chatsworth, Northridge, CA There is more versatility in rimless eyewear now more than ever. Our customers are continuously seeking new shapes, lightweight materials and innovation which we can offer with the rimless styles we carry at our practice from brands such as Chopard and John Varvatos (both shown above).

The beauty of rimless is that we have the ability to customize the shape of the lens. This way, if they want to update their look the following year, they have the opportunity to modify the front profile while keeping the same quality frame that they fell in love with in the first place. Value is key, and this makes customers feel like they purchased two new pairs instead of one!

Opticians should always take into account the Rx of the patient before fitting them with a rimless frame. You wouldn’t want to fit a patient that has a high minus or a high plus into a rimless pair because it would add a lot of thickness.

J U N E 2 019 VC P N | 25

Rimless.

COMMIT TO A QUALITY PRODUCT Jody A. Shuler, Owner, EyeCrave Optics, Watertown, NY My best advice is don’t buy the cheapest. Buy a good quality product that you can work with that you’re comfortable with. People sometimes look at rimless as the cheap solution because there are only three pieces of frame, so they assume there’s little cost. They don’t look at the engineering aspect of it, the overall design process that goes into a good piece of rimless eyewear. You have to use something that has a good quality manufacturer behind it and a good designer with intelligence as opposed to a mass-produced product.

You also have to know your client base as well as have a product that you can commit to and have a good selection of in your store. Don’t go with five or six pieces and say you carry a brand. You can’t do that; you have to represent a brand properly.

Götti (shown above) is my rimless brand. I don’t have more than one, and it has sold well. It fits everybody. It has a wide variety of shapes, but being the optician that I am, I modify most of those shapes, decreasing the A, decreasing the B, changing this or that to make it more comfortable for a client. It is a free shape, so change it if you need to and make it work.

I focus my rimless on two clients, business professionals who don’ want their glasses to be highly visible and people who have to wear glasses but hate wearing glasses because they don’t like the look of them.

This is the good thing about Götti. They have a new collection that’s called Perspective BOLD, but it doesn’t have the look of rimless. It has an accent piece around the lens.

But in their main rimless collection (top right), which is their Perspective collection, they literally become as invisible as I’ve seen rimless eyewear become.

26 | VC P N J U N E 2 019

GÖTTI PERSPECTIVE BOLD

A

hybrid of rimless and 3D printing, Götti Perspective BOLD (below) combines the lightness of its rimless collection with an accent around the circumference of the lens. A fine line of 3D-printed polyamide powder frames the contour of the glasses and gives it a distinctive characteristic. The ultra-light frame is held together without screws or soldering points.

Götti Switzerland USA 914.274.8522 Gotti.ch/en Office.USA@Gotti.ch

V I S I O N C A R E P RO D U C T N E WS . C O M

Rimless.

MYKITA LESSRIM

LINDBERG SPIRIT TITANIUM AND STRIP3P

D

E

MYKITA 973.669.0063 Mykita.com NorthAmerica@Mykita.com

Lindberg +45 8744 4000 Lindberg.com Sales@Lindberg.com

efined as “the reinvention of rimless,” MYKITA LESSRIM ultralight glasses are based on barely visible construction. Ultra-fine rims hold the lenses without the need for perforation, creating a floating appearance. For the lens itself, Mykita partners ZEISS to offer U.S. eyecare professionals a premium lens-fitting service via specially trained and certified optical labs.

V I S I O N C A R E P RO D U C T N E WS . C O M

legant, minimalist and feather-light, Lindberg’s rimless collections are made of flexible yet durable titanium with no screws, rivets or welded parts. Styles in the spirit titanium collection weight as little as 1.9 grams. For those with high prescriptions, the strip3p collection is a modern take on rimless eyewear with a front mounting technique with a bold yet refined expression.

J U N E 2 019 VC P N | 27

Rimless.

CHOPARD CLASSIC ACCESSORIES

LINE ART CHARMANT

S

tyle VCHC74 (top) is marked by premium materials and innovative craf tsmanship. Featuring a rimless square front profile that has been set against lightweight temples inlaid with wood and carbon fiber, this style boasts a 23-karat gold-plated flex hinge as well as adjustable nosepads, for added flexibility and comfor t.

T

De Rigo REM 800.423.3023 DeRigo.US CustomerService@DeRigo.US

Charmant Group 800.645.2121 Charmant.com

28 | VC P N J U N E 2 019

echnology and aesthetics merge in the comfortable and lightweight Line Art by Charmant. Made of Titan, a highly flexible titanium alloy, the curvature of the temple rests comfortably yet securely. Each frame is ergonomically designed for fitting comfort based on a head-size database gathered for more than 10 years.

V I S I O N C A R E P RO D U C T N E WS . C O M

Rimless.

IMAGEWEAR STEPPER

JOHN VARVATOS ARTISAN COLLECTION

U

R

ImageWear 800.414.7656 ImageWear.com

De Rigo REM 800.423.3023 DeRigo.US CustomerService@DeRigo.US

ltra-lightweight, hypoallergenic, durable and corrosion resistant, ImageWear Stepper metal rimless frames are made of 100% titanium. “The best way to understand a Stepper is to put one on. As we say, it’s a feeling,” the company states. “Being experts in design, materials and manufacturing, Stepper delivers eyewear that looks as good as it is comfortable.”

V I S I O N C A R E P RO D U C T N E WS . C O M

eflecting the legendary style of rock ‘n’ roll’s music icons, styles V525 (top left and bottom middle) and V526 (below top and bottom) feature a retro profile reinvented in a round or geo shape. A three-piece mount crafted of titanium has been juxtaposed with rimless mirrored flat lenses. The ultra-lightweight design includes an epoxy inlay on the bridge and temples, adjustable nosepads and JV’s signature hallmarks on the temple tips.

J U N E 2 019 VC P N | 29

RING AR UND

rimless ACCENT RINGS AROUND THE EDGE OF EACH LENS COMBINE THE LOOK OF A FULL-RIM STYLE WITH ALL THE ADVANTAGES OF RIMLESS EYEWEAR.

360ยบ.

7110

7630

3830

Dynamics Colorwave Accent Rings can be customized with hundreds of combinations of shapes and colors.

enowned for its lightweight rimless eyewear, among the lightest in the world, Austrian brand Silhouette International has just released a new collection that transcends categories. The Dynamic Colorwave Accent Rings collection provides all of the benefits of rimless eyewear along with the look of a full-rim frame thanks to customizable accent rings around the lenses of each style.

The new collection is offered in an eight-piece Core Concept with an additional four-piece Highlight Collection for select locations. In

the Highlight Collection, cut-outs break up the minimalistic design while still providing the lightness and comfort expected for which the brand is known.

Dynamics Colorwave Accent Rings can be customized with hundreds of combinations of shapes and colors. Available colors include blackberry, cherry red, spruce green and burgundy, along with two new colors, slate gray and deep blue, that juxtapose shiny and matte to add a youthful touch to a classic style. Highly polished temples contrast with matte accent rings. n

Silhouette International 800.223.0180 Silhouette.com V I S I O N C A R E P RO D U C T N E WS . C O M

J U N E 2 019 VC P N | 31

Insight.

MEN IN BLACK

sunglasses

CHRIS HEMSWORTH AND TESSA THOMPSON WEAR POLICE SPL872 FROM THE ORIGINS COLLECTION IN MEN IN BLACK: INTERNATIONAL, MAKING ITS DEBUT THIS MONTH.

I

t’s one of the most successful movie franchises of all time with some of the most recognizable eyewear on film. Just the mention of Men In Black conjures images of the iconic black sunglasses that, along with the main characters’ black suits and neckties, help define the movie’s title.

This month, Men In Black: International hits the silver screen with new sunglasses created exclusively for it. From De Rigo REM, the all-black, glossy acetate Police SPL872 square frames are among the stars of the film. The first of the brand new Origins Collection, its metal-trimmed temples and stylized Police eagle logo nod to the brand’s rich heritage.

VCPN interviewed De Rigo Vision creative director Enrico Furlan to learn about the development of the Origins Collection and the new sunglasses starring in Men In Black: International.

Were there any restrictions?

One of the key priorities when collaborating with Sony was ensuring that the lenses did not reflect the lighting or set on film.

We worked closely with the costume department to develop a special film on the lens to prevent any reflections.

Once we decided on the silhouette for our actors, the style came to life. We wanted to honor the original release of MIB from the ‘90s, so we went back to our archives and reinterpreted iconic features that have always been at the core of the brand. The result was the Police SPL872, all-black, glossy, acetate, square sunglasses with smoked lenses and metal trim on the temple, highlighting the stylized Police eagle wing—the brand’s emblem.

Where did you find your inspiration for the Origins Collection?

What were the design parameters?

When imagining the eyewear in a specific scenario, we usually approach the project by deeply researching the actor who is going to be wearing the frames and the role they are going to play. We knew the sunglasses were going to be worn by both the main characters who had very different face shapes. Therefore, we selected a style with a universal appeal that would adapt well to both actors on screen and would also be something that would resonate well with our customers.

32 | VC P N J U N E 2 019

The Origins Collection is a new family of product from Police that we have introduced in parallel with the movie.

This collection emphasizes a stronger connection to the brand’s heritage as well as the most iconic styles of its past.

The three elements that embody the Origins Collection are the ‘90s authentic eagle logo, the Police 1983 logo plaque and the winged P logo on the temple tips that highlight the strong Police brand identity.

V I S I O N C A R E P RO D U C T N E WS . C O M

Insight.

The sunglasses in the film not only serve as a key accessory of the agents’ uniform, but they are a vital part of the storyline.

Created exclusively for the movie, Police SPL872 was inspired by the lines of the ‘90s and chosen for its simple but striking shape to make the perfect accessory for the agents’ sleek uniform. We wanted to make this piece feel very special for our customers, so we designed a limited edition case, a collector’s item, that has been customized with the MIB logo.

What does this mean for the brand to take over as the official MIB eyewear?

Eyewear is the first thing you are going to see on the face, so selecting the right pair of frames in any movie is always important, but even more so with a film such as Men In Black: International where the sunglasses play such an integral role in the agents’ look.

We worked with Sony to develop several eyewear options in order to land on the right look for this movie. We wanted the design to be modern and relevant for the new class of agents representing the international

V I S I O N C A R E P RO D U C T N E WS . C O M

agency and feel that the SPL872 embodies the future of MIB going forward.

What is it like having sunglasses elevated to the status of almost becoming their own character?

The sunglasses in the film not only serve as a key accessory of the agents’ uniform, but they are a vital part of the storyline, helping to protect them from their enemies’ ‘Neuralyzer’ that wipes memories of alien events from the civilian population. This was one of the most important facets of costume design in this movie.

Still among the top five movies watched worldwide with 97% awareness in all countries, MIB has made more than $2 billion for Sony. Police SPL872 is being sold with a limited edition case customized with the MIB movie logo. n De Rigo REM 800.423.3023 DeRigo.US CustomerService@DeRigo.US

J U N E 2 019 VC P N | 33

Trends.

1

FACE 2

BOTH FUNCTIONAL AND FASHIONABLE, SHIELDS ACCENT THE WEARER’S FACE WITH OVERSIZED LENSES AND FRAMES.

mask 3

1. KOMONO Inc. Flamingo KOM S5850 844.240.4120 Komono.com Hello@Komono.com 2. Luxottica Prada 61US 5L05L0 8800.422.2020 Luxottica.com CustomerService@US.Luxottica.com 3. Smith Trackstand 888.206.2995 SmithOptics.com Info@SmithOptics.com 4. Kering Eyewear Stella McCartney SC0202S 844.790.9165 Kering.com KeringEyewear.US.cs@Kering.com 5. Thélios Loewe LW40034 34 | VC P N J U N E 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

Trends.

4

8

5 9

6

10

7

Loewe LOEWE.com 6. ic! berlin America Baseline 866.634.8990 ic-berlin.de America@ic-berlin.de 7. Ã&#x2DC;rgreen Optics Viper 271 844.796.4623 OrgreenOptics.com 8. Safilo USA Jimmy Choo SIRYNS 800.631.1188 Safilo.com Info@Safilo.com 9. Marcolin Atelier Swarovski SK0236-P 800.345.8482 Marcolin.com InfoUSA@Marcolin.com 10. De Rigo REM Police SPL892 800.423.3023 DeRigo.US CustomerService@DeRigo.US V I S I O N C A R E P RO D U C T N E WS . C O M

J U N E 2 019 VC P N | 35

New. Special Collections

NEUBAU EYEWEAR WALTER & WASSILY

WALTER & WASSILY T631

This special edition unisex model was created to commemorate the centennial of the Bauhaus, a pre-WWII art school founded by German architect Walter Gropius in 1919. Walter & Wassily combines adjustable temples and UV 400 protection in a titanium frame referencing the period’s bent steel tube furniture. It is available in three color combinations: snow white/black matte, black coal/eclectic silver and black coal/brass matte.

800.223.0180 Neubau-Eyewear.com

MARCOLIN

TB1644

TIMBERLAND, CITY FORCE CAPSULE COLLECTION A “bold and brash” design aesthetic inspired by the urban fashion of the 1980s is reflected in five ophthalmic models. Oversized navigator and pilot-shaped frames are constructed in acetate, stainless steel or a combination of both materials. Styles incorporate elements such as double bridges, sleek temples or thick rims and pressed or laser engraved logos.

They are finished in matte or shiny colors such black, tortoise and clear.

TB1643

800.345.8482 Marcolin.com TB1646

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V I S I O N C A R E P RO D U C T N E WS . C O M

New.

MAUI JIM

ZYLOWARE

STYLE: PUKA

LEON MAX

Constructed of titanium for a lightweight feel, Puka, the Hawaiian word for “hole,” features adjustable nosepads for comfort and “retro-small” detailing around the frame.

This unisex model comes in either matte gold with HCL bronze or matte silver with neutral gray MauiBrilliant lenses with PolarizedPlus2 technology.

STYLE: 4076

888.666.5905 MauiJim.com

800.765.3700 Zyloware.com

This deep square, petitesized style features a saddle bridge, spring hinges and comes in three color options: natural fade with a milky tan fade front; black fade with a dark gray to crystal fade front; and denim with a light blue crystal front and milky demi and blue temples.

V I S I O N C A R E P RO D U C T N E WS . C O M

KERING EYEWEAR

ESE INTERNATIONAL

CARTIER, PREMIÈRE DE CARTIER

COCO AND BREEZY

LACOSTE X NOVAK DJOKOVIC

STYLE: LIVELY

STYLE: L603SND

This sun model from design duo Coco and Breezy features color-contrasting bridges and temples and contoured acetate details that contrast with the base coloration. Frame colors are complemented with a mix of gradient lenses and tints.

This oval-shaped, acetate/ metal combination sun model features a visible metal core wire within transparent temples. Available in gray, blonde havana, havana and black, L603SND includes the Lacoste logo and “ND” monogram on the temple tips.

STYLE: CT01570

Reinterpreting Cartier’s first eyewear collection in 1983, models feature cat eye shapes constructed of lightweight metal. Each style incorporates the “C de Cartier” and Godron motif and an engraved Cartier logo on the temples with cut-out temple tips.

844.790.9165 Kering.com

800.645.3710 ESEyewear.com CocoAndBreezy.com

MARCHON

800.645.1300 Marchon.com

J U N E 2 019 VC P N | 37

New.

WESTGROUPE

A&A OPTICAL

SUPERFLEX KIDS

JIMMY CRYSTAL NEW YORK

STYLE: SFK-214

Three styles for boys, 10 for girls and one unisex combine fun colors and temple patterns in round, rectangle and cat eye shapes. Girls’ models incorporate matte finishing, glitter and layered acetate, while boys’ styles are sporty with triple color lamination and double metal pin dots.

855.455.0042 WestGroupe.com

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KENMARK EYEWEAR

PLAN B EYEWEAR

L’AMY AMERICA

LILLY PULITZER GIRLS

ICE CREAM

STYLE: ZADAR

STYLE: TEDDI

STYLE: IC9124

Hand-set, large-cubed Swarovski crystals adorn the temples on the Zadar ophthalmic model, which comes in two bold colors for a dramatic look: merlot tort with silver crystals and auburn with jet black crystals.

On-trend shapes such as round and cat eye are constructed in full acetate, full metal or combination.

Each of the six styles come in three colors such as lemon, cherry tortoise and pink and include signature prints on either the temples or front rims.

Made of stainless steel for lightweight durability, nine models are feminine in both shape (cat eye, round and negative space) and in color (red, purple and blue). Frames offer petite sizing while still maintaining deep B measurements.

Three models for teen girls include 180° flex hinges and fun yet sophisticated colorways such as tortoise/ blue glitter, translucent lilac/ purple tortoise and matte mulberry/pink. The Cleo model comes in acetate with a Nicole Millerdesigned glitter triangle pattern on the temples.

800.492.4465 AAOpticalCo.com

800.627.2898 KenmarkEyewear.com

888.399.7742 AlternativeEyes.com

800.243.6350 LAmyAmerica.com

NIKI NICOLE MILLER STYLE: NMCLEO

V I S I O N C A R E P RO D U C T N E WS . C O M

New.

BRILLENEYES

MOREL

CHARMANT

INSPECS

LUXOTTICA

ELLA

Ă&#x2013;GA

TITANIUM PERFECTION

RADLEY

STYLE: 701140

STYLE: 10096O

STYLE: CH29201

STYLE: MALLORIE

MIU MIU, CLOUDS

Constructed of hypoallergenic stainless steel and Mazzucchelli acetate, two ophthalmic models for women incorporate feminine angular cat eye and modified rectangle frame shapes with side and top shield detailing. Both models include adjustable nosepads for a comfortable fit.

Rimmed frame fronts and aluminum brow bars highlight seven Kombinera models for men. Rectangle and panto-shaped frames come in aluminum, acetate or combination in six colors: black, gray, tortoise, red, brown and blue. Models feature a stainless steel spring blade hinge.

Lightweight, durable and corrosion-resistant, three womenâ&#x20AC;&#x2122;s ophthalmics feature soft shapes for a feminine feel with design details on the temples, such as intertwining lines, chain links and open space.

Models are available in two sizes each for those who need a roomier fit.

Six ophthalmics come in feminine hues and incorporate details such as color blocking, leather texturing, shimmering sheet steel and acetate embellishments. Mallorie is made of Thermoptics, a heat-glazeable material, for a light feel.

949.215.9661 BrillenEyes.com

800.526.8838 Morel-France.com

800.645.2121 Charmant.com

844.771.7710 InspecsUSA.com

V I S I O N C A R E P RO D U C T N E WS . C O M

STYLE: MU56US

Metal frames surround teardrop-shaped semirimless tinted lenses inspired by clouds.

Lenses come in bright colorways of raspberry, gray, periwinkle and cameo and are finished with a finely engraved Miu Miu logo.

800.422.2020 Luxottica.com

J U N E 2 019 VC P N | 39

New.

HILCO VISION 100% MADE IN USA SAFETY COLLECTION

BY ONGUARD

DESIGN EYEWEAR GROUP WOOW EYEWEAR

MONDOTTICA

SAFILO

OGI EYEWEAR

HACKETT

CARRERA, ULTEM COLLECTION

RED ROSE

STYLE: HEB 245

STYLE: US110

STYLE: Stay Tuned1

Rx safety models are made in Massachusetts and meet both ANSI Z87.1 and CSA Z94.3 industry standards.

Styles feature comfort fit temples made of soft-touch material for added grip, a replaceable bridge and a full seal option.

Be Cult and Stay Tuned ophthalmic styles are made of thin metal material.

Be Cult 1+2 feature a butterfly-shaped frame available in five colors, while Stay Tuned 1+2 incorporate a top bar and are offered in six colors.

Two men’s styles offer a vintage look with metal frames and sophisticated details.

Model HEB 242 incorporates a matte front with textured detailing on the bridge and top of the hinge, and the octagonal-shaped HEB 245 model mixes a metal frame with Mazzucchelli acetate temple tips.

800.955.6544 HilcoVision.com

800.654.6099 DesignEyewearGroup.com

866.666.3662 MondotticaUSA.com

40 | VC P N J U N E 2 019

STYLE: CARRERA 4409

STYLE: VELLETRI

A new concept under the brand’s Active Collection, Ultem models (five ophthalmic; three sun) incorporate a double row of flexible Ultem plastic material that extends from mid-temple to polyamideinjected Grilamid temple tips for grip and comfort. Two sun models are Rxable.

Constructed of TR90 material for lightweight comfort, three styles in four colors each come in P3, aviator or rectangle shapes and include adjustable nosepads. The Velletri model has a retro, 1980s feel with a TR90 double brow bar and complementing temple tips.

800.631.1188 Safilo.com

888.560.1060 OgiEyewear.com

V I S I O N C A R E P RO D U C T N E WS . C O M

Photo Clinic.

EXTREME

adaptability

DESIGNED TO OFFER THE WEARER A COMFORTABLE FIT, CARRERA ADDED ADJUSTABLE TEMPLES TO ITS ACTIVE COLLECTION.

A

1

2

Carrera style 8834 is among three ophthalmics and two suns from the Active collection featuring the new adjustable temple concept.

3

Flex hinges add to the frames’ comfortable fit, and the extendable mechanism is exposed and clearly visible on the internal side of the temples.

new product concept introduced at the end of last year, adjustable temples are available in select Carrera eyewear styles—the 8028 and 8029 suns and the 8833, 8834 and 8835 ophthalmics. Here is how to adjust the temples according to the size of the wearer’s face.

All temples come with a standard length and can be shortened by pushing them or lengthened by pulling them.

4

A small tool is used to help adjust the frame.

Safilo USA 800.631.1188 Safilo.com Info@Safilo.com V I S I O N C A R E P RO D U C T N E WS . C O M

J U N E 2 019 VC P N | 41

Digital Lenses.

LET’S GET

digital FITTING YOUR PATIENTS WITH 100% DIGITALLY SURFACED LENSES WILL GIVE YOUR PRACTICE A TECH-SAVVY REPUTATION TO DIFFERENTIATE YOURSELF FROM THE COMPETITION.

Reach out to industry associates to find the best combination of digital lenses for your practice. Eyezen photo courtesy of Essilor of America.

By Justin Tenczar, ABOC/NCLEC

C

hange isn’t always a bad thing. It can be cumbersome, challenging and sometimes frustrating. It can also open new doors and provide you with new opportunities. Sometimes it can change your life and the lives of those who rely on your expertise in ophthalmic optics. Adopting a new technology in your practice can, at times, seem overwhelming, but I’m here to tell you that there is amazing opportunity in changing out the old, standard surfacing for the latest and greatest in digital lens design.

The benefits are there for the taking.

Exclusively offering digital lenses sets you apart. It differentiates your practice from all 42 | VC P N J U N E 2 019

If you’re offering your patients the most current fashion trends in your frame selection, you should be pairing that with the latest design in optics as well. the Tom, Dick and Harrys holding onto that old technology. It allows you to promote the idea that you are the best of the best, offering the latest and most advanced technology in ophthalmic dispensing. If you’re offering your patients the most current fashion trends in your frame selection, you should be pairing that with the latest design in optics as well. Coupling these two critical components together will help move you and your

practice into the future. It will set you apart from “Joe Eyeglass” down the street dispensing traditional PALs and single vision poly lenses. Why offer the same thing he’s offering? Why not strive to be 100% digital?

When I joined my practice in 2010, we were just in the beginning stages of our initiative to commit to 100% digital. We looked around for the best lenses at the best price.

It was a tedious endeavor to say the least.

V I S I O N C A R E P RO D U C T N E WS . C O M

Digital Lenses. setting yourself apart from the masses and being a beacon of technology will encourage you to continue to advance with the rest of the retail world.

Ask your lab rep how to achieve your digital goal. Photo courtesy of Carl Zeiss Vision.

I suggest you reach out to your friends in the industry to see what successes they’ve achieved in the digital arena to help you find what combination works best for your practice. Ask your current lab representative for their insight on how to achieve your digital goal. Gather as much information as you can from various manufacturers to determine the best fit for you and your practice. Once you find the right combination, continuously track your progress. Know what your current percentage of digital is before you start.

Set a goal for where you want to be and by when. Then review your progress and make your way down the path. Evaluate your progress and make modifications where you see yourself falling short of your goals.

SATISFIED PATIENTS Another crucial component in this transition to digital is evaluating your success with your patient base. If you’re not currently following up with your patients, now is the perfect time to start. After all, their impressions are the ones that really matter. There are so many tools to create surveys and follow-up opportunities with your patient base.

You can use DemandForce, Solutionreach, V I S I O N C A R E P RO D U C T N E WS . C O M

4PatientCare or Websystem3 to pull data from your practice management software and effortlessly follow up with your patient base. The key to implementing this follow-up technique is to utilize the data.

So many of us take for granted that the patient is satisfied after they come in for dispensing. But are they really satisfied?

Implement a survey campaign, and read every single response. If a patient has a concern or query, reach out to them. Address the issue, and assure them that you’re there and that you’re going to make it right. The extra time will not go unnoticed by the patient, and they’ll remember that you gave them the attention not only at the point of sale and dispensing but that you followed through to make sure they were truly satisfied.

Next, make sure you are following your successes in all your KPIs by ensuring that your metrics are a reflection of all your hard work. Just like the image your company has in your community, your P&L reports should be reaping the rewards of adopting a high-technology lens model. Knowing where you came from and planning for where you’re heading are critical measures to success in any industry. More importantly,

DIGITAL MEASURING DEVICES After you’ve achieved your goal, whether it was to move from 0% digital to 50%, or 50% to 100%, the fun doesn’t stop. There are so many opportunities to grow into the high-technology lens model. Moving toward utilizing digital measuring devices exclusively in your dispensary is just one of them. The technology in these devices has come a long way. They take into account a level of personalization and customization that previously was clumsy and awkward to obtain. With a digital device, you can collect rear vertex distance, pantoscopic and wrap angles, and specify effective diameter for the customization of the design.

Some will say this will allow the design of your lens to be accurate to within 1/100th of a diopter. I prefer to simplify the equation by saying it results in the most accurate lens fitting achievable with readily available technology. I can say, with the exception of one of our satellite offices, we have exclusively switched to using an iPad-based measuring device for all optical measurements.

It has projected an image of advanced fitting techniques and tech savvy to our patients.

(For more on digital measuring devices, see “Presentation is Paramount” on page 12.)

Our patients come to expect that we dispense the most advanced lens designs available. They have begun asking us if there are new options available to try to enhance their vision. They know when they come to see us at Berkshire Eye Center they are getting the best. They are sitting with the best optical experts. They are getting the best optical experience. And they are offered the best in digital lens technology. Your patients should too. n Justin Tenczar, ABOC/NCLEC, is director of optical operations with Berkshire Eye Center in Pittsfield, MA. J U N E 2 019 VC P N | 43

Digital Lenses.

NO MORE FOMO ON

digital lenses

ELIMINATE YOUR FEAR OF MISSING OUT ON THE LATEST, MOST ADVANCED DIGITAL LENS DESIGNS.

ESSILOR USA: EYEZEN+

IOT: INMOTION

HOYA: ID LIFESTYLE3

Designed for the changing visual needs of single vision patients, Eyezen+ lenses protect from effects of digital eye strain (Eyezen+ designs 1, 2 and 3) caused by close viewing of digital devices. The lenses utilize Smart Blue Filter to block at least 20% of harmful blue light between 415nm to 455nm, according to Essilor.

IOT's inMotion single vision and progressive driving lenses help reduce effects of night myopia. Utilizing IOT's Digital Ray-Path technology to compensate oblique astigmatism and create a personalized lens for each wearer, inMotion lenses also provide clear vision in every gaze direction and incorporate a night vision zone that compensates for the refractive error difference between day and night.

These dual side progressive lenses have three design options: Indoor (close), Outdoor (distance) and Urban (balanced). Binocular Harmonization Technology (BHT) provides optimal vision between the left and right eye, and the patented Integrated Dual Side Optics platform separates the vertical and horizontal components of a prescription for customization, comfort and a wide field of vision.

ZEISS: DIGITAL LENS

SHAMIR: AUTOGRAPH INTELLIGENCE

SIGNET ARMORLITE: KODAK UNIQUE DRO

An "all-day" lens designed specifically for wearers ages 25 to 45, the Zeiss Digital Lens design provides a wide, clear distance zone and comfortable near zone for stress-free viewing of digital screens. This single vision lens provides a boost of plus power (0.50D to 1.25D) to help eyes refocus faster and specifically calculates the optics and position of near area for optimum viewing of digital devices.

Autograph Intelligence lenses utilize three technologies developed by the company: Eye-Point Technology AI, which uses Head Eye Integrative Movement software to see exactly where a wearer looks; Continuous Design Technology, which integrates patientsâ&#x20AC;&#x2122; habits and visual needs so wearers can move from one add to the next without adaptation concerns; and Visual AI Engine, which applies elements of AI to mimic human intelligence.

Unique DRO Progressive Lenses provide clear distance vision while optimizing the reading zone that supports prolonged viewing of mobile devices.

Lenses utilize Dynamic Reading Optimization (DRO) technology to improve overall optics and reduce oblique astigmatic errors in the reading area. The full backside progressive with Vision First Design and i-Sync is available in six corridor lengths and more than 60 materials.

Carl Zeiss Vision, Inc. 866-596-5467 ZEISS.com/Lenses Essilor of America, Inc. 800.542.5668 EssilorUSA.com HOYA Vision Care, North America 800.423.2361 HoyaVision.com IOT America 877.414.7809 IOTAmerica.com Shamir Insight, Inc. 877.514.8330 ShamirLens.com Signet Armorlite, Inc. 800.759.0075 SignetArmorlite.com 44 | VC P N J U N E 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

New. ESSILOR INSTRUMENTS PRO-B300 BLOCKER Essilor Instruments’ PRO-B300 blocker is compatible with both Essilor and WECO posiblock designs and is available with or without a tracer. The PRO-B300 is equipped with a large screen and shape and drilling libraries, and it includes features such as centering assistance, automatic detection of centering marks and Chemistrie job management without the need to handle lenses while blocking.

855.393.4647 EssilorInstrumentsUSA.com

LUMINAR POLARIZED LENSES BY BLACKFIN Luminar lenses from Blackfin are lightweight with a thin, polarizing filter integrated into the lens without any use of glue or adhesive. Luminar lenses are oleophobic, water repellent, anti-reflective and scratch-resistant and passed the ANSI Z87.1 speed/high-mass impact test.

877.889.0399 Blackfin.eu VillaEyewear.com

LOGIC MEGA KIT FROM HILCO VISION WESTERN OPTICAL SUPPLY’S IMPROVED RX VERIFIER The Rx Verifier from Western Optical Supply allows for easy prescription verification prior to dispensing. Place the eyewear with spotted lenses on the aligner to check both the monocular and binocular pupillary distance. The Rx Verifier also determines segment height level accuracy.

800.423.3294 WesternOptical.com

V I S I O N C A R E P RO D U C T N E WS . C O M

The Logic Mega Kit includes Hilco Vision’s repair parts in one compact kit for convenient access. The kit contains 200 pairs in the most popular sizes of Logic Nose Pads, which are made of no-slip silicone in a dual purpose design fitting both screw-on and push-on formats. Logic Screws come in one length and six eyewire/hinge screws in various diameters and colors.

800.955.6544 HilcoVision.com

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20 Questions

WITH

LASHANDA REED-LARRY

LaShanda Reed-Larry, CDE, has been the director of inclusion, diversity & equity for Essilor of America since April 2015. In the following interview, VCPN’s John Sailer discusses her goals toward achieving inclusion and diversity company-wide and the steps she’s taking to accomplish them.

1. When did the inclusion and diversity group start? I joined Essilor in 2015 to for-

malize Inclusion and Diversity (I&D) at the company. However, our Essilor Women’s Network had been in existence for a couple of years by the time I joined the company.

2. What first steps did you take? I spent several months learning about the business and industry. I got acquainted with the leadership team, attended various department meetings, visited several of our labs and attended an industry conference. The objective was to learn what the priorities were across the organization while observing our decision-making processes, how work was getting done and listening to employees as they shared their experiences.

3. What came next? I presented the business

case to our president and the leadership team.

The business case included demographic shifts in the U.S., the influence of multicultural buying power and a baseline comparing our workforce trends to external benchmarks.

At the end of 2015, we agreed on short-term recommendations, and I established the IDEA Steering Committee, a cross-functional advisory team to help guide our strategic direction.

4. How did you define diversity and inclusion? As a global organization with head-

quarters based in France, we were defining diversity in terms of gender representation, which was understandable given the quotas established across Europe at the time to address gender parity. We remain committed to gender parity and believe equity across the board is equally important. However, we needed to expand the language, terminology and focus areas at Essilor of America (EOA).

46 | VC P N J U N E 2 019

When we say “diversity,” we’re referring to all dimensions of diversity because all employees should know that their differences are appreciated. We view I&D as enablers to achieve greater engagement, creativity and innovation.

For the workforce in particular, diversity is reflected in the value we place on differences that strengthen and enrich our human experiences.

Inclusion is demonstrated by creating belonging and connectedness among employees. When we feel a sense of belonging, we are more willing to share our perspectives and contribute at our maximum potential. Inclusive leadership is the bridge from good intentions to actions that help us realize our mission.

ensures commitment from all levels of the organization. Partnering with our Corporate Communications team also ensures we are delivering consistent messages more broadly.

We also focus on promoting our employer value proposition to attract diverse talent to the organization. This includes attending conferences, working with external partners, and expanding our reach to HispanicServing Institutions and historically black colleges and universities, while maintaining strong relationships with traditional schools.

5. How did you achieve that? We are still fairly

early in our journey. However, we’ve developed a philosophy that if we create an inclusive culture and are intentional in our practices, diversity will happen. We also set on the idea that a holistic approach to I&D is a business imperative.

This holistic approach involves actions we take focused on people, customers and consumers, marketplace and mission.

6. What is involved in this approach? We intend to increase the diversity of our representation at all levels of the organization, which requires us to assess every aspect of the employee life cycle. At the same time, living our values is equally important to strengthening our culture. These values are Working together, Innovation, Respect for others, Entrepreneurial spirit, and Diversity and inclusion (WIRED).

Building capability across the organization to embed I&D into all areas of our business is another focus. Establishing the IDEA Steering Committee, Business Resource Groups (BRGs) and identifying executive sponsors

7. How did you get corporate influencers to participate? The IDEA Steering Committee

was created to ensure that people who know the business could help inform decisions and assess organizational readiness for any initiative. We also have five BRGs, which are led by employees who volunteer to help communicate messages more broadly, offer a sense of community in the company and help raise our profile in the community. Among the five groups are Essilor Women’s Network, Essilor Pride, Mosaic, NextGen, and Veterans for Vision. Over 500 employees are involved with the BRGs who are highly engaged in all aspects of our business.

Their discretionary effort is invaluable.

8. How did you go about putting together the steering committee? I worked with the lead-

ership team who identified employees with a strong sphere of influence in the organization—who were willing to learn, challenge their own biases and listen to other points of view. They were eager and willing to be role models for inclusive leadership. The steering V I S I O N C A R E P RO D U C T N E WS . C O M

V I S I O N C A R E P RO D U C T N E WS . C O M

J U N E 2 019 VC P N | 47

20 Questions

WITH

LASHANDA REED-LARRY

committee is comprised of representatives from all departments and our BRGs. 9. What were the responsibilities of the steering committee? Initially, the group was

focused on communication, education and awareness. The team has helped execute numerous objectives over the last three years.

10. Did the steering committee have anything else on their agenda? Yes. The team

experience with senior leaders who chose to go through the session with their teams.

We now refer to the session as “Practicing Intentional Inclusion.” We also developed an online course for all employees.

We also began creating more engaging experiences at work like “Essilor Around the World,” a day in which all employees are invited to share their cultural backgrounds through food, visual arts, dance, etc.

believed that EOA leaders should be given an opportunity to share their points of view on these topics. As a result, we interviewed each senior leader and captured their authentic perspectives related to I&D on camera.

We then shared the interviews with employees on an internal social media platform.

14. What external initiatives did you pursue?

11. How did the leaders react? Today, several of the leaders serve as executive sponsors for our BRGs. We communicate I&D in a number of ways. Hubert [Sagnières], our global CEO, has spoken about diversity at the Group level. John Carrier, our COO, often includes diversity topics in his messaging. And, Rick [Gadd], president of Essilor of America, has been a strong champion from day one. Rick has a strong point of view that he articulates with passion.

15. What have been the results? We have seen increases in the representation of women and people of color in our company. Measuring diverse representation is not as challenging as measuring one’s sense of belonging or the results of inclusive leadership, though.

12. How does his perspective influence I&D?

It’s important to him, which has been demonstrated at national sales meetings, town halls and in his sponsorship of two BRGs. He challenged us to create pathways for people with disabilities. He also advocated for engaging the LGBTQA+ community at EOA. As a result, the Essilor Pride BRG has been formed with great support.

13. What came next? The IDEA Steering Committee went through a four-hour unconscious bias workshop. This shared experience helped the team realize that we all have biases. If left undetected or unchecked, our biases can cause us to make decisions with very limited information.

The steering committee shared their 48 | VC P N J U N E 2 019

We attend a few well-known conferences that attract diverse job seekers, including National Black MBA Association Conference and Red, White and You for veterans’ outreach.

All BRGs have also included community outreach in their objectives.

16. Why is that? How do you measure the

true impact of offering unlimited vacation, space for employees to pray or lactation rooms for nursing mothers? We are figuring that out together. Ultimately, we want a work environment where people can come and feel connected, respected and valued so that when they come here they can contribute at their maximum potential. That’s more challenging to measure, but it’s part of our ongoing dialogue at EOA. 17. What other priorities do you have?

Engaging middle managers as key stakeholders is high on the list of priorities.

18. Do you have metrics? Yes, we track training, representation and engagement.

19. How close are you to achieving your goals? By the end of last year, December

2018, we had hit our 2020 benchmark. We

For the workforce in particular, diversity is reflected in the value we place on differences that strengthen and enrich our human experiences. Inclusion is demonstrated by creating belonging and connectedness among employees. did that by making sure hiring managers had diverse candidate slates and created opportunities to cast our net wider in the job market.

20. What background did you personally bring to the Essilor corporate family? I spent

15 years in the airline industry and in health insurance working accounting, finance, human resources and inclusion and diversity. I was actively involved in employee resource groups and served on corporate diversity advisory councils where I weighed in on diverse segment marketing initiatives, hiring activities, retention strategies, etc. There were a few watershed moments that led me into this space and to Essilor.

Working in the airline industry when the attacks on 9/11 occurred, I saw firsthand the fear customers and flight crews experienced being on an airplane with people who “looked” suspicious. I also saw the compassion of strangers who embraced my husband and me and other traveling Americans. I also had a part to play in the passing of the Affordable Care Act in 2009 by introducing cultural competence in healthcare to Blue Cross Blue Shield. Lastly, involved with public education for over 15 years, I helped to mitigate bias in classrooms. n V I S I O N C A R E P RO D U C T N E WS . C O M

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