Vision West Opticenter Spring 2017

THE VOICE OF VISION WES T Spring / 2017

www.vweye.com

IN THIS ISSUE:

THE VOICE OF VISION

FROM THE PRESIDENT’S DESK: Your Independent Eye Health W E S and T Vision Practice Complicated?

By Joseph C. Mallinger, OD, MBA, FAAO 1-Hour Quick Bites Selling Year Supplies of Contact Lenses

By Fred H. Dubick, OD, MBA, FAAO CODING FOR DIABETIC PATIENTS

By Eric Botts, OD IT’S TIME WE ALL BECOME AUTHENTIC ON SOCIAL MEDIA

By Kevin Wilhelm, President 4ECPs Spring Pastel Colors and Printed Temple Patterns VISION WEST NEWS

Zoobug London is an award-winning eyewear brand developed by Dr. Julie for infants and children ages from 0 to 12 years.

Spring Pastel Colors and Printed Temple Patterns The patterned temples of polka dots, bumble bees and gingham adorn the c pink, pale yellow and robin egg turquoise. The contrasting temple tips Zoobug London is an award-winning eyewear brandbaby developed

by Dr. Julie Diem Le, especially glued back onto the temple for ease as shown in ZB 1008 206, 617 and 4 for infants and children ages from 0 to 12 years.

TR90 frame with an adorable round shape.

The patterned temples of polka dots, bumble bees and gingham adorn the colorful pastel fronts of baby pink, pale yellow and robin egg turquoise. The contrasting temple tips can be cut to fit, and Zoobug’s built-up nose-pads support little one’s underdeveloped brid glued back onto the temple for ease as shown in ZB 1008 206, 617 silicone and 431 are a lightweight comfortable fit. The TR90 is a flexible, durable with plastic material, commo TR90 frame with an adorable eyewear and ideal for active daily wear. round shape. evokes thebridge colorfulforflavor of aand happy children’s eyewear collection.

Zoobug’s built-up silicone nose-pads support little one’sZoobug underdeveloped a snug comfortable fit. The TR90 is a flexible, durable with plastic material, commonly used in sports eyewear and ideal for active daily wear.

Zoobug evokes the colorful flavor of a happy children’s eyewear collection.

ZB 1008 431

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|© 2017 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

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The patterned temples of polka dots, bumble bees and gingham adorn the colorful pas baby pink, pale yellow and robin egg turquoise. The contrasting temple tips can be cut glued back onto the temple for ease as shown in ZB 1008 206, 617 and 431 are a TR90 frame with an adorable round shape.

Zoobug’s built-up silicone nose-pads support little one’s underdeveloped bridge for a sn comfortable fit. The TR90 is a flexible, durable with plastic material, commonly used in eyewear and ideal for active daily wear.

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FROM THE PRESIDENT’S DESK

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YOUR INDEPENDENT EYE HEALTH AND VISION PRACTICE

Complicated?

A title like the one used for this article deserves an explanation. In this day and age, an independent healthcare practice is not only unique – it absolutely is complicated. Each passing day brings new, innovative and expensive ophthalmic testing equipment. The need for a complex practice management software package - including but not limited to maintaining electronic medical records -- all HIPPA compliant. An inventory management software capable of tracking ophthalmic frames, inventoried medical devices (contact lenses), stock ophthalmic Rx lenses each linked to an ordering system for non-inventoried products needed to be ordered. Social media sites – Facebook, Instagram, Twitter, LinkedIn etc… Additionally, you are required to comply with all State and Federal human resource laws and regulations.

It seems that these technological advances / innovations in testing for ophthalmic and systemic diseases add to the ever-evolving ‘standards of care’ as they relate to each patient electing to place their Eye Health and Vision in your care. The demands upon your professional expertise continue to rise as managed health care strives to drive down the fees you are expected to accept for your expertise.

Accordingly, the steady increases in the costs associated with maintaining your Independent Professional Practice force your fees to each patient to increase. Patients do not seem to always understand or associate these changes and the many years of professional training it takes for you to gain the expected level of professional expertise necessary to achieve your degrees. These advanced degrees will – over the course of your professional life -- save lives, save vision and add great quality of life to the many patients you encounter.

The ever-increasing costs of the new testing equipment, staff salaries, ophthalmic materials, office management software upgrades, inventory maintenance and yes now dedicating a trained staff person to maintain your presence on the social media sites while protecting all patient information in compliance with HIPPA might become overwhelming. Why then do you continue to do all in your power to maintain an Independent Eye Health and Vision Care practice? When I ask this question to Vision West members the answer I receive varies -- yet always seems to circle back to the willingness of each doctor to maintain his or her Independent ability to deliver the highest quality Eye Health and Vision Care to each patient.

To each of you reading this brief discussion about the everincreasing level of complexity of your practice – I want to congratulate you on your tenacity! Your dedication to maintaining the independent approach to delivering healthcare to your patients remains one of the last bastions within the healthcare delivery system in the US. For each of the patients overlooking a simple thank you for your dedication to this principal – Thank You. To those volunteer leaders of your profession who give of their time to maintain the Local, State and National Optometric Associations thereby offering you the assistance you require to maintain your dedication to the principal of the Independent delivery of the highest quality of Eye Health and Vision Care – Thank You. Is your practice more complicated today than ever before?

Absolutely! Will it become even more complex? Absolutely! Will the profession of Optometry strive to maintain the Independent delivery of healthcare? I believe that answer will continue to be – Absolutely!

The many pressures by medical corporations to press for the corporate delivery of health care may attempt to subjugate our profession. However, my humble opinion remains - that the ability of optometric physicians to deliver the highest quality of Eye Health and Vision Care will continue. Especially as our members are increasingly accepted onto the medical panels as some current laws and future laws will demand.

This participation in medical panels will ensure the survival of the Independent Optometric Practice – regardless of how complex this mode of delivering Eye Health and Vision Care becomes. This remains one man’s humble opinion – what is yours? Feel free to email me at jmallingerod@vweye.com

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

P4

NEWS FROM VISION WEST

Vision West Employee of the Year, Carline Sreboth Congratulations to Carline Sreboth, Lead Customer Service Representative. She is the 2016 employee of the year. Carline has been with Vision West for 6 years and does an amazing job helping our members and vendor partners. She is always willing to go above and beyond to help her co-workers and we are so thankful to have her on our team!

California Optometrist of the Year, Dr. Robert Theaker Extending our congratulations to Dr. Robert Theaker who was recently named the 2016 California Optometrist of the Year.

He has served the California Optometric Association for over 25 years and has worked on all committees of the organization.

He served as Legislative Committee Chair in 2005-2006, and is still serving on the committee to this day. He served as president of COA in 2007-2008. He has volunteered at many COA- sponsored vision screenings and participated in numerous legislative fundraisers and meetings both in Sacramento and in his home district. He was COA Key Person Coordinator in 2015-2016 and is the main key person for Senator Bill Monning, the current State Senate Majority Leader.

Dr. Robert Theaker (L) and Dr. Tommy Lin

Outside of COA, Dr. Theaker also currently serves on the AOA Federal Relations Committee and has been an active member of his area Rotary Club for over 24 years. Dr. Theaker also serves on the Vision West Advisory Board and has provided tremendous support and insight through the years. We want to extend our best wishes and congratulate Dr. Theaker on all of his accomplishments!

NEWS FROM VISION WEST

Vision West Ongoing Financial Support to the California Optometric Association tops $12.4 million Vision West presented a check to the California Optometric Association (COA) for $203,939 at the recent COA House of Delegates meeting held in San Francisco, CA February 10th, 2017. With this recent check presentation, the financial support Vision West, Inc. (VWI) has provided to the COA now tops $12.4 million dollars since the relationship began in 1988.

Pictured, Ronald G. Seger, OD COA Secretary-Treasurer and Joseph C. Mallinger, OD, MBA FAAO President & CEO VWI

Remembering Dr. Harue J. Marsden California Optometric Leader, Vision West Advisory Board Member Dr. Harue Marsden lost her battle to cancer on February 2, 2017.

She was a giant in the profession, serving as a professor and associate dean for clinical education at the Southern California College of Optometry (SCCO) at Marshall B. Ketchum University.

After completing a residency in family practice and getting her master’s degree from the University of Houston, College of Optometry, Dr. Marsden became a faculty member of SCCO in 1989.

Dr. Marsden lectured internationally, conducted research, wrote about contact lenses and served as the California Optometric Association’s (COA) president from 2010 to 2011.In addition to the COA, Dr. Marsden volunteered for the AAO, AOA, Association of Optometric Contact Lens Educators, the Great Western Council of Optometry and the Orange County Optometric Society to ensure optometric scope of expansion.

Dr. Marsden served on the Vision West Advisory Board since 2007 and helped facilitate many local Vision West member events. Dr. Marsden was a leader, supporter, and friend. She was very special to all of us at Vision West, and will be greatly missed.

P5

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To learn more about this and other EYE-INSPIRED™ PATIENT-FOCUSED innovations, visit acuvueprofessional.com *In 14 clinical trials posted on www.clinicaltrials.gov, a website maintained by the NIH. The 14 clinical studies evaluated subjective comfort as a primary or secondary endpoint for ACUVUE OASYS® Brand with HYDRACLEAR® PLUS Technology. Review conducted as of April 16, 2016.

ACUVUE® Brand Contact Lenses are indicated for vision correction. As with any contact lens, eye problems, including corneal ulcers, can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness or other eye problems. Consult the package insert for complete information. Complete information is also available by visiting acuvueprofessional.com, or by calling Johnson & Johnson Vision Care, Inc. at 1-800-843-2020.

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1Q-HOUR uickBites

P7

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: Selling Year Supplies of Contact Lenses

Fred H. Dubick, OD, MBA, FAAO

The selling of a full year supply of planned replacement contact lenses can be positive for both your patients and your practice.

Providing a complete year supply at the time of exam takes the patient out of the Internet search market half way through the year.

• Less hassle for them • No loss of profit from losing the sale of half or more of the product • Use of less staff time as you research and verify his or her contact lens prescription for an online retailer or colleague down the street.

Patient compliance with prescribed replacement times is improved, as they know that they have a year supply on hand and are not “stretching” to get to the next exam.

This is critical for eye health and reducing risk of complications from using old contact lenses. If the patient is following the prescribed replacement schedule, they should be ready for a new supply just about the time they are returning to your clinic for an annual comprehensive eye examination and contact lens evaluation.

This will allow you to inventory the core products that are most prevalent in your fitting matrix. Selective bulk purchases for inventory will cut your per box costs and increase the net profit in your contact lens center. As always, check with your buying group, contact lens distributer or contact lens representative for comparative pricing.

Those products not in inventory to dispense directly to the patient can be direct shipped via the contact lens distributor or primary sourced from the contact lens company; usually at no shipping costs to the patient for a year supply.

In summary, every year supply dispensed encourages better compliance and eye health, less office staff time, better purchasing power and more revenue to the bottom line.

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

P8

CODING FOR DIABETIC PATIENTS

By Dr. Eric Botts, Optometric Billing Consultants Diabetes is an epidemic here in the US and quickly growing in all age groups. Most physicians recommend yearly eye exams for patients diagnosed with diabetes because it is the leading cause of new blindness for adults in the US. As primary care eye doctors, optometrists are best positioned to provide that care for all patients currently diagnosed with diabetes. With an escalating population diagnosed with pre-diabetes, Type 1 and Type 2 diabetes the opportunities presented to us are growing every day. Seeing these patients for their initial visit followed by yearly or even more frequent office visits if needed, will fill your schedule quickly.

Diabetes has been linked to many ocular diseases including diabetic retinopathy, neovascular glaucoma, cataracts, tear film insufficiency and corneal disease.

Therefore careful monitoring for possible development of such disease is the optometrist’s responsibility.

Coding for a diabetic patient requires no investment in new instrumentation however if you choose to monitor diabetic retinopathy you will prefer to have a fundus camera, and an OCT is very useful as well. Diabetics require a medical eye exam because typically their physician recommends it and the following diagnosis codes may be used for a medical eye exam even if diabetic retinopathy is not present.

The initial visit is coded as 92004 or 99204 if the appropriate history, elements of exam and medical decision-making are performed. ICD-10 diagnosis codes for this exam have been updated for 2017 and include using Z79.4 for insulin-dependent diabetes and Z79.84 for non-insulin dependent diabetes treated with oral antidiabetic and hypoglycemic drugs. In addition if diabetic retinopathy is present the following diagnosis codes may be used.

E11.3211 E11.3212 E11.3213 E11.3291 E11.3292 E11.3293 E11.3311 E11.3312 E11.3313 E11.3391 E11.3392 E11.3393 E11.3411 E11.3412 E11.3413 E11.3491 E11.3492 E11.3493 E11.3511 E11.3512 E11.3513 E11.3591 E11.3592 E11.3593

Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ Typ

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

mild nonprolf w/edema, RT mild nonprolf w/edema, LT mild nonprolf w/edema, OU mild nonprof w/out edema, RT mild nonprof w/out edema, LT mild nonprof w/out edema, OU mod nonprof w/ edema, RT mod nonprof w/ edema, LT mod nonprof w/ edema, OU mod nonprof w/o edema, RT mod nonprof w/o edema, LT mod nonprof w/o edema, OU sever nonprof w/ edema, RT sever nonprof w/ edema, LT sever nonprof w/ edema, OU sever nonprof w/o edema, RT sever nonprof w/o edema, LT sever nonprof w/o edema, OU prolif w/ edema, RT prolif w/ edema, LT prolif w/ edema, OU prolif w/o edema, RT prolif w/o edema, LT prolif w/o edema, OU

E10.3211 E10.3212 E10.3213 E10.3291 E10.3292 E10.3293 E10.3411 E10.3412 E10.3413 E10.3491 E10.3492 E10.3493 E10.3511 E10.3512 E10.3513 E10.3591 E10.3592 E10.3593

Typ 1 mild nonprolf w/edema, RT Typ 1 mild nonprolf w/edema, LT Typ 1 mild nonprolf w/edema, OU Typ 1 mild nonprof w/o edema, RT Typ 1 mild nonprof w/o edema, LT Typ 1 mild nonprof w/o edema, OU Typ 1 sever nonprof w/ edema, RT Typ 1 sever nonprof w/ edema, LT Typ 1 sever nonprof w/ edema, OU Typ 1 sever nonprof w/o edema, RT Typ 1 sever nonprof w/o edema, LT Typ 1 sever nonprof w/o edema, OU Typ 1 prolif w/ edema, RT Typ 1 prolif w/ edema, LT Typ 1 prolif w/ edema, OU Typ 1 prolif w/o edema, RT Typ 1 prolif w/o edema, LT Typ 1 prolif w/o edema, OU

Also you may perform the following procedures if diabetic retinopathy is found: Extended ophthalmoscopy 92226 or 92226 Threshold visual fields 92083 Fundus photos 92250 OCT Scanning laser 92134 Electroretinography 92275 Gonioscopy 92020 is a billable procedure even when no retinopathy is found. It should be submitted with E11.9 for non-insulin dependent diabetes and E10.9 for insulin dependent diabetes. You may also bill Gonioscopy when retinopathy is present as well.

Be sure to monitor diabetic patients for ocular surface disease because it is reported to be found in more than 50% of all diabetics in the form of tear film insufficiency and blepharitis. TearLab, Inflammadry and Keratograph 5M are useful tests performed to diagnose and monitor ocular surface disease associated with diabetes.

Typical care for these patients involves a combination of office visits, laboratory and supplementary tests. The additional tests may be performed on an as needed basis dependent on medical necessity to monitor any change in the diabetic ocular disease. Some insurance allows for a baseline fundus photo even when retinopathy is not present however most insurance requires that retinopathy is present to bill for imaging procedures like fundus photos. Also you should note that photos and OCT are both imaging procedures and are mutually exclusive meaning most insurance carriers will not pay for them on the same day.

For a patient with diabetes, a yearly dilated eye examination is necessary and some insurance plans even require documentation by the primary care physicians to confirm the eye exam is completed. This is necessary for the insurance to maintain a high Hedis score which many employers evaluate when deciding which insurance carrier will provide coverage for their employees. It is vital that you the optometrist share your finding with the physician treating the diabetes.

Vision West® Program Enhancements The Vision West® Program is designed to support our customers through preferred pricing on ACUVUE® Brand Contact Lenses while rewarding exceptional growth. We are introducing some exciting updates, making it even easier to help your practice grow.

Program Enhancements •

All Brands Qualify

•

Continued Minimum Threshold ($3,000 per quarter)

•

Introduced Loyalty Rebate (up to 4.9% prior year)

•

Adjusted Growth Rate Tiers

•

Introduced NEW VOLUME Tiers

Vision West® Program Revised Rebate Structure.

GROWTH MAXIMIZER REBATE 25% + GROWTH REBATE 15%–24.9%

TARGET REBATE 5%–14.9%

LOYALTY REBATE up to 4.9%*

6%

7%

8%

10%

11%

5%

6%

7%

8%

9%

4%

5%

6%

7%

8%

2%

4%

5%

6%

7%

$3k–9.9k

$10k–19.9k

$20k–49.9k

Locations with no historical sales default to loyalty rebate tier. $50k–99.9k

$100k +

VOLUME TIER *Must maintain at least 98% of prior year sales

How will this benefit my practice?

The Vision West® Reward for Performance Program has been enhanced to give your practice the opportunity to earn a larger rebate: •

Rewards for your loyalty, to help you serve your patients and strengthen our partnership

•

Maximized earning potential, with enhanced growth tiers

•

Opportunities to earn more money, for high-volume purchasers

Third party trademarks used herein are trademarks of their respective partners.

ACUVUE®, ACUVUE OASYS®, 1-DAY ACUVUE® TruEye®, ACUVUE® VITA™, ACUVUE® 2, 1-DAY ACUVUE® DEFINE® and 1-DAY ACUVUE® MOIST are trademarks of Johnson & Johnson Vision Care, Inc. © Johnson & Johnson Vision Care, Inc. 2016

4ECPS

P11

It’s time we all become authentic on social media The role that social media can play in your business cannot be overstated. You’ve probably attended a lecture, saw a video or read an article like this that explains how important it is for you to invest time into building a strong social media presence. The problem is that these lectures, videos and articles don’t explain the how. You now know you need to be on Facebook, Twitter, Instagram but have no idea how to get started, how to upload and more importantly – you’re still unsure of the why.

Lets take a second to examine your consumer - your patient.

Everyone should have an eye exam, either annually or biannually and therefore everyone is your consumer – your potential patient. Let’s now look at how everyone spends their time in today’s world - how they learn, socialize, entertain themselves and make purchasing decisions. People are online and are spending an increasingly longer amount of time online each day. More devices connect us than ever before, and the platforms for content dissemination is at an all-time high. We are all content publishers and all consumers of such content.

Our online interaction has never been more connected.

Having a social presence online is a necessity – you know that already. What you’re missing is the fundamental understanding of why you need to maintain a strong presence online. The idea of social media is to be… well, social! Posting information about your practice, your doctors or your product lines without any actual strategy for creating engaging content is the equivalent of shouting at your patients from across the street.

You’re hoping they hear you, you’re hoping they care what you have to say and you’re hoping your message is convincing enough to have them come in and book an appointment (or buy product from you). The majority of small businesses that invest time into social media are doing it all wrong. They are posting information and not engaging content. They are posting what they think their patients/consumers want to see, read, watch – without realizing that they are just creating noise, which is why you’re probably struggling to get more than 3-4 “likes” on your posts and rarely a “share” (imagine getting 10 shares…!)

It’s time to become authentic with your strategy. Here are some tips to really help you elevate your social media efforts.

Decide what type of content you should create. Think in combination of who you are and who your followers are. What do you have to say/share that could be of value to someone else… what do they really care about? Remember, your followers have decided to give up real estate on their social timelines for your content. Take that as a huge compliment but also a huge responsibility - a responsibility to create content that is worth reading, watching, sharing, etc.

Choose your platforms wisely. You run a business and time is very limited. Don’t spread yourself too thin by trying to reach everyone through every platform. From the point above, you should first decide what type of content you want to create. Then look at the different platforms and evaluate their effectiveness for your type of content. Invest your (limited) time

into what will make the largest impact. If you decide to share videos and media, Instagram and Facebook are great avenues for sharing. If you prefer to share articles and whitepapers, then Twitter is a great avenue.

Create specific content for specific platforms. Social media (and marketing in general) is all about storytelling. Instagram allows you to tell stories through media, such as photo and video. Twitter allows you to tell a story in condensed snippets of text (creating short, yet impactful sentences). Sharing the same content across all platforms, while it seems like the right thing to do to save time, actually creates a missed opportunity to tell your story in the most engaging way possible. Each platform comes with it’s own intricacies and culture. Tap into that to increase results.

Give, give, give… and then ask. Gary Vaynerchuk has built a media empire through social media and one of his books titled, Jab, Jab, Jab, Right Hook is all about giving first, then asking. The idea is that social media isn’t a platform to tell people all about how great you are - it’s an opportunity to create a discussion, a conversation that could never exist in years past. Providing free content, advice or promotional offers helps to show that you are on social platforms for them – for your followers. When the time is right, ask them to reciprocate in some way; promote your upcoming trunk show, anniversary sale or new line of sunglasses. Reciprocity is one of the most powerful marketing tools available to any small business.

Show your personality. Think about why you are in business specifically. Think about what you offer that no one else does.

What do you stand for? What is your core competency? What is the reason that someone would drive by five other eye care businesses to choose yours. Harness that answer and put it into the content you create, share and present to the world. Don’t be like everyone else… don’t just share other people’s content.

Create your own. Be different. Be unique. Be special. Be you.

Social media has given the eye care industry an incredible opportunity to interact with patients like never before.

Consumer loyalty is at an all-time low but with the right strategy, content and platforms, your business could thrive in creating a strategy that connects you that was never previously possible.

Take the time to plan out what you want to say, invest in creating high quality content and choose the right way to share it with the world. In two simple words – Be authentic.

Author Kevin Wilhelm is a Co-Founder and President of 4ECPs – a business resource company that helps eye care professionals overcome some of their biggest challenges as business owners.

To learn more, visit www.4ecps.com

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INDUSTRY UPDATES

XX2i

XX2i Optics, Official Competition Supplier to the U.S. Ski and Snowboard Association, Extends Partnership with toAerial Skier, Triathlete, XX2i Optics, Official Competition Supplier the U.S. Ski and Snowboard Association, Extends Partnership with Aerial Skier, Triathlete, and World Record Holder and World Record Holder Winter Vinecki Winter Vinecki

in the 19 & Under Division, Winter was introduced to aerial skiing in 2011. She eventually tried out for the Fly Elite Freestyle Aerials team in Park City, Utah, and continued to demonstrate success in the early stages of her career. In 2016, Winter was named the Junior National Aerial’s Freestyle Champion and NorAm Cup Overall Tour Champion, and secured a spot on the U.S. Freestyle Ski Team. Winter is now pursuing the next winter Olympics.

“As a 2018 Winter Olympic hopeful, XX2i Optics gives me confidence knowing that no matter what the weather, my sunglasses will give me a clear view off the jump and in the air as I spot the landing below. Even after flipping and twisting through the air, they stay put on my face, just like they were before my jump. With XX2i Optics, I can trust my sunglasses to do their job so I can compete at my best.”

XX2i Optics, Official Competition Supplier to the U.S. Denver, CO – XX2i Optics, Official Competition Supplier to the U.S. Freestyle Ski Team and the U.S. Ski and Freestyle Ski Team U.S.a partnership Ski and Snowboard Snowboard Association (USSA), is and proud tothe announce extension with top ranked aerial skier, world record setting marathon runner, and highly decorated triathlete Winter Vinecki. Winter’s career as an Association (USSA), is proud to announce a partnership athlete began when she was only five years old, racing triathlons and earning two national titles by the time sheskier, was thirteen.

When tragedy struck and her father extension with top ranked aerial world record setting died from an aggressive form of prostate cancer in 2009, she set her goals high, raising thousands of dollars and competing triathlete around the world in multiple disciplines marathon runner, and highly decorated Winter to honor his memory and bring awareness to his illness.

Vinecki. Winter’s career as an athlete began when she was “For the last five years, XX2i Optics has been supporting me in all of my athletic only five years old, racing triathlons and earning two national endeavors,” shared Winter. “Seeing that I just turned 18, it goes to show what an companythirteen.

XX2i is for standing beside tragedy me as I chase down my dreams titles by the timeamazing she was When struck andat a very young age. From summer sports to winter sports, sunglasses are a seemingly her father died from aggressive form of prostate cancer in small butan crucial part of training and competing.”

2009, she set her high, raising thousands of dollars and Withgoals her background in triathlon racing, Winter became even more motivated to compete after her father’s tragic passing – it became her mission to complete a competing around the world in multiple disciplines to honor marathon on every continent before her 15th birthday. By 2013, Winter earned the world record for the youngest person to complete 26.2 mileawareness run on all seven continents. his memory and abring to his illness.

XX2i Optics provides a variety of options for skiers and athletes of all disciplines, including Winter’s favorite, the France1. With multiple styles, colors, and lens configurations including polarized, readers, and fully Rx-able lenses, these shades provide a range of superb optical solutions. The France1 is made from flexible and strong Grilamid and includes fully adjustable temple tips and nose pads to ensure an accurate face fit, an extremely important feature on the ground or in the air. XX2i Optics also just announced a formal relationship as a competition supplier to the US Ski and Snowboard Association, granting exclusive deals to all members of the national organization on high quality performance and casual eyewear.

“For the last five years, XX2i Optics has been supporting me in all of my athletic endeavors,” shared Winter. “Seeing that I just turned 18, it goes to show what an amazing company - more XX2i is for standing beside me as- I chase down my dreams at a very young age. From summer sports to winter sports, sunglasses are a seemingly small but crucial part of training and competing.”

“The first time I learned about and spoke to Winter, I knew she was a very special and gifted person, and a one of a kind athlete,” said Paul Craig, President of XX2i Optics. “Through all her accomplishments, from crossing the the finish line of a marathon on all seven continents, to now soaring 50 feet in the air on her skis, Winter should know that all of us at Team XX2i will always have her back…and eyes!”

With her background in triathlon racing, Winter became even more motivated to compete after her father’s tragic passing – it became her mission to complete a marathon on every continent before her 15th birthday. By 2013, Winter earned the world record for the youngest person to complete a 26.2 mile run on all seven continents.

With the help of XX2i, Winter continues to manage Team Winter – a non-profit organization that raises money and awareness for prostate cancer. To this day, Winter has raised over $400,000 and has athletes, young and old, racing around the world representing her cause. XX2i Optics is proud to extend a partnership with this talented, motivated, and influential young athlete and a storied organization such as USSA as Vinecki continues to push the limits of gravity and compete at the highest level of her sport. Learn more at teamwinter.org.

FOR IMMEDIATE RELEASE

“As a triathlete, XX2i Optics amazed me with cool, durable, and lightweight sunglasses that stayed put on the bike and run. This company was with me from the beginning, even helping me become a two-time IRONKIDS Triathlon National Champion. On my journey to setting the world record for the youngest person to run a

“As a triathlete, XX2i Optics amazed me with cool, durable, and lightweight sunglasses that stayed put on the bike and run. This company was with me from the beginning, even helping me become a two-time IRONKIDS Triathlon National Champion. On my journey to setting the world record for the youngest person to run a marathon on all seven continents, XX2i Optics protected my eyes from the elements on all the terrains on earth, from frozen Antarctica to the Inca Trail to Machu Picchu.”

In addition to her warm weather endeavors, which also includes winning the 2013 Spartan World Championship

Contact: Simone Cordery-Cotter simone@gorace.pro 949-272-2476 www.XX2i.com

XX2i Optics, Official Com Extends Partnersh

INDUSTRY UPDATES

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LUXOTTICA

Bvlgari conveys the essence of timeless glamour through creations that are simultaneously exclusive, modern, precious, and contemporary, and proudly preserves its unique approach to prestige and innovation. Three facets of the brand architecture are featured in this release – Magnifica, Dolcevita and Condotti.

Dolcevita: Bvlgari Alba-BV4139 Chic styling for the elegant, modern woman and inspired by iconic Bvlgari jewels and leatherwear accessories, the Bvlgari medallion makes luxury value a structural element of essential elegance. Functional decor is galvanized in iconic tones of pink and pale gold, engraved with the Bvlgari logo and handfinished with an application of rich black enamel.

Condotti–Serpenteyes BV6095 Magnifica” Serpenti BV8188B The avant-garde design of high fashion trends that dominated Alluring shapes and precious, handcrafted details this year’s catwalk styles define a new chapter in the define the smart, modern aesthetic of glamorous Spring of Pastel Colors and Printed Temple legacy luxury Serpenti style withPatterns fine, geometric shapes, Bvlgari Magnifica Serpenti eyewear. The master crafted handcrafted luxury finishes and bold color contrasts. The diamond–cut snake head decor is set with 2 cabochonZoobug London is an award-winning eyewear brand developed by Dr. Julie Diem Le, especially distinctive color palette combines chic brushed finish frontals for infants cut stone eyes and 6 precious Austrian crystals for a and children ages from 0 to 12 years. in dark tones, rich tones of pale and pink gold on the bridge 100% jewel-inspired luxury appeal.

The patterned temples ofand polka dots, bumble and gingham adorn the colorfulthat pastel fronts the of temples andbees enamel color combinations reflect baby pink, pale yellow and robin egg turquoise. The contrasting temple tips can be cut to fit, and jewel-inspired palette of Serpenti accessories.

Spring Pastel Colors andthe Printed glued back onto templeTemple for easePatterns as shown in ZB 1008 206, 617 and 431 are a lightweight TR90 frame with an adorable

Zoobug London is an award-winninground eyewear shape.brand developed by Dr. Julie Diem Le, especially for infants and children ages from 0 to 12 years.

Zoobug’s built-up silicone nose-pads support little one’s underdeveloped bridge for a snug and

fit. The is a flexible, with plastic material, commonly used in sports MONDOTTICAThe USA patterned temples of polka dots,comfortable bumble bees andTR90 gingham adorndurable the colorful pastel fronts of eyewear and ideal for active daily wear.

baby pink, pale yellow and robin egg turquoise. The contrasting temple tips can be cut to fit, and glued back onto the temple for ease Zoobug as shown in ZB and 431 are eyewear a lightweight evokes the 1008 colorful206, flavor 617 of a happy children’s collection.

TR90 frame with an adorable round shape.

Zoobug’s built-up silicone nose-pads support little one’s underdeveloped bridge for a snug and comfortable fit. The TR90 is a flexible, durable with plastic material, commonly used in sports eyewear and ideal for active daily wear.

ZB 1008 431 ZBchildren’s 1008 206eyewear collection.

Zoobug evokes the colorful flavor of a happy

ZB 1008 617

Spring Pastel Colors and Printed Temple Patterns SPRING PASTEL COLORS AND eyewear PRINTED TEMPLE PATTERNS an award-winning brand developed

by Dr. Julie Diem Le, especially dren ages from 0 to 12 years.

Zoobug’s built-up silicone nose-pads support little one’s Zoobug London is an award-winning eyewear brand underdeveloped bridge for a snug and comfortable fit. The developed by Dr. Julie Diem Le, especially for infants and ples of polka dots, bumble gingham adorn the colorful pastel fronts431 of TR90 is a flexible,ZBdurable 1008 617 ZB 1008 206 with plastic material, commonly children agesbees fromand 0 toZB 121008 years.

866.666.3662 ellow and robin egg turquoise. The contrasting temple tips can be cut to fit, and usedwww.mondotticausa.com in sports eyewear and ideal for active daily wear. e temple for ease as shown temples in ZB 1008 206,dots, 617bumble and 431 areand a lightweight Zoobug evokes the colorful flavor of a happy children’s The patterned of polka bees n adorable gingham adorn the colorful pastel fronts of baby pink, pale eyewear collection. yellow and robin egg turquoise. The contrasting temple tips can be cut to fit, and glued back onto the temple for ease ilicone nose-pads support little1008 one’s 206, underdeveloped bridge a snug and as shown in ZB 617 and 431 are for a lightweight e TR90 is a flexible, durable with plastic material, commonly used in sports TR90 frame with an adorable round shape. l for active daily wear.

www.mondotticausa.com e colorful flavor of a happy children’s eyewear collection.

866.666.3662

J A R E D

L E T O MOD. CARRERA 138/V

CARRERAWORLD.COM

SAFILO GROUP AFFIRMS ITS INDEPENDENT INDUSTRY LEADERSHIP Trendsetting Design, Superior Craftsmanship and Powerful Brands For Preferred Customer Partnerships Safilo, the fully integrated Italian eyewear creator, manufacturer and worldwide distributor of quality and trust, is focused more than ever on its industry-leading capabilities for preferred customer partnerships – like the one it has established with Vision West. Safilo’s trendsetting design, superior craftsmanship and powerful brand building is best illustrated by the company’s own core brands which include Polaroid, Carrera, Safilo, the newly reintroduced Elasta and Emozioni, and Smith.

POLAROID: INSTANT EXPERIENCE Polaroid, the inventor of polarization technology, allows wearers to enjoy the bright colors of life instantly with unique benefits: glare-free vision, clear contrasts, perception of natural colors, reduced eye fatigue and 100% UV protection. Additionally, Polaroid optical frames provide affordable design-led eyewear for everyone at unbeatable value for the price.

CARRERA: CELEBRATING THE LEGEND Carrera has always been in pole position with its innovative and daring spirit, since 1956. The new Spring/Summer 2017 advertising campaign features Academy Award Winning actor and recording artist Jared Leto sporting the season’s most directional optical frames and sunglasses yet and trend-setting model Bella Hadid had been spotted in the sizzling hot new optical frame collection. Exclusive new RED HD lenses from Carrera provide enhanced polarization benefits as well as boast a high-contrast and anti-reflective treatment that allows colors to be seen much more vividly, filtering out the blue light thus providing eye relaxation which ultimately prevents eye aging.

SMITH: PIONEERING TECHNOLOGY BEYOND WALLS The newest SMITH optical styles and sunwear offerings incorporate Chromapop technology for optimized performance and clean styling to fuel fun beyond walls. Smith seeks to power thrilling experiences in snow, surf, bike, fish and peak performance outdoor adventures with a comprehensive sunglass collection that exudes modern styling and a vibrant personality.

Chromapop lenses filter light at two specific wavelengths to eliminate color confusion to the brain while providing a sharper, easier and faster visual experience. Safilo’s recently launched SMITH prescription program offers simplified proprietary lens and frame solutions. Safilo serves as a one-stop provider for frame and lab solutions, with a single online portal and billing account for simplicity, offering competitive consumer pricing in a simple all-inclusive program. Customers benefit through improved inventory management which allows expanded frame board spacing and consumer presentation. The anticipated turnaround time for prescription orders is three to five days.

Fueling fun beyond walls: the new Logan women’s optical frame from SMITH.

ELASTA AND EMOZIONI: AMERICAN EYES Safilo is pleased to reintroduce two ophthalmic brands to the U.S. this spring: the Elasta collection for men and the Emozioni collection for women. The Elasta spring hinge introduced innovation to the eyewear industry in 1967 and is widely acclaimed within the industry as being one of Safilo’s greatest inventions. The hinge has been perfected and improved during the past 50 years to reach today’s evolution offered again in the new men’s Elasta collection and the new women’s Emozioni collection.

Both brands - which are Made in Italy - have always been favored by opticians and patients alike for their quality as well as their well-designed and timeless styling that is well suited for a broad customer base and for a wide range and the incomparable comfort and innovation offered by each collection’s variety of Elasta hinge offerings.

To celebrate, Safilo has organized an exclusive and compelling photography exhibit called American Eyes shot by Italian artist Gianluca Vassallo who traveled to the U.S. to meet Elasta and Emozioni customers and discover the joy and care they dedicate to their patients - sustained by the reliability of these two Safilo owned brands - to protect the eyes of America. The exhibition is an homage to American opticians – celebrating the people, optical shops and landscapes they call home. Unveiled at Vision Expo East, the exhibition can be found on Safilo’s new digital museum www.GalleriaSafilo.com.

To increase your assortment of Safilo’s best in class own core brands, please contact one of your outstanding Safilo sales representatives.

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VW0716OA

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9/6/16 10:00 AM

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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 excellent discounts, Vision West has negotiated these following “Money Saving” deals with our Premium Vendors:

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