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VISION CARE PRODUCT NEWS

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OPTICAL LAB PRODUCTS

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OPTOMETRIC OFFICE

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RETHINK the possibilities.

Our goal... is to provide the vision care marketplace and eyecare professionals (ECPs) with the very best products, news and business management information available. At First Vision Media Group we’re doing just that.

VCPN keeps its ECP readers ahead of the learning curve and on top of their profession. We deliver product and technology information faster so they can set themselves apart from the competition. We provide the latest information as it is introduced, including the newest frame styles, designs, brand launches, and optical dispensary fashions. Our streamlined news coverage curated by our staff of editors with years of experience in the optical field enables VCPN’s readers to pinpoint what matters most to them and their business.

WHAT THE RESEARCH SHOWS

We provide readers with the contact information they need to access the latest products covered, and interactive links in VCPN’s electronic newsletters, websites and social media direct viewers immediately to the suppliers and manufacturers as their new products are released.

Over the years, we’ve helped thousands of ECPs evaluate the latest frame styles, the newest lens designs, and state-of-the-art equipment. We provide ECPs with the best information available to help them improve how they operate their business.

EDITORIAL QUALITY SETS US APART Our peer-to-peer strategy ensures that the information we provide resonates with ECPs’ practice needs. We conduct research that provides the knowledge and understanding of what information ECPs need and want from a magazine. This is how we developed our editorial mission:

These ECPs want what we deliver, high quality editorial. As a result, we provide an exceptional environment for advertisers who want to reach eyecare professionals. The following pages provide more information about our subscribers and products. And, we would welcome an opportunity to meet with you to discuss how a marketing communications program placed with First Vision Media

PRODUCT INFORMATION FOR OPTICAL PEOPLE

Group can help improve your bottom line.

Editorial quality is our foundation. It’s what sets us apart from our competition. The old adage, “What’s good for the reader is good for the advertiser” has never been more true. With marketing communication options and budgets under more scrutiny than ever before, it makes sense to partner with a publication that does the best job serving its readers’ needs and interests.

TERRY TANKER,

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In a recent study, readers identified Product Information as the most important category of article in professional optical publications, and VCPN ranks #1 for “Product Info” among a field of five competitors. After reading an issue, 90% of VCPN readers take an action.… notably using the articles to help run their businesses, sharing information with colleagues and seeking out additional information from advertisers,

publisher


EDITORIAL mission.

PRODUCT INFORMATION FOR OPTICAL PEOPLE IMPROVING BUSINESS PERFORMANCE THROUGH EDITORIAL EXELLENCE New eyewear products, manufacturing and dispensing technologies, office software and the business acumen needed to manage them all remain critical for the vision care professional. These remain the primary editorial focus of VCPN. Our editorial provides the framework that allows ECPs to keep pace with new products, technologies and best practices that enable VCPN readers to stay ahead of the curve. This editorial focus provides the resources needed to evaluate products in the marketplace, create stronger patient-employee relations and manage the bottom line more profitably. VCPN provides the information ECPs need to manage a winning practice. Simply put...

We Improve Business Performance Through Editorial Excellence.

EYECARE PROFESSIONALS RECOGNIZE THAT PRODUCT INFORMATION IS CRITICAL TO THEIR SUCCESS To make informed decisions about brands/products to carry, ECPs place great value on “news of changes in products and what they mean to our practice and patients/customers”

38%

Very Critical to Stay Current Critical to Stay Current Important

8%

32%

22%

FOR EDITORIAL CONTRIBUTIONS

70% Critical

92% Critical / Important

We believe the best source of insight is hands-on experience. We seek out authors who are at the forefront of vision care and accept contributions covering ideas and concepts that can be translated into immediate action. Our peer-to-peer strategy ensures that the information we provide meets the ECP’s practice needs. If you would like to contribute, send a brief outline or abstract, timelined for delivery, and relevant writing samples to John Sailer, VP, Editorial at: JSailer@FVMG.com

Somewhat or Not Important *GROW YOUR BRAND, Martin Akel & Associates, June 2018

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BY THE numbers. SUCCESSFUL MANAGEMENT STRATEGIES ARE THE KEY TO GROWTH for both independent ECPs and the industry as a whole. At VCPN, we have developed a wealth of knowledge about this market and it’s needs. In our pages, ECPs small and large, independent and chain, find a framework that helps move their practices forward with the very best product and business information available. TITLE/ OCCUPATION BREAKOUT* Total Circulation Optometrist Dispensing Optician Ophthalmologist Ophthamlic Assistant/Technician Chain HQ Executive Retail Chain Buyer Chain Store Manager Lab Wholesaler/Distributor Chain Store Manager Lab Executive (848)

* BUSINESS BREAKOUT * TITLE/ OCCUPATION BREAKOUT

Total Circulation 37,100 Total 100% Circulation 37,100 100% Optical Store 22,009 Optometrist 59.3% Optometric Practice 22,009 59.3% 11,037 Dispensing 29.8% Optician 11,037 29.8% Ophthalmology Practice 1,547 Ophthalmologist 4.2% 1,547 4.2% Multi-Discipline 495 Ophthamlic 1.3% Assistant/Technician 495 1.3% Chain HQ 162 Chain 0.4% HQ Executive 162 0.4% Chain Store 171 Retail 0.5% Chain Buyer 171 0.5% HMO 851 Chain 2.3% Store Manager Optical Lab/Wholesale Distributor 851 2.3% 313 Lab 0.8% Wholesaler/Distributor Lab Wholesaler Others Allied to the Field 313 0.8% 515 Lab 1.4% Executive 515 1.4% /Distributor

TITLE/OCCUPATION BREAKOUT

Total Circulation 37,100

0.4%

2.3%

Retail Chain Buyer (162) * June 2017 BPA Statement

0.8%

* June 2017 BPA Statement (286)

0.4%

37,100 11,489 19,583 2,786 593 137 1,341 57 822 292

* June 2017 BPA Statement

71.1% Frames 69.0% Sunglasses 71.2% Lenses Spectacle 71.1% Lenses Contact 57.0% Laboratory Equipment 57.5% Equipment Diagnostic 59.3% Accessories 4.9% Other

0.4%

1.6%

3.5%

Chain Store (1,304)

3.9%

7.2%

59.4%

71.1% 57.0% 57.5% 59.3% 4.9%

*VCPN Circulation Qualification Data June 2017

2.1%

0.2% 100HMO (58)

Optical Lab/Wholesale Distributor (790)

80

Dispensing Optician (11,194)

71.2%

100

Multi-Discipline (584)

1.3%

30.2%

69.0%

Total Circulation 37,100

Ophthalmic Assistant/Technician (482)

Ophthalmologist (1,462)

71.1%

BUSINESS BREAKOUT•

Chain HQ (130)

1.3%

PURCHASING INFLUENCE*

100% Total Circulation Frames 37,100 100% Sunglasses 31.0% Store Optical 11,489 31.0% Spectacle Lenses 52.8% Optometric Practice 19,583 52.8% Contact Lenses 7.5% Ophthalmology Practice 2,786 7.5% Laboratory Equipment 1.6% Multi-Discipline 593 1.6% Diagnostic Equipment 0.4% Chain HQ 137 0.4% Accessories 3.6% Chain Store 1,341 3.6% Other 0.1% HMO 57 0.1% *VCPN Circulation Qualification Data June 2017 2.2% Lab/Wholesale Optical Distributor 822 2.2% 0.8%Allied to the Field Others 292 0.8%

* June 2017 BPA Statement

Lab Executive (483)

Chain HQ Executive (159)

* PURCHASING INFLUENCE* BUSINESS BREAKOUT

Ophthalmology Practice/Dispensary (2,687)

Optometrist (22,024)

60

80 30.9%

Optical Store (11,472)

60

40 53.4%

40

20

20

0

0

Optometric Practice (19,803)

*June 2018 BPA Statement

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0.4% 3.6% 0.1% 2.2% 0.8%

Diagnostic Equipment Accessories Other

57.5% 59.3% 4.9%

BY THE numbers.

*VCPN Circulation Qualification Data June 2017

VCPN IS WHERE DECISION MAKERS FIRST BECOME AWARE OF NEW / LEADING 100 EDGE TECHNOLOGIES, PRODUCTS AND EQUIPMENT *

PURCHASING INFLUENCE* 88%

86%

84%

80

77%

Sometimes

12%

53%

Very Frequently / Frequently

3%

Rarely / Never

60

57%

55%

32%

SUPPLIER DISPLAYS

0

CONTAC LENSES/SOLUTIONS

85% Frequently + Often First Become Aware of Products Via VCPN

SPECTACLE LENSES

20

SUNGLASSES

40

CARE ACCESSORIES (CASES, ETC.)

Often

FRAMES

istributor

137 1,341 57 822 292

*GROW YOUR BRAND, Martin Akel & Associates, June 2018

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Vision Care Product News (VCPN) is exclusively dedicated to providing information on ophthalmic products—explaining and profiling those products and their applications to the reader in an easy-to-use format. Regular features include retail environment spotlights, roundups, closeups and NEW (short announcements about the latest products in each category). Produced monthly.

VISION CARE PRODUCT NEWS editorial calendar ISSUE

EYEWEAR + FASHION

JANUARY Women’s Eyewear 2019

VISION CARE TECHNOLOGY

BUSINESS SOLUTIONS

CLOSING DATE

MATERIALS DUE

Creative Lens Options (Tints, Shapes, Personalization)

Electronic Health Records

Nov 29

Dec 13

Practice Supplies (Rx Pads, Solutions, Lens Care Kits, Etc.)

Jan 4

Jan 18

FEBRUARY (MIDO) Special Fits In-Office Surfacing MARCH (VEE)

Sun & Sport

Rx Sun

Website Design

Feb 1

Feb 15

APRIL

The Art of Eyewear (Collaborations)

Lens Treatments (Photochromics/AR/Mirrors)

Apps

Mar 5

Mar 19

MAY

Kids

Retail Lab Design

Alliances, Buying Groups

Apr 2

Apr 16

JUNE (AOA) Rimless

Digital Lenses (Customize, Personalize, Special Measurements)

Measurement + Selection Devices

May 2

May 16

JULY

Men’s Eyewear

Digital Eye Strain (Blue Light + More)

Practice Management Systems

May 31

June 14

3D Eyewear

Lens Materials (An In-Depth Look)

Office Remake

July 2

July 16

SEPTEMBER (SILMO/VEW)

Eyewear from Europe

Edgers

Social Media

Aug 1

Aug 15

OCTOBER (AAO)

Readers + Accessories

Occupational Lens Designs

Wearable Electronics

Aug 30

Sep 13

NOVEMBER

Eyeglass Combinations

Rx Compatibility (Materials/Designs)

eCommerce for ECPs

Oct 4

Oct 18

DECEMBER

Trends for the New Year

Investing in Capital Equipment

Patient Engagement Solutions

Oct 31

Nov 14

AUGUST

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VCPN specifications. Half-Page Vertical Non-Bleed 3.75 x 9.75

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vision care

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GETTING

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

fit

Oakley always keeps athletes with prescription needs in mind.

NEED ALTERNATIVE-FIT FRAMES THAT OFFER CUSTOM ADJUSTABILITY? NIKE VISION’S TWO OPHTHALMIC LINES HAVE IT COVERED. FIELD JACKET 940201

FIELD JACKET 940205

STAR STYLE

800.631.1188 Safilo.com

FLIGHT JACKET 940106

800.848.1506 Transitions.com

T

o appeal to a broader range of patients who have various fit requirements, Nike Vision from Marchon Eyewear has introduced new ophthalmic collections: AF (Alternative Fit) and CF (Custom Fit). The line of eight models total (six AF and two CF) took about 18 months to develop, according to Marchon. AF models include a specially designed bridge that prevents sliding and provides a comfortable fit on wearers who have higher cheekbones and a lower, wider nosebridge. The CF collection features an interchangeable bridge system that also allows for both a standard fit or AF bridge that can easily be removed and replaced by an optician. “The roll-out of the Nike Vision AF collection in the U.S. was a natural progression following the continued success of the line in Asia,” said Brent Costner, vice president of performance brands at Marchon Eyewear, Inc. “We are committed to continually considering the evolving needs of our global consumers and adapting with new, tailored offerings to fit their lifestyles and needs.” AF collection frame shapes include full-rim rectangles along with two semi-rimless. Temples come in either lightweight, flexible nylon

RED DOT NO. 9 For the ninth time, Silhouette received a Red Dot design award for its Titan Minimal Art eyewear, this year for the TMA The Icon. Accent Rings. Characterized by sleek SPX rings as frames, models feature a unique frame that is neither rimless nor full-rimmed and comes in combinations such as brass and petrol with rosé gold or amethyst. Winners of the international design award were announced July 9 at the Red Dot Design Museum in Essen, Germany.

To stay informed subscribe to the VCPN INSIDER e-newsletter here: VisionCareProducts.com/VCPN-INSIDER

Marchon Eyewear 800.645.1300 Marchon.com NikeVision.com

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or full core wire (models AF7913 and AF7919) for adjustability and comfort. Style AF7924 combines a TR-90 frame front with thin injected temples and high tension hinges. AF models are available in three colorways each, including black, matte anthracite and satin dark blue. Model CF7084 is a bolder, full-rim style that incorporates a lightweight, injected TR-90 frame front and dual-injected nylon endpieces, plus cam hinges and rubber temple sleeves. A snap-on rubber and nylon ventilated nosepad reduces fogging. CF7083 is flexible and also lightweight. Each comes in four color options.

uncompromising demands of sport performance. The Field Jacket is a perfect example of that – by not only merging an aerodynamic design with innovative features but also pairing the sunglasses with Oakley Authentic Prescription Lenses and Prizm lens technology for the ultimate performance optical clarity.” Here’s how Ryan Barnes, general manager of Visioncare Arkansas and co-founder of Elite Sports Vision Academy, of Conway, AR, sees it: “Oakley Prizm eyewear is changing how athletes at all levels ‘see’ their sport. Vision plays a vital role in an athlete’s ability to perform at the highest level. In our sports vision training facility we demonstrate and encourage our athletes to wear and use the best sports

eyewear available. Oakley’s Prizm technology has given us a product we can use in conjunction with our high level training to help our athletes develop game-changing vision.” The Oakley Advancer airflow control toggle is another major advancement in both the new Field Jacket and Flight Jacket. “Sunglass fogging and overheating are common problems that athletes of all levels experience while on the bike, and Oakley set out to solve that problem with the launch of Flight Jacket and Field Jacket,” said Alison Jones, Oakley global product marketing director. “With the Oakley Advancer, a first of its kind innovative technology, athletes can now focus on their performance and not the conditions around them.” n

OAKLEY, INC. 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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800.733.6255

Front Cover Strip

$6,210

Half Page

$4,590

Quarter Page

$3,360

Strip Ad

$2,300

COVER POSITIONS: New.

1

NO NEED FOR A PAIR OF RX SUNGLASSES WHEN THESE STYLISH CLIP OPTIONS OFFER UV PROTECTION IN ONE EASY, CONVENIENT PIECE OF EYEWEAR.

W

hy is it we have eyeglass cases on our desk, and they do just one thing – store glasses? Can we make them more functional? That question led to the creation of BoB, a cleverly designed case for eyeglasses. BoB was engineered in England by a top design firm. It fits most eyewear while being nearly indestructible.

5

intriguing design was a conversation piece that quickly won the admiration of passersby. “We strive to be the main source of innovative accessories for the optical industry. After seeing BoB in action, we knew right away that our customers would be as excited to welcome BoB to their office,” stated Squicciarini. BoB is available in three popular colors and includes a compact counter display. OptiSource is the exclusive distributor of BoB in the U.S.

SD EYES

Sturdy yet lightweight, BoB is the ultimate multipurpose eyeglass case, capable of protecting eyeglasses while serving as a stand for smartphones or tablets and also storing “pocketshrapnel” such as wallets, keys, coins and pens. “Before bringing this innovative product to the U.S., a group of us at OptiSource got to know BoB ourselves,” said Daryl Squicciarini, president of OptiSource. “We were fascinated by the different places where BoB proved not only to be really useful but also to make a presence.” The

4 3

MOREL

IMAGEWEAR

MARCOLIN

MAUI JIM

CLUB LEVEL DESIGNS

KOALI THALIA

STYLE: PINEAPPLE

STYLE: 20029K

BETSEY JOHNSON GIRLS

TIMBERLAND

STYLE: CLD9620

STYLE: TB1600

Available in three colors — gray crystal, black and tortoise — this ophthalmic model for men exudes a vintage feel with a round shape and keyhole bridge. End pieces incorporate metal detailing.

This cat eye frame comes in both a soft and bold color palette: powder pinks and browns or blue, burgundy, black and purple for a stronger look. Nylon arches on the frame add a feminine, vintage vibe that harkens back to the 1960s.

This Rxable, unisex sun style includes SuperThin (ST) glass lens materials, non-slip silicone nosepads and spring hinges. Made of nylon, frames are round and come in four colors: teal green, tortoise, matte black, and slate gray/ brown stripe. Bi-gradient or blue mirror lenses feature Polarized Plus2 technology.

800.962.3200 SDEyewear.com

800.526.8838 Morel-France.com

OPTISOURCE INTERNATIONAL | 800.678.4768 | 1-800-OptiSource.com | Info@1-800-OptiSource.com

1. Imagewear Revolution Odessa 800.414.7656 ImageWear.com 2. I & Eye Optical Väri Eyewear VC1 516.570.2723 VariEyewear.com 3. Safilo Kids by Safilo SA003N 800.631.1188 Safilo.com Info@Safilo.com 4. Thema Optical iGreen Plus 0IGPL013 786.803.8881 iGreen. ThemaOptical.com CService@Thema-Optical.com 5. Clariti Eyewear Airmag A6251 800.372.6372 ClaritiEyewear.com

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$6,200

Oakley.com

BoB

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Trends.

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n the continued evolution of Oakley’s sport performance eyewear, the company’s newest, Field Jacket and Flight Jacket, both feature Oakley Advancer, a new airflow innovation that combats fog and overheating. With the simple pull of a toggle, athletes can harness cooling airflow on demand. Field Jacket is available in Rx, while Flight Jacket’s open-edge brow maximizes the upper field of view, creating a completely unique frame shape. About the Rxable Field Jacket, Will Conk, Oakley global product director said, “Oakley always keeps athletes with prescription needs in mind when developing products to exceed the

ADVERTORIAL

8

VCPN

FLIGHT JACKET 940104

Transitions Optical has a new ambassador for its “Light Under Control” brand campaign: CFDA fashion designer Christian Siriano, who hosted the launch of Transitions Signature lenses style colors and Transitions XTRActive style mirrors last month at “The Curated NYC,” the rooftop of his NYC boutique. “I love that Transitions lenses give wearers an opportunity to have it all,” Siriano said. “You get freedom of expression and comfortable vision day and night in a single, stylish lens.”

800.223.0180 Silhouette.com

snap + GO

www.hvacrbusiness.com

1/2 PAGE VERTICAL

Product Focus.

SAFILO’S EXPANDED FOCUS

HVACR BUSINESS SEPTEMBER 2017

product news

Insider.

Safilo recently opened a newly designed showroom in Tokyo, which comes on the heels of other international showroom locations, including Stockholm, Zurich, Hong Kong and Dubai, to name a few. The modern, Italian-designed space showcases the company’s brands to local customers and partners and “demonstrates the company’s commitment to the Japan market and its focus on developing its long-standing customer partnerships in the Asia Pacific region.”

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STYLE: SWAG

This debut line of girls’ and tweens’ ophthalmics comprises six models, three in stainless steel. Styles feature patterns on either the frame fronts or temples and come in two colorways each, such as shiny black, shiny blue, pink and two-tone purple. 800.414.7656 ImageWear.com

Featuring sporty details such as rubber temple tips or integrated hinges, three models (two ophthalmic and one sun) offer ontrend shapes: pilot, round and squared-pilot. Both ophthalmic model TB1600 and sun style TB9142 earned the Earthkeepers mark because each is composed of at least 35% bio-based plastic material. 800.345.8482 Marcolin.com

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888.666.5905 MauiJim.com

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Inside Front Cover

$7,000

Inside Back Cover

$7,000

Back Cover

$7,500

For Mulitple Page Programs, BRCs or Inserts: Contact publisher for costs and information. (All rates gross and include 4-color.)

FILES CAN BE ACCEPTED IN THE FOLLOWING FORMATS Adobe InDesign CC, Illustrator CC, Photoshop CC, Press-ready, hi-res PDFs with all fonts embedded. Color illustrations and images should be set up in CMYK, NOT RGB, at no less than 300 dpi resolution. Match prints are not required, unless specific color matching is requested. Files containing Pantone or spot colors will be converted to CMYK and are the advertiser’s responsibility. The publisher cannot be held responsible for incorrect colors as a result of improper files. SEND MATERIALS TO  Anthony Floreno Production & Web Manager Tel: 973.760.5311 | Fax: 440.731.8750 AFloreno@FVMG.com

F I R S T V I S I O N M E D I A G RO U P 2 019 M E D I A K I T | 7


Optical Lab Products (OLP) is the only industry publication committed to making lab people better at what they primarily do—fabricate eyewear. Each bimonthly issue provides lab readers with the kind of fundamental technical, business and product information to allow them to make informed operating decisions.

OPTICAL LAB PRODUCTS editorial calendar ISSUE CONTENT

CLOSING DATE

MATERIALS DUE

Latest in Coatings (Mirrors And Other Treatments, Plus Coating Equipment)

Nov 29

Dec 6

Optical Lab Leaders

Feb 1

Feb 8

MAY

Latest in Automation Technology

April 2

Apr 9

JULY

Lens Processing Technology (Consumables And New Technologies)

May 31

June 7

Lab Management Software

Aug 1

Aug 8

Lab Innovator of the Year

Oct 4

Oct 11

JANUARY MARCH (VEE)

SEPTEMBER (VEW) NOVEMBER 8 | F I R S T V I S I O N M E D I A G RO U P 2 019 M E D I A K I T


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OPTICAL LAB LEADER

OPINIONS

WHAT HAPPENS IN VEGAS...

Should NOT Stay There! evidenced by independent labs opening (check out our profile of R&D Optical Lab on page 12) and this month’s feature story, for which OLP sought the opinions of several equipment manufacturing leaders to find out how labs need to think about lens processing technology and how to integrate it. Increasing customer demands, customization and preempting problems are key areas that labs need to consider to stay competitive, and as machines become faster and more accurate, it’s wise to assess what areas require investment.

Given that the theme of this month’s issue is lens processing technology, it was certainly a timely visit. Change is here, as

Of course, Vision Expo West is the place to see and learn about the latest equipment on the market. The Lab Division will present

regulatory updates and news that you don’t want to miss, plus have the opportunity to hear from the up-and-coming industry leaders: The Vision Council’s Emerging Optical Leaders committee will be there to share what the younger generation is learning and doing. Read more about this group of young leaders in our roundtable discussion with members of its Steering Committee on page 8. So much is happening at VEW this year, from 30th anniversary celebrations and the Lab Division’s Hall of Fame banquet (at which former Transitions President Dave Cole will receive the Directors’ Choice Award; see page 8) and the launches of Luxexcel’s VirtualEngine and Schneider’s HSE Modulo QS

The Vision Council, Alexandria, VA “I’ve long admired Steve and his knowledge of the lab business, since my days at a lens manufacturer to now at The Vision Council. Steve is the epitome of expert when it comes to lab management, and he applies his knowledge and expertise to the benefit of our lab members and optical labs throughout the industry. He has led the charge to strengthen our annual lab meetings. He works to perpetuate the stature and integrity of the Lab Hall of Fame, recognizing other leaders and elevating the profile of optical labs and the important work that they do. ” – Maureen Beddis, VP, Marketing, The Vision Council

By Cara A. Huzinec (and one the company is keeping secret!) to live robotic sectoring and desectoring demos at Satisloh’s booth, plus much more. Vision Expo West is sure to give all of us a taste of what’s in store. Cara Huzinec is Editor of OLP. CHuzinec@FVMG.com.

Tak™ anti-slip film | STM630 conventional coolant | STM640 digital coolant | GTX edging series | Aspire™ lens polish | Sentry lens tape

PERFECT

BACKGROUND: A familiar face in the industry (he can be seen at trade shows, conferences and various optical industry meetings), Steve Sutherlin, current liaison of The Vision Council’s Lab Division, knows labs – and lab people.

TEACHABLE MISTAKE: Acknowledging that decisions were thought out (“mostly due to my brother John” ), one was a mistake.

He served as president of Kansas City, MO-based Sutherlin Optical for 24 years, vice president for 14, and as president of the Optical Laboratories Association (OLA), the Midwest Optical Laboratories Association and Lightbenders, Inc. In 2008, Sutherlin was inducted into the OLA (now Lab Division) Hall of Fame and is a two-time recipient of the Missouri Optometric Association’s “Friend of Optometry Award.” He also received the Vision Service Award by the Kansas Optometric Association and the Heart of America Eyecare Congress.

BEST INVESTMENTS: “When I started, glass was the only material.” There were no Transitions, anti-glare or high index, he explained. By his retirement in 2015, Sutherlin Optical was using free-form technology and making lightweight lenses in a mix of materials with in-house, glare-free coatings.

He took over as head of the Lab Division in 2015 (a day after retiring from Sutherlin Optical) with a goal toward effectively communicating and implementing additional benefits to The Vision Council’s Lab Division members, regardless of size. The Lab Toolkit, which includes marketing services, customer service training and a discount shipping program, among others, was created under Sutherlin’s leadership.

YOUR PROCESS

“I have come to realize that the most important message is that The Vision Council is the industry’s greatest champion,” he said. “A great example is our recent work on the FDA Unique Device Identifier regulation, which one well-informed member called ‘a nuclear bomb pointed directly at labs.’” (The Vision Council was able to reach an agreement with the FDA that excludes Rx lenses from the regulation, thanks to the work of Michael Vitale, Rick Van Arnam, and the management team of The Vision Council, according to Sutherlin.)

CALL SALEM TODAY FOR MORE INFORMATION

Visit us in Vegas CALIFORNIA 800.445.6339

NORTH CAROLINA CANADA 800.234.1982 844.858.7444 www.salemdist.com

OpticalLabProducts.com

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OLP HOYA

FROM A&R OPTICAL MACHINERY

“In the early days of hardcoating, we bought a system based on our relationship with a sales rep. That was a complete disaster,”

HOYA has introduced two progressive lens designs: iD Lifestyle 3 and Array 2. Both lenses incorporate the company’s patented Binocular Harmonization Technology to offset unequal prismatic deviation created by a distance prescription to ensure images are deviated by the same degree in each eye. According to HOYA, Binocular Harmonization Technology allows for comfortable and natural vision with effortless adaptation. For more information, contact HOYA Vision Care, North America at 800.423.2361 HoyaVision.com.

ARCH CROWN’S

“My brothers and I invested in state-of-the-art equipment from the day we took over the company. But hands down, the two best investments were putting in anti-reflection equipment, creating our own house brands and installing the DVI Lab Management System.”

EYEGLASS CASE LABELS

New from Arch Crown are custom, foil-printed labels for eyeglass cases that read, “If Found, Please Return To.” Laminated labels provide a scuff-resistant surface to protect foil printing and come in laminated gray, white satin cloth, clear acetate and polyester for secure adhesion to cases. For more information, contact Arch Crown, Inc. at 800.526.8353 ArchCrown.com.

House-branded lenses enabled Sutherlin Optical to reduce outsourcing, control quality and provide a brand that was exclusive to partners of the lab. “DVI taught us a new way to run a lab that was far superior to what we were doing before,” he explained. ADVICE: “Always take the high road. It rarely takes you to the wrong destination.”

FIL-TECH

QI6100 QUARTZ CRYSTAL 6 CHANGER The QI6100 holds six crystals to rotate a new crystal into place, providing uninterrupted deposition monitoring of thin film processes. The QI6100 is available in a flat or 45° angle head, can operate up to 350° Celsius and is adaptable to different coating systems. For more information, contact Fil-Tech at 617.227.1133 or FilTech.com.

ACCOMPLISHMENTS: For Sutherlin, relationships are the building blocks of success. So much so, he considers the ones he’s forged during the course of more than 45 years in the business one of his greatest accomplishments.

SALEM offers superior products and unparalleled support.

1/4 PAGE STANDARD

He also said a main source of pride is understanding his company was successful because of the employees and knowing they’ve been able to make a living and feed their families because of the lab.

SEPTEMBER 2018

3

10

MANAGEMENT

OPINIONS

18

OpticalLabProducts.com

MARCH 2018

03.18_OLP-FINAL.indd 10

Rollins on Marketing PRODUCTS

DATA MINING

PROFESSIONAL

to Improve your Business

By Eric Rollins

S

ome years ago, I accompanied our sales rep into the office of an optometrist for whom our lab did 100% of the work. He was an engaging and forward-thinking gentleman with a lot of drive. The purpose of our visit was to talk about increasing anti-reflective treatment sales, although we didn’t reveal that purpose in advance of the visit.

After exchanging some pleasantries, I asked him if he knew his percentage of AR. He proudly exclaimed: “We have almost everyone in AR. We’re over 95%.” I had to let a little air out of his balloon at that point. I had brought along his lens utilization statistics and said: “I think you are going to be surprised because your numbers are actually 41%, which is still a good number.” He almost went ballistic! He wanted to immediately confront his opticians and read the riot act to them. Luckily, I was able to calm him down pretty quickly. One thing that tends to be true in business: If you don’t actually know the numbers,

& IDEAS

FOR THE LABORATORY

We should be data driven in all of our intiatives, both internally and externally. you think the numbers are pretty good. This issue of Optical Lab Products is devoted to data mining, which is of key importance to be successful and profitable as a lab. We have great advantages with the computer systems that are available today, we just need to USE them! The data we should be examining every month (if not more often) includes the numbers for our labs, as well as the numbers for our customers.

the laboratory environment. We should be data driven in all of our intiatives, both internally and externally.

While data mining may sound boring, it should be at the apex of our marketing and manufacturing decisions. The data should direct our conversations with our customers and our improvement plans within

Eric Rollins is a veteran of the optical retail, frame and lab industries. His firm, Rollins Consulting, LLC, consults with the three Os to improve profitability. Email him at EricRollins@Comcast.net.

And a final thought: Google, one of the largest tech companies in the world, got there and STAYS there by data mining. They are said to know more about you than you do. So know the numbers! That will help you move to the top of your world.

OpticalLabProducts.com

O P T I C A L

L A B

P R O D U C T S

The Industry Has Selected Our

hecklists for managing optical labs is a great way to prioritize and stay focused on goals.

10

MAY 2018

05.18_OLP-FINAL.indd 10

These lists ensure all departments and managers are aware of problems, changes and improvements that are made on a weekly basis, in addition to how they have affected their departments and the results. Lab managers can start evaluating processes in different departments by creating standard operating procedures (SOP’s) for training purposes. Begin by creating a checklist that focuses on every step made in order to ascertain which needs improvement — and do this prior to writing SOP— to prevent making changes to them in the future. For example, when I evaluated the surfacing department,

GIVE YOUR LAB THE

ULTRA ADVANTAGE • • •

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MAY 2018

05.18_OLP-FINAL.indd 2

OpticalLabProducts.com

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News • PG 16

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New for the Lab • PG 15

Checklists are a Customizable Method to Pinpoint Problems and Solve Them.

The challenge of creating an effective checklist is staying focused and not making the process more complex than it needs to be. Keeping these goals in mind while looking to improve the overall environment - along with being thorough — will make a good starting point in devising a checklist.

Front Cover Strip

OPTICAL LAB LEADERS

by Shannon Swaim

As in most manufacturing industries, having a safe and productive environment would be the first item of importance along with quality assurance, which is just as critical.

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SEPTEMBER 2018

2/22/18 8:53 AM

CHECKING IT TWICE

SPECIFICATIONS

TWO NEW LENSES FROM

This automated stacker/ destacker is compatible with all tray formats and features an easy-to-use touchscreen interface and quiet operation. With a job time of eight seconds per job, EasyStack’s compact size allows for multiple configurations and integrates into a lab’s production flow. EasyStack includes doubleband conveyor tray storage with a stack capacity of two to 10 job trays. For more information, contact A&R Optical Machinery at 262.641.8780 or AR.be.

03.18_OLP-FINAL.indd 1

Essential products for every lab. Superior coatings for all substrates 44R: The fastest, most reliable automated coating machine

www.hvacrbusiness.com

1/2 PAGE HORIZONTAL

NEW For the Lab

Steve Sutherlin, Lab Division Liaison

HVACR BUSINESS SEPTEMBER 2017

1/2 PAGE VERTICAL

MARCH 2018

LP is fresh from a visit to our 2018 Lab Innovator of the Year (to be featured in our November issue), where we had the chance to see advanced, completely automated lens processing techniques in action. This lab knew it had to update processing techniques to keep up with demand and stay competitive: it produces 1,200 to 1,500 jobs per day (600 to 700 AR jobs) with a surfacing department that is pretty much run on its own (hardly an employee in sight in that section of the lab).

Organizer

EASYSTACK

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Live Area: 16.5" x 10.375" Trim Size: 17" x 10.875" Bleed Size: 17.5" x 11.375"

In The Lab

T

cessing Technologies

1/4 page Horizontal Non-Bleed 7.75 x 2.325

BOOTH LP4161

www.ultraoptics.com

MARCH 2018

FILES CAN BE ACCEPTED IN THE FOLLOWING FORMATS Adobe InDesign CC, Illustrator CC, Photoshop CC, Press-ready, hi-res PDFs with all fonts embedded. Color illustrations and images should be set up in CMYK, NOT RGB, at no less than 300 dpi resolution. Match prints are not required, unless specific color matching is requested. Files containing Pantone or spot colors will be converted to CMYK and are the advertiser’s responsibility. The publisher cannot be held responsible for incorrect colors as a result of improper files. SEND MATERIALS TO  Anthony Floreno Production & Web Manager Tel: 973.760.5311 | Fax: 440.731.8750 AFloreno@FVMG.com

1

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F I R S T V I S I O N M E D I A G RO U P 2 019 M E D I A K I T | 9


Optometric Office (OO) offers ODs in-depth, pertinent information about the products that serve them in their practice. Produced nine times per year, the publication discusses product features, benefits, and applications for such categories as contact lenses, diagnostic equipment, therapeutics, and technology—all in a user-friendly format.

OPTOMETRIC OFFICE editorial calendar ISSUE INSTRUMENTS JANUARY

CONTACT LENSES

PATIENT CARE

PHARMACEUTICALS OTC & RX

PRODUCTS AT-A-GLANCE

CLOSING MATERIALS DATE DUE

Diabetic Retinopathy

Astigmatic

Ocular Trauma

Corneal Dystrophies

Digital Apps

Nov 29

Dec 6

Glaucoma

Digital Eye Strain

Coding Conundrums

Allergy

Nutraceuticals

Feb 1

Feb 8

Lid Hygiene/ Cleansers

Mar 5

Mar 12

(SECO)

MARCH (VEE)

APRIL Refraction Technology Keratoconus Amniotic Membranes Glaucoma MAY

AMD

Dry Eye

JUNE (AOA) Ocular Photography Daily Disposables JULY

SEPTEMBER (VEW)

Binocular Vision Disorders

Ortho-K for Myopia Control

Irregular Corneas

Cosmetic

Alzheimer’s Disease

Cataract Comanagement

Lubricant Drops

Apr 2

Apr 9

Digital Patient Communication

Lid/Lash, Meds & Cleaners

Punctal Plugs

May 2

May 9

Hand-Held Instruments

May 31

June 7

Dry Eye

Tonometers

Aug 1

Aug 8

Ocular Infections Transplant

Daily CLs

Aug 30

Sep 6

Hypo-Allergenic Cosmetics, Cosmeceuticals

CL Solutions

Oct 4

Oct 11

Early Disease Uveitis Detection Ocular Nutrition

OCTOBER (AAO)

Ocular Surface Disease Post-op Corneal Glaucoma

NOVEMBER

The Exam Room

Case Files: Problem Telemedicine Presbyopes

10 | F I R S T V I S I O N M E D I A G RO U P 2 019 M E D I A K I T


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1

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2-PAGE SPREAD

FULL PAGE

Live Area: 16.5" x 10.375" Trim Size: 17" x 10.875" Bleed Size: 17.5" x 11.375"

Live Area: 8" x 10.375" Trim Size: 8.5" x 10.875" Bleed Size: 9" x 11.375"

HVACR BUSINESS SEPTEMBER 2017

www.hvacrbusiness.com

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3.375" x 9.375"

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MARCH 29 V6

OPTOMETRIC OFFICE EDITORIAL STAFF VP, Editorial John Sailer | JSailer@ FVMG.com Editor-in-Chief Jeffrey Eisenberg | JEisenberg@FVMG.com

Table of Contents 8 10

VIEWS

Jeffrey Eisenberg

Editor Cara Aidone Huzinec | CHuzinec@FVMG.com Creative Director Megan LaSalla | MLaSalla@FVMG.com Production and Web Manager Anthony Floreno | AFloreno@FVMG.com Contributing Writers Jeffrey Anshel, OD, FAAO Sherry J. Bass, OD, FAAO, FCOVD Brooke Messer, OD, FAAO Jennifer Zolman, OD, FCOVD

BUSINESS STAFF President/Publisher Terry Tanker | TTanker@FVMG.com Executive Vice President Shawn Mery | SMery@FVMG.com

DEPARTMENTS 2 | Views

12

5 | Think About Your Eyes

shy person. I’ve been that way since childhood (though my shyness has diminished a little with age). So, even

14

14 | New Product Gallery

Regional Sales Manager Eric Hagerman | EHagerman@FVMG.com

16 | At-A-Glance: Tonometers

EDITORIAL ADVISORY BOARD

INDUSTRY ADVISORY BOARD Dwight Akerman, OD, Alcon Laboratories, Inc., a Novartis Company Steve Baker, EyeFinity • Joseph Boorady,OD, TearScience, Inc. Sally M. Dillehay, OD, Visioneering Technologies, Inc. Dave Hansen, OD, Ophthalmic Consultant • Carla Mack, OD, Alcon Laboratories, Inc. Dave Sattler, Dave Sattler Consulting Michele Andrews, OD, CooperVision, Inc. • Ellen Troyer, Biosyntrx, Inc. Millicent Knight, OD, Johnson & Johnson Vision Care, Inc.

Throughout this magazine, 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.

TO SPEAK UP

Anyone who knows me can tell you that I’m basically a

Vice President, Marketing Debby Corriveau | DCorriveau@FVMG.com

Jeffrey Anshel, OD • Sherry Bass, OD • Murray Fingeret, OD • Ed De Gennaro, MEd, ABOM • Deepak Gupta, OD • Alan Homestead, OD • Nikki Iravani, OD • Bill Jones, OD Alan G. Kabat, OD • Kenneth A. Lebow, OD, FAAO • Jerome A. Legerton, OD, MBA Scot Morris, OD • John Schachet, OD • Eric Schmidt, OD • Leo Semes, OD Peter Shaw-McMinn, OD • Joseph Sowka, OD, FAAO Jennifer Stewart, OD • J. James Thimons, OD

KNOW WHEN IT’S TIME

4 | One-to-One: Samuel D. Pierce, OD

6 | Product Buzz

though my parents and teachers taught me that it’s important to speak up when something is wrong or could be better, I’ve always found that easier said than done. That’s why I offer kudos – lots of it – to anyone who does speak up. For example, it was a small group of optometrists in 1967 who first spoke up about the capabilities of ODs, setting in motion the call for expanded scope-of-practice laws.

FEATURES 8 | CONTACT LENSES: Color and Occlusion 10 | PATIENT CARE: Is AMD Progression in the Genes? 12 | PHARMACUETICALS: A Nutritional Approach To Treating Dry Eye

www.Facebook.com/OptometricOffice www.Twitter.com/OO_Magazine

In recent weeks, a number of people and organizations have spoken up. Among them: • The California Optometric Association, which has warned the public that self-administered “vision tests” conducted online raise significant safety concerns. The COA also sent a letter to the California attorney general stating that one company may be violating an FDA directive by marketing such a test. The American Optometric Association and Transitions Optical also have warned consumers that an online test is no substitute for an in-person comprehensive eye exam. (For more on this, see “Product Buzz,” page 6.) • Texas Attorney General Ken Paxton’s Consumer Protection Division, which stopped 37 distributors and retailers from unlawful contact lens sales. “My office’s contact lens sweep is a reminder to Texans to safeguard

their vision by using only contact lenses prescribed for them by a licensed practitioner,” Paxton said. “We will continue to take appropriate action against retailers and businesses that endanger consumers by selling unlawful lenses. We strongly urge anyone who has found retailers selling lenses without a prescription to contact our office.” • Fifty-four members of Congress, who in a letter to Federal Trade Commission Chairman Joseph J. Simons, urged him to reconsider proposed changes to the Fairness to Contact Lens Consumers Act. The changes, if enacted, would require eyecare practitioners to have patients sign a document that says they received a copy of their contact lens prescriptions and then keep those documents on file for at least three years. “After nearly two years of deliberation,” the members of Congress write, “the plan continues to threaten to impose an unnecessary and burdensome mandate on tens of thousands of small business healthcare practices while also failing to consider strategies aimed at improved enforcement of existing patient health and safety provisions of the FCLCA.”

| TO TREATING DRY EYE

Metabolism of fatty acids and vitamins can help quell the inflammation behind ocular surface disease. We know now that there are myriad causes of dry eye disease, all with a common denominator of underlying inflammation. However, we now have more diagnostic tests and more treatment tools at our disposal, including nutritional input. A look at the science behind this approach to treating dry eye can offer us a complete picture of dry eye from an alternative perspective.

How willing are you to speak up? For example, did you visit Capitol Hill with your colleagues? Have you contacted your representatives? Or, have you contacted your state association or the AOA? That, along with your care, may affect your patients’ eye health as well as the eye health of millions of other individuals. In short: Don’t be like me. Speak up, and don’t be shy.

***

2 June 2018 | OptometricOffice.com

PRODUCT FOCUS

The compact desktop imaging device represents the company’s first combined imaging device. Besides OCT, image modalities include optomap color and optomap plus (red and green laser), a color composite view, a green laser view, red laser view, optomap green laser autfluorescence and OCT.

High resolution 200º singlecapture optomap images can be produced in 0.5 seconds and improve pathology detection and management from the macula through the far periphery.

Central pole OCT provides comprehensive multi-modal imaging. Monaco offers 40° OCT views of the retinal structure.

Green laser autofluorescence minimizes patient exposure to blue light and shows the macula and optic nerve head in detail.

In addition, optomap images and OCT scans, are correlated to facilitate pathology examination, and all the images can be seen in a single, comprehensive view, according to the company.

Three-in-one color depth imaging provides clinical data from the retinal surface through the choroid.

WHERE TO FIND IT Optos 800.854.3039 | OptosNextGen.com

A study on the technology presented at ARVO 2018 evaluated different pathologies using the equipment and comparing it to standalone OCT. Features of drusen, atrophy, pigment epithelial detachment, cystoid macular edema, ellipsoid zone disruption, subretinal drusenoid deposits, nerve fiber layer thinning, vitreo-macular traction, and epiretinal membrane were identified similarly on both devices. Using the ultra-widefield OCT, additional lesions such as drusen and hemorrhages could be observed beyond the OCT scanning field.1 1. Gresores NJ, Singer M, Cairns AM, et al. Evaluation of a combined ultra-wide field SLO with SD OCT. ARVO Abstract 664 -C0222.

OptometricOffice.com | Ju ne 2018 9

START THE CONVERSATION

The important concern for us is to start a conversation about diet and nutrition with our patients. Now that ODs are in the primary care arena, this needs to be one of the conversations in the exam room. This ties in with the message that Think About Your Eyes promotes, namely the importance of an annual eye exam.

THE RIGHT BALANCE

One of the most important aspects of this metabolism is the balance between the two omegas. Because omega-3 progresses to an antiinflammatory prostaglandin, we might think our bodies need more of that one. However, we also need

Nowadays, there seems to be a mobile app for just about everything, even eyecare. A number of apps are available to both optometrists and patients. We wanted to know how big a role they play in optometric practice. Many of the doctors who responded don’t use apps or recommend them to patients, but they have a long wish list.

PATIENTS’ DIETS

By contrast, chronic inflammation can cause long-term damage to our eyes as well as our bodies. Our digestive systems are not able to absorb the “good” nutrients effectively when in an inflamed state. Even so, the common Western diet, which is saturated with corn and grains that contain gluten, sugar, high-fructose corn syrup, caffeine and alcohol, vegetable oils, and red meat, is associated with an increased AMD risk.

There are two essential (needed in our diet) fatty acids: alpha-linolenic acid (ALA), an omega-3, and linoleic acid (LA), an omega-6. Internal enzymes inside our bodies act upon these acids, producing functional molecules, including molecules that have pro- or anti-inflammatory reactions. Once metabolized, ALA and LA become prostaglandins E3 and E2 respectively. However, the pro-

gressive enzyme action is affected by many factors. For example, the delta-6 desaturase enzyme action on both omega molecules is reduced by aging, alcohol, nutrient deficiencies, trans fat, and elevated cholesterol. Thus, the metabolism of these molecules may not be as efficient as it appears.

Mo b i l e a p p s

KEEPING AN EYE ON

We also know that a diet rich in nutrients with antioxidant properties, such as vitamins C and E, lutein, and zeaxanthin, may help slow the progression of cataracts. There’s now evidence that several nutrients play a role in the treatment of dry eye disease as well. (See “A Nutritional Approach to Treating Dry Eye,” page 12.)

Numerous studies have shown that omega-3 fatty acids (fish oil) are effective at treating dry eye disease. However, they are not the only nutrient that addresses dry eye disease.

DOCS | SPEAK OUT

THINK ABOUT YOUR EYES

Consider: The Age-Related Eye Disease Study, or AREDS, found that individuals who had a high-risk of developing advanced age-related macular degeneration but took a supplement containing high doses of vitamins and antioxidants reduced their risk of progression by 25%. They also reduced their risk of visual acuity loss due to advanced AMD by 19%. Research also has suggested that an individual’s genetic make-up may help determine the role of nutrition in preventing AMD progression. (See “Is AMD Progression in the Genes?” page 10.)

TWO ESSENTIAL ACIDS

12 Sep t emb er 2 0 18 | O p t omet r i c O ffi c e. c om

Scientists have understood for years that proper nutrition is critical to eye health. Intensive research conducted in this area has identified essential nutrients that promote healthy vision and may reduce the risk of eye disease.

Which apps do you yourself use? (Check all that apply.)

60 50

YES 36%

20

To educate our patients, we need to educate ourselves as well with basic knowledge about nutrition and its effects on the eyes and body. For example, not all supplements are created equal. Many have low bioavailability, which can hinder absorption of the nutrients. Each of us should do some research and be able to recommend the most appropriate supplements available for our patients. They should get their information from us rather than purchase whatever supplement for which they have a coupon. It is always best to get our nutrition from foods, but when we can’t, a supplement can fill the void.

BIG IMPACT

Changes in diet can have a big impact on eye health and improve the quality of life. Eyecare professionals know that good eye health is proactive. Our bodies do not create all the nutrients we need, so it’s essential to get them through our diet and/or nutritional supplements such as ocular vitamins. O|O

OptometricOffice.com | September 2018 5

50 40 30

30

Jennifer Zolman, OD, FCOVD, is the immediate past president of The South Carolina Optometric Physicians Association and is among the 18,000 doctors listed on the Think About Your Eyes online locator. Think About Your Eyes is a nationwide public awareness initiative promoting the importance of an annual eye exam and overall vision health. First Vision Media Group supports Think About Your Eyes as a media partner.

$3,470

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3%

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8% 13% 25% 59%

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Do you use or recommend any apps in your practice?

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Which apps do you recommend to your patients? (Check all that apply.)

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NO 64%

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Jennifer Zolman, OD

Full Page

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Jeffrey An s h el, OD, FAAO

• Hundreds of ECPs across the U.S., who went as part of the Health Care Alliance for Patient Safety and the AOA to Washington to meet with White House officials, members of Congress, Congressional staff and health regulators. They discussed such topics as the proposed FTC rule change, the need to reform the prescription verification process and the importance of quality eye and vision care for veterans.

MARCH 29 V6

O P TO S P LC, A PART O F N IKO N CO R P. , HAS CO MBIN ED ULTR A-WID EFIELD IMAGIN G W I T H O P TICAL CO HER EN CE TO MO GR AP HY IN THE N EW LY IN TR O D UCED MO N ACO.

SPECIFICATIONS

A NUTRITIONAL APPROACH

Jeffrey Eisenberg | Editor-In-Chief | JEisenberg@FVMG.com

www.Linkedin.com/showcase/Optometric-Office-Magazine

MONACO COMBINES OCT, Ultra-Widefield Imaging

OO

PHARMACEUTICALS

20

8% 2% 30% 7% 3% 8% 53%

10 0

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Len

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p er dio pia apps Oth Stu ree Ste Myap any Color rks Th use n’t Pa Optix I do Air

If you could have one app for yourself or your patients that isn’t currently available, what would it be? (Please describe)

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“Blood sugar app monitor.”

“An app to help choose a particular PAL design or brand based on Rx, lifestyle, etc.”

and the FDA, to assure health and safety monitoring for consumers, and one that consolidates all available tools into a standardized and broadly available app that is easy for all ages. This unfortunately cannot happen without federal regulation!”

“An AREDS reminder.”

“Contact lens price search engine.”

“HIPAA-compliant communication.”

“I use all computer-based applications/ websites.”

“An app that explained some common diseases—macular degeneration, cataracts and glaucoma.”

“Slit lamp photos.”

“Fused cross-cylinder calculator.” “More access to my EMR.” “I don’t use any apps at all at any time.” “An app that would describe various treatment options.” “One that is approved by professional associations that develop and defend standard of care protocols for eyecare (American Medical Association, American Optometric Association, etc.) 16 J u ne 2 0 18 | O p t omet r i c O ffi c e. c om

“No interest or time for apps. Don’t use. Don’t recommend. Don’t want to use or recommend.” “Dry eye artificial tear reminder”

“A good medication reminder.” “Pupil measurement app.” “An app for a portal access for their healthcare information.”

“Quick toric crossed cylinder, but I think that is already available.” “More apps for Android. I wish I could access more of them on my Android phone so that I did not have to go to my desktop.”

“Maybe a dry eye app. Patients could monitor symptoms and how many times a day they are using drops. Info could be shared with doctor.”

“Inexpensive seg height and PD measurements.”

“Some sort of diagnostic quick screening for functional visual issues.”

“Reminders for eye exams for diabetic patients.”

“Online formulary check.”

For Mulitple Page Programs, BRCs or Inserts: Contact publisher for costs and information. (All rates gross and include 4-color.)

Color illustrations and images should be set up in CMYK, NOT RGB, at no less than 300 dpi resolution. Match prints are not required, unless specific color matching is requested. Files containing Pantone or spot colors will be converted to CMYK and are the advertiser’s responsibility. The publisher cannot be held responsible for incorrect colors as a result of improper files. SEND MATERIALS TO  Anthony Floreno Production & Web Manager Tel: 973.760.5311 | Fax: 440.731.8750 AFloreno@FVMG.com F I R S T V I S I O N M E D I A G RO U P 2 019 M E D I A K I T | 11


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$1,000

SPECIFICATIONS FILES CAN BE ACCEPTED IN THE FOLLOWING FORMATS Gif, animated gif, jpeg, FLASH, JavaScript. No Looping Restrictions. Media Max K Size - 600K. Video must be hosted on YouTube. SEND MATERIALS TO  Anthony Floreno, Production & Web Manager Tel: 973.760.5311 | Fax: 440.731.8750 AFloreno@FVMG.com

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CUSTOM continuing education/research.

EDUCATION, RESEARCH, CUSTOM PUBLISHING AND MORE! EDUCATION: ABO/NCLE-APPROVED CONTINUING EDUCATION COURSES Opticians are continuously looking for access to accredited CE to fulfill their licensing requirements, hone their dispensing skills, troubleshoot specific dispensing needs and stay informed about the latest techniques and technologies to provide cutting-edge eyecare and eyewear for their patients. Supporting accredited CE via a non-restricted educational grant allows opticians access to up-to-date practical skills and essential information required for their daily activities. Providing accredited education content on new

YOUR PARTNER FOR RESEARCH NEEDS… FAST, EFFECTIVE, ACCURATE Market research doesn’t have to break the bank. Opti-Research is an affordable means to gather the information you need to build your business. From new product research, market snapshots and trends, to creative analysis or customer satisfaction surveys, we can help. Our “blind” research makes it possible to obtain the data you need without disclosing your company name and product or running the risk of leaking upcoming business plans. Whether your needs are simple surveys or complex strategies, Opti-Research has a solution. 14 | F I R S T V I S I O N M E D I A G RO U P 2 019 M E D I A K I T

technologies and interesting, currently trending and pertinent topics also keeps your brand top of mind. We do all the heavy lifting! Included in online CE sponsorship is: course development with experts in the field, ABO approval and administration, web hosting and immediate online grading, results communication and announcement of the course in print, online and on social media. Courses reside on VisionCareProducts. com/Education. Live CE events are also available for sponsorship.

EXAMPLE OF DATA COLLECTED BY OPTI-RESEARCH Has the number of glaucoma patients in your practice grown in the past three years?

Do you actively market your practice as a provider of specialty contact lens care?

Have you diagnosed more patients with Dry Eye Disease this year than a few years ago?

12%

18%

NO

NO

43% 82% YES

57% YES

NO

88% YES


CUSTOM publishing/research.

CUSTOM PUBLISHING You and your business are unique—so why use “cookie cutter” materials? Use customized, personalized and unique materials to showcase your products. FVMG has a suite of custom marketing materials to make your business stand apart from the crowd. And, if you don’t see it—we’ll create a custom print, electronic publication or complete marketing program combining these that suits all your needs. Custom publications are a great way to stand out. Built for your specific needs, custom publications may be either B2B or consumer facing, print or digital. We work closely with you to be sure your look, feel and tone are reflected in your custom publication.

B2B RETARGETING

YOUR AD

ECPS OR CONSUMERS SEARCH THE INTERNET

USERS VISIT OTHER SITES

USERS SEE YOUR AD ON OTHER SITES

One of the latest advertising tools, retargeting is an innovative advertising technology that delivers your brand and product message, via display ad, to prospects after they leave a FVMG website VisionCareProductNews.com, OptometricOffice.com, or OpticalLabProducts.com. As they continue to surf the web your ad will be shown up to 3x per day on the websites they visit. We also use an internet search component: When an ECP or consumer searches the internet using one of your keywords, a code is placed on their browser. As they continue to surf the web over the next few weeks, your ad will be seen up to 3x per day on the websites they visit. F I R S T V I S I O N M E D I A G RO U P 2 019 M E D I A K I T | 15


FIRST VISION MEDIA GROUP 2019 MEDIA GUIDE

RETHINK THE POSSIBILITIES EDITORIAL STAFF

BUSINESS STAFF

VICE PRESIDENT, EDITORIAL

PRESIDENT & PUBLISHER

John Sailer JSailer@FVMG.com

EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com EDITOR EMERITUS Ed De Gennaro, MEd, ABOM EDeGennaro@FVMG.com

CREATIVE DIRECTOR, VCPN Kat McBride KMcBride@FVMG.com

CREATIVE DIRECTOR, OLP & OPTOMETIRC OFFICE Megan LaSalla ML@FVMG.com

Terry Tanker TTanker@FVMG.com

EXECUTIVE VP Shawn Mery SMery@FVMG.com

VICE PRESIDENT, MARKETING Debby Corriveau DCorriveau@FVMG.com

REGIONAL SALES MANAGER Eric Hagerman EHagerman@FVMG.com

PRODUCTION + WEB MANAGER Anthony Floreno AFloreno@FVMG.com

VISIO N C AR EP R O DUC T S . CO M | O P T I CA LLA B P R O D UCT S . CO M | O P TO M ETRIC O FF IC E. C O M 31674 CENTER RIDGE RD., SUITE 104, NORTH RIDGEVILLE, OH 44039 | PHONE 440.731.8600

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2019 FVMG Media Guide  
2019 FVMG Media Guide