Opticenter - The Voice of Vision West - Summer 2011

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Transitions and the swirl are registered trademarks and Healthy sight in every light is a trademark of Transitions Optical, Inc. ©2010 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material. ©2010 Vision Service Plan. All rights reserved. VSP is a registered trademark of Vision Service Plan.

U9MC003

A MESSAGE FROM THE PRESIDENTS DESK

P3

SERVE YOUR CUSTOMERS, BUILD YOUR BOTTOM LINE:

The first Quarter of the year is now behind us The first quarter of the year 2011 is now behind us.

An example is the top selling ophthalmic frames of a

Your CPA’s report now sits on your desk for your review.

number of your frame vendors. Ask your staff members

If not your CPA’s report, you have the financial

to find this information in the ‘members’ only section’

report(s) sitting in front of you generated by your

of the Vision West website and check it against your

Practice Management Software.

inventory for that frame vendor.

Where in those financials is ‘Mr. Jones’ who presented

As they look through the website for the answer, they

with a piece of metal embedded in his cornea for the

will soon discover the many other ways the website is

past 4 days who, as he put it, “manned up”, trying to

designed to help them provide the very best ophthalmic

wash it out on his own so he could save the cost of

products to your patients. Every month one of your

a visit to your office? Where in those financials is the

employees should be able to find one more thing

time your staff spent making certain your frame inventory

Vision West offers you that will allow those financials

does not show any ‘shrinkage’ from those people who

to look just a little better.

might consider taking a frame home that does not belong to them?

“No other health care provider faces the issue of dealing with a ‘product’ to complete the care of a patient.”

Vision West is here to help, never hesitate to call the Vision West offices for help. We are here for you!

Look for more helpful hints on our Facebook page and be sure to ‘Like’ us when you visit.

Joseph C Mallinger OD MBA FAAO CEO & President Vision West, Inc.

Your patients seek your knowledge, your true caring about their health, your honest assessment of their healthcare needs. Optometry is a unique profession.

As health care providers, we must first make certain our patients are healthy. Assuring our patients of the health of their visual system and ruling out any systemic disease manifesting itself during the examination is our responsibility. The unique feature of our profession is that in order to finalize the examination we must

Vision West is proud to welcome our new Southern California Field Representative

provide our patients with the very best ophthalmic lens,

Dan Frutiger.

contact lens, or other visual aid necessary to allow

Dan has a bachelors degree in

them the very best possible vision.

Business Management coupled

This responsibility requires our staff members to discuss ophthalmic products with our patients – these products create line items in your financials. No other health care provider faces the issue of dealing with a ‘product’ to complete the care of a patient. Vision West is here to help you and your staff with the many options available to your patient when you complete your examination, while keeping costs down.

with 15 years of office management and executive directorship in the non-profit sector on top of his 13 years of sales experience in the Eyecare industry. We think Dan is going to be incredible asset to our southern California members and the entire Vision West team. If you would like to contact Dan Frutiger, he can be reached at daniel@vweye.com or (760) 637-0599.

P4

SOCIAL MEDIA

FOR THE INDEPENDENT EYECARE PROVIDER

IMPROVE YOUR SEARCH ENGINE OPTIMIZATION (SEO)

“With better SEO, new patients will find your practice easier when searching for an eyecare professional online. ” Lately, a lot has been made of Search Engine Optimization (SEO). SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. Getting your practice website involved with social media marketing is one of the cheapest and most effective strategies to greatly improve SEO of your practice online and help new patients find your practice website easier.

3. SOCIAL MEDIA MARKETING WITH LINKEDIN (continued) Invite top professionals in your niche to join your group.

Respond to queries related to your practice or profession promptly.

These are just a few simple examples of how to use social media to improve the SEO of your practice online.

With better SEO, new patients will find your practice

Here are a few simple tips for the most common social

easier when searching for an eyecare professional

media platforms to market your practice that will greatly

online.

improve the SEO of your practice website online:

1. SOCIAL MEDIA MARKETING WITH TWITTER Create Twitter lists.

In closing, remember Vision West is here first and foremost to help you, our members. If you have any questions or social media topics you would like discussed in this column please send them directly to us at feedback@vweye.com.

Have an auto responder for people who tweet.

Keep keyword alerts that are related to your business.

Until next time,

Add your business Twitter link to your practice website so that people easily follow your practice in Twitter

Technology and Communications Manager Vision West

2. SOCIAL MEDIA MARKETING WITH FACEBOOK

JOHN LUCAS

FIND US ON FACEBOOK:

Vision West Buying Group

Create a Facebook fan page for your business Start a competition for your Facebook page so that you can get your first 25 followers. 25 followers allows you to get an analytics page and SEO friendly url for your practice’s Facebook fan page.

FOLLOW US ON TWITTER:

@Vision_West

Join other groups that are related to your practice or industry and place a link on your practice website to your Facebook fan page.

Congratulations 3. SOCIAL MEDIA MARKETING WITH LINKEDIN LinkedIn is one of the top social media communities where professionals from various niches discuss their latest approaches and strategies.

To get your practice started in LinkedIn create your own business group.

to Elizabeth K Groetken OD for being the winner of the color Nook in our recentt vendorr conversion contest!”

P5 V I S I O N W E S T M E M B E R F E E D B A C K U P D AT E :

Announcing the NEW Vision West IEP Resource Center

As a result of the combined feedback from many of our members

To check out our new IEP Resource Center, just login to your

over the last year, Vision West is proud to announce that our new

Vision West member account online and click on the tab labeled

multi media “Independent Eyecare Provider (IEP) Resource Center”

“IEP Resource”. There is plenty of useful information located there

is available online for all of our members to access.

already but be sure to check back often because we will be

The IEP Resource Center is a centralized place where our members or their staff can go to learn interactively. There you will find educational videos about common eye problems that can be used to visually inform and educate patients or new staff members.

You can also link to Online CE courses offered through the Southern California College of Optometry (SCCO), use the Transitions Online Marketing Tool (TOM), view vendor product videos, get practice management tips or even read an interactive version of our OptiCenter newsletter.

continually adding to it.

P6 CUSTOMER SERVICE TIPS:

5 Important Vendor Billing Tips to Remember!

When doing an “exchange” with a vendor, we suggest you ask for 60-day terms on the new order. Since credits can take up to 60 days to process, the new invoice will be due the same month you receive your credit.

When returning product, make sure to receive a return authorization from the vendor. Always send product back in a way that can be tracked.

When you have a concern, issue or any question regarding the billing on your Vision West statement, please call us.

We are here to help and to save you and your staff valuable time.

When a vendor sales representative offers multi-period billing (30/60/90) or deferred billing (net 60), make sure it is written up on the order as such. This will help ensure their accounting department properly processes it and the order will be billed to your Vision West account correctly.

The members’ only section of our website has many tools that can be helpful for your practice. When you have time, please give us a call so we can walk you through it.

We believe this information will benefit you and your staff and enhance your practice as well. if you have any recommendations to make this process even better, please do not hesitate to contact one of our Customer Service Specialists at (800) 640-9485.

P7

GET COPIES OF YOUR INVOICES INSTANTLY ONLINE! Invoices from the following vendors are available in the details section of your online statement:

A & A OPTICAL © A B B CON-CISE © ASPEX EYEWEAR INC © BAUSCH & LOMB BUZZ © CHARMANT © CIBA VISION CORPORATION © CLEAR VISION OPTICAL COOPER VISION © HART SPECIALTIES INC © KENMARK GROUP © LAFONT CO LTD LUXOTTICA GROUP © MARCHON EYEWEAR © MARCOLIN USA INC © PREMIERE VISION PRO DESIGN EYEWEAR INC © REM EYEWEAR © REVOLUTION EYEWEAR INC RUDY PROJECT NORTH AMERICA LLC © SIGNATURE EYEWEAR SILHOUETTE OPTICAL LTD © ULTRA PALM/ CAZAL © VIVA INTERNATIONAL GROUP WILEY X EYEWEAR © ZYLOWARE EYEWEAR Print your invoices in DRAFT MODE and SAVE ON INK — a green spectrum reminder.

Invoices from these vendors are available online for you to access and print out anytime. Just login to the MEMBERS section of www.vweye.com or call one of our Customer Service Specialists at 800.640.9485 for assistance.

DID YOU KNOW? FREE CLASSIFIEDS: NEW OPTILIST ONLINE CLASSIFIED ADS Vision West now offers members a new FREE online classified ad service. To post your classified ad online, please visit www.vweye.com and follow these steps: 1 ENTER the SITE HOME PAGE 2 CLICK on CLASSIFIEDS on the TOP MENU BAR 3 You are now on the OPTILIST CLASSIFIED ADS PAGE, Click on ADD LISTING and follow the prompts 4 Upon approval, your ad will be posted on the site for 45-days!

10% Discount for Vision West Members

Online Services for Eyecare Providers

More Efficient Claim Filing Is Just a Click Away With VisionWeb, claim acceptance improves, reimbursement time decreases, and you get everything you need to manage electronic insurance processing:

t $MBJN TVCNJTTJPO BOE USBDLJOH t 1BUJFOU FMJHJCJMJUZ WFSJöDBUJPO t 4FDPOEBSZ DMBJN QSPDFTTJOH t $MBJN VQMPBEJOH GSPN QSBDUJDF NBOBHFNFOU TZTUFNT t &MFDUSPOJD SFNJUUBODF BEWJDF &3" GPS FREE

When you incorporate VisionWeb in your practice, you gain better control of this vital part of your business. And because we only serve the eyecare industry, we understand the unique insurance needs of today’s eyecare practice.

Make the Switch!

VisionWeb is your affordable, comprehensive insurance solution.

If you don’t have an electronic claim filing solution, or if you do and want to know if you are getting the best price, then now is the time to call us.

Contact an Enrollment Consultant at (800) 590–0873 today.

www.visionweb.com

© 2010 VisionWeb, Inc. All rights reserved. VisionWeb is a service mark, and “Streamline.Simplify.Succeed.” is a trademark of VisionWeb, Inc. All other logos and trademarks are property of their respective owners.

Special New Account

Have you tried GP Specialists lately?

Well now is the perfect time to give us a shot.

Starting in 2011we have a special deal for all new accounts.

Spherical lenses for $17

All Spherical lenses are $17 for the first 90 days after your account has been activated. These lenses come with our Easy-Fit Warranty, where you pay nothing up-front to warrant your lenses and only $7.35 for remakes. Also, you will never pay for add-ons such as lenticulation, aspheric and polycon designs, or dots.

Free UPS Ground Shipping All orders placed during the first 90 days of your account will be shipped at no charge through UPS ground–usually only taking 1 to 2 days to deliver. Also, all orders placed by 4:00 PM will ship the same day they are ordered.

Free 10 Lens Fitting Set As a special added bonus, you will receive a free 10 lens spherical fitting set after your first five orders.

800-889-0379 www.gpspecialists.com

At GP Specialists, we have top of the line equipment and a Lab manager with over 20 years in the contact lens business. We are ISO certified and have experienced lab technicians and final inspectors, so our quality is second to none. We also have experienced consultants to help you with those hard to fit patients. Give us a shot and we’re sure you will be pleased.

FreeForm TEK A REVOLUTION IN RX SPORTS!

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THE BEST RX SPORTS LENS IN THE WORLD!

Please call for details on how you can try a FreeForm TEK™ Rx for FREE. 888.860.7597

rudyprojectusa.com | info@rudyprojectusa.com

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1Q-HOUR uickBites THE BUSINESS OF PRACTICE Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour,

by Fred H. Dubick, OD, MBA, FAAO.

One Hour Quick Bites: Game on!

Fred H. Dubick, OD, MBA, FAAO

Do you have a particular metric in the office that is not up to your expectations? One method to boost that metric is to consider running a time limited game or contest with the staff.

Usually these games will run for about 2 months.

A few examples follow: Perhaps there are a few too many holes in the schedule and the office would like to raise the number of new patients coming in for a comprehensive eye examination.

Increase the sales volume of plano sunglasses by a healthy percentage over the same period last year. Consider running a promotion concurrent with the game.

Increase the number of OPTOS retinal scans by a meaningful number over the last quarter which raises the awareness of medical eye care with your patients.

Have an interim goal at the end of the first month and then a final goal at the end. Track the ongoing progress of the game daily on a prominently displayed scoreboard in the Staff Lounge. Celebrate the victory at the end with a staff lunch that can be paid for by the vendor that most benefited from the game, if appropriate, along with the office. Consider what type of prize will be the most meaningful and motivational to your team.

Some examples are: UÊ vÌÊ >À`ÃÊv ÀÊiÛiÀÞ iÊÌ ÊÌ i ÀÊv>Û À ÌiÊ iÀV > ÌÃÊ ÀÊÀiÃÌ>ÕÀ> Ìð UÊ iÀÊ> `Ê Ü }Êi Ì iÀÊ>ÃÊ>Ê}À Õ«Ê ÀÊ ` Û `Õ> Ê} vÌÊViÀÌ wV>Ìið UÊ Û iÊ*>ÃÃið Remember that one of the most important qualities of employment, particularly Generation X and Y members, is to have fun at work. These games can provide that outlet, cost almost nothing to implement and allow you to partner with your preferred vendors for a WIN-WIN-WIN.

VIEW & PAY Your Statement Online visit: www.vweye.com

VISION WEST PREMIUM VENDOR EXCLUSIVE

WITH

19

86

20

11

MEMBERS RE CEIVE A

10% DISCOUNT

ON ALL Wil ey X LINES.

PLUS MEMBERS

that purchase

6 OR MORE

W i l e y X frames at a

time can cho ose from Vision West M ember

30/60/90 BILLING!

The order ca n be split into three separate bill p ayments, 1/3 due at 30 days, 1/3 at 60 & 1/3 at 90 an exclusive membership offer. www.vweye.c om 800.640.9 485

P12

Introduction to Freeform® NEW! Continuing Education Module for Paraoptometric Professionals!

Advance your practice by providing your paraoptometric staff with the latest Freeform® lens design technology available today.

Introduction to Freeform® Education Module topics include:

Freeform® lens technology can be challenging, and differentiating the designs in today’s market can be demanding. This new information-packed education module includes:

Defining Freeform® technology

Taking measurements

Fitting and verification techniques

Verifying prescriptions

Presenting and positioning Freeform® lens designs to personalize patient needs

Presenting patient options

Dispensing new lenses

Sharing product knowledge

www.aoa.org

Elements in lens design and manufacture

This education module is made possible by a generous grant from Shamir.

Advance Your Practice with Paraoptometric Continuing Education The American Optometric p Association ((AOA)) Paraoptometric p Section is dedicated to supporting you in providing high quality eye health care. That’s why we offer Continuing Education (CE) to keep your paraoptometrics current in the eye care field.

Critical to providing excellent patient care and office efficiency, use AOA paraoptometric CE programs to advance your practice in several ways.

Provide your patients with highly trained, motivated and dedicated staff Gain a competitive edge in your market by increasing patient satisfaction, referrals and revenue Enhance staff job satisfaction, working relationships, skills, performance, and career commitment Assure certified paraoptometrics obtain required CE to maintain certification

Take advantage of AOA Paraoptometric CE programs today!

Paraoptometric Skill Builder – provides online training for beginning and intermediate paraoptometric staff.

Beginner Level 1 – units include an introduction to paraoptometry, basic anatomy and terminology, front office procedures, obtaining an ocular history, routine pre-testing procedures, external examination, and more.

Intermediate Level 2 – goes beyond Beginner Level 1 units, units increasing staff knowledge and skills skills.

Online Continuing Education – provides six annual opportunities to earn CE credits. Paraoptometrics study relevant articles and successfully complete online quizzes to receive CE credits.

Article Archive – offers over 30 articles for additional CE credits.

Self-Assessment Examination – upon successful completion of Certified Paraoptometric Assistant (CPOA) and Certified Paraoptometric Technician (CPOT) knowledge base exam questions, 12 hours of CE is awarded.

Home Study Education Modules – are a great resource for staff meetings and development. Covering a variety of topics, modules can be purchased individually or as a paraoptometric education library.

Optometry’s Meeting® – offers over 50 hours of paraoptometric CE, providing an opportunity to take written and practical certification examinations.

AOA publications – educate your staff with ongoing optometric research, important industry updates and more.

For more information on AOA Paraoptometric CE programs, contact PS@aoa.org or call 800-365-2219, ext. 4108. For certification information contact SAlderson@AOA.org or call 800-365-2219, ext. 4210.

P14

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Only available through private practitioners connect conn nect with wi us

Toll Free (800) 889-0379 | gpspecialists.com | 15970 Bernardo Center Drive San Diego, CA 92127 © 2011 GP Specialists, Inc.

P15

EXCLUSIVE OFFER WITH VISION WEST

50%

discount on ďŹ rst order includes buying group discount

15%

Scandinavian Eyewear LLC | 14405 W Colfax Avenue, Suite 200 Lakewood CO 80401 | phone: +1 888 285 9981 www.scandinavianeyewear.com | www.sestore.se

Vision West member discount

P16

VENDOR AND INDUSTRY UPDATES

NANOFILM

NANOFILM FUNDS CERTIFIED CONTINUING EDUCATION PROGRAM FOR OPTICIANS: WHY CARE ABOUT LENS CARE Nanofilm, the leading maker of professional lens care products, has recently awarded a grant to fund a continuing education course for professional opticians. “Why Care About Lens Care” is a no-cost online course approved for one hour of Continuing Education credit by the American Board of Opticianry. The course is designed to help eyecare professionals understand the material science behind cleaning optical lenses and coatings and learn effective ways to discuss the topic with patients.

The “Why Care About Lens Care” curriculum was designed by Barry Santini, a New York State licensed optician, who is certified by the American Board of Opticianry and has been awarded an ABO Master designation. The course is hosted on the website of 20/20 Magazine, a leading professional optical journal.

“Progressive eyecare professionals know the importance of proper lens care for their patients and their business. This ABO-certified continuing education course gives them additional knowledge to help them succeed,” says Jodi Groh, Director of Marketing for Nanofilm.

“Why Care About Lens Care” emphasizes the impact an optician who is educated about lens care can have on customer satisfaction and reduced eyewear remakes, which has a direct impact on an optical company’s success. “Take the time to really let your patients know how to care for their new eyewear at delivery time...Eyewear is not any different than your new car, furniture and stove-top or granite countertop. People are most interested in care products and techniques that are designed to prevent damage.”

Guidelines for understanding and choosing safe and effective lens care cleaners for various lenses and lens coatings are also discussed.

Special emphasis is included on the science of cleansing Super Hydrophobic coatings, the “easy clean” surfaces which are increasing in popularity. The course also includes best practices for educating parents about proper lens care as part of a personalized dispensing process.

Nanofilm, founded in 1985, is a global optical leader in lens care and coatings. Millions of people around the world use Nanofilm products, including Clarity Clean It™, Clarity Defog It™ and other lens care products, as well as nanotechnology-enabled coatings.

More information at www.nanofilmproducts.com For More Information Contact: Lynn Lilly of Nanofilm at 216.702.5167 or email her at the following address: llilly@nanofilmtechnology.com

VENDOR AND INDUSTRY UPDATES

P17

COSTA Costa sunglasses, Tag is hand assembled in Florida with a lifetime warranty against manufacturer’s defects and can be customized with the frame and lens color of choice.

“This style is classic Costa,” said Chas MacDonald, president of

Tag, You’re It: Costa Releases New Sunglass Style in Time for Outdoor Season

Costa sunglasses. “It’s hard working, fits great and looks even better.

It’s just what the doctor ordered for those fighting spring fever.”

The Tag style derives its name in honor of the many fish tagging

There’s nothing like a few warm days for spring fever to set in.

programs happening now in the name of conservation. Costa is an

It comes on fast and has the power to derail all serious thinking.

active supporter of initiatives like Bonefish Tarpon & Trust’s Project

Luckily, serious anglers and adventure junkies know the remedy

Permit and The Billfish Foundation’s Tag and Release effort, which

is to pack up and head out: outdoor season is here.

seek to gather scientific data regarding fish stocks and health. This data helps influence sustainable fishing policy and regulations.

Just in time, Costa announces its latest style, Tag, is available now in authorized retail outlets. It features 360-degree co-molded

A portion of Costa’s revenue each year goes to support these and other marine conservation programs.

technology and bold construction, with built-in side shields and durable integral hinges for a “forget-they’re-on” fit.

Costa’s Tag style retails from $149 to $249, depending on lens choice. Rx sunglasses prices will vary.

Tag comes in tortoise, black or silver frame colors, in the full array of Costa’s patented 580™ lenses, including the new Rx option.

For More Information Contact:

The 580 lens blocks yellow light at the 580 nanometer on the light

1-800-447-3700 or visit the company’s web site at costadelmar.com.

spectrum – creating unparalleled visual clarity, the highest levels of

Join the conversation on Facebook at www.facebook.com/cost-

polarization efficiency and razor sharp color enhancement. Like all

adelmar.com, on Twitter @CostaSunglasses.

CLEARVISION and a job well done. Stories will be posted and visuals and videos will be shared. Members of the ClearVision Facebook community would be invited to engage, interact and leave personal messages

CLEARVISION LAUNCHES A NEW FACEBOOK SECTION

for these featured shining stars

Introducing Do Good – A ClearVision Spotlight

Do Good spotlight, we what to know about it. Please contact us at

ClearVision Optical, the optical leader renowned for its own do-good efforts, will turn the spotlight on its own customers and sales consultants and their humanitarian efforts via Facebook.

Introducing…Do Good.

If you or someone you know in the optical industry is worthy of a facebook@cvoptical.com and tell us your story.

Deeply rooted in the belief that everyone can make a positive difference in the world, ClearVision Optical is committed to giving back to the community. To this end, ClearVision plays an instrumental

A new section on the ClearVision Facebook page, Do Good is

role in forging long-term relationships with several charitable

a way to creatively give kudos for all of the wonderful things the

organizations, including Susan G. Komen for the Cure®, Long

ClearVision family is doing. From one customer’s inspirational

Island Cares, UCP Suffolk and others. For ClearVision’s charitable

journey to Kenya to donate eyeglasses to the Good Sheppard

work, it has been honored by Big Brothers and Sisters of Suffolk

Orphanage that was documented with remarkable journal entries

County, Long Island Cares, LI Harvest, Madonna Heights, Carol

and vivid photos, to another customer’s emotional video of her

M. Baldwin Breast Cancer Research Fund and Newsday Charities

8-month old niece Abby with Down syndrome who can now

Help – A-Family Campaign.

see better thanks to a very special ClearVision sales consultant.

For More Information Contact:

A social platform, ClearVision’s Do Good is about recognizing

Jennifer Fiorenza 631.787.1764 or to learn more about

those who go the extra mile in hopes of encouraging and

ClearVision Optical, visit www.cvoptical.com.

empowering others to do the same thing. It is about publicizing philanthropic efforts and being acknowledged for efforts, successes

P18

VENDOR AND INDUSTRY UPDATES

DYNAMIC LABS NEW FROM DYNAMIC LABS!

screw. The unit includes vise, spacers and

SPRING HINGE VISE TOOL

a specially designed screwdriver.

Dynamic Labs of Ronkonkoma N.Y. has

The Dynamic Spring Hinge Tool is finally the

designed a tool that enables you to replace

simple, easy to use, time saving device that

screws in spring hinge frames with ease.

opticians have been asking for.

Unlike previous devices that were nothing more than modified pliers, Dynamic Labs has designed a small vise that holds the frame in place with the hinge open. A tube comes down over the screw hole that enables you to drop the screw directly into place. You then

For More Information Contact: Dynamic Labs at 1-888-339-6264 or visit their web site at dynamiclabs.net.

take the long screwdriver that comes with the kit and put it down the tube to tighten the

VIVA INTERNATIONAL GROUP GANT brand. “The influences are primarily based on classic, timeless pieces which are quintessentially GANT.” VIVA INTERNATIONAL GROUP PRESENTS NEW SUNGLASS STYLES FOR THE GANT RUGGER EYEWEAR SPRING 2011 COLLECTION Viva International Group presents its GANT Rugger Eyewear Spring 2011 collection, including five new sunglass styles which feature a varied mix of vintage and contemporary styling. Targeted for free-spirited, fashion-conscious men with a mental age span of 20-40, the collection captures the essence of the GANT heritage. Frame shapes are classic and feature styles with diamond stud detailing, representative of the GANT Rugger logo. The new releases range from handmade acetates to a classic aviator style, in a rich palette of colors, including tortoise, amber and black, as well as satin finished metals in black, brown and gunmetal. All sunglasses are available with polarized lenses.

“GANT Rugger is a new segment for GANT Eyewear that came out of the gate with excellent results! Inspired by the great American Heritage for which GANT has long been known for, this collection is an eclectic mix of modern and vintage, classic and innovative, all at the same time,“ says Liz Tontodonati, Viva’s general manager for the

The sunglass styles from the GANT Rugger Eyewear collection are a true reflection of the authenticity of the GANT brand, including styles GRS Glen and GRS Colin. Both are fully handcrafted in acetate and exude a wayfarer-inspired look. GRS Colin features a modified rectangle shaped profile, while GRS Glen features a softer edged front shape.

Round remains a timeless shape, as seen in both GRS Lester and GRS Seth, two vintageinspired sunglass styles. GRS Lester features a metal front with handmade acetate temples in shades of tortoise. GRS Seth is fully handcrafted in acetate and available in black, as well as tortoise. A small diamond stud detail ail accentuates the temples of all four of these frames, adding a classic touch to this is

laid back lifestyle of the GANT Rugger guy.

Available in satin black, satin brown and satin gunmetal, this metal aviator is accented by a sporty plastic brow bar, which coordinates with the frame’s plastic temple tips.

This spring, GANT also releases three new ophthalmic styles from the GANT by Michael Bastian collection featuring a blend of vintage, edgy and fashionable silhouettes.

For women, style GW MB Kat features a captivating cat-eye front shape, reminiscent of the high fashion glamour of the 1950’s. For men, G MB Nerd and G MB Flat, deliver a compelling mix of bold, yet classic styling in rich colorations. The new GANT by Michael Bastian styles are available a dispensary price of $89.95.

inspired collection.

For More Information Contact: Style GRS James, a contemporary aviator style in metal, is featured in the Spring 2011 eyewear campaign which reflects the

Linda Laube (973) 882-0986, ext. 163 llaube@libertysport.com

VENDOR AND INDUSTRY UPDATES

P19

MARCOLIN USA

NEW AND IMPROVED To continue the exciting momentum surrounding the launch of Swarovski eyewear, on March 18th Marcolin hosted an intimate evening with select members of the media and eyewear industries to showcase the new collection.

With diamonds, diamantes, and crystals adorning every accessory imaginable, and given that eyewear is the most instantly striking of accessories, a full sunglasses and optical collection is the most perfect of possibilities for a company that has established itself as one of the world’s foremost authorities on shimmer, sparkle, and shine.

Swarovski has been producing the highest quality crystal for over 100 years, and the company has grown substantially from its Bohemian beginnings, now producing a fantasy-full range from its signature ornaments to fashion and jewelry, to avant-garde lighting and design.

With such similar ideals of product excellence and innovation, a partnership with Marcolin looks forward to a future filled with eyes adorned in crystal.

For More Information Contact: Marcolin USA at (800) 537-9265 and ask to speak with a sales representative.

Celebrity Spot: Olivia Palmero wears the Tom Ford Anouk: It seems American socialite, model, and actress Olivia Palmero just can’t get enough of Tom Ford either.

Star of the reality television series, ‘The City’, and currently under representation by one of the most notable modeling agencies in America, Wilhelmina Models, Palmero was spotted sporting the shiny Dark Havana cat eye frame on the streets of New York City.

This picture of Palmero is set to be published in the May 2011 issue of PEOPLE StyleWatch.

SAFILO GROUP marketplace for consumers searching for trend right sunglasses that offer advanced polarized lens features with the crucial added benefit of Rx-ability.

SAFILO USA UNVEILS CARRERA X-CEDE™ Safilo USA announces the launch of CARRERA X-cede – powered by NXT lens technology – one of the most technologically advanced color enhancing polarized lens offerings in the marketplace, now available exclusively in a new prescription ready CARRERA sunglass collection. X-cede will be unveiled at the International Vision Expo East eyewear tradeshow in mid-March.

X-cede lenses combine a proprietary best-in-class patented technology – with the distinctive and fashionable frame styling of CARRERA’s most popular vintage styles – to fill the void in the

CARRERA X-cede technology outperforms the most advanced sunglass lenses because the technology specifically targets distortion-causing light rays, while selecting, filtering and enhancing the best portions of the color spectrum. Exceeding the limits of polarization, CARRERA X-cede adds hyper-vivid color, clarity and detail to everyday experiences…letting in “not just more light. more life.“ TM CARRERA X-cede is able to equally deliver a dramatic visual experience in three different solid lens colors – without compromising performance, an important point of differentiation.

For More Information Contact: Eden Wexler at (973) 576-2552 or edenw@safilousa.com.

P20

VENDOR AND INDUSTRY UPDATES

GP SPECIALISTS GP SPECIALISTS CONSOLIDATES LAB WITH LARGER BIOCURVE FACILITY ™

GP Specialists, a manufacturer of specialty rigid gas permeable contact lenses with an emphasis on lenses for Ortho-K, cornea reshaping or vision rehabilitation, has consolidated its laboratory operations into the former American Biocurve, Inc., facility in San Diego, CA. The move was planned after GP Specialists acquired the business of American Biocurve in January. “The combination of our existing GP business with Biocurve’s state of the art facility will enable us to pursue our aggressive growth plans” stated Mark Cosgrove, Director of Operations. “The equipment, the experienced personnel and the facility are among the best in the industry” he continued. “The consolidated lab is fully operational and no disruption of business with existing customers is anticipated as a result of the consolidation” said Cosgrove.

Background: GP Specialists has been manufacturing gas permeable lenses for more than 35 years. Originally based in Phoenix, Arizona, the lab was relocated to San Clemente, California in 2003 where it began to increase its ortho-k business.

Today GP Specialists is one of the world leaders in the ortho-k field, offering its FDA approved Fargo™ series, Gobal-OK Vision’s GOV series and Paragon’s CRT lenses.

With the purchase of American BioCurve in 2011, GP Specialists now offers the BioCurve custom soft contact lenses.

For More Information Contact: David Carneal at (949) 272-2420 davidc@gpspecialists.com

www.vweye.com

THE VISION WEST WEB SITE IS HERE! New Member and Vendor Quick Log-In Links, Up-to-the-minute News Feed, Comprehensive Member and Vendor Sections, Current Promotions and New Member and Vendor Listings, Practice Management and MORE! MEMBER + VENDOR QUICK LOG-IN BUTTONS

QUICK REFERENCE SITE MAP

NEW FACEBOOK SOCIAL MEDIA LINK TO TAKE ADVANTAGE OF THE FULL USER EXPERIENCE AND ALL THAT THE NEW SITE HAS TO OFFER, BE SURE TO UPDATE TO THE MOST CURRENT BROWSER VERSION AND FLASH PLUG-INS! WE HOPE THAT YOU LIKE THE NEW FEATURES, WE BUILT THEM IN JUST FOR YOU – ENJOY! HAVE SUGGESTIONS ON MAKING THE SITE BETTER? EMAIL: feedback@vweye.com

COMPREHENSIVE SECTIONS

HIGHLIGHTED EVENTS AND PROMOTIONS

VENDOR AND INDUSTRY UPDATES C A M E R A L E N S E S 3 ! 3

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3 3 E Y E G LAS S L E N S E S 3 3 "

Experience Precision Optics Vision West Partners with Carl Zeiss Vision We are pleased to announce that we have partnered with Carl Zeiss Vision, a leader in lenses, coatings, lab services and equipment for the dispensary.

Carl Zeiss Vision includes four great brands: ZEISS, SOLA, AO and Teon.Ž ZEISS brings over 160 years of optical innovation to you. ZEISS Individual,Ž winner of last year’s OLA Award of Excellence for lens design, is leading the customized lens revolution that is helping private practices grow. ZEISS is the inventor of AR coating, and their latest coating, PureCoat™ by ZEISS, is setting new records in anti-reective performance and ease of cleaning.

Vision West member practices who elect to make Carl Zeiss Vision their vendor of choice can take advantage of a generous welcome program and outstanding pricing. Plus, the more you participate with Carl Zeiss Vision, the more you can take advantage of their customized practice-level marketing program, which has proved to be an engine for growth for practices around the country.

We’re proud to be working with Carl Zeiss Vision. Call your Carl Zeiss Vision representative or 800-358-8258 to learn more!

An Extraordinary Opportunity... % # & - - – ""( !!+

13 Months of BeneďŹ ts

#$$-0#) /,2#-% ,+/' *,+/'.

25 Free Jobs (Month 1)

Invoice Credit (Month 13)

50% off AR

Month 1: Experience our Rx service.

Months 2 –7: Build your practice profits.

#"'

Earn annual rebate.

1. Receive 25 Free jobs! Order one Rx

1. Automatically receive 50% off all

In your 13th month of enrollment, you’ll

job and receive the second FREE.*

Carl Zeiss Vision AR coatings for

receive a rebate, in the form of a credit on

Limit 25 free jobs. Must use special

6 full months!

your invoice, totaling 8% of your total

Welcome Program Rx order forms, which will be mailed to you following sign-up.

2. Eligible for Carl Zeiss Vision Rewards

2. Receive up to 33% off our National Price List (third party and private pay purchases are combined to achieve

net lab bill for the last 12 months.** For example, if your average monthly bill for the first 12 months is $3500 (for a total of $42,000), you will receive a credit of

volume discounts).

$3360 in month 13.

program.

Maximum Earned Discounts Monthly Sales

Discount

$0 to $10,000 Over $10,001

30% 33%

Some restrictions apply.

Š2011 Carl Zeiss Vision International GmbH. TeonŽ is a registered trademark of E.I. du Pont de Nemours and Company, used under license by Carl Zeiss Vision International GmbH. PureCoat is a trademark and Individual is a registered trademark of Carl Zeiss Vision International GmbH. Product designed and manufactured using Carl Zeiss Vision technology. US Patent 6,089,713. Other patents pending. 02/11

P22

OPTICENTER SUMMER WORDSEARCH + HINDSIGHTZ

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SUMMER WORD SEARCH Word search using common words associated with Summer.

SURFING

BRONZE

VACATION

SUNGLASSES

WATER

SUNBURN

ROMANCE

FIREWORKS

WAVES

WATERMELON

CAMPING

BARBEQUE

SKIING

SWIM

CANOE

FRISBEE

SUNSCREEN

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PICNIC

Post Great-Recession Eye Chart

EVENT CALENDAR

P23

Friday June 10, 2011 Colorado Optometric Association Board of Trustees Meeting Equitable Building Denver, CO

Thursday July 21 – Sunday July 24, 2011 Florida Optometric Association Annual Convention Walt Disney World Dolphin Resort Lake Buena Vista, FL

Sunday August 14, 2011 Orange County Optometric Society Pathology Symposium Western Medical Center Santa Ana, CA

Wednesday June 15 – Sunday June 19, 2011 American Optometric Association Optometry’s Meeting Salt Lake City, UT

Sunday July 24, 2011 Rio Hondo Optometric Society 24th Annual Summer Spectacular Knott’s Berry Farm Resort Hotel Buena Park, CA

Thursday August 18, 2011 San Diego Optometric Society Update and Diagnosis of Diabetic Retinopathy

www.optometrysmeeting.org

Thursday June 23, 2011 San Diego Optometric Society Corneal Crosslinking CE Meeting Handlery Hotel San Diego, CA

Handlery Hotel, San Diego, CA

Friday July 29, 2011 – Sunday July 31, 2011 Sacramento Valley Optometric Society Tahoe Seminar Hyatt Regency Hotel Incline Village, NV

For questions about VISION WEST, Please contact us at the following information:

Friday August 26, 2011 Southern California College of Optometry Management Essentials/Management and Business Academy SCCO Campus Fullerton, CA

Outside California:

Southern California:

Customer Service Dept.

800.640.9485

Daniel Frutiger 760.637.0599

Northern California:

For State Associations and Groups

Linda Butler 916.354.0232

Laura Dorris 800.640.9485, x.156

HAVE AN IDEA TO MAKE OPTICENTER BETTER? Opticenter is a quarterly publication written, produced THE VOICE OF VISION WES T

and distributed by Vision West, Inc. The first five members to submit an idea to feedback@vweye.com with their suggestions of how to make OptiCenter better will receive a $5.00 Starbucks card.

1927 Avenida Plaza Real Oceanside, CA 92056-6024

www.vweye.com

HAVE A CUP OF COFFEE ON US. S.

Technology and

John Lucas

Communications Manager

john@vweye.com

and Managing Editor:

1.800.640.9485

Design and Production:

Hatfield Innovative Studios hatfield@hatfieldis.com 858.336.8590 www.hatfieldis.com

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PRSRT STD U.S. POSTAGE PAID PERMIT NO. 825 SAN DIEGO, CA

1927 Avenida Plaza Real Oceanside, CA 92056-6024 www.vweye.com Change the World… please recycle this newsletter

IT’S OUR WAY OF SAYING THANK YOU. Essilor Labs of America (ELOA) and Vision West have teamed up to offer our members a way to earn rewards back when they increase their ELOA billing.

Starting January 1, 2011 and running through December 31, 2011, Vision West Members will receive a $25 American Express gift card for every $1000 of incremental new ELOA business billed through your Vision West account.

Gift cards to be supplied by Vision West.

For more information please visit our website at www.vweye.com or call one of our Customer Care Specialists at 800 800.640.9485.

0.6 6 40 40.9 948 485 5. * Program will be tracked and awarded on a quarterly basis. Incremental new business will be determined by comparing the current quarters ELOA billing against the same quarter ELOA billing of the previous year. Offer only applies to actual ELOA labs and does not apply to Essilor partner labs.