Opticenter - The Voice of Vision West - Summer 2013 by Vision West

THE VOICE OF VISION WES T Summer / 2013

www.vweye.com

IN THIS ISSUE: FROM THE PRESIDENT’S DESK: Premium Vendor Program

THE VOICE OF VISION WES T

Letting the Tail Wag the Dog or Grabbing the Bull by the Horns? by Charles B. Brownlow, OD, FAAO

1-Hour Quick Bites Professional Development with Dr. Dubick

RevolutionEHR Meaningful Use by Scott Jens OD, FAAO

PRINTED IN USA

PLUS INDUSTRY NEWS!

Spring 2013 Release

Népenthe II The pitcher plant, also known as Népenthe, is a mysterious carnivorous, tropical plant, with a vase shape. This beautiful and very unique plant is

$AVE MONEY WITH OUR

PREMIUM VENDOR$ Are you aware that Vision West members can save even more money 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:

Members receive up to an 18% discount, depending on the line. Members that purchase $10,000 (excludes empower! Frames) for the year and maintain a return rate less than 20% earn a 3% rebate.

Members receive a 10 - 20% discount, depending on the line. Members that purchase at least $3,000 per quarter earn an additional 10% discount.

Members receive a 10 - 20% discount, depending on the line. Members that purchase $8,500 for the year and maintain a return rate less than 33% earn a 5% rebate as a merchandise credit to account for future ClearVision purchases (in lieu of Co-op). Also, new ClearVision customers will receive up to 50% discount on their opening order (call for minimum requirements).

Members receive a 10% discount on all lines. Members that purchase more than $6,000 for the year and maintain a return rate less than 20% earn a 3% rebate.

Members receive a 10 - 20% discount, depending on the line. Members that purchase at least $1,500 per quarter earn an additional 10% discount.

Members receive up to a 30% discount, depending on the line. Members that meet purchase & growth targets and maintain a return rate less than 20% earn rebates from 2% to 9% based on below:

• Purchases $5,000 - $9,999, growth 20%, rebate 2% • Purchases $10,000 - $49,999, growth 15 - 20%, rebate 3 - 6% • Purchases $50,000 and up, growth 7-10%, rebate 3 - 9%

Vendor product and discount information subject to change without prior notice.

Members receive a 5 - 20% discount, depending on the line. Members that purchase $5,000 for the year, grow at least 20% over the prior year and maintain a return rate less than 20% earn a 5% rebate.

Members receive up to a 20% discount, depending on the line. Members that purchase $1,500 per quarter earn a 5% rebate. Members earn an additional year-end rebate of 2.5% if annual purchases meet or exceed $10,000. Total potential annual rebate of 7.5%. Special new account incentives and extended billing terms available to Vision West members

Members receive a 10% discount on all lines. Members that purchase $9,000 for the year earn a 3% rebate.

Members receive up to a 15% discount, depending on the line. Members that purchase $10,000 for the year and maintain a return rate less than 20% earn a 10% rebate. Also, new REM customers will receive an additional 10% credit on their first order. Special deferred billing program for Vision West Members:

• Net 60 billing with $600 minimum purchase • 30/60/90 split billing with $1200 minimum purchase • 60/90/120 split billing with $2400 minimum purchase

Members receive a 10% discount on all lines. Members that meet growth targets and maintain a return rate less than 20% for the year, earn rebates from 1 - 5% based on below:

• 10% growth, rebate 1% • 15% growth, rebate 2% • 20% growth, rebate 3% • 25% growth, rebate 5%

Members receive a 10% discount on all lines. Members that purchase more than $10,000 for the year and maintain a return rate less than 20% earn a 5% rebate. 1

2009 EYEWEAR Members receive a 10% discount on all lines. Members that purchase six or more Wiley X frames at a time will receive 30/60/90 billing. This is an exclusive split-billing program only offered for Vision West members!

FROM THE PRESIDENT’S DESK:

Premium Vendor Program Current Vendors willing to offer additional discounts or exclusive terms to Vision West members (providing the Vision West member meet the necessary requirements) are:

2009 EYEWEAR

The history of the Premium Vendor Program dates back

through your Vision West account. If you need a new

to 1999 when the AdVantage Vendor Program first start-

vendor account or would like to convert an existing

ed when Vision West approached a number of Vendors

account to Vision West, you can contact our Customer

requesting they provide discounts over and above the

Service Department or handle it on-line in the member

normal discounts offered to all Vision West Members.

only section of our website. There is nothing more to do,

The difference with the AdVantage Vendor Program was

Vision West makes it simple and easy to participate in

the Vision West member account willing to participate

the Premium Vendor Program.

WHERE PROTECTION

AND FASHION COLLIDE

would agree to two things: 1. Purchase a minimum amount of product during the course of a quarter and

WX149_RecCatalog_12.indd 1

2. Receive the additional discounts or rebates (based on vendor criteria). The success of the program over the years led to its expansion and name change to the Premium Vendor Program and other vendors asking to become a Premium Vendor – willing to offer additional discounts or exclusive billing terms. Every Vision West member account using these Premium Vendor Accounts understand the great savings each represent - to the annual Cost of Goods Sold (COGS) – an additional savings of between 10% - 20%. Remember these additional savings are in addition to the stated savings all Vision West members are entitled to when billing invoices through Vision West. How does a Vision West member participate in the Premium Vendor additional savings Program? You just need to make sure you are billing the Premium Vendors

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

12/23/08 11:23:39 AM

Discover stellar opportunities to grow your practice. Take your practice to new heights when you join the Transitions Optical Star Partner Program. Attract new patients. And keep your current patients coming back again and again with marketing tools, educational materials, product displays and other business-building rewards and resources specially designed for Star Partners, their growing practices and their patients’ needs. Five Stars. One Big Opportunity. • Independent practices gain a competitive edge with a host of exclusive marketing and practice-building resources. • It’s easy to get started, and it’s free to join. • As you progress through five levels of product and marketing education, you’ll earn increasingly valuable benefits designed to help you grow your practice. The ultimate reward? Patient satisfaction that can mean unprecedented growth for you and your practice. And it’s all within reach when you sign up and get certified at TransitionsStarPartner.com. Transitions and the swirl are registered trademarks of Transitions Optical, Inc. ©2012 Transitions Optical, Inc. Photochromic and polarization performance are influenced by temperature, UV exposure and lens material.

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7/17/12 3:30 PM

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 • ABB-CON-CISE • ALTAIR • ART OPTICAL • ASPEX • BAUSCH & LOMB BUZZ • CHARMANT • CIBA • CLEARVISION • COOPERVISION • COSTA DEL MAR GP SPECIALISTS • HART / NY EYE • KENMARK • LAFONT • L’AMY • LUXOTTICA MARCHON • MARCOLIN • MATCH • MOREL • OCUSOFT • ODG • PREMIERE PRODESIGN • REM • REVOLUTION • RUDY PROJECT • SAFILO • SIGNATURE SILHOUETTE • SPY OPTICS • TURA • ULTRA PALM • VIVA • WILEY X • ZYLOWARE 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!

Convert a Vendor and WIN! For each new or converted vendor you add and bill through your Vision West account by 8/31/13, you will receive a $5 Subway gift card and each will earn you an entry into our raffle for a new iPad mini.

HERE’S HOW: To qualify you must add or convert the vendor through our website and select the code ‘Subway/iPad Promo’. Simply log in to your Vision West account at www.vweye.com, go to the Vendor Info tab and select Add/Convert a Vendor. Select the Vendor(s) you would like to add/convert and then in the Reason drop down box, select the promotion code.

SCAN TAG FOR INSTANT ACCESS! www.vweye.com Download the Tag app at http://gettag.mobi and scan this Tag. Subway gift cards will be distributed in September and the raffle for the iPad mini will be held on Monday, September 9, 2013.

Meet our Customer Service Staff

TERRITORY: EAST

ABOUT CHARIS I have been a part of the Vision West family for 6 years. I’ve worked in the Customer Service field more than 20 years and also have a Bachelor’s degree in Accounting. I enjoy being of service to our members.

HOBBY Cooking, baking, bike riding and learning new things! WHAT I LIKE TO DO WHEN NOT WORKING spending time with my family and volunteering with Interfaith Community Services. WHAT I LIKE BEST TO HELP WITH WHEN A MEMBER CALLS IN is anything that makes them feel good about their Vision West experience from explaining statements, teaching them to log onto the website, obtaining statement/invoice copies or resolving any vendor billing issues they might have.

TERRITORY: MIDWEST

ABOUT ERIKA My career includes working as an esthetician, salon management, counseling consultant and the pleasure of working in Vision West customer service for the last 3 ½ years.

ABOUT CARLINE I have worked jobs from a San Diego theme park, retail, to designing gift baskets, and now with Vision West Customer Service for the last 2 ½ years. It seems that no matter what job or TERRITORY: capacity I have been in, WEST it all relates to customer service and ties into treating a person how you would like to be treated. HOBBY holiday crafts like making Christmas gift cards and wreaths, vegetable gardening, making jam and baking pumpkin pie each year from Halloween pumpkins! WHAT I LIKE TO DO WHEN NOT WORKING being with family, my dogs, 4 chickens and harvesting from our 18 fruit trees so that I can share with family and my co-workers at Vision West. WHAT I LIKE BEST TO HELP WITH WHEN A MEMBER CALLS IN is telling you about our ‘RESOURCES’ tab located on the members back page when you log onto the website. There are educational opportunities, practice management resources that are great tools for the office manager and tips on social media for the office like Facebook. Included here is great information from Transitions/Tim Fortner with tips on keeping the $ in the office. Also available are Doctor & Staff Resources along with Vendor Resources.

HOBBY Crocheting blankets, painting and decorating. WHAT I LIKE TO DO WHEN NOT WORKING is entertaining, family events, cheering my boys on playing baseball, taxi driver for my teenager and watching the full series of ‘24’. WHAT I LIKE BEST TO HELP WITH WHEN A MEMBER CALLS IN is to help with providing a solution to any issue and creating ease through the process. I like to walk members through our website which has so many tools and benefits for them. I will advise on vendor issued credit memos and how they can apply to their current statement balance as an ‘Early Credit’.

We are here to assist you. CONTACT US BY PHONE 800.640.9485 OR EMAIL US AT CUSTOMER_SERVICE@VWEYE.COM

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.

1Q-HOUR uickBites

One Hour Quick Bites: Professional Development

Fred H. Dubick, OD, MBA, FAAO

This column is food for thought for any eye care professional at any point in their career. It is very easy to become complacent in your professional skills and fall into the trap that there is nothing new to learn in your job. Beyond the necessity for most of the licensed ECP’s to take minimum amounts of continuing education for license renewal, there are a number of other good reasons to stay current: • All technologies in the ophthalmic products industry are changing constantly and it is important to move beyond a few minute update from the sales representative on a specific product; a course covering the technology behind the upgrade can be very useful. • The medications and delivery systems for those medications are changing daily. • The coding and billing of your procedures from all of the different carriers are fluid and failing to bill the updated codes can costs thousands of dollars in denied claims and costly staff time to rebill those claims properly. • Philosophies of “how” and “why” to treat many diseases are updated periodically and the standards of care you provide must remain current to provide the best possible care to your patients and protect you from malpractice claims. Where to spend an hour getting this information: • Free CE in many of the professional journals and magazines already sitting on your desk. • Websites from your Buying Group usually have a variety of articles and courses. • Many other sources such as vendors and insurance companies have webinars to either participate in real time or watch at your leisure. • Your professional association has huge amounts of continuing education courses available on their websites as well.

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

OUR CUSTOMER SERVICE SPECIALISTS ARE HERE FOR YOU! LET US HELP YOU WITH YOUR BUSINESS NEEDS. CALL US TODAY!

www.vweye.com | 800.640.9485

The optometry industry has been utilizing computerized practice management technology for over two decades, having added electronic health records significantly in the last four years. Data from the Centers for Medicare & Medicaid Services (CMS) as of March 2013 revealed 12,000 optometrists had registered to participate in the CMS EHR Incentive Program to achieve “meaningful use” (MU) of their certified electronic health record technology (CEHRT), and 7,100 received payment. This represents less than half of all practicing optometrists, while a report published by the Centers for Disease Control suggested nearly 70% of office-based physicians use CEHRT. MU implies that the provider is making an effort to provide patient care that focuses on quality care and outcomes. The general propositions of MU are: • IMPROVE CARE COORDINATION: To interconnect healthcare providers, clinics and systems. • REDUCE HEALTH DISPARITIES: To improve the consistency of care for patients with special conditions and those of at-risk ages. • ENGAGE PATIENTS AND THEIR FAMILIES: Provide patients with reminders, and influence conversation with the patient and their families. • IMPROVE POPULATION AND PUBLIC HEALTH: To identify patients who may need special attention, care, or follow-up. • ENSURE ADEQUATE PRIVACY AND SECURITY: To protect patient’s protected health information and consistently enforce HIPAA privacy and security standards. As many optometrists will begin their journey toward MU in 2013 or 2014, they will decide to join due to the CMS EHR Incentive Program for Meaningful Use, or otherwise due to value propositions of EHRs including ease of data analysis. As meaningful users of EHRs, providers may be paid through Medicaid or Medicare versions of the program and may receive nearly $40,000 if they adopt their CEHRT by late this summer. If you would like more information about the Centers for Medicare & Medicaid Services EHR Incentive Program, please visit http://www.cms.gov/Regulations-and-Guidance/Legislation/EHRIncentivePrograms/Basics.html

TO CONTACT REVOLUTIONEHR, PLEASE VISIT OUR WEBSITE AT WWW.REVOLUTIONEHR.COM, OR CONTACT US BY PHONE AT (877) 738-3471. SPECIAL VISION WEST PRICING AND TERMS. CALL FOR DETAILS.

YOUR BUSINESS SOLUTION Keep your dispensary fresh & your sales high

Proud to now offer VISION WEST Members:

Remember To Bill Through Your Vision West Account.

Special 30/60/90 split billing available!

Free Full Office Space Planning

Average $200-300 in Savings!

Free Interior Design Coordination $575 in Savings!

10% Off all Standard Products

Our Dispensary Design Service is FREE regardless of the number of changes made!

FASHIONOPTICAL.COM • 800-824-4106 • SERVICE SETS US APART

TODAY’S INSURANCE CHOICE…

Letting the Tail Wag the Dog or Grabbing the Bull by the Horns? Charles B. Brownlow, OD, FAAO PMI, LLC | www.pmi-eyes.com The American economy depends upon the

ers and the insurance company. AOA can meet with insurers and urge

rules of supply and demand, essentially

fairness and can provide information about the services optometrists

reflecting the old concept of one person

provide and the importance of those services to patients’ well-being. But

or entity offering goods or services to the

negotiations on behalf of single providers cannot be done collectively,

public and another person or entity. The

by AOA or any other membership group. It must be done individually, by

value of the good or service is determined

each contracted doctor.

by the provider and then either accepted, rejected or countered through an offer from the buyer.

With Medicare it is pretty much a ‘take it or leave it’ proposition. If you believe the reimbursements are below what you can accept in exchange for your services, you simply don’t renew your contract and you become

The same is true when considering the relationship between health care

a non-participating provider for your Medicare patients. For other insur-

providers and health insurance companies. In nearly every situation,

ers, it often is a matter of negotiations. If you believe the reimbursements

the provider is contracted with the insurer based on conditions, some of

offered by the insurer are below the value of your services, you should

which refer to what the provider will be paid for services for the insurers’

contact the insurer two or three months before renewal, or before you

subscribers. If the insurer offers less than the provider feels is appropri-

sign the original contract, and negotiate for the reimbursements that you

ate, the provider doesn’t sign the contract and makes a counter offer,

need. Many providers do that with every contract prior to every renewal.

or simply rejects the contract. Medicare is a little different, in that all the

It is not the fault of those providers nor is the fault of the insurers if your

bargaining takes place on a very large scale and precludes any negotiat-

reimbursements are unsatisfactory. The laws of the United States and of

ing by an individual provider. But still, the provider decides whether to

each of the states leave it to the individual provider to ensure that his/her

continue the contract with Medicare or to reject it.

reimbursements are acceptable for her/his services.

This would be an excellent time for all optometrists to review every insur-

So, maybe you cannot fix the contracts that you’ve already signed for this

ance contract currently in effect in the practice. First, how many of those

year, but this is definitely the time to prepare for next year by reviewing

contracts were renewed this year (or simply overlapped into another

all current contracts and deciding which to accept, rejecting, or negoti-

year without renewal)? Second, of the contracts that are in force in your

ate prior to the next renewal. Also, once you’ve established a strategy

practice, how many include an across the board increase in reimburse-

for deciding which contracts are acceptable, it will be easier to consider,

ments of 2% or more? My guess is few or none. Why is that? AOA is

accept or reject any new offers you receive from insurers in the future.

always active in fighting for fair treatment for optometrists in Medicare by working with Congress and the Centers for Medicare and Medicaid Services (CMS). Have you been as active in insisting on fair treatment with the insurers you are contracted with or have you simply permitted the contracts to renew automatically, without so much as a review of the conditions of those contracts? AOA can and does help where it can and where it is appropriate to lobby Congress or to urge CMS to treat optometrists fairly, but with all other payers, the negotiation must take place between individual provid-

FACT: The tail can’t wag the dog unless the dog permits it. It’s time to grab the bull by the horns and at least slow it down or turn it a little, even if you cannot stop it in its tracks.

During times of need,

Optometry Cares. A mother takes her eight month old to an optometrist for a no-cost preventive eye assessment. During the visit, the optometrist evaluates the infant for any debilitating eye diseases… In their moment of need, Optometry Cares. A woman and her husband are not seeing like they used to. There’s no insurance and their financial situation cannot cover the cost of an eye exam… In their moment of need, Optometry Cares. An optometrist and his family step out of a hallway closet to find the results of the tornado’s destructive path… In their moment of need, Optometry Cares. Show you care, with a gift to Optometry Cares® - The AOA Foundation.

243 N. Lindbergh Blvd. St. Louis, MO 63141 800-365-2219, ext. 4200 | Direct: 314-983-4200 Fax: 314-991-4101 E-mail: foundation@aoa.org | www.aoafoundation.org

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NEW VENDORS

RevolutionEHR

Contact Information: Paul Hartge 877.738.3471 phartge@revolutionehr.com www.revolutionehr.com Products: Cloud-based EHR/Practice Management Service

Vision West Discount: Special Vision West Pricing and Terms. Call for details. Services: RevolutionEHR is the leading cloud-based based EHR for Optometry and is also a complete practice management solution.

NEW VENDORS

ON-LINE CE/ABO POWERED BY QUANTUM OPTICAL

INTRODUCING:

Online Education Portal

LEARN ONLINE $5.00 PER COURSE FOR VISION WEST MEMBERS–

A SAVINGS OF $10.00 PER COURSE! 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.

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.

Can’t Finish a Test?

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

Contact Information: Vision West Customer Service 800.640.9485 customer_service@vweye.com Products: Online ABO/NCLE/COPE/State CE/PARA education

Vision West Discount: $5.00 per course for Vision West members – a savings of $10.00 per course! Web Address: www.vweye.com  Log into your Vision West account and go to Resource page. Under Education Resources click on Vision West Online CE/ABO, write down code, and click on link to the education website

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VENDOR AND INDUSTRY UPDATES

MODERN OPTICAL INTERNATIONAL

Modern Optical International Introduces Six Styles to Modern Art Collection

punch! Featuring an oversized square front, metal accents reinforce its modernistic vibe. A336 pairs tortoise with a soft blue hue in a rounded retro silhouette. A338 offers a unique fusion of emerald green speckles within rich tortoise making it a truly chic fashion statement. The subtle butterfly shape gives a youthful flair. A341 is another example of color blocking, but this one contrasts tortoise

Value eyewear leader, Modern Optical International, introduces 6 new styles to its Modern Art Eyewear Collection for Spring/Summer 2013. Inspired by the alluring, minimalistic characteristics of modern art, this collection fully embodies today’s eyewear trends emphasizing feminine designs, some sophisticated and some playful, to create a fresh, distinctive look. Eye-catching colors and patterns are embedded with such vibrant hues as hot pink, aqua, and emerald green. Each piece of Modern Art™, which we refer to as “Collectibles”, enhances a woman’s features to a new level of beauty.The six new ophthalmic styles include five acetate and one metal frame. A329, A332, A336, A338, and A341are all full-rim acetate styles with spring hinges. Unique design details center around the creative use of color. A329 offers a matte black/royal blue color block design in a contemporary oval shape. The material, TR90 Memory Plastic, makes it ultra lightweight for added comfort. A332, a triple laminate acetate frame, exudes spring fever with its electric blue

against translucent mint green. A339, a semi-rimless frame, projects a sense of modernism with its beautifully twisted black/rose stainless steel temples.

TURA INC.

TURA INC. CELEBRATES BACK-TO-SCHOOL WITH NEW OPHTHALMIC STYLES FOR CRUSH AND OIO BRANDS

lifestyle, but also follows the hottest fashion trends. The latest crush eyewear designs include the introduction of non-memory metal styles into the collection, and also retro-inspired frames with a modern twist.

Kids, Tween, and Teen Collections Incorporate the Hottest Fashion Trends into Quality Eyewear Tura, Inc., the inventor of fashion eyewear and industry trendsetter for the past 75 years, is excited to announce new styles for its popular crush and oio brands, which are being promoted in the month of June with an attractive back-to-school offer. oio will launch new ophthalmic styles for kids and tweens, with a wholesale price of $39.95 USD. Crush is also expanding its ophthalmic collection for tweens and teens, with a wholesale price range of $59.95-69.95 USD. Oio eyewear is known for its stylish shapes that are playful, colorful and textured. The brand focuses on adventurous kids and tweens who want to emulate their older siblings, but also wish to express their individuality. The 2 new oio designs capitalize on the popular vintage and color-blocking trends this year. Each acetate style is retro-inspired with a fun pop of color at the temples. Fully equipped with spring hinges, these styles are ideal for kids on the go! The crush consumer leads an active “extreme sports” and techie

“The oio and crush eyewear collections support an active kid’s/ tween’s lifestyle by offering high quality and high performance materials,” says Tura Inc. Vice President of Brand Management Jennifer Coppel. “The latest styles also incorporate top fashion trends from the runway and Hollywood.” The oio and crush brands are currently sold exclusively at independent ophthalmic retailers across the country.

VENDOR AND INDUSTRY UPDATES

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SPY Happy Rays Shine Through SPY’S Crosstown Collection New Frames, Colorways and Attitude SPY® is happy to introduce three new frame designs and colorways into its premium, vintage-inspired Crosstown Collection, underscoring the old adage that ‘good things come in threes.’ Sure to be instant classics, the Warwick, Brookhurst, and Alcatraz are influenced by our collective passion for quality design, music, art and the outdoors. The Warwick, a rectangular frame boasting a unique bridge dip accented by a metal top-bar, is suitable for any high-fashion setting. Rounding out the new additions to the Crosstown Collection are the Brookhurst and Alcatraz. The oversized, round Brookhurst’s bold flat brow is highlighted by a keyhole nose bridge, while the medium-sized Alcatraz features custom pin detailing and slim temples on a classic round frame.

Complementary to the release of the new Crosstown Collection frames is the Explorations in Sound and Music video and zine. Featuring iconic SPY ambassador Ray Barbee and captured by skate lifer and legendary photographer Lance Dawes, the crew journeys to a mysterious dome in the desert used for rejuvenating the human body through sound vibrations. Further underscoring the Crosstown Collection and its ties to happiness, design, music, art and the outdoors, Explorations in Sound and Music will be followed by additional installations with Crosstown advocates Joel Tudor, Nate Tyler, Darrel Mathes, Jarred Mell and Lindsay Perry. The Warwick, Alcatraz, and Happy Lens™ Beachwood and Haight are now available at a hand-selected retailer near you along with three new colorways—Desert Tort, Cherrywood and Sepia. The Brookhurst drops April 1, with all-new pieces retailing between $119 and $199.

Joining the already-popular Haight and Beachwood, the Alcatraz is among the first Crosstown Collection pieces to receive the Happy Lens™ treatment—a subtle black-mirrored, polarized and contrastenhancing lens that lets in the good rays to make us happy while simultaneously blocking the bad rays. The Alcatraz will feature clear lenses with an externally fitted wire clip-on, which stylishly houses the Happy Lens™.

L’AMY

 Product Extract

L’AMY AMERICA ANNOUNCES NEW, 2013 RANGE OF COLUMBIA ELIMINATOR POLARIZED SUNGLASSES Wilton, Connecticut — February 28th 2013 -- L’Amy America, a division of global eyewear group TWC-L’Amy, announces the worldwide launch of 17 new models from the Columbia Eliminator polarized collection. With legendary features such as “H90” featherweight frame technology and Eliminator lenses that block 99.99% of reflected glare, the new collection exemplifies Columbia’s core values of outdoor, long-wear comfort and performance for men and women. “For the first time ever we have created women’s specific designs, utilizing our ‘H90’ frame material. The Columbia core female consumer expects products that will allow her to spend extended amounts of time outdoors. She expects true performance, real comfort, and just like her male counterparts, appreciates technology that works. She is equally interested in feeling attractive, for added confidence, no matter the activity. She is not willing, however, to sacrifice function for fashion” says Worldwide Business Unit

Manager Connie Reiss. Answering the function-with-fashion call are 3 new feminine models, providing definite trend appeal through color-blocking, simultaneous use of matte and shiny finishes, and flirty shapes, such as the cateye “LoLo”. The models are constructed of LoLo Columbia’s exclusive ‘H90’ plastic, C03, red gloss-matte black Kaliopematerial, C02, purple tort an ultra-lightweight Pearl Lake C04, matte navy- green Smoke lens. Wholesale price $52.95 Brown lens. Wholesale price $52. Smoke lens. Wholesale price $52.95 which has super tensile strength, and withstands the effects of both extreme heat and cold.  Product Extract

LoLo C01, matte black-fuschia, smoke lens LoLo C03, red gloss-matte black Smoke lens. Wholesale price $52.95

Stitzers C02, battle grey Smoke lens. Wholesale price $39.95

Stitzers C01, gloss black, smoke lens Kaliope C02, purple tort Pearl Lake C04, matte navy- green Brown lens. Wholesale price $52. Smoke lens. Wholesale price $52.95

Whitney C02, matte stripe tort Brown lens. Wholesale price $49.95

Timpanogas C01, gun-grey-red Smoke lens. Wholesale price $69.95

In About addition to the new women’s offering, the bows LoLo C01, matte black-fuschia, Stitzers2013 C01, gloss range black, smoke also lens Columbia Sportswearsmoke lens Columbia, the flagship brandchannel of Portland, Oregon-based Columbia Sportswear Company, has been specifically creating innovative to apparel, the ophthalmic of trade with acetate designs footwear, accessories and equipment for outdoor enthusiasts since 1938. Columbia has become a leading global brand the company’s passion for thenew outdoors, and an innovative of “trying stuff”, into tailored forby channeling easy scripting. Several models offerspirit easy “rx-ability”, technologies and performance products that keep people warm, dry, cool and protected year-round. To learn more, please visit the company’s website a www.columbia.com along with of-the-moment design such as “Nampa”, a 6-base, About Groupe TWC-L’AMY handmade acetate, with decidedly straight top bar. L’Amy America is part of Groupe TWC-L’AMY – the largest accessory company in France. Established in 1810, the group develops eyewear for brands such as Ann Taylor, Bally of Switzerland, Balmain, Carven, Cerrutti 1881, Columbia Sportswear, Kenzo, Nicole Miller, Nina Ricci, Proenza Schouler, Rochas, Sonia Rykiel, Sperry Top-Sider and Ted Lapidus Stitzers C02, battle grey Whitney C02, matte stripe tort as well as its own house brands. Groupe TWC-L’AMY brings together eyewear, watches,Timpanogas handbags C01, and gun-grey-red jewelry under Brown lens. Wholesale price $49.95 Smoke lens. Wholesale price $69.95 Smoke lens. Wholesale price $39.95 one international accessories company. More information is available at www.lamyamerica.com.

P18

VENDOR AND INDUSTRY UPDATES

COSTA

Costa Heats Up Summer with Three New Sunglass Styles: Prop, KC and the Limited Edition Grand Catalina Just in time for summer, Costa introduces three new sunglass styles: Prop, KC and the limited edition Grand Catalina. Featuring an on trend retro style in a medium fit, Prop is available in fresh new frame colors ocean, coral and black pearl, as well as tortoise, black and the combination black/white. The sturdy nylon frame and integral hinge construction means Prop is built to last, and no-slip Hydrolite™ nose pads help keep the sunglasses comfortably in place all day. It starts in price at $149. Laid back and performance-driven, KC takes after its namesake, country music star and Costa partner Kenny Chesney. Available in gunmetal, palladium and rose gold frame colors, KC’s aviator style is built of quality Monel® metal and features adjustable silicone nose pads for a customized fit. KC starts in price at $199, depending on lens selection. Grand Catalina is back by popular demand, as part of a limited edition release. Originally part of Costa’s line starting in 2003, Grand Catalina’s vintage large aviator look is now available in

MONDOTTICA

brand new frame colors, including coconut fade, scotch, coral, black fade, white, and combinations blue/white and red/white. The frame offers flexible spring hinges for a “forget-they’re-on” fit, no-slip Hydrolite nose pads and sturdy nylon frame construction. Grand Catalina starts in price at $199. Hackett London Eyewear Bespoke PR Article #4 ‐ June 2013/B Like all Costa sunglasses, Prop, KC and Grand Catalina feature REV522 100 percent polarized lenses that protect against harmful UV rays and eliminate reflective glare. The styles are available in Costa’s patented 580P™ color enhancing super lightweight, impact resistant lens technology. “Essentially British”

Mondottica USA is featuring Hackett London Bespoke Collection offering

“We’ve grown our 2013 collection with a wide variety of shapes, finish for the stylish gentleman. Hackett London Eyewear frames are made fits and colors, without compromising any performance technology,” cotton, wood flake by‐product that can be manufactured in a wide array o said Chas MacDonald, president of Costa sunglasses. “No matter patterns. This material makes it extremely comfortable to wear and is fully what you’re doing on or off the water this summer, there’s a pair of end user. All frames come with the ‘Universal Bridge’ allowing for the wide CostasHackett London Eyewear Bespoke Collection is made using high precision just for you.”

with the Hackett “H” signature. Each hinge is carefully selected to ensure a

Each of Costa’s new styles are available now at www.costadelmar. in the Hackett London Bespoke Eyewear Collection are fitted with AR coat com, and at authorized Costa retail partners.

high quality finish. In true Bespoke fashion, every frame in the collection is authentic 925 marked sterling silver plaque for personalization. For more i call 866‐666‐3662 or visit www.mondotticausa.com

“ESSENTIALLY BRITISH” Mondottica USA is featuring Hackett London Bespoke Collection offering matchless fit and finish for the stylish gentleman. Hackett London Eyewear frames are made using Zylonite, a cotton, wood flake by-product that can be manufactured in a wide array of colors, textures and patterns. This material makes it extremely comfortable to wear and is fully adjustable for the end user. All frames come with the ‘Universal Bridge’ allowing for the widest range of fit. Hackett London Eyewear Bespoke Collection is made using high precision OBE hinges, engraved with the Hackett “H” signature. Each hinge is carefully selected to ensure a great fit. All models in the Hackett London Bespoke Eyewear Collection are fitted with AR coated demo lenses for a high quality finish. In true Bespoke fashion, every frame in the collection is finished with an authentic 925 marked sterling silver plaque for personalization. For more information please call 866-666-3662 or visit www.mondotticausa.com

FREE

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Digital Training Pass Exclusively for Vision West Members

Only $49* for Gold, Silver, Bronze & Basic Members

How to Get Your All-Access Digital Training Pass 1. Visit www.vweye.com 2. Log in to your Vision West account

A training solution that gives you unlimited access to over 1,000 online training tools for one year Now you can bring expert training directly to your office with the All-Access Digital Training Pass from National Seminars Training. The AllAccess Digital Training Pass gives you unlimited access to on-demand seminars, ondemand webinars, and online courses to help sharpen and develop your career skills.

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Help More Patients

Get What They Want and Need

With CareCredit

With the CareCredit healthcare credit card, designer frames, upgraded lenses, multiple pairs, and prescription sunglasses are all within reach. By offering CareCredit, you can help patients move beyond price. With flexible monthly payment options, they are able to focus on what you recommend and what they truly desire. “Because of CareCredit, I was able to pick out frames and lenses that I liked the best instead of settling for something I didn’t like nearly as much.” — Melissa, CareCredit Cardholder

Members Save 25%! Adding CareCredit is FREE and Vision West members enjoy an exclusive

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www.carecredit.com/optometry 10629_9x5.5AdV2_062011.indd 1

rp.vw.newsletter.pdf

6/20/11 10:57:54 AM

8/20/09

3:25:41 PM

FreeForm TEK A REVOLUTION IN RX SPORTS!

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VISION WEST PREMIUM VENDOR EXCLUSIVE

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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

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OPTICENTER SUMMER 2013 WORDSEARCH

T H B A R E F O O T N S W I M M I N G W H J K N S W N S M L N E U U G Y V N V B J S P O L F P I L F X S R N C S I N A O B A P I A O Y K H M A B T D B K E T S A A F Q T D R M S Y S S Z L R L L H V N T S R M A N T C T A A N D N A O I O Y A S T I X C A Y O E D N A U W U N L H C C W L S W A S S O J I D E I S G L K L C K T E B V V T E L P L C C W S E Z V E I S Z V E I O R V E T O A O U Y F C N C T N P O E N I L E R O H S I B R I A H C N T G H E I H G N I H C T A W E L P O E P O A S E K U M B R E L L A B H C A E B J D A G N I F R U S L L E H S A E S K C O R Z J N B U C K E T P L S L E D O G S Y O E SUMMER 2013 WORD SEARCH

Word search using common words associated with Summer.

BAREFOOT BATHING SUIT BEACH BALL BIKINI BLANKET BOATS BUCKET

CHAIR CHILDREN COOLER DOGS FLIP-FLOPS FRISBEE HOLIDAY

JET SKIS LIFEGUARD OCEAN PEOPLE WATCHING ROCKS SANDALS SANDCASTLE

SEASHELLS SHORELINE SHOVEL SNACKS SODA STONES STROLLING

SUNBLOCK SUNSHINE SURFING SWIMMING UMBRELLA VACATION VOLLEYBALL

WALKING WAVES

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TO For BEquestions REFORMATED about

Please contact us at the following information

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For State Associations and Groups Laura Dorris 800.640.9485, x.456

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HAVE AN IDEA TO MAKE OPTICENTER BETTER? Opticenter is a quarterly publication written, produced

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and distributed by Inc. The first T HVision E V O I CWest, E OF V ISIO N W E S Tfive 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. HAVE A CUP OF COFFEE ON US.

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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, 2013 and running through December 31, 2013, 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. *