Vision West Opticenter - The Voice of Vision West - Spring 2015

THE VOICE OF VISION WES T Spring / 2015

www.vweye.com

IN THIS ISSUE:

THE VOICE OF VISION

FROM THE PRESIDENT’S DESK: W E S TLeadership it begins with you.

By Joseph C. Mallinger OD MBA FAAO SAFETY IN THE WORKPLACE – Not just a good idea, it’s the law!

By Joe DeLoach OD 1-Hour Quick Bites Customer service review

By Dr. Dubick THE TRUST FACTOR: Transitioning from Patient to Purchaser

By Rebecca L. Johnson, COT, COE, CPOT

PRINTED IN USA

|© 2014 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

PLUS INDUSTRY NEWS!

2015 LOYALTY REBATE$

PREMIUM VENDOR$ Are you aware that Vision West members can earn rebates by increasing their purchase volumes with our Premium Vendors? In addition to our already low discounts, Vision West has negotiated these following “Money Saving” deals with our Premium Vendors:

FROM THE PRESIDENT’S DESK

Leadership, it begins with you Leadership a term often associated with big business, politics and / or volunteering for your local Optometric Society, State Association or an American Optometric Association (AOA) volunteer position ultimately leading to an elected position within these entities. How often have you stopped to think about the fact that your staff look to you as their Leader?

Many hundreds if not thousands of articles, seminars and / or higher education classes teach Leadership in business. The result of these presentations lead to the conclusion that true Leaders possess many qualities including, but not limited to, humility, creativeness, ability to delegate, ability to set the strategic vision for his / her business and many others too many to delineate in my brief article. How, you might ask, does any of this apply to me in my Optometric Practice?

The answer is or should be obvious. You by default are the Leader of your business! No one else will determine what your organizational chart will look like. No one else will make the most important decisions as you begin your practice or refashion the practice you just purchased. Only you will decide – hopefully with input from your team members and not unilaterally – the practice management software you use in the office, the office hours of your practice and the many dozens of decisions necessary for your practice to succeed. How your approach to making these decisions is perceived by your staff is one of the most important issues relating to the ultimate success of your practice.

The manner in which you hire and then empower your staff members is possibly the most important characteristic you can display as the Leader of your practice.

Increase your savings by purchasing from our Premium Vendors today!

Login to the member section at www.vweye.com for details of this program or call our Customer Service Department at 800.640.9485.

Staff members that you empower to make decisions affecting your practice are possibly the most valuable asset you will ever have as the Leader of your practice. Their institutional knowledge, their understanding of your ultimate vision for the future of your practice, and their willingness to provide you their input is one of the best ways they have of demonstrating their true value to you and your business.

Naturally, adequate compensation is important but too many studies have demonstrated – so much so that it is now an essentially a known fact – that employees leave a business position because they are not valued more often than for money!

Leaders value those working with him or her.

Leaders demonstrate how much staff members are valued by listening and implementing (when possible) input from these individuals. It is only obvious this creates the buy-in and loyalty to a business they actively manage with and not beneath you.

If you have not looked at yourself as the Leader of your practice – my suggestion is you stop and think about this concept for just a moment. It will become obvious to you that you and only you are the true Leader of the business. Delegating your authority does not relieve you of your role as the Leader. True Leaders delegate and circle back to communicate with his or her staff members.

Delegating the ability to have your team help you design the details of how to achieve your ultimate Strategic Vision for the business creates a true team approach to creating a positive, proactive and productive team of individuals willing to strive actively for the success of your business.

You are the Leader of your business – please take the time to recognize what that means and if need be work to create an environment of delegation of authority to experts at their job - your staff. If you are a Leader who feels he or she needs to ‘do everything’ – please rethink your definition of Leadership. Allow those around you to do what they are trained to do – your life and the environment in which you work and live will improve dramatically.

From the President’s Desk: Joseph C Mallinger OD MBA FAAO President / CEO Vision West

P3

2015 LOYALTY REBATE$

PREMIUM VENDOR$ Are you aware that Vision West members can earn rebates by increasing their purchase volumes with our Premium Vendors? In addition to our already low discounts, Vision West has negotiated these following “Money Saving” deals with our Premium Vendors:

FROM THE PRESIDENT’S DESK

Leadership, it begins with you Leadership a term often associated with big business, politics and / or volunteering for your local Optometric Society, State Association or an American Optometric Association (AOA) volunteer position ultimately leading to an elected position within these entities. How often have you stopped to think about the fact that your staff look to you as their Leader?

Many hundreds if not thousands of articles, seminars and / or higher education classes teach Leadership in business. The result of these presentations lead to the conclusion that true Leaders possess many qualities including, but not limited to, humility, creativeness, ability to delegate, ability to set the strategic vision for his / her business and many others too many to delineate in my brief article. How, you might ask, does any of this apply to me in my Optometric Practice?

The answer is or should be obvious. You by default are the Leader of your business! No one else will determine what your organizational chart will look like. No one else will make the most important decisions as you begin your practice or refashion the practice you just purchased. Only you will decide – hopefully with input from your team members and not unilaterally – the practice management software you use in the office, the office hours of your practice and the many dozens of decisions necessary for your practice to succeed. How your approach to making these decisions is perceived by your staff is one of the most important issues relating to the ultimate success of your practice.

The manner in which you hire and then empower your staff members is possibly the most important characteristic you can display as the Leader of your practice.

Increase your savings by purchasing from our Premium Vendors today!

Login to the member section at www.vweye.com for details of this program or call our Customer Service Department at 800.640.9485.

Staff members that you empower to make decisions affecting your practice are possibly the most valuable asset you will ever have as the Leader of your practice. Their institutional knowledge, their understanding of your ultimate vision for the future of your practice, and their willingness to provide you their input is one of the best ways they have of demonstrating their true value to you and your business.

Naturally, adequate compensation is important but too many studies have demonstrated – so much so that it is now an essentially a known fact – that employees leave a business position because they are not valued more often than for money!

Leaders value those working with him or her.

Leaders demonstrate how much staff members are valued by listening and implementing (when possible) input from these individuals. It is only obvious this creates the buy-in and loyalty to a business they actively manage with and not beneath you.

If you have not looked at yourself as the Leader of your practice – my suggestion is you stop and think about this concept for just a moment. It will become obvious to you that you and only you are the true Leader of the business. Delegating your authority does not relieve you of your role as the Leader. True Leaders delegate and circle back to communicate with his or her staff members.

Delegating the ability to have your team help you design the details of how to achieve your ultimate Strategic Vision for the business creates a true team approach to creating a positive, proactive and productive team of individuals willing to strive actively for the success of your business.

You are the Leader of your business – please take the time to recognize what that means and if need be work to create an environment of delegation of authority to experts at their job - your staff. If you are a Leader who feels he or she needs to ‘do everything’ – please rethink your definition of Leadership. Allow those around you to do what they are trained to do – your life and the environment in which you work and live will improve dramatically.

From the President’s Desk: Joseph C Mallinger OD MBA FAAO President / CEO Vision West

P3

Things we love!

P5

ADLENS ADJUSTABLES EYEWEAR. Something to stock in your practice, Adlens Adjustable eyewear with diopter range from -6.00 to +3.00—all with the turn of a dial. A perfect spare pair and option for patients who need correction while waiting for new RX, needs to be out of contact lenses or for task specific needs. These are not meant to replace ophthalmic eyewear, but great incremental sales item for your practice. Look for Adlens in the upcoming Television and print advertising campaign.

Vision West members have special pricing (less than $20 a pair). www.adlens.com

BATES DISPLAY & PACKAGING. So many great products from Bates!

One of our very favorites is the beautiful vanity cases that hold 3, 4 or 6 frames. It’s like a jewelry box for your glasses. Great practice differentiator when you customize them with your practice name.

What a cool gift for a patient that buys multiple pairs or even an item to sell in your practice.

(We had them made for our own staff and we love them). Vision West members get great pricing ($100 minimum order, cost $17-25 per case). www.batesdisplay.com

SPY HAPPY LENSES—GET HAPPY! Our staff recently met with SPY and we are very impressed with their “Happy Lens” which offers superior color contrast, allows good rays in, bad rays out and overall uplifts mood and alertness.

(There are whitepapers available on their website for all the technical stuff). SPY is standing behind their lenses with the “Happiness Guarantee.” Your patients can return to SPY within 14 days for a full refund from SPY directly. Check them out at: www. spyoptic.com/happy/ and remember to bill to your Vision West account for the best discounts and quarterly rebates.

Laura Dorris Director o f Business Development We would love to hear about things you love in your practice. Email us at laura@vweye.com

OPTOMETRIC BUSINESS SOLUTIONS. Optometric specific manuals that are so user friendly. The ICD10 package has everything you need to prepare for the upcoming coding changes. DVDs are part of the package, as well as checklists, case studies and laminated cards with the most commonly used ICD9 codes and the ICD10 equivalent. This method allows you to rewatch and share with your staff/partners. OBS also has terrific manuals to get you compliant with HIPAA, OSHA, Fraud & Abuse, and Human Resources. Vision West members can order these at a great savings at: www.vweye. optometricbusinesssolutions.com/main.sc

OMG—OPTICAL MARKETING GROUP. One of our newest vendors that offers finishing touches for your dispensary. A number of solutions to help with branding, signage, displays, lighting as well as complete practice makeovers and complete design consultation. They can help fine tune your space to make it reflect your own practice personality. Vision West members get a discount on products and services. Check out their look book and photos at www.omghome.net

WE LOVE OUR VENDOR PARTNER REPS. So many of our vendor partners are more than happy to do training for your staff to make sure they are up to date on lens technology, the newest frame materials, frame board management, etc. Vision West has a number of educational resources as well.

BAUDVILLE. Not a Vision West vendor, but a great resource to implement staff appreciation and team development. We use a number of their products for employee appreciation events, employee anniversaries and peer recognition programs. They have a great section for ideas and offer tools to motivate, engage and retain your people. Boosting morale and fostering better team work helps your practice. Happy employees =happy practice. www.baudville.com

Things we love!

P5

ADLENS ADJUSTABLES EYEWEAR. Something to stock in your practice, Adlens Adjustable eyewear with diopter range from -6.00 to +3.00—all with the turn of a dial. A perfect spare pair and option for patients who need correction while waiting for new RX, needs to be out of contact lenses or for task specific needs. These are not meant to replace ophthalmic eyewear, but great incremental sales item for your practice. Look for Adlens in the upcoming Television and print advertising campaign.

Vision West members have special pricing (less than $20 a pair). www.adlens.com

BATES DISPLAY & PACKAGING. So many great products from Bates!

One of our very favorites is the beautiful vanity cases that hold 3, 4 or 6 frames. It’s like a jewelry box for your glasses. Great practice differentiator when you customize them with your practice name.

What a cool gift for a patient that buys multiple pairs or even an item to sell in your practice.

(We had them made for our own staff and we love them). Vision West members get great pricing ($100 minimum order, cost $17-25 per case). www.batesdisplay.com

SPY HAPPY LENSES—GET HAPPY! Our staff recently met with SPY and we are very impressed with their “Happy Lens” which offers superior color contrast, allows good rays in, bad rays out and overall uplifts mood and alertness.

(There are whitepapers available on their website for all the technical stuff). SPY is standing behind their lenses with the “Happiness Guarantee.” Your patients can return to SPY within 14 days for a full refund from SPY directly. Check them out at: www. spyoptic.com/happy/ and remember to bill to your Vision West account for the best discounts and quarterly rebates.

Laura Dorris Director o f Business Development We would love to hear about things you love in your practice. Email us at laura@vweye.com

OPTOMETRIC BUSINESS SOLUTIONS. Optometric specific manuals that are so user friendly. The ICD10 package has everything you need to prepare for the upcoming coding changes. DVDs are part of the package, as well as checklists, case studies and laminated cards with the most commonly used ICD9 codes and the ICD10 equivalent. This method allows you to rewatch and share with your staff/partners. OBS also has terrific manuals to get you compliant with HIPAA, OSHA, Fraud & Abuse, and Human Resources. Vision West members can order these at a great savings at: www.vweye. optometricbusinesssolutions.com/main.sc

OMG—OPTICAL MARKETING GROUP. One of our newest vendors that offers finishing touches for your dispensary. A number of solutions to help with branding, signage, displays, lighting as well as complete practice makeovers and complete design consultation. They can help fine tune your space to make it reflect your own practice personality. Vision West members get a discount on products and services. Check out their look book and photos at www.omghome.net

WE LOVE OUR VENDOR PARTNER REPS. So many of our vendor partners are more than happy to do training for your staff to make sure they are up to date on lens technology, the newest frame materials, frame board management, etc. Vision West has a number of educational resources as well.

BAUDVILLE. Not a Vision West vendor, but a great resource to implement staff appreciation and team development. We use a number of their products for employee appreciation events, employee anniversaries and peer recognition programs. They have a great section for ideas and offer tools to motivate, engage and retain your people. Boosting morale and fostering better team work helps your practice. Happy employees =happy practice. www.baudville.com

VISION WEST PREMIUM VENDOR EXCLUSIVE WITH

800.776.7842

WWW.WILEYX.COM

MEMBERS RE CEIVE A

10% DISCOUN T

ON ALL WIL EY X LINES.

PLUS MEMBERS WILEY X FRAMES AT THAT PURCH ASE 6 OR M ORE

A T IM E C A N CHOOSE FR OM

VISION WES T MEMBER 30

/60/90 BILLIN G!

The order ca n b e split in to thre e sep arate bill p ayments, 1/ 3 due at 30 days, 1/3 at 60 & 1/3 a t 90 an exclusive mem b ership off er. w w w.v w e y e .c om 8 0 0 .6 4 0 .9 4 8 5

VISION WEST PREMIUM VENDOR EXCLUSIVE WITH

800.776.7842

WWW.WILEYX.COM

MEMBERS RE CEIVE A

10% DISCOUN T

ON ALL WIL EY X LINES.

PLUS MEMBERS WILEY X FRAMES AT THAT PURCH ASE 6 OR M ORE

A T IM E C A N CHOOSE FR OM

VISION WES T MEMBER 30

/60/90 BILLIN G!

The order ca n b e split in to thre e sep arate bill p ayments, 1/ 3 due at 30 days, 1/3 at 60 & 1/3 a t 90 an exclusive mem b ership off er. w w w.v w e y e .c om 8 0 0 .6 4 0 .9 4 8 5

1Q-HOUR uickBites

P9

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: Customer Service Review

1Q-HOUR uickBites Fred H. Dubick, OD, MBA, FAAO

It has been a while since we visited this topic. After the patient care provided by the ECP and the team, this is the most important activity impacting the success of the business. How many times have we heard a patient say that they have switched providers not because the doctor was a problem, but staffing issues that became so insurmountable that they refused to return? Here are some of the most common things reported by patients: • Expectations • Rude

on delivery time of materials not met.

receptionist either in person or telephonically.

• Poor,

confusing or incomplete explanation of insurance limits or coverage, either medical or vision plan.

• Hours

not convenient.

Those are some of the issues and here are some suggestions on how to improve your team: • If

the turnaround time of your optical lab exceeds the industry standard, call in the lab representative and discuss this issue. If things do not improve to your satisfaction, shop for a new lab.

• Please

take the time to listen to your staff interact with the patients and quietly pull them aside and make corrections if needed.

• Schedule

a working lunch and provide an hour of review of all the medical plans and standalone vision plans that you have contracted with and be sure the team understands them.

• The

days of closing the office for lunch have long since past; particularly if you practice in a business district where your patients want to visit your office between 11:30 am and 1:30 pm on their lunch break. Try to provide services during this prime time at least one or two days a week. If your community demands it, have one day a week that have early morning and later into the evening hours as well. Hopefully, you are open at least a few weekend days out of the month. Your colleagues in the mall are open between 80 and 90 hours a week.

All of these little things add up to make your office patient friendly and will nurture growth from happy referrals.

VIEW & PAY ©2015 OAKLEY, INC. | OAKLEY.COM/KOSTON | 800.878.8584

Your Statement Online visit: www.vweye.com

1Q-HOUR uickBites

P9

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: Customer Service Review

1Q-HOUR uickBites Fred H. Dubick, OD, MBA, FAAO

It has been a while since we visited this topic. After the patient care provided by the ECP and the team, this is the most important activity impacting the success of the business. How many times have we heard a patient say that they have switched providers not because the doctor was a problem, but staffing issues that became so insurmountable that they refused to return? Here are some of the most common things reported by patients: • Expectations • Rude

on delivery time of materials not met.

receptionist either in person or telephonically.

• Poor,

confusing or incomplete explanation of insurance limits or coverage, either medical or vision plan.

• Hours

not convenient.

Those are some of the issues and here are some suggestions on how to improve your team: • If

the turnaround time of your optical lab exceeds the industry standard, call in the lab representative and discuss this issue. If things do not improve to your satisfaction, shop for a new lab.

• Please

take the time to listen to your staff interact with the patients and quietly pull them aside and make corrections if needed.

• Schedule

a working lunch and provide an hour of review of all the medical plans and standalone vision plans that you have contracted with and be sure the team understands them.

• The

days of closing the office for lunch have long since past; particularly if you practice in a business district where your patients want to visit your office between 11:30 am and 1:30 pm on their lunch break. Try to provide services during this prime time at least one or two days a week. If your community demands it, have one day a week that have early morning and later into the evening hours as well. Hopefully, you are open at least a few weekend days out of the month. Your colleagues in the mall are open between 80 and 90 hours a week.

All of these little things add up to make your office patient friendly and will nurture growth from happy referrals.

VIEW & PAY ©2015 OAKLEY, INC. | OAKLEY.COM/KOSTON | 800.878.8584

Your Statement Online visit: www.vweye.com

800.422.2020 www.luxottica.com

BE I N VOGUE DISCOVER VOGUE SUN

B E I N V O G U E BE THE FIRST TO EXPERIENCE THIS

ZEISS 2015 Lab Program for Vision West Members

DISCOVER VOGUE SUN

The moment our vision has no limits.

This is the moment we work for.

FASHIONABLE NEW COLLECTION BE THE FIRST TO& EXPERIENCE THIS FASHIONABLE NEWOFCOLLECTION TAKE ADVANTAGE AN EXCLUSIVE & LAUNCH PROMOTION TAKE ADVANTAGE OF AN EXCLUSIVE ~ LAUNCH PROMOTION

B u y 1 2 u n i t s V~o g u e S u n a n d r e cB eu iy v 1e2 au n 1i t 0s %V or geube a St uen oa nn d a l l receive a 10% rebate on all Vogue shipments until 6/30/2015 Vogue shipments until 6/30/2015

Precision Optics.

Exceptional Service.

For over 160 years, ZEISS has been the

• Up to 34% off National Price List (30% if Rx sales are below $2,500/month)

world leader in precision optics. From

• 50% off your lab bill for the first two months of opening a new lab account

microsurgery to scientific research, Hollywood filmmaking and the U.S. space program, professionals who require the

VISION WEST MEMBERS RECEIVE 10% OFF

Your ZEISS Preferred Vendor program includes:

best in clarity, precision and quality choose ZEISS.

• 5% discount off of ZEISS Individual 2® customized lenses • Special shipping cost of $0.95 per invoice • Two-year warranty on premium ZEISS AR coatings • 50% off a second pair (one of the pairs must have a premium

We at ZEISS are excited about the partnership with Vision West and its members. Vision West members now have the opportunity to experience exceptional

ZEISS AR coating) • ZEISS education and staff certification training • ZEISS Practice Advantage Program for practice building support

laboratory services and products at a competitive value. We are confident that we will exceed your expectations on service, quality and delivery with our products and lab services.

For more information, contact Carl Zeiss Vision at peter.kim@zeiss.com.

800.422.2020 www.luxottica.com

BE I N VOGUE DISCOVER VOGUE SUN

B E I N V O G U E BE THE FIRST TO EXPERIENCE THIS

ZEISS 2015 Lab Program for Vision West Members

DISCOVER VOGUE SUN

The moment our vision has no limits.

This is the moment we work for.

FASHIONABLE NEW COLLECTION BE THE FIRST TO& EXPERIENCE THIS FASHIONABLE NEWOFCOLLECTION TAKE ADVANTAGE AN EXCLUSIVE & LAUNCH PROMOTION TAKE ADVANTAGE OF AN EXCLUSIVE ~ LAUNCH PROMOTION

B u y 1 2 u n i t s V~o g u e S u n a n d r e cB eu iy v 1e2 au n 1i t 0s %V or geube a St uen oa nn d a l l receive a 10% rebate on all Vogue shipments until 6/30/2015 Vogue shipments until 6/30/2015

Precision Optics.

Exceptional Service.

For over 160 years, ZEISS has been the

• Up to 34% off National Price List (30% if Rx sales are below $2,500/month)

world leader in precision optics. From

• 50% off your lab bill for the first two months of opening a new lab account

microsurgery to scientific research, Hollywood filmmaking and the U.S. space program, professionals who require the

VISION WEST MEMBERS RECEIVE 10% OFF

Your ZEISS Preferred Vendor program includes:

best in clarity, precision and quality choose ZEISS.

• 5% discount off of ZEISS Individual 2® customized lenses • Special shipping cost of $0.95 per invoice • Two-year warranty on premium ZEISS AR coatings • 50% off a second pair (one of the pairs must have a premium

We at ZEISS are excited about the partnership with Vision West and its members. Vision West members now have the opportunity to experience exceptional

ZEISS AR coating) • ZEISS education and staff certification training • ZEISS Practice Advantage Program for practice building support

laboratory services and products at a competitive value. We are confident that we will exceed your expectations on service, quality and delivery with our products and lab services.

For more information, contact Carl Zeiss Vision at peter.kim@zeiss.com.

P12

INTRODUCING:

THE TRUST FACTOR: Transitioning from Patient to Purchaser

By Rebecca L. Johnson, COT, COE, CPOT Executive Director of Business Services, GPN Patient or customer?

Providing care or making a sale? These questions represent a dilemma for opticians in a medical practice. How do you make the transition from patient to purchaser?

The answer lies in your ability to maintain the same level of trust in the optical dispensary that the person experienced in the exam lane.

In his book, The Speed of Trust1, Stephen M.R. Covey describes “The Four Cores of Credibility” as integrity, intent, capabilities, and results. Let’s take a look at how each of these can increase the trust factor and ultimately increase sales in your optical dispensary.

INTEGRITY Synonyms of the word integrity include honesty, truthfulness, honor and reliability. In other words, integrity is “walking the talk”. An optician who is walking the talk is simply one who does the right thing for the customer and for their employer. An optician with integrity understands that time is money and works to provide the best service in the most efficient manner. An optician with integrity will be at work on time and not use the company computer for anything that is not work-related.

An optician with integrity will keep an eye on finances and will not take home even small items such as lens cloths or cleaner without permission or paying for it. An optician with integrity is a true asset to a practice.

INTENT When your intent is to make certain that your customer receives the best solution for their needs regardless of the dollar amount of the sale, you will develop trusting relationships. The problem with finding the best solution for the customer is that we don’t always take the time to ask and listen to the answer. The 80/20 rule is followed backwards-talking 80% of the time and listening 20%. Turn this equation around and watch the impact active listening will have on your customer.

Example: “Mrs. Smith, before we begin looking at frame styles, I want to understand how I can assist you in finding the best solution for your vision needs. What do you like the most about your current frame?” This is where you stop talking and listen. If the customer has problems answering the question, ask more specific questions such as, “Are the nose pads comfortable? Once they have finished talking about their frame, the next question is, “Have you been happy with your vision through these lenses?” Stop talking and listen. Again, if the customer does not elaborate, dig a little deeper in the questioning by asking more specific questions such as, “Do you enjoy the ability of your lenses to darken in sunlight?”

By actively listening to your customer you will be able to confidently recommend the best solution and create a trusting, long-term relationship in the process.

CAPABILITIES An optician could have all the integrity and good intent in the world, but without being knowledgeable about their products, credibility is diminished.

Don’t think that your customer expects you to have all of the answers. If you cannot confidently answer a question, honestly say you don’t know and give a timeframe for providing the answer. Example: “I don’t know the answer to that question, however I will contact our lab and get back to you before close of business today.”

RESULTS Proven results instill confidence in both yourself and your customer. A results-driven person will strive for excellence but also accept blame.

When something does go wrong, give your customer credit for being an intelligent people who knows that “life happens” and remain honest with the customer. Anyone can see through lies and excuses.

BOTTOM LINE The first two cores of credibility-integrity and intent, relate to the character of an individual.

The second two cores-capabilities and results relate to the training and experience of the individual. Keep in mind that people of good character bring integrity and intent to the job position the first day on the job. It is much easier to train a person with good character to be capable and get great results than it is to teach someone who is capable and gets great results to have good character.

A capable optician who has a proven track record, integrity and pure intentions will have no problem in transitioning the customer from patient to purchaser.

Reference: Covey, Stephen M.R. The Speed of Trust, Free Press, New York, NY

Online Education Portal

LEARN ONLINE $5.00 PER UNIT FOR VISION WEST MEMBERS–

A SAVINGS OF $10.00 PER UNIT! COURSES INCLUDE:

ABO, NCLE, CPC/AOA, COPE, State Board approved credits.

On-Demand Certificate Reprints!

Request a reprint of any certificate by e-mail or instant download.

Take Notes!

This handy virtual notepad lets you take notes while you navigate through a course.

Can’t Finish a Test?

Leave a test for any reason, we’ll remember your answers for you.

REGISTER NOW! Simply login to your Vision West account at www.vweye.com and go to the Resources tab. Click on the ‘Vision West Online CE/ABO’ link to get access to the portal and the coupon code.

TAKE A COURSE FROM YOUR HOME, OFFICE OR ON THE GO.

Vision West is proud to partner with Quantum Optical, the leader of online education for Eye Care Professionals and their staff. The new Vision West Education Portal provides our members with some of the best online, on-demand education available.

Courses include ABO, NCLE, CPC/AOA, COPE, State Board approved credits. Take a course from your home, office or on the go.

The Vision West Education Portal is the perfect resource for all your staff training and continuing education requirements. For certified or licensed ECPs, we offer a wide variety of approved online CE course topics. To sharpen your professional skills, or prepare for the ABO or NCLE exams, we have a number of informative non-credit training modules.

Upon successful completion of the online test, your CE Certificate can be printed out or emailed to you and your ABO/NCLE credits will be reported automatically. Many courses available and more coming soon!

P12

INTRODUCING:

THE TRUST FACTOR: Transitioning from Patient to Purchaser

By Rebecca L. Johnson, COT, COE, CPOT Executive Director of Business Services, GPN Patient or customer?

Providing care or making a sale? These questions represent a dilemma for opticians in a medical practice. How do you make the transition from patient to purchaser?

The answer lies in your ability to maintain the same level of trust in the optical dispensary that the person experienced in the exam lane.

In his book, The Speed of Trust1, Stephen M.R. Covey describes “The Four Cores of Credibility” as integrity, intent, capabilities, and results. Let’s take a look at how each of these can increase the trust factor and ultimately increase sales in your optical dispensary.

INTEGRITY Synonyms of the word integrity include honesty, truthfulness, honor and reliability. In other words, integrity is “walking the talk”. An optician who is walking the talk is simply one who does the right thing for the customer and for their employer. An optician with integrity understands that time is money and works to provide the best service in the most efficient manner. An optician with integrity will be at work on time and not use the company computer for anything that is not work-related.

An optician with integrity will keep an eye on finances and will not take home even small items such as lens cloths or cleaner without permission or paying for it. An optician with integrity is a true asset to a practice.

INTENT When your intent is to make certain that your customer receives the best solution for their needs regardless of the dollar amount of the sale, you will develop trusting relationships. The problem with finding the best solution for the customer is that we don’t always take the time to ask and listen to the answer. The 80/20 rule is followed backwards-talking 80% of the time and listening 20%. Turn this equation around and watch the impact active listening will have on your customer.

Example: “Mrs. Smith, before we begin looking at frame styles, I want to understand how I can assist you in finding the best solution for your vision needs. What do you like the most about your current frame?” This is where you stop talking and listen. If the customer has problems answering the question, ask more specific questions such as, “Are the nose pads comfortable? Once they have finished talking about their frame, the next question is, “Have you been happy with your vision through these lenses?” Stop talking and listen. Again, if the customer does not elaborate, dig a little deeper in the questioning by asking more specific questions such as, “Do you enjoy the ability of your lenses to darken in sunlight?”

By actively listening to your customer you will be able to confidently recommend the best solution and create a trusting, long-term relationship in the process.

CAPABILITIES An optician could have all the integrity and good intent in the world, but without being knowledgeable about their products, credibility is diminished.

Don’t think that your customer expects you to have all of the answers. If you cannot confidently answer a question, honestly say you don’t know and give a timeframe for providing the answer. Example: “I don’t know the answer to that question, however I will contact our lab and get back to you before close of business today.”

RESULTS Proven results instill confidence in both yourself and your customer. A results-driven person will strive for excellence but also accept blame.

When something does go wrong, give your customer credit for being an intelligent people who knows that “life happens” and remain honest with the customer. Anyone can see through lies and excuses.

BOTTOM LINE The first two cores of credibility-integrity and intent, relate to the character of an individual.

The second two cores-capabilities and results relate to the training and experience of the individual. Keep in mind that people of good character bring integrity and intent to the job position the first day on the job. It is much easier to train a person with good character to be capable and get great results than it is to teach someone who is capable and gets great results to have good character.

A capable optician who has a proven track record, integrity and pure intentions will have no problem in transitioning the customer from patient to purchaser.

Reference: Covey, Stephen M.R. The Speed of Trust, Free Press, New York, NY

Online Education Portal

LEARN ONLINE $5.00 PER UNIT FOR VISION WEST MEMBERS–

A SAVINGS OF $10.00 PER UNIT! COURSES INCLUDE:

ABO, NCLE, CPC/AOA, COPE, State Board approved credits.

On-Demand Certificate Reprints!

Request a reprint of any certificate by e-mail or instant download.

Take Notes!

This handy virtual notepad lets you take notes while you navigate through a course.

Can’t Finish a Test?

Leave a test for any reason, we’ll remember your answers for you.

REGISTER NOW! Simply login to your Vision West account at www.vweye.com and go to the Resources tab. Click on the ‘Vision West Online CE/ABO’ link to get access to the portal and the coupon code.

TAKE A COURSE FROM YOUR HOME, OFFICE OR ON THE GO.

Vision West is proud to partner with Quantum Optical, the leader of online education for Eye Care Professionals and their staff. The new Vision West Education Portal provides our members with some of the best online, on-demand education available.

Courses include ABO, NCLE, CPC/AOA, COPE, State Board approved credits. Take a course from your home, office or on the go.

The Vision West Education Portal is the perfect resource for all your staff training and continuing education requirements. For certified or licensed ECPs, we offer a wide variety of approved online CE course topics. To sharpen your professional skills, or prepare for the ABO or NCLE exams, we have a number of informative non-credit training modules.

Upon successful completion of the online test, your CE Certificate can be printed out or emailed to you and your ABO/NCLE credits will be reported automatically. Many courses available and more coming soon!

Rules to Practice By 60 – 40 – 10

Patients expect an entire exam door to door to take 60 minutes or less

Taking longer than 40 minutes to get a patient to the dispensary increases risk of losing a sale in your dispensary by 30%

10

MIN

40

MIN

MIN

60

An exclusive offer only for Vision West members.

Patients who wait more than 10 minutes (cumulative) are 2 times more likely to leave a negative online review

Effective Immediately — The Vision West agreement has been renewed and enhanced with member benefits in mind.

Discount

50%

50% of patients who walk out of optical because they ran out of time will make a purchase elsewhere

25%

Those patients that come back at a later date typically spend 25% less in your dispensary because they can’t remember the recommendation the doctor made in the examroom

An airplane needs regular tune-ups to run efficiently.

So does your practice.

•

Our consulting offerings meet each practice’s individual needs

•

Through our services, we identify areas of waste that are reducing productivity and profitability in your practice

•

After these wastes are identified, we either correct them or provide you with the tools to help you operate a more productive, smoother practice and grow your revenue

25%

25% of patients who wait longer than two weeks for an appointment will seek an appointment elsewhere

$15 On average about $15 of dispensary revenue is lost for every minute a patient waits

If your patients take longer than 40 minutes to reach your dispensary

You need to call us...

(904) 701-3084 practicecopilot.com info@practicecopilot.com

$0 – $999 $1000 – $2499 $2500 – $4999 $5000 and up HOYA FF w/EX3 or RC

Non-HOYA Branded Products

HOYA Branded Products*

15% 20% 25% 30% N/A

20% 28% 32% 36% 40%

* HOYA branded products include the iD and iQ series of lenses, Summit ECP and CD lenses, GP Wide and GP lenses and select AR coatings.

HOYA Honors Program iD MyStyle iD LifeStyle 2 & iD LifeStyle 2 cd iD LifeStyle & iD LifeStyle cd Sync iQ SV/FT28, iQ Summit cd & ecp Anti-Reflective Coatings Recharge Super HiVision EX3

Per Pair $20 $12 $6 $5 $5 $8 $5

* New and reactivated accounts receive a 50% discount, for 90 days, on HOYA branded progressives and any style lens with EX3 or Recharge.

For more information, contact your HOYA Territory Sales Manager or visit www.thehoyafreeformcompany.com

Rules to Practice By 60 – 40 – 10

Patients expect an entire exam door to door to take 60 minutes or less

Taking longer than 40 minutes to get a patient to the dispensary increases risk of losing a sale in your dispensary by 30%

10

MIN

40

MIN

MIN

60

An exclusive offer only for Vision West members.

Patients who wait more than 10 minutes (cumulative) are 2 times more likely to leave a negative online review

Effective Immediately — The Vision West agreement has been renewed and enhanced with member benefits in mind.

Discount

50%

50% of patients who walk out of optical because they ran out of time will make a purchase elsewhere

25%

Those patients that come back at a later date typically spend 25% less in your dispensary because they can’t remember the recommendation the doctor made in the examroom

An airplane needs regular tune-ups to run efficiently.

So does your practice.

•

Our consulting offerings meet each practice’s individual needs

•

Through our services, we identify areas of waste that are reducing productivity and profitability in your practice

•

After these wastes are identified, we either correct them or provide you with the tools to help you operate a more productive, smoother practice and grow your revenue

25%

25% of patients who wait longer than two weeks for an appointment will seek an appointment elsewhere

$15 On average about $15 of dispensary revenue is lost for every minute a patient waits

If your patients take longer than 40 minutes to reach your dispensary

You need to call us...

(904) 701-3084 practicecopilot.com info@practicecopilot.com

$0 – $999 $1000 – $2499 $2500 – $4999 $5000 and up HOYA FF w/EX3 or RC

Non-HOYA Branded Products

HOYA Branded Products*

15% 20% 25% 30% N/A

20% 28% 32% 36% 40%

* HOYA branded products include the iD and iQ series of lenses, Summit ECP and CD lenses, GP Wide and GP lenses and select AR coatings.

HOYA Honors Program iD MyStyle iD LifeStyle 2 & iD LifeStyle 2 cd iD LifeStyle & iD LifeStyle cd Sync iQ SV/FT28, iQ Summit cd & ecp Anti-Reflective Coatings Recharge Super HiVision EX3

Per Pair $20 $12 $6 $5 $5 $8 $5

* New and reactivated accounts receive a 50% discount, for 90 days, on HOYA branded progressives and any style lens with EX3 or Recharge.

For more information, contact your HOYA Territory Sales Manager or visit www.thehoyafreeformcompany.com

P17

INTRODUCING

SALES FLAT? CUSTOMERS GOING ELSEWHERE?

Try these 9 fresh approaches to optical retailing.

The All New ASTM F803 Sports Protective Eyewear Line

WX FLASH

WX FIERCE

WX VICTORY

WX GAMER

Wiley X brings its legendary protective eyewear technology to an all new line of Rx-able eyewear for youth sports participants.

Youth Force meets the rigorous ASTM F803 standard, comes in vibrant colors (12 SKUs in all) and each style easily converts to a goggle.

ALL FRAMES EASILY CONVERT TO GOGGLES WITH THE SIMPLE PUSH OF A BUTTON.

BILL GERBER is Creative Director of OMG!, the Optical Marketing Group, which helps optical businesses fine-tune their spaces into a cohesive, customized modern environments where sales and customer satisfaction grow. Learn more at omghome.net.

A definition of insanity? According to my mother and other reliable sources, it is repeatedly doing the same thing and expecting a different result. I believe it’s time to reclaim our sanity and get out of the flat-growth rut.

I developed the New Rules of Optical Retailing after a tour of over 75 successful practices. I realized that when basic retail fundamentals are ignored, it saps the industry of its ability to thrive. Here are nine rules to help vision care businesses maximize patient satisfaction and build practice income.

1. Optical clutter is out. Clean and simple is in.

Buying eyewear is an infrequent event for most people. Make the experience pleasurable with a welcoming setting and by presenting your selection in an easy-to-understand, curated way.

2. Multiple pair sales begin in the exam lane

with a written treatment plan. Progressive vision care practices have learned from dentistry that a written treatment plan from the doctor helps WILEY X, the WILEY X Eyewear logo, WX, the WX Eyewear logo, the WX WILEY X logo and product names are trademarks or registered trademarks (marca registrada) of Wiley X, Inc., in the U.S. and other countries. Logos: © 2007-2014 Wiley X, Inc. All rights reserved. Copyright © 2014 Wiley X, Inc. All rights reserved.

serve the patient’s total visual needs. Most eyecare pros say people need three pairs to meet their lifestyle needs, so why do so few patients buy what they truly need? Treatment plans combined with effective merchandising represent a big growth opportunity.

7. Customers expect digital interaction.

3. Gender, vendor and lifestyle signage are

8. The front windows are a major opportunity.

key to a thriving optical. Few retailers in other fields would open their doors without proper signage, yet studies show fewer than 5 percent of optical retailers have the signage they need.

Signage and displays that visually support the doctor’s lifestyle treatment plan help boost the sale of multiple pairs and increase patient satisfaction.

4. Storytelling leads to discovery and more

multi-pair purchases. Patients want to know the back stories of designers, collections and creations. Written descriptions and digital picture frames help share the inspiration behind what you’re selling.

5. Frame boards are so ’50s. Eyewear design

has radically outpaced this display method, and the individual details of each eyewear creation are lost when frames line up like soldiers on a wall. Shelving with minimal to zero cabinetry make your frames shine.

6. Lighting is important. Showcase your frames using the latest LED lighting. Good lighting brings out subtle detailing and stimulates the desire to own. Plan to spend at least 30 percent of a build-out or remodeling project on lighting.

Incorporate tablets into all parts of your business: reception, pre-test, exam and optical. Technology makes your job easier, and it’s effective for lens presentation, digital measurements and retail storytelling.

Remember that frames are easily overlooked in window displays. Large-scale graphics (aka window clings) draw attention to the store, especially for people driving by and seeing the store from different angles and distances.

Many frame and lens vendors will supply highquality imagery that can be custom printed to fit specific window dimensions.

9. Waiting rooms are things of the past. You

want to eliminate all barriers between the optical space and where patients spend time before their exam. Use comfortable lounge-like seating in what’s now known as the “reception area.” It’s a good way to encourage preappointment browsing and interaction between patients and the optical staff.

So there you have them: the New Rules of Optical Retailing. Use them to energize your business and boost your optical sales.

P17

INTRODUCING

SALES FLAT? CUSTOMERS GOING ELSEWHERE?

Try these 9 fresh approaches to optical retailing.

The All New ASTM F803 Sports Protective Eyewear Line

WX FLASH

WX FIERCE

WX VICTORY

WX GAMER

Wiley X brings its legendary protective eyewear technology to an all new line of Rx-able eyewear for youth sports participants.

Youth Force meets the rigorous ASTM F803 standard, comes in vibrant colors (12 SKUs in all) and each style easily converts to a goggle.

ALL FRAMES EASILY CONVERT TO GOGGLES WITH THE SIMPLE PUSH OF A BUTTON.

BILL GERBER is Creative Director of OMG!, the Optical Marketing Group, which helps optical businesses fine-tune their spaces into a cohesive, customized modern environments where sales and customer satisfaction grow. Learn more at omghome.net.

A definition of insanity? According to my mother and other reliable sources, it is repeatedly doing the same thing and expecting a different result. I believe it’s time to reclaim our sanity and get out of the flat-growth rut.

I developed the New Rules of Optical Retailing after a tour of over 75 successful practices. I realized that when basic retail fundamentals are ignored, it saps the industry of its ability to thrive. Here are nine rules to help vision care businesses maximize patient satisfaction and build practice income.

1. Optical clutter is out. Clean and simple is in.

Buying eyewear is an infrequent event for most people. Make the experience pleasurable with a welcoming setting and by presenting your selection in an easy-to-understand, curated way.

2. Multiple pair sales begin in the exam lane

with a written treatment plan. Progressive vision care practices have learned from dentistry that a written treatment plan from the doctor helps WILEY X, the WILEY X Eyewear logo, WX, the WX Eyewear logo, the WX WILEY X logo and product names are trademarks or registered trademarks (marca registrada) of Wiley X, Inc., in the U.S. and other countries. Logos: © 2007-2014 Wiley X, Inc. All rights reserved. Copyright © 2014 Wiley X, Inc. All rights reserved.

serve the patient’s total visual needs. Most eyecare pros say people need three pairs to meet their lifestyle needs, so why do so few patients buy what they truly need? Treatment plans combined with effective merchandising represent a big growth opportunity.

7. Customers expect digital interaction.

3. Gender, vendor and lifestyle signage are

8. The front windows are a major opportunity.

key to a thriving optical. Few retailers in other fields would open their doors without proper signage, yet studies show fewer than 5 percent of optical retailers have the signage they need.

Signage and displays that visually support the doctor’s lifestyle treatment plan help boost the sale of multiple pairs and increase patient satisfaction.

4. Storytelling leads to discovery and more

multi-pair purchases. Patients want to know the back stories of designers, collections and creations. Written descriptions and digital picture frames help share the inspiration behind what you’re selling.

5. Frame boards are so ’50s. Eyewear design

has radically outpaced this display method, and the individual details of each eyewear creation are lost when frames line up like soldiers on a wall. Shelving with minimal to zero cabinetry make your frames shine.

6. Lighting is important. Showcase your frames using the latest LED lighting. Good lighting brings out subtle detailing and stimulates the desire to own. Plan to spend at least 30 percent of a build-out or remodeling project on lighting.

Incorporate tablets into all parts of your business: reception, pre-test, exam and optical. Technology makes your job easier, and it’s effective for lens presentation, digital measurements and retail storytelling.

Remember that frames are easily overlooked in window displays. Large-scale graphics (aka window clings) draw attention to the store, especially for people driving by and seeing the store from different angles and distances.

Many frame and lens vendors will supply highquality imagery that can be custom printed to fit specific window dimensions.

9. Waiting rooms are things of the past. You

want to eliminate all barriers between the optical space and where patients spend time before their exam. Use comfortable lounge-like seating in what’s now known as the “reception area.” It’s a good way to encourage preappointment browsing and interaction between patients and the optical staff.

So there you have them: the New Rules of Optical Retailing. Use them to energize your business and boost your optical sales.

NEW VENDORS

P19

OPTICAL MARKETING GROUP

OMG! Optical Marketing Group is a finishing touch resource that exists to help fine tune your space so it’s cohesive, creative, personalized and thoughtful. Clearly and professionally communicating your identity and offerings is essential to creating a positive buying experience. OMG! offers: Practice Design, Practice Makeovers, Point of Purchase Design, Retail Consulting, Eyewear Displays, and Practice Branding Signs and Graphics.

Creative Director & Founder, Bill Gerber has aligned his entire organization around one mission: to provide the best customer service possible. With brainpower and networks combined, OMG! offers a highly curated and customizable retail program that is proven to increase sales and customer experience. The current optical landscape changes are driven by insurance plans, healthcare reform and vertical integration. Competition has and will continue to grow exponentially. By stepping up the merchandising effectiveness of a practice, sales and satisfaction naturally grow. Call OMG! Optical Marketing Group today to get started and be sure to ask about Vision West Members Only Special Split Billing Terms!

Products: Optical Practice Design, Retail Consulting, Practice Branding Signs & Graphics, and Eyewear Displays VW Discount: 5% Discount, FREE Initial Consultation, plus special Terms for Vision West members!

For more information contact: Bill Gerber 978.712.0664 billg@omghome.net www.omghome.net

OVVO OPTICS OVVO Optics established in 2011 is best known for their handcrafted European design frames. OVVO Optics eyewear is 100% manufactured in family –owned plants in Europe; specifically produced in Germany & Poland. Their lines include: surgical steel & titanium composite, nylon, wood & carbon fiber.

Their fused surgical steel & titanium frames are exceptionally light, durable, flexible, and hypoallergenic. This material weighs barely 0.6 ounces and tests show that stretched flat, frames can hold up to 90 pounds without breaking or wrecking.

Virtually indestructible and highly flexible is also OVVO Optics patented screw-free hinge than can withstand more than 300,000 rotations (an equivalent of 205 years of usage) and reveal no changes in structure or appearance. Each frame goes through 65-85 steps before it is complete. First, using Germany engineered laser technology the frames are cut out from raw steel sheets imported from Sweden. Then, they pass through the various stages of hand-manufacturing. With great precision and attention to detail, the frames are hand-polished, painted, decorated, and assembled by a crew of 250 dedicated eyewear production experts. The end product is a flawless piece of art, sophisticated, comfortable, durable & flexible.

For more information contact: Artur Pilat 855.393.6886 info@ovvooptics.com www.ovvooptics.com

Products: European handcrafted Frames Discount: 7%

NEW VENDORS

P19

OPTICAL MARKETING GROUP

OMG! Optical Marketing Group is a finishing touch resource that exists to help fine tune your space so it’s cohesive, creative, personalized and thoughtful. Clearly and professionally communicating your identity and offerings is essential to creating a positive buying experience. OMG! offers: Practice Design, Practice Makeovers, Point of Purchase Design, Retail Consulting, Eyewear Displays, and Practice Branding Signs and Graphics.

Creative Director & Founder, Bill Gerber has aligned his entire organization around one mission: to provide the best customer service possible. With brainpower and networks combined, OMG! offers a highly curated and customizable retail program that is proven to increase sales and customer experience. The current optical landscape changes are driven by insurance plans, healthcare reform and vertical integration. Competition has and will continue to grow exponentially. By stepping up the merchandising effectiveness of a practice, sales and satisfaction naturally grow. Call OMG! Optical Marketing Group today to get started and be sure to ask about Vision West Members Only Special Split Billing Terms!

Products: Optical Practice Design, Retail Consulting, Practice Branding Signs & Graphics, and Eyewear Displays VW Discount: 5% Discount, FREE Initial Consultation, plus special Terms for Vision West members!

For more information contact: Bill Gerber 978.712.0664 billg@omghome.net www.omghome.net

OVVO OPTICS OVVO Optics established in 2011 is best known for their handcrafted European design frames. OVVO Optics eyewear is 100% manufactured in family –owned plants in Europe; specifically produced in Germany & Poland. Their lines include: surgical steel & titanium composite, nylon, wood & carbon fiber.

Their fused surgical steel & titanium frames are exceptionally light, durable, flexible, and hypoallergenic. This material weighs barely 0.6 ounces and tests show that stretched flat, frames can hold up to 90 pounds without breaking or wrecking.

Virtually indestructible and highly flexible is also OVVO Optics patented screw-free hinge than can withstand more than 300,000 rotations (an equivalent of 205 years of usage) and reveal no changes in structure or appearance. Each frame goes through 65-85 steps before it is complete. First, using Germany engineered laser technology the frames are cut out from raw steel sheets imported from Sweden. Then, they pass through the various stages of hand-manufacturing. With great precision and attention to detail, the frames are hand-polished, painted, decorated, and assembled by a crew of 250 dedicated eyewear production experts. The end product is a flawless piece of art, sophisticated, comfortable, durable & flexible.

For more information contact: Artur Pilat 855.393.6886 info@ovvooptics.com www.ovvooptics.com

Products: European handcrafted Frames Discount: 7%

P20

SAFETY IN THE WORKPLACE – Not just a good idea, it’s the law!

Employers are required to provide a safe working environment for their employees and patients.

They are also responsible for protecting these same individuals from infectious disease they may encounter at work.

Collectively, we refer to all these protection laws as Hazard. These responsibilities are not just passing thoughts or a good idea, they are Federal laws.

But surely optometrists don’t have to worry about this? Unfortunately we do. First, no healthcare provider is exempt from the Federal OSHA and CDC regulations and certainly not optometrists. Second, many payers require OSHA and CDC compliance as part of your provider participation agreement.

This includes VSP and EyeMed. Third, most States laws mandate healthcare provider participation in OSHA and CDC and some states, most notably California, impose additional legal mandates for compliance.

Without assistance, compliance with all Federal and State hazard laws is difficult, time consuming and can be very costly.

To meet the general requirements for hazard in the workplace, the optometrist must do the following: Have written office policies that include an Exposure Control Plan (including sharps controls and injury logs), Hazard Communication Plan, Emergency Action Plan and Fire Prevention Plan.

Maintain records of required employee vaccinations (yes in some cases they are!) and any medical records of employees applicable to hazard injuries involving their workplace.

Maintain a list of all hazardous chemicals contained in the workplace with associated Safety Date Sheets (SDS). To OSHA, cleaning agents in your kitchen are potentially hazardous chemicals.

Train your staff on all hazard issues and be able to provide documentation of that training.

Provide for your employees and mandate use of soft and hard waste disposal containers and personal protection equipment (gloves, masks, etc).

Train your staff on all hazard issues and be able to provide documentation of that training.

Comply with additional, individual State hazard regulations – extensive in some states like California.

Your hazard program must be re-evaluated on an annual basis and the staff re-trained every year even if there are no changes in your policies.

AS if this were not a daunting enough task, the Feds have created a new hazard system called the Globally Harmonized System (GHS).

GHA is the first re-write of OSHA and CDC regulations in over twenty years. Compliance with the new GHS regulations is required of all healthcare providers by June 15, 2015.

Outside of workplace injury or infection reports, most all hazard investigations are the result of Whistleblower activity. The majority of Whistleblowers are unhappy patients or disgruntled former employees. Potential actions resulting from violations are staggering and can include significant fines, criminal convictions, civil law suits and termination of many of your third party participation contracts. OSHA has the ability to close your business down until you can demonstrate compliance. Like other compliance issues, this one is not to be taken lightly.

Optometric Business Solutions offers easy to complete hazard packages customized to the way optometrists practice and individual State law. Vision West members can obtain access to and special discounts on all OBS products on the Vision West website – www. vweye.optometricbusinesssolutions.com.

P20

SAFETY IN THE WORKPLACE – Not just a good idea, it’s the law!

Employers are required to provide a safe working environment for their employees and patients.

They are also responsible for protecting these same individuals from infectious disease they may encounter at work.

Collectively, we refer to all these protection laws as Hazard. These responsibilities are not just passing thoughts or a good idea, they are Federal laws.

But surely optometrists don’t have to worry about this? Unfortunately we do. First, no healthcare provider is exempt from the Federal OSHA and CDC regulations and certainly not optometrists. Second, many payers require OSHA and CDC compliance as part of your provider participation agreement.

This includes VSP and EyeMed. Third, most States laws mandate healthcare provider participation in OSHA and CDC and some states, most notably California, impose additional legal mandates for compliance.

Without assistance, compliance with all Federal and State hazard laws is difficult, time consuming and can be very costly.

To meet the general requirements for hazard in the workplace, the optometrist must do the following: Have written office policies that include an Exposure Control Plan (including sharps controls and injury logs), Hazard Communication Plan, Emergency Action Plan and Fire Prevention Plan.

Maintain records of required employee vaccinations (yes in some cases they are!) and any medical records of employees applicable to hazard injuries involving their workplace.

Maintain a list of all hazardous chemicals contained in the workplace with associated Safety Date Sheets (SDS). To OSHA, cleaning agents in your kitchen are potentially hazardous chemicals.

Train your staff on all hazard issues and be able to provide documentation of that training.

Provide for your employees and mandate use of soft and hard waste disposal containers and personal protection equipment (gloves, masks, etc).

Train your staff on all hazard issues and be able to provide documentation of that training.

Comply with additional, individual State hazard regulations – extensive in some states like California.

Your hazard program must be re-evaluated on an annual basis and the staff re-trained every year even if there are no changes in your policies.

AS if this were not a daunting enough task, the Feds have created a new hazard system called the Globally Harmonized System (GHS).

GHA is the first re-write of OSHA and CDC regulations in over twenty years. Compliance with the new GHS regulations is required of all healthcare providers by June 15, 2015.

Outside of workplace injury or infection reports, most all hazard investigations are the result of Whistleblower activity. The majority of Whistleblowers are unhappy patients or disgruntled former employees. Potential actions resulting from violations are staggering and can include significant fines, criminal convictions, civil law suits and termination of many of your third party participation contracts. OSHA has the ability to close your business down until you can demonstrate compliance. Like other compliance issues, this one is not to be taken lightly.

Optometric Business Solutions offers easy to complete hazard packages customized to the way optometrists practice and individual State law. Vision West members can obtain access to and special discounts on all OBS products on the Vision West website – www. vweye.optometricbusinesssolutions.com.

Wed Dec 17 20:49:52 PST 2014 - 17749-01-82907.ps

P22

rudy.visionwest.halfpage.pdf

1

3/5/14

7:53 AM

P23

THE TRAINING YOU NEED TO GROW YOUR MEDICAL PRACTICE

C

M

Attend a boot camp to learn to confidently practice full-scope optometry.

Expert faculty: Scot Morris, OD, FAAO John Rumpakis, OD, MBA Allergan Eye Care Business Advisors Each boot camp consists of 1 full-day course.

Cost per course: First OD registration per practice $399 per course * All additional practice registrations $199 per course * *Cost required per PhRMA guidelines.

PATHWAYS IN MEDICAL OPTOMETRY™ Courses:

Y

CM

Location

Date

Houston, TX

Saturday, 1/31/2015

Orange County, CA

Saturday, 2/28/2015

CY

Las Vegas, NV

Saturday, 3/14/2015

CMY

Ft Lauderdale, FL

Saturday, 4/11/2015

Ledyard, CT

Saturday, 4/18/2015

Memphis, TN

Saturday, 5/9/2015

Teaneck, NJ

Saturday, 5/16/2015

St Louis, MO

Saturday, 9/12/2015

Chicago, IL

Saturday, 10/24/2015

Atlanta, GA

Saturday, 11/14/2015

Register today at: AllerganODPathways.com ©2014 Allergan, Inc., Irvine, CA 92612

™

MY

K

Questions? Call 1-844-750-2020

mark owned by Allergan, Inc. APC35NB14 150142

THE VOICE OF VISION WES T

$150 Savings for Vision West Members who attend this event* •

Gaining access to insurance panels

•

Maximizing practice productivity and performance

•

Motivating and training your staff

•

Understanding and implementing ICD-10 codes

•

Improving billing and medical record compliance

•

Differentiating vision plan visits vs medical plan visits

*Member will receive a $150 statement credit after attending the event. Member must submit a copy of the paid registration form to Vision West. $150 credit valid for one doctor per account. Contact customer service at 800-640-9485 for more information.

HAVE AN IDEA TO MAKE OPTICENTER BETTER?

15970 Bernardo Center Dr. San Diego, CA 92127-1828

1.800.640.9485 | www.vweye.com

Opticenter is a quarterly publication written, produced and distributed by Vision West, Inc. The first five members THE VOICE OF VISION WES T

to submit an idea to feedback@vweye.com with their suggestions of how to make OptiCenter better will receive a $5.00 Starbucks card.

HAVE A CUP OF COFFEE ON US.

OPTICENTER DESIGN + PRODUCTION:

P R O J E C T M A N A G E M E N T:

OPTIPENDENCE increasing your visibility info@optipendence.com www.optipendence.com a subsidary of NorthCoast-Creative.com

BRANDING : IDE ATION : WEBSITE S : SOCIAL MEDIA : eLE ARNING : PRINT : INTERACTI VE : PACK AGING : NON-TRADITION AL Optipendence + NorthCoast-Creative.com | Contact us at info@optipendence.com

Wed Dec 17 20:49:52 PST 2014 - 17749-01-82907.ps

P22

rudy.visionwest.halfpage.pdf

1

3/5/14

7:53 AM

P23

THE TRAINING YOU NEED TO GROW YOUR MEDICAL PRACTICE

C

M

Attend a boot camp to learn to confidently practice full-scope optometry.

Expert faculty: Scot Morris, OD, FAAO John Rumpakis, OD, MBA Allergan Eye Care Business Advisors Each boot camp consists of 1 full-day course.

Cost per course: First OD registration per practice $399 per course * All additional practice registrations $199 per course * *Cost required per PhRMA guidelines.

PATHWAYS IN MEDICAL OPTOMETRY™ Courses:

Y

CM

Location

Date

Houston, TX

Saturday, 1/31/2015

Orange County, CA

Saturday, 2/28/2015

CY

Las Vegas, NV

Saturday, 3/14/2015

CMY

Ft Lauderdale, FL

Saturday, 4/11/2015

Ledyard, CT

Saturday, 4/18/2015

Memphis, TN

Saturday, 5/9/2015

Teaneck, NJ

Saturday, 5/16/2015

St Louis, MO

Saturday, 9/12/2015

Chicago, IL

Saturday, 10/24/2015

Atlanta, GA

Saturday, 11/14/2015

Register today at: AllerganODPathways.com ©2014 Allergan, Inc., Irvine, CA 92612

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Questions? Call 1-844-750-2020

mark owned by Allergan, Inc. APC35NB14 150142

THE VOICE OF VISION WES T

$150 Savings for Vision West Members who attend this event* •

Gaining access to insurance panels

•

Maximizing practice productivity and performance

•

Motivating and training your staff

•

Understanding and implementing ICD-10 codes

•

Improving billing and medical record compliance

•

Differentiating vision plan visits vs medical plan visits

*Member will receive a $150 statement credit after attending the event. Member must submit a copy of the paid registration form to Vision West. $150 credit valid for one doctor per account. Contact customer service at 800-640-9485 for more information.

HAVE AN IDEA TO MAKE OPTICENTER BETTER?

15970 Bernardo Center Dr. San Diego, CA 92127-1828

1.800.640.9485 | www.vweye.com

Opticenter is a quarterly publication written, produced and distributed by Vision West, Inc. The first five members THE VOICE OF VISION WES T

to submit an idea to feedback@vweye.com with their suggestions of how to make OptiCenter better will receive a $5.00 Starbucks card.

HAVE A CUP OF COFFEE ON US.

OPTICENTER DESIGN + PRODUCTION:

P R O J E C T M A N A G E M E N T:

OPTIPENDENCE increasing your visibility info@optipendence.com www.optipendence.com a subsidary of NorthCoast-Creative.com

BRANDING : IDE ATION : WEBSITE S : SOCIAL MEDIA : eLE ARNING : PRINT : INTERACTI VE : PACK AGING : NON-TRADITION AL Optipendence + NorthCoast-Creative.com | Contact us at info@optipendence.com

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15970 Bernardo Center Dr. San Diego, CA 92127-1828 www.vweye.com Change the World… please recycle this newsletter

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.

IT’S OUR WAY OF SAYING

THANK YOU! Gift cards to be supplied by Vision West.

Starting January 1, 2015 and running through December 31, 2015, 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.

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

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. *