Vision West OptiCenter The Voice of Vision West Fall 2016

THE VOICE OF VISION WES T Fall / 2016

www.vweye.com

IN THIS ISSUE:

THE VOICE OF VISION

FROM THE PRESIDENT’S DESK: Frame Board Management Gain or Loss?

W E SFinancial T

By Joseph C. Mallinger, OD, MBA, FAAO 1-Hour Quick Bites Social Media Defensive Strategies

By Fred H. Dubick, OD, MBA, FAAO IS YOUR PRACTICE TAKING ADVANTAGE OF SECTION 179

By Bryan M. Rogoff, OD, MBA, CPHM

|© 2016 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

PROCESS THINKING – A BETTER FORM OF REPUTATION MANAGEMENT FOR YOUR PRACTICE

By Tony Milian, Managing Partner of Practice CoPilot LLC.

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Modern design meets urban lifestyle: neubau eyewear new eyewear brand launches globally in June 2016 Individuality, creativity and an inspiring urban environment - all apt descriptions of the character of Neubau, the 7th district of the Austrian capital, Vienna. Much like the trendy neighborhoods of other major cities worldwide, Neubau is a ground for innovative ideas and definitive trends in

FIND USfashion, ONmusic and contemporary art of all genres.

The spirit of innovation and creative diversity are constantly present in Neubau, an area in

that’s home to galleries, studios, cafés, concept stores, hipster bars and little shops FOLLOWconstant US fluxON selling the wares of emerging designers. The Viennese district is an archetypal example of an

exciting, rapidly evolving urban district, and this approach to life has now become the inspiration

PRINTED IN USA

behind a new global brand of glasses: neubau eyewear. neubau eyewear, which will be presented for the first time at the OPTI trade fair in Munich on January 15th, 2016, is an homage to creativity, innovation and the zeitgeist of the Millennial Generation. The worldwide launch of its optical eyewear collection will be in June 2016, with 12 models in six colors each. The first neubau sunglasses collection will follow in October 2016.

Backed by Austrian manufacturer Silhouette International Schmied AG, neubau eyewear joins a

FROM THE PRESIDENT’S DESK

P3

FR AME BOARD MANAGEMENT

Financial gain or loss?

Coming Soon!

SOMETHING NEW FROM RESTASIS ®

Many times, I am surprised when I ask a Vision West member – Do you use a ‘scan / read’ barcode for the frames you put on the frame board or when it is used by a staff member for a patient? I am surprised because it seems as though over 80% of those asked state they have that ‘module’ or ‘option’ in their Practice Management Software Package but have not taken the time to implement its use.

Why would an OD invest in a software management product and neglect to use it? Maybe you know the answer – especially if you fall into those who answer that they just have not implemented its use. However, I am at a loss for why so many ODs still do not use this valuable tool.

Aside from the time it would take for your staff to ‘scan in’ the initial inventory – the ‘scanning’ of a frame being dispensed to a patient only provides extremely valuable information, so why not stop and ask yourself when will I now take this step.? Think of the following benefits: 1. Real time knowledge of current inventory and therefore, its current cost or value 2. Real time knowledge of how many times a month, a quarter, a year any one particular frame or a frame line is preferred by your staff and your patient demographic 3. Real time knowledge of the real needs of your office before each purchase by you or your staff for inventory 4. How many of your frame slots – occupied by the most used frame product move (turn) a frame?

5. How many times does a particular frame slot move (turn) a frame product over?

6. How many of your frame slots do not move a single frame in one month, one quarter and even a full year?

If you do not have access to this information, you are simply not managing your Frame Board Inventory in a positive, proactive and financially productive manner for your patients and your practice. Think about it using the following example: 1. 700 total frame slots and only 500 of these frame slots actively move or (turn over) frames placed in them over the course of one year?

2. In the above example – a. What is the cost for placing these 200 frames at an average cost of $70 / frame onto your frame board without any return of revenue? 200 x $70 = $14,000. b. What lost revenue - or to say it another way – what opportunity to make money is lost when these 200 frames sit on your frame board without moving for one year? i. Revenue Opportunity Loss = Using a 2.50 times frame multiplier $70 x 2.50 = $175 x 200 = $35,000.

1. Initial construction costs, monthly lease payment, and all those fixed costs associated with keeping your office ‘doors open’.

2. Once factored into what it costs you to ‘offer’ that frame slot to ‘frame vendors’ this might also be added into the above discussion.

3. There are many offices that use all of the above and these fixed costs to maintain each frame slot per month to inform each of the 4 or 5 frame vendors allowed to use their frame board slots / positions that they must pay a monthly fee for each frame board slot or position. a. Think about it -- many other businesses do not allow manufacturers of products placed in their facility to do so without paying a fee!

This is Not an unreasonable position to take with frame vendors whose products move in and out of your frame board for free!

Knowledge is power – the above type of knowledge allows you to: 1. Limit the number of frame vendors for use by you and your team to the most productive in the optical industry (4 or 5 frame vendors at the most). a. How to answer this question – simply go to the VWI website and look at those frame vendors you or your staff purchased frames from in the past month or quarter. b. Identify those with the Top 10 Selling Frames at the top of each frame vendor’s position. c. Limit access to your frame board to only those stating their frames represent the top 10 selling frames within the industry.

Use the knowledge VWI membership affords you. Take control of your frame board inventory! You, your staff and your patients will be pleased with this Positive and Proactive approach to managing each of those very important frame slots you pay for each month when you pay your mortgage or lease payment and the cost of each frame placed into each of these slots.

Remember, in most cases you have paid for each of those frames before the patient reimburses you for that cost! We all know there is at least one major frame company that will put frames on your board in a consignment manner. When you agree to this – always consider the above ‘opportunity costs’ won or lost with that decision. If those frames do not move what opportunity to use frames in those positions have you given away?

Which of the frame slots are most visually attractive? Those that ‘turn over’ frames! Should you then limit access to those frame inventory slots to frame companies with frames that your patients consistently request!

Using this knowledge will increase the number of times a frame slot moves a frame in and out of its position! One last point – at least for these positions it is not unreasonable to state there is a fee for a frame company to place a frame product in a frame slot that will always move a quality top 10 selling frame!

3. This example assumes 200 frame positions remain unproductive for one year. However, what if your average frame slot moves or turns various frames move in and out of its position - say 2 or 3 times. a. What then – what type of opportunity to present frames your patients want to use and what type of financial opportunity to generate revenue would that variable present? © 2016 Allergan. All rights reserved.

All trademarks are the property of their respective owners.

APC46BM16 161111

In a more complicated approach it would not be unreasonable to consider the following additional expenses associated with maintaining these 200 slots without any frame product moving in or out of the slot:

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

FROM THE PRESIDENT’S DESK

P3

FR AME BOARD MANAGEMENT

Financial gain or loss?

Coming Soon!

SOMETHING NEW FROM RESTASIS ®

Many times, I am surprised when I ask a Vision West member – Do you use a ‘scan / read’ barcode for the frames you put on the frame board or when it is used by a staff member for a patient? I am surprised because it seems as though over 80% of those asked state they have that ‘module’ or ‘option’ in their Practice Management Software Package but have not taken the time to implement its use.

Why would an OD invest in a software management product and neglect to use it? Maybe you know the answer – especially if you fall into those who answer that they just have not implemented its use. However, I am at a loss for why so many ODs still do not use this valuable tool.

Aside from the time it would take for your staff to ‘scan in’ the initial inventory – the ‘scanning’ of a frame being dispensed to a patient only provides extremely valuable information, so why not stop and ask yourself when will I now take this step.? Think of the following benefits: 1. Real time knowledge of current inventory and therefore, its current cost or value 2. Real time knowledge of how many times a month, a quarter, a year any one particular frame or a frame line is preferred by your staff and your patient demographic 3. Real time knowledge of the real needs of your office before each purchase by you or your staff for inventory 4. How many of your frame slots – occupied by the most used frame product move (turn) a frame?

5. How many times does a particular frame slot move (turn) a frame product over?

6. How many of your frame slots do not move a single frame in one month, one quarter and even a full year?

If you do not have access to this information, you are simply not managing your Frame Board Inventory in a positive, proactive and financially productive manner for your patients and your practice. Think about it using the following example: 1. 700 total frame slots and only 500 of these frame slots actively move or (turn over) frames placed in them over the course of one year?

2. In the above example – a. What is the cost for placing these 200 frames at an average cost of $70 / frame onto your frame board without any return of revenue? 200 x $70 = $14,000. b. What lost revenue - or to say it another way – what opportunity to make money is lost when these 200 frames sit on your frame board without moving for one year? i. Revenue Opportunity Loss = Using a 2.50 times frame multiplier $70 x 2.50 = $175 x 200 = $35,000.

1. Initial construction costs, monthly lease payment, and all those fixed costs associated with keeping your office ‘doors open’.

2. Once factored into what it costs you to ‘offer’ that frame slot to ‘frame vendors’ this might also be added into the above discussion.

3. There are many offices that use all of the above and these fixed costs to maintain each frame slot per month to inform each of the 4 or 5 frame vendors allowed to use their frame board slots / positions that they must pay a monthly fee for each frame board slot or position. a. Think about it -- many other businesses do not allow manufacturers of products placed in their facility to do so without paying a fee!

This is Not an unreasonable position to take with frame vendors whose products move in and out of your frame board for free!

Knowledge is power – the above type of knowledge allows you to: 1. Limit the number of frame vendors for use by you and your team to the most productive in the optical industry (4 or 5 frame vendors at the most). a. How to answer this question – simply go to the VWI website and look at those frame vendors you or your staff purchased frames from in the past month or quarter. b. Identify those with the Top 10 Selling Frames at the top of each frame vendor’s position. c. Limit access to your frame board to only those stating their frames represent the top 10 selling frames within the industry.

Use the knowledge VWI membership affords you. Take control of your frame board inventory! You, your staff and your patients will be pleased with this Positive and Proactive approach to managing each of those very important frame slots you pay for each month when you pay your mortgage or lease payment and the cost of each frame placed into each of these slots.

Remember, in most cases you have paid for each of those frames before the patient reimburses you for that cost! We all know there is at least one major frame company that will put frames on your board in a consignment manner. When you agree to this – always consider the above ‘opportunity costs’ won or lost with that decision. If those frames do not move what opportunity to use frames in those positions have you given away?

Which of the frame slots are most visually attractive? Those that ‘turn over’ frames! Should you then limit access to those frame inventory slots to frame companies with frames that your patients consistently request!

Using this knowledge will increase the number of times a frame slot moves a frame in and out of its position! One last point – at least for these positions it is not unreasonable to state there is a fee for a frame company to place a frame product in a frame slot that will always move a quality top 10 selling frame!

3. This example assumes 200 frame positions remain unproductive for one year. However, what if your average frame slot moves or turns various frames move in and out of its position - say 2 or 3 times. a. What then – what type of opportunity to present frames your patients want to use and what type of financial opportunity to generate revenue would that variable present? © 2016 Allergan. All rights reserved.

All trademarks are the property of their respective owners.

APC46BM16 161111

In a more complicated approach it would not be unreasonable to consider the following additional expenses associated with maintaining these 200 slots without any frame product moving in or out of the slot:

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

GP SPECIALISTS

P5

GP Specialists has the Ortho-k modality to meet the needs of the thousands of myopic patients under18 year olds within a 20 minute drive to your office. Help these patients today improve in their sports activities, self-confidence, while also fighting the myopia epidemic created by cell phones and computers. Our expert consultation team specializes in fitting myopic, high myopic, hyperopic, presbyopic and astigmatic Ortho-k lens designs.

TM

iSee® Ortho-k- The advanced generation design of the FARGO™ Ortho-k lens, incorporating a more aggressive treatment zone with proven results for higher degrees of myopia (-10 and above).

Don’t let prescriptions walk out your door When he’s ready to step out in the latest frames and lenses, step forward with special financing options* available with the CareCredit healthcare credit card. CareCredit may help your patients get the products you recommend in the styles they want— while in your office.

Paragon CRT®- The original FDA approved corneal reshaping therapeutic lens. Paragon is a leader in providing your practice with the marketing resources for the successful integration of Orthokeratology into your practice.

Make CareCredit a part of your daily routine.

Call for more information and enroll at no cost today .^ FARGO™- This FDA approved lens has a successful track record for success and practitioner/patient satisfaction for over 10 years. It is also approved for use in China, Korea, Japan and Vietnam, making it one of the most expansive global Ortho-k lens designs.

Members of Vision West SAVE 25% on provider processing rates.

866.853.8432 | www.carecredit.com | visioninfo@carecredit.com *Subject to credit approval. Minimum monthly payments apply. See www.carecredit.com for details. ^ Subject to change.

VW0716OA

Gov® Dr. Tung- Dr. Tung’s Gov® portfolio of Ortho-k designs has been recognized and awarded as the most advanced system of Ortho-k lenses by the Ortho-k Academy of America*. In addition to advanced designs to treat and manage myopia, high myopia, hyperopia and presbyopia, it is also prescribed for post-LASIK patients.

Orthotool- Dr. Eddie Chow’s Orthotool design software allows you the freedom to design your own ortho-k lenses.

With this unique software you are in total control of every aspect of the ortho-k lens design. You have total access to all of the curves of the lens and have the ability to change any curve to meet your patients needs.

Please contact GP Specialists to learn more about our Ortho-k solutions for your practice. *Awarded in 2009 by OAA

15970 Bernardo Center Dr. • San Diego, CA 92127 Toll Free: (800) 889-0379 • Direct Fax: (949) 361-4865 Website: www.gpspecialists.com

GP SPECIALISTS

P5

GP Specialists has the Ortho-k modality to meet the needs of the thousands of myopic patients under18 year olds within a 20 minute drive to your office. Help these patients today improve in their sports activities, self-confidence, while also fighting the myopia epidemic created by cell phones and computers. Our expert consultation team specializes in fitting myopic, high myopic, hyperopic, presbyopic and astigmatic Ortho-k lens designs.

TM

iSee® Ortho-k- The advanced generation design of the FARGO™ Ortho-k lens, incorporating a more aggressive treatment zone with proven results for higher degrees of myopia (-10 and above).

Don’t let prescriptions walk out your door When he’s ready to step out in the latest frames and lenses, step forward with special financing options* available with the CareCredit healthcare credit card. CareCredit may help your patients get the products you recommend in the styles they want— while in your office.

Paragon CRT®- The original FDA approved corneal reshaping therapeutic lens. Paragon is a leader in providing your practice with the marketing resources for the successful integration of Orthokeratology into your practice.

Make CareCredit a part of your daily routine.

Call for more information and enroll at no cost today .^ FARGO™- This FDA approved lens has a successful track record for success and practitioner/patient satisfaction for over 10 years. It is also approved for use in China, Korea, Japan and Vietnam, making it one of the most expansive global Ortho-k lens designs.

Members of Vision West SAVE 25% on provider processing rates.

866.853.8432 | www.carecredit.com | visioninfo@carecredit.com *Subject to credit approval. Minimum monthly payments apply. See www.carecredit.com for details. ^ Subject to change.

VW0716OA

Gov® Dr. Tung- Dr. Tung’s Gov® portfolio of Ortho-k designs has been recognized and awarded as the most advanced system of Ortho-k lenses by the Ortho-k Academy of America*. In addition to advanced designs to treat and manage myopia, high myopia, hyperopia and presbyopia, it is also prescribed for post-LASIK patients.

Orthotool- Dr. Eddie Chow’s Orthotool design software allows you the freedom to design your own ortho-k lenses.

With this unique software you are in total control of every aspect of the ortho-k lens design. You have total access to all of the curves of the lens and have the ability to change any curve to meet your patients needs.

Please contact GP Specialists to learn more about our Ortho-k solutions for your practice. *Awarded in 2009 by OAA

15970 Bernardo Center Dr. • San Diego, CA 92127 Toll Free: (800) 889-0379 • Direct Fax: (949) 361-4865 Website: www.gpspecialists.com

1Q-HOUR uickBites

P7

INTRODUCING:

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.

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: Social Media Defensive Strategies

OD, MBA, FAAO

Most of the negative service reviews are pointed at unmeet expectations. We are all human and it’s important to put your anger aside and thoughtfully respond in an attempt to resolve the patient’s concerns privately. Many times this positive resolution will have the end result of a very satisfied patient for many years to come. It is not worth the social media fallout from an unhappy patient.

Engage a social media savvy team member to monitor your Yelp, Facebook and any other social media that is prevalent in your geographic area daily and have them follow up with disgruntled patients immediately to try and resolve the issues. If you can turn that unhappy patient into a satisfied customer, perhaps, without asking, they will revise or take down their negative posting. Either way, your practice shows it cares and has, within the limitations of HIPAA, responded to the complaint and the next readers will see you are engaged in problem solving.

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

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!

Fred H. Dubick,

Nothing is more uncomfortable than checking out your own business on social media sites like Yelp. Yet, your patients are doing exactly that before they call your office to make an appointment. No one is perfect and there are certainly going to be some cringe-worthy posts about you, your staff and the goods and services that you provide.

In this world of instant review, gratification and research, many of our patients think nothing of scorching our services in the same manner that they do when the pizza delivery guy is 10 minutes late and they forgot the pepperoni! These patients have no idea the damage they are doing to our practices and professional reputation.

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.

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.

1Q-HOUR uickBites

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

1Q-HOUR uickBites

P7

INTRODUCING:

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.

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: Social Media Defensive Strategies

OD, MBA, FAAO

Most of the negative service reviews are pointed at unmeet expectations. We are all human and it’s important to put your anger aside and thoughtfully respond in an attempt to resolve the patient’s concerns privately. Many times this positive resolution will have the end result of a very satisfied patient for many years to come. It is not worth the social media fallout from an unhappy patient.

Engage a social media savvy team member to monitor your Yelp, Facebook and any other social media that is prevalent in your geographic area daily and have them follow up with disgruntled patients immediately to try and resolve the issues. If you can turn that unhappy patient into a satisfied customer, perhaps, without asking, they will revise or take down their negative posting. Either way, your practice shows it cares and has, within the limitations of HIPAA, responded to the complaint and the next readers will see you are engaged in problem solving.

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

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!

Fred H. Dubick,

Nothing is more uncomfortable than checking out your own business on social media sites like Yelp. Yet, your patients are doing exactly that before they call your office to make an appointment. No one is perfect and there are certainly going to be some cringe-worthy posts about you, your staff and the goods and services that you provide.

In this world of instant review, gratification and research, many of our patients think nothing of scorching our services in the same manner that they do when the pizza delivery guy is 10 minutes late and they forgot the pepperoni! These patients have no idea the damage they are doing to our practices and professional reputation.

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.

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.

1Q-HOUR uickBites

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

4ECPS P9

Efficient Claim Filing Is Just a Click Away

HOW TO BUILD A BRAND FOR YOUR EYE CARE BUSINESS Marketers and consumers all over the world define the word brand differently. For me, I take a plain and simple approach.

I define brand as the reason a patient will drive past three, four or even ten other eye care businesses to choose yours. Have you established that reason, that niche, that unique selling proposition that your patients cannot live without? If you haven’t, this article is for you.

The first question you should ask yourself is, what makes my practice different? If you answered with the words customer service, you’re out of luck. Every practice in the nation has been aiming for the best customer service in the industry. Having strong customer service has become a necessity to survive and compete against all forms of competitors that continually enter the market. You my friend, you need to stand out! If you want to thrive and really build a brand in eye care, I recommend looking deep into your business processes, personality, and price points to determine what really makes you different.

In order to know how you’re different, you first must understand what you’re different from. How can you say you compete on price or brand selection if you’re unaware of what options are available to your patients now? Conduct some market research – both locally and online. First, determine who your main competitors are. Make sure you understand exactly what they stand for - what their brand platform is. If you’re building a new business or trying to re-invent yourself, I would recommend looking at the holes that currently exist in the market now - and filling that hole. If you’re an established business with years of history, then we’ll let’s move on and determine what your current brand is.

VisionWeb helps makes claim filing easy because we give you the tools you need to manage every step of the process.

• • • • •

As an established business with thousands of patients, the truth is, your business already has a brand – even if you’re unaware of what that is. Conduct an in-house survey and ask your patients why they continually choose you. Ask them what words come to mind when they think of your business. Ask them if the reason they continue to visit you is out of habit. Find out the truth behind why you are chosen and not the hundred other options available in your area. Then… read them. All. Take the time to go through each survey and let their responses sink in. You will understand your business better than ever before, and once you share these responses with your staff, they’ll understand your business better than ever before.

Claim submission and tracking Patient eligibility verification Detailed reports and analytics Claim uploading from practice management systems Electronic Remittance Advice (ERA) for FREE

To establish your brand, you’ll want to provide focus on a key area that appeals to a particular customer base. Your brand may stand for selection. Your brand may stand for style. You may choose to build a brand based on low price. Whatever you choose, ensure you commit to your brand strategy 100%. If you stand behind being the lowest price provider in your area, then be the lowest price provider in your area. Continually research your competitors’ products and adjust your pricing accordingly. Offer price match guarantees. Buy in huge volumes to save on your cost of goods. If you are building a brand to provide the most comprehensive eye exam available, then you’ll want to invest in technology that allows you to detect diseases before anyone else can. Continually re-evaluate your technology, training, and communication efforts on what your technology can do. Make sure people know about the services you’re offering. If you build your brand on style and selection – spend time researching trends, frame technology, and seek out exclusive lines that only you will carry – be THE spot with the hottest new line, every time.

MEMB E DISCO R UNT

Special Vision West Member Discount Vision West members get 10% off the monthly fees* for VisionWeb’s claim filing service.

That’s for both new and existing clients. Call us and mention that you are a Vision West member to receive this special offer!

Once you’ve determined what your brand will stand for – plan out your marketing strategy. Brands are built through repetition of consistent messaging. You want your customers to think of your brand synonymously with what your brand stands for. Wal-Mart is low price. Nike is performance. Jaguar is luxury. To accomplish this, you must be in front of your customers with your consistent message over and over again. Digital marketing is a great way to reach the same audiences again and again. Billboards on major routes will market to the same people day in and day out. Invest long term in high value marketing strategies.

Talk to an Enrollment Consultant at (800) 590-0873 today.

www.visionweb.com

In order to build a brand in the eye care industry, ask your patients why they are currently choosing you. Research the competitive landscape in your area and look for opportunities for an underserved market. Decide what your business will stand for - then build a strategy that tells the world. If you continue to think long term and make decisions that reflect your brand strategy – you can establish and build a long lasting and profitable brand.

© 2015 VisionWeb, Inc. All rights reserved. VisionWeb is a service mark of VisionWeb, Inc. *Cannot be combined with any other offers. Discount is available to both new and existing VisionWeb clients. Clients must enroll in auto-payment of their account via credit card or ACH to qualify.

Vision West 2015 Ad 6.indd 1

6/11/15 2:53 PM

FOR MORE INFORMATION TURN TO PAGE 18

4ECPS P9

Efficient Claim Filing Is Just a Click Away

HOW TO BUILD A BRAND FOR YOUR EYE CARE BUSINESS Marketers and consumers all over the world define the word brand differently. For me, I take a plain and simple approach.

I define brand as the reason a patient will drive past three, four or even ten other eye care businesses to choose yours. Have you established that reason, that niche, that unique selling proposition that your patients cannot live without? If you haven’t, this article is for you.

The first question you should ask yourself is, what makes my practice different? If you answered with the words customer service, you’re out of luck. Every practice in the nation has been aiming for the best customer service in the industry. Having strong customer service has become a necessity to survive and compete against all forms of competitors that continually enter the market. You my friend, you need to stand out! If you want to thrive and really build a brand in eye care, I recommend looking deep into your business processes, personality, and price points to determine what really makes you different.

In order to know how you’re different, you first must understand what you’re different from. How can you say you compete on price or brand selection if you’re unaware of what options are available to your patients now? Conduct some market research – both locally and online. First, determine who your main competitors are. Make sure you understand exactly what they stand for - what their brand platform is. If you’re building a new business or trying to re-invent yourself, I would recommend looking at the holes that currently exist in the market now - and filling that hole. If you’re an established business with years of history, then we’ll let’s move on and determine what your current brand is.

VisionWeb helps makes claim filing easy because we give you the tools you need to manage every step of the process.

• • • • •

As an established business with thousands of patients, the truth is, your business already has a brand – even if you’re unaware of what that is. Conduct an in-house survey and ask your patients why they continually choose you. Ask them what words come to mind when they think of your business. Ask them if the reason they continue to visit you is out of habit. Find out the truth behind why you are chosen and not the hundred other options available in your area. Then… read them. All. Take the time to go through each survey and let their responses sink in. You will understand your business better than ever before, and once you share these responses with your staff, they’ll understand your business better than ever before.

Claim submission and tracking Patient eligibility verification Detailed reports and analytics Claim uploading from practice management systems Electronic Remittance Advice (ERA) for FREE

To establish your brand, you’ll want to provide focus on a key area that appeals to a particular customer base. Your brand may stand for selection. Your brand may stand for style. You may choose to build a brand based on low price. Whatever you choose, ensure you commit to your brand strategy 100%. If you stand behind being the lowest price provider in your area, then be the lowest price provider in your area. Continually research your competitors’ products and adjust your pricing accordingly. Offer price match guarantees. Buy in huge volumes to save on your cost of goods. If you are building a brand to provide the most comprehensive eye exam available, then you’ll want to invest in technology that allows you to detect diseases before anyone else can. Continually re-evaluate your technology, training, and communication efforts on what your technology can do. Make sure people know about the services you’re offering. If you build your brand on style and selection – spend time researching trends, frame technology, and seek out exclusive lines that only you will carry – be THE spot with the hottest new line, every time.

MEMB E DISCO R UNT

Special Vision West Member Discount Vision West members get 10% off the monthly fees* for VisionWeb’s claim filing service.

That’s for both new and existing clients. Call us and mention that you are a Vision West member to receive this special offer!

Once you’ve determined what your brand will stand for – plan out your marketing strategy. Brands are built through repetition of consistent messaging. You want your customers to think of your brand synonymously with what your brand stands for. Wal-Mart is low price. Nike is performance. Jaguar is luxury. To accomplish this, you must be in front of your customers with your consistent message over and over again. Digital marketing is a great way to reach the same audiences again and again. Billboards on major routes will market to the same people day in and day out. Invest long term in high value marketing strategies.

Talk to an Enrollment Consultant at (800) 590-0873 today.

www.visionweb.com

In order to build a brand in the eye care industry, ask your patients why they are currently choosing you. Research the competitive landscape in your area and look for opportunities for an underserved market. Decide what your business will stand for - then build a strategy that tells the world. If you continue to think long term and make decisions that reflect your brand strategy – you can establish and build a long lasting and profitable brand.

© 2015 VisionWeb, Inc. All rights reserved. VisionWeb is a service mark of VisionWeb, Inc. *Cannot be combined with any other offers. Discount is available to both new and existing VisionWeb clients. Clients must enroll in auto-payment of their account via credit card or ACH to qualify.

Vision West 2015 Ad 6.indd 1

6/11/15 2:53 PM

FOR MORE INFORMATION TURN TO PAGE 18

DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL DuraVision_BP_ad_OptiCtr_A_out.indd 1

9/6/16 10:00 AM

SOLUTION REACH

FRONT OFFICE ISSUES AND TIPS FOR RESOLVING THEM Everyone knows that making a good first impression is critical.

When a new patient comes into your practice, what kind of impression are you making? The people in your front office are the first contact patients have with your practice, so it’s critical that you hire, train, and retain the best quality people to staff those key positions.

CROSS-TRAIN FOR EFFICIENCY Front office staff are under pressure to perform their job duties, be courteous to patients, ensure the patient experience is positive, answer questions, find information, and support the office functions. Make sure that front office staff are trained to respond appropriately to unhappy patients. Is the patient pushed for time? Give an accurate assessment of the wait, or offer the option to reschedule. And be certain that you cross-train your front office staff on these techniques so that patients are handled in a courteous and consistent manner. This cross-training also serves to decrease the likelihood that any one staff member gets burned out.

PROVIDE PATIENT PORTALS Another way to keep your front office staff functioning at peak levels is to use a patient portal on your website. A portal is an interactive tool that allows patients to ask and receive answers to questions, receive notice of their eyewear being ready, and find important information about your location, hours, and access your online library of eyecare information. Your staff can respond quickly to patient requests, and the HIPAA-secure portal ensures that the information is safe. A portal also keeps your patients happy because they have 24/7 access to information from their smart phone, tablet, laptop, or desktop.

ASK FOR INPUT One of the most effective and simple ways to keep your front office motivated and efficient is to ask for their input. Who better knows the strengths and failings in your systems than those who work with them every day? Ask for comments and suggestions from your front office staff, discuss them as a team, and choose which ones to implement. You can even give awards each quarter for the best idea. When your staff members feel that their opinions are valued, they will be far more committed to giving their best and to carrying out the ideas they created.

It’s no secret that happy employees make for happier patients. A few small steps can improve morale, build rapport, and make the front office environment a much friendlier place.

Kim Williams-Justesen,

MARKETING COMMUNICATIONS MANAGER, SOLUTION REACH

P11

DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITALEYE LAB DIGITAL EYE LAB DIGITAL EYE LAB DIGITAL DuraVision_BP_ad_OptiCtr_A_out.indd 1

9/6/16 10:00 AM

SOLUTION REACH

FRONT OFFICE ISSUES AND TIPS FOR RESOLVING THEM Everyone knows that making a good first impression is critical.

When a new patient comes into your practice, what kind of impression are you making? The people in your front office are the first contact patients have with your practice, so it’s critical that you hire, train, and retain the best quality people to staff those key positions.

CROSS-TRAIN FOR EFFICIENCY Front office staff are under pressure to perform their job duties, be courteous to patients, ensure the patient experience is positive, answer questions, find information, and support the office functions. Make sure that front office staff are trained to respond appropriately to unhappy patients. Is the patient pushed for time? Give an accurate assessment of the wait, or offer the option to reschedule. And be certain that you cross-train your front office staff on these techniques so that patients are handled in a courteous and consistent manner. This cross-training also serves to decrease the likelihood that any one staff member gets burned out.

PROVIDE PATIENT PORTALS Another way to keep your front office staff functioning at peak levels is to use a patient portal on your website. A portal is an interactive tool that allows patients to ask and receive answers to questions, receive notice of their eyewear being ready, and find important information about your location, hours, and access your online library of eyecare information. Your staff can respond quickly to patient requests, and the HIPAA-secure portal ensures that the information is safe. A portal also keeps your patients happy because they have 24/7 access to information from their smart phone, tablet, laptop, or desktop.

ASK FOR INPUT One of the most effective and simple ways to keep your front office motivated and efficient is to ask for their input. Who better knows the strengths and failings in your systems than those who work with them every day? Ask for comments and suggestions from your front office staff, discuss them as a team, and choose which ones to implement. You can even give awards each quarter for the best idea. When your staff members feel that their opinions are valued, they will be far more committed to giving their best and to carrying out the ideas they created.

It’s no secret that happy employees make for happier patients. A few small steps can improve morale, build rapport, and make the front office environment a much friendlier place.

Kim Williams-Justesen,

MARKETING COMMUNICATIONS MANAGER, SOLUTION REACH

P11

P12

PRACTICE COPILOT

PRACTICE COPILOT

PROCESS THINKING – A BETTER FORM OF REPUTATION MANAGEMENT FOR YOUR PRACTICE

Online reviews have become a platform for otherwise shy people to voice their opinions in ways that offer total anonymity. Patients who would otherwise leave your practice with a smile on their face that look nothing but happy will go online and virtually light you on fire for the whole world to see. Did you know that patients who had a negative experience are significantly more likely to leave a bad review than patients who had a particularly good experience? In fact, a study conducted by Dimensional Research of consumers interacting with mid-size companies found that 95% of respondents who had a bad experience told someone else vs. only 87% of respondents who had a good experience.

Online reviews are not something to take lightly either.

Prospective patients are basing a large part of their decision about whether to patronize a healthcare provider on the online reviews they see. A study performed by Digital Assets found that 82% of patients said that reviews influence their willingness to be treated by a doctor. Reviews are now almost as trusted as personal recommendations.

Medical practices are spending more time than ever trying to manage their online reputation. Many practices are making significant monetary investments in companies that help aggregate reviews or encourage patients to place

good review on sites that have predominantly bad reviews to balance them out. Other companies claim to help eliminate or erase old negative reviews so that the new “good” ones come out on top. I equate this to solving a problem of being overweight with cosmetic surgery. At the end of the day, the basic issue that resulted in being overweight in the first place has not been addressed. In much the same way, focusing on the internal office processes that result in unsatisfied patients and bad reviews is the real answer.

I came across a very recent example of this in an eye care practice I visited. This practice had been plagued by negative reviews about their optical department for years.

Many of the reviews suggested that their opticians “must not be interested in selling me glasses because they practically ignored me when I got to the optical.” Upon closer inspection, I found that the current method of scheduling patients was causing huge spikes in optical traffic over very short periods of time. The opticians would become overwhelmed with patient traffic and then the optical area would empty out. During these periods of high traffic, the opticians would do everything they could to focus on frame selection with the patients. They frequently did not have enough time to finalize the sale and had to finish placing their order for the optical lab in at a later time. Later on when the optical would empty out, the opticians would go back to

TONY MILIAN CEO Practice Co-Pilot Tony has utilized Lean Management concepts to help foster a culture of employee driven continuous improvement at more than 400 Eyecare practices across the United States and Canada. His approach has generated significant revenue growth, cost reductions, and operational efficiency within these practices, while also improving staff accountability and engagement.

For more information contact:

P R A C T I C E C O - P I L O T AT 9 0 4 -7 01- 3 0 8 4 O R V I A E M A I L AT I N FO@PR AC T I C ECO PI LOT.CO M

their lab area and try to enter as many orders in as possible before the next rush arrived. Once they were back there, it was hard to pry them from what they were doing to help the next patient that was waiting in optical. They knew that if they stopped what they were doing, they would lose their train of thought and make mistakes. Needless to say, the interruptions also increased the number of remakes which only served to add fuel to the fire.

In this case, the owners of the practice became increasingly frustrated with the bad reviews. They would spend a lot of time online apologetically responding to the reviews in hopes that they could fend off the negative consequences.

They even fired and re-hired new opticians and replaced the optical manager in an attempt to solve the lack of “motivation” and to improve the “attitude” of the optical. All of these things resulted in the same outcome. That is because the problem wasn’t the opticians at all but rather the way the process was designed that caused the spikes in patient volume. Shortly after my visit we made some changes to the schedule that smoothed out how patients arrived in optical.

We also made some structural changes to each optician’s specific responsibilities throughout the day to divide some of the patient facing activities from the non-patient facing activities. The result was a significantly improved optical process that lead to better reviews and higher optical capture rates.

The moral of the story is that if you are experiencing issues with negative online reviews, look internally first. Chances are there are process issues that are leading up to negative reviews as a result. Draw a process map of the particular process in question. Engage your staff to help figure out where the process is breaking down and leverage their experience to develop an improvement plan. Remember, your staff wants good reviews as much as you do. Chances are they are catching most of the patient complaints. Most patients won’t tell you what’s wrong but they won’t hesitate to let your staff know.

Good luck and stay positive. Don’t hesitate to send us your success stories. We always love hearing from you.

P13

P12

PRACTICE COPILOT

PRACTICE COPILOT

PROCESS THINKING – A BETTER FORM OF REPUTATION MANAGEMENT FOR YOUR PRACTICE

Online reviews have become a platform for otherwise shy people to voice their opinions in ways that offer total anonymity. Patients who would otherwise leave your practice with a smile on their face that look nothing but happy will go online and virtually light you on fire for the whole world to see. Did you know that patients who had a negative experience are significantly more likely to leave a bad review than patients who had a particularly good experience? In fact, a study conducted by Dimensional Research of consumers interacting with mid-size companies found that 95% of respondents who had a bad experience told someone else vs. only 87% of respondents who had a good experience.

Online reviews are not something to take lightly either.

Prospective patients are basing a large part of their decision about whether to patronize a healthcare provider on the online reviews they see. A study performed by Digital Assets found that 82% of patients said that reviews influence their willingness to be treated by a doctor. Reviews are now almost as trusted as personal recommendations.

Medical practices are spending more time than ever trying to manage their online reputation. Many practices are making significant monetary investments in companies that help aggregate reviews or encourage patients to place

good review on sites that have predominantly bad reviews to balance them out. Other companies claim to help eliminate or erase old negative reviews so that the new “good” ones come out on top. I equate this to solving a problem of being overweight with cosmetic surgery. At the end of the day, the basic issue that resulted in being overweight in the first place has not been addressed. In much the same way, focusing on the internal office processes that result in unsatisfied patients and bad reviews is the real answer.

I came across a very recent example of this in an eye care practice I visited. This practice had been plagued by negative reviews about their optical department for years.

Many of the reviews suggested that their opticians “must not be interested in selling me glasses because they practically ignored me when I got to the optical.” Upon closer inspection, I found that the current method of scheduling patients was causing huge spikes in optical traffic over very short periods of time. The opticians would become overwhelmed with patient traffic and then the optical area would empty out. During these periods of high traffic, the opticians would do everything they could to focus on frame selection with the patients. They frequently did not have enough time to finalize the sale and had to finish placing their order for the optical lab in at a later time. Later on when the optical would empty out, the opticians would go back to

TONY MILIAN CEO Practice Co-Pilot Tony has utilized Lean Management concepts to help foster a culture of employee driven continuous improvement at more than 400 Eyecare practices across the United States and Canada. His approach has generated significant revenue growth, cost reductions, and operational efficiency within these practices, while also improving staff accountability and engagement.

For more information contact:

P R A C T I C E C O - P I L O T AT 9 0 4 -7 01- 3 0 8 4 O R V I A E M A I L AT I N FO@PR AC T I C ECO PI LOT.CO M

their lab area and try to enter as many orders in as possible before the next rush arrived. Once they were back there, it was hard to pry them from what they were doing to help the next patient that was waiting in optical. They knew that if they stopped what they were doing, they would lose their train of thought and make mistakes. Needless to say, the interruptions also increased the number of remakes which only served to add fuel to the fire.

In this case, the owners of the practice became increasingly frustrated with the bad reviews. They would spend a lot of time online apologetically responding to the reviews in hopes that they could fend off the negative consequences.

They even fired and re-hired new opticians and replaced the optical manager in an attempt to solve the lack of “motivation” and to improve the “attitude” of the optical. All of these things resulted in the same outcome. That is because the problem wasn’t the opticians at all but rather the way the process was designed that caused the spikes in patient volume. Shortly after my visit we made some changes to the schedule that smoothed out how patients arrived in optical.

We also made some structural changes to each optician’s specific responsibilities throughout the day to divide some of the patient facing activities from the non-patient facing activities. The result was a significantly improved optical process that lead to better reviews and higher optical capture rates.

The moral of the story is that if you are experiencing issues with negative online reviews, look internally first. Chances are there are process issues that are leading up to negative reviews as a result. Draw a process map of the particular process in question. Engage your staff to help figure out where the process is breaking down and leverage their experience to develop an improvement plan. Remember, your staff wants good reviews as much as you do. Chances are they are catching most of the patient complaints. Most patients won’t tell you what’s wrong but they won’t hesitate to let your staff know.

Good luck and stay positive. Don’t hesitate to send us your success stories. We always love hearing from you.

P13

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 now qualify

•

Growth calculation adjusted to quarter over quarter (vs rolling 12 months)

•

Vision West® Program Revised Rebate Structure.

Increased minimum threshold ($3,000 per quarter)

•

Excluded guaranteed rebate

•

Reduced to 3 volume tiers

•

Adjusted growth rate tiers

Locations with no historical sales default to lowest growth rebate tier.

How will this benefit my practice?

The Vision West® Reward for Performance Program has been upgraded to include all brands and increase sales, giving your practice the opportunity to earn a larger rebate.

•

New product launches allow more opportunity for growth since all brands now qualify

•

Inventory and stock and lock programs to help you earn and save

•

Quarter-over-quarter growth calculation tracks your practice growth from year to year. The larger your growth, the larger your rebate

•

$3,000 per quarter increased minimum threshold offsets price increases

•

Easier-to-track three-volume tiers

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

ACUVUE®, ACUVUE OASYS®, 1-DAY ACUVUE® TruEye®, 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

EyeExec

IS YOUR PRACTICE TAKING ADVANTAGE OF SECTION 179 Now the summer is over and the back-to-school rush has subsided, it is time to put together strategies for 2017 to improve your practice. In addition, this is the time to reflect and see how your practice had performed regarding marketing, products, sales, etc. and see how it can be improved. One common improvement area which does not seem to be address in my experience are reducing bottlenecks and clinical inefficiencies which slow patient flow and throughput, where the main causes tend to be scheduling, development, and technology.

You may ask yourself that this is too good to be true, and may want to take advantage of this incentive by making other purchases. The code specifically states qualifying equipment and software, which includes:

Many times practices will purchase new medical equipment and upgrade technology when it is mandated and/or expanding into new areas of medical eye care. Many times doctors may not realize until later, that the new equipment and technology purchased is more time consuming and not maximizing the ROI (return on investment) which they had hoped. If this sounds like something that your practice is experiencing, there is good news regarding reinvesting back into your practice to improve patient throughput and increase customer service.

• Tangible personal property used in business

Section 179 of the corporate tax code was created by the US government to encourage business to invest in new equipment where they are allow to deduct the FULL purchase price of qualifying equipment, and software, purchased, or financed, during the same tax year. It is deducted from your practice’s GROSS INCOME and includes both new, and used equipment up to purchases of $2,000,000 or less during the tax year. This is not a new section of the tax code as it has been around for awhile, and generally CPAs, or tax advisors, are just focused filing your returns rather than tax planning.

Typically, when new equipment is purchased for a business where Section 179 is NOT applied, your accountant writes off the usage evenly using a straight line method over a period of time, typically 5 years. This is called depreciation. For example: If your practice spends $50,000 on new medical equipment, $10,000 is written off on your practice’s gross income $10,000 each year, over 5 years. With Section 179, if your practice spends $50,000 on new medical equipment, $50,000 is written off your practice’s gross income the same year. While you do not need to understand the “ins and outs” of accounting and the corporate tax code, it is important for you, the practice owner, to understand available incentives to maximize your business.

• Equipment for business use • Computers, and “Off the Shelf” software • Office furniture and equipment

• Property attached to your building that is not a structural component of the building • Business Vehicles with a gross vehicle weight in excess of 6,000 lbs The maximum deduction your practice can take from the purchase of qualifying equipment is $500,000. The limits for the deductions can change from year to year, and prior they were $250,000 and less, but since 2010 Congress has kept the maximum deduction at $500,000. You can visit the Internal Revenue Service’s website at: https://www.irs.gov/publications/ p946/ch02.html, and ALWAYS consult your CPA, or tax advisor to make sure your practice qualifies.

Bryan M. Rogoff, OD, MBA, CPHM is the founder and consultant of EyeExec Consulting, LLC and has over 20 years making practices better and improving ROI. Consulting is not a onesize-fits-all and requires careful analysis of every aspect of your practice to achieve maximum results. EyeExec Consulting focuses on financials, clinical operations, marketing, associate development, budgeting and strategy. It is like having your own personal CEO, CFO, and COO.

P15

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 now qualify

•

Growth calculation adjusted to quarter over quarter (vs rolling 12 months)

•

Vision West® Program Revised Rebate Structure.

Increased minimum threshold ($3,000 per quarter)

•

Excluded guaranteed rebate

•

Reduced to 3 volume tiers

•

Adjusted growth rate tiers

Locations with no historical sales default to lowest growth rebate tier.

How will this benefit my practice?

The Vision West® Reward for Performance Program has been upgraded to include all brands and increase sales, giving your practice the opportunity to earn a larger rebate.

•

New product launches allow more opportunity for growth since all brands now qualify

•

Inventory and stock and lock programs to help you earn and save

•

Quarter-over-quarter growth calculation tracks your practice growth from year to year. The larger your growth, the larger your rebate

•

$3,000 per quarter increased minimum threshold offsets price increases

•

Easier-to-track three-volume tiers

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

ACUVUE®, ACUVUE OASYS®, 1-DAY ACUVUE® TruEye®, 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

EyeExec

IS YOUR PRACTICE TAKING ADVANTAGE OF SECTION 179 Now the summer is over and the back-to-school rush has subsided, it is time to put together strategies for 2017 to improve your practice. In addition, this is the time to reflect and see how your practice had performed regarding marketing, products, sales, etc. and see how it can be improved. One common improvement area which does not seem to be address in my experience are reducing bottlenecks and clinical inefficiencies which slow patient flow and throughput, where the main causes tend to be scheduling, development, and technology.

You may ask yourself that this is too good to be true, and may want to take advantage of this incentive by making other purchases. The code specifically states qualifying equipment and software, which includes:

Many times practices will purchase new medical equipment and upgrade technology when it is mandated and/or expanding into new areas of medical eye care. Many times doctors may not realize until later, that the new equipment and technology purchased is more time consuming and not maximizing the ROI (return on investment) which they had hoped. If this sounds like something that your practice is experiencing, there is good news regarding reinvesting back into your practice to improve patient throughput and increase customer service.

• Tangible personal property used in business

Section 179 of the corporate tax code was created by the US government to encourage business to invest in new equipment where they are allow to deduct the FULL purchase price of qualifying equipment, and software, purchased, or financed, during the same tax year. It is deducted from your practice’s GROSS INCOME and includes both new, and used equipment up to purchases of $2,000,000 or less during the tax year. This is not a new section of the tax code as it has been around for awhile, and generally CPAs, or tax advisors, are just focused filing your returns rather than tax planning.

Typically, when new equipment is purchased for a business where Section 179 is NOT applied, your accountant writes off the usage evenly using a straight line method over a period of time, typically 5 years. This is called depreciation. For example: If your practice spends $50,000 on new medical equipment, $10,000 is written off on your practice’s gross income $10,000 each year, over 5 years. With Section 179, if your practice spends $50,000 on new medical equipment, $50,000 is written off your practice’s gross income the same year. While you do not need to understand the “ins and outs” of accounting and the corporate tax code, it is important for you, the practice owner, to understand available incentives to maximize your business.

• Equipment for business use • Computers, and “Off the Shelf” software • Office furniture and equipment

• Property attached to your building that is not a structural component of the building • Business Vehicles with a gross vehicle weight in excess of 6,000 lbs The maximum deduction your practice can take from the purchase of qualifying equipment is $500,000. The limits for the deductions can change from year to year, and prior they were $250,000 and less, but since 2010 Congress has kept the maximum deduction at $500,000. You can visit the Internal Revenue Service’s website at: https://www.irs.gov/publications/ p946/ch02.html, and ALWAYS consult your CPA, or tax advisor to make sure your practice qualifies.

Bryan M. Rogoff, OD, MBA, CPHM is the founder and consultant of EyeExec Consulting, LLC and has over 20 years making practices better and improving ROI. Consulting is not a onesize-fits-all and requires careful analysis of every aspect of your practice to achieve maximum results. EyeExec Consulting focuses on financials, clinical operations, marketing, associate development, budgeting and strategy. It is like having your own personal CEO, CFO, and COO.

P15

FA SH IO N AB L E. P R O TEC T IV E.

A N S I Z 8 7.1 R AT E D FA S H I O N A N D S A F E T Y F R A M E S

WX53C• ONTOUR 15 • 140

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NEUBAU

Scot Morris OD and the 4ECPs team of like-minded individuals share one common passion: Eye Care. They’ve developed an extensive library of training & resources to help the IECP make running a business much easier. Content added Weekly! Why spend your valuable time creating a procedure manual or job description when you can purchase them here?

Monthly or annual subscriptions available with access to E-Guides & Video’s or buy downloadable resources and work documents a la carte as you need them! Login to your Vision West account, click on the Training4ECPs web button, and subscribe or order today!

INTRODUCING TRAINING4ECPs ONLINE BUSINESS TRAINING FOR EYE CARE PROFESSIONALS E-GUIDES

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Products: Online Business Training & Resources specifically for Eye Care Professionals / Marketing Services VW Discount: Training 20% / Marketing 5% For more information contact: Kevin Wilhelm 855.463.7704 kevin@4ecps.com www.4ecps.com

Modern design meets urban lifestyle: neubau eyewear new eyewear brand launches globally in June 2016 Individuality, creativity and an inspiring urban environment - all apt descriptions of the character of Neubau, the 7th district of the Austrian capital, Vienna. Much like the trendy neighborhoods of other major cities worldwide, Neubau is a ground for innovative ideas and definitive trends in fashion, music and contemporary art of all genres.

The spirit of innovation and creative diversity are constantly present in Neubau, an area in constant flux that’s home to galleries, studios, cafés, concept stores, hipster bars and little shops selling the wares of emerging designers. The Viennese district is an archetypal example of an exciting, rapidly evolving urban district, and this approach to life has now become the inspiration behind a new global brand of glasses: neubau eyewear. neubau eyewear, which will be presented for the first time at the OPTI trade fair in Munich on January 15th, 2016, is an homage to creativity, innovation and the zeitgeist of the Millennial MODERN DESIGN MEETS URBAN LIFESTYLE: NEUBAU EYEWEAR Generation. The worldwide launch of its optical eyewear collection will be in June 2016, with 12

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Individuality, and an inspiring environment neubau eyewear, which will be presented for the first time models increativity six colors each.

The firsturban neubau sunglasses collection will follow in October 2016.

- all apt descriptions of the character of Neubau, the 7th at the OPTI trade fair in Munich on January 15th, 2016, is district of the Austrian capital, Vienna. Much like the trendy an homage to creativity, innovation and the zeitgeist of the Backed by Austrian manufacturer Silhouette International Schmied AG, neubau joins a of its optical neighborhoods of other major cities worldwide, Neubau is a Millennial Generation.

Theeyewear worldwide launch portfolio of brands thatand includes Silhouette adidascollection Sport Eyewear, a 12 models in ground for innovative ideas definitive trends in Eyewear fashion, and eyewear will be in contributing June 2016, with music anddistinctive contemporary art of genres. urban design, youthful six colors each. The neubau sunglasses collection will new, blend of allinnovative appeal andfirst highly sophisticated follow in October 2016. technology and materials. To support the launch of neubau as well as its other brands and The spirit of innovation and creative diversity are constantly products, Silhouette has recently flux increased its number of employees by 20% and anticipates present in Neubau, an area in constant that’s home to galleries, studios,across cafés, concept stores, hipster bars and solid growth the United States. drgdfgccchjhhc little shops selling the wares of emerging designers. The Viennese district is an archetypal example of an exciting, “Theevolving originalurban neubau eyewear brand markstothe addition to our company portfolio and will rapidly district, and this approach lifeperfect has Erin Farley 130 West 42nd St, usthe to inspiration capture the enthusiasm of a new says Silhouette Rogger. nowenable become behind a new global brandaudience,” of 12th Fl, SuiteCEO 1202 Daniel New York, NY 10036 p: 212 316 4266 e:e.farley@us.silhouette.com glasses: neubau eyewear.

“These high quality, Austrian-made spectacles are perfectly suited to the requirements of

discerning modern customers who crave heritage and experience along with an innovative design sensibility.”

Modern design meets urban lifestyle: neubau eyewear

P18

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4ECPS

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NEUBAU

Scot Morris OD and the 4ECPs team of like-minded individuals share one common passion: Eye Care. They’ve developed an extensive library of training & resources to help the IECP make running a business much easier. Content added Weekly! Why spend your valuable time creating a procedure manual or job description when you can purchase them here?

Monthly or annual subscriptions available with access to E-Guides & Video’s or buy downloadable resources and work documents a la carte as you need them! Login to your Vision West account, click on the Training4ECPs web button, and subscribe or order today!

INTRODUCING TRAINING4ECPs ONLINE BUSINESS TRAINING FOR EYE CARE PROFESSIONALS E-GUIDES

|

VIDEO SERIES

|

COURSES

|

ADMIN RESOURCES

drgdfgccchjhhc

Products: Online Business Training & Resources specifically for Eye Care Professionals / Marketing Services VW Discount: Training 20% / Marketing 5% For more information contact: Kevin Wilhelm 855.463.7704 kevin@4ecps.com www.4ecps.com

Modern design meets urban lifestyle: neubau eyewear new eyewear brand launches globally in June 2016 Individuality, creativity and an inspiring urban environment - all apt descriptions of the character of Neubau, the 7th district of the Austrian capital, Vienna. Much like the trendy neighborhoods of other major cities worldwide, Neubau is a ground for innovative ideas and definitive trends in fashion, music and contemporary art of all genres.

The spirit of innovation and creative diversity are constantly present in Neubau, an area in constant flux that’s home to galleries, studios, cafés, concept stores, hipster bars and little shops selling the wares of emerging designers. The Viennese district is an archetypal example of an exciting, rapidly evolving urban district, and this approach to life has now become the inspiration behind a new global brand of glasses: neubau eyewear. neubau eyewear, which will be presented for the first time at the OPTI trade fair in Munich on January 15th, 2016, is an homage to creativity, innovation and the zeitgeist of the Millennial MODERN DESIGN MEETS URBAN LIFESTYLE: NEUBAU EYEWEAR Generation. The worldwide launch of its optical eyewear collection will be in June 2016, with 12

Login to your Vision West account and click on the Training4ECPs button.

Save 20% on all services.

PROUD PARTNERS OF

TRAINING

4 ECPs.com

Individuality, and an inspiring environment neubau eyewear, which will be presented for the first time models increativity six colors each.

The firsturban neubau sunglasses collection will follow in October 2016.

- all apt descriptions of the character of Neubau, the 7th at the OPTI trade fair in Munich on January 15th, 2016, is district of the Austrian capital, Vienna. Much like the trendy an homage to creativity, innovation and the zeitgeist of the Backed by Austrian manufacturer Silhouette International Schmied AG, neubau joins a of its optical neighborhoods of other major cities worldwide, Neubau is a Millennial Generation.

Theeyewear worldwide launch portfolio of brands thatand includes Silhouette adidascollection Sport Eyewear, a 12 models in ground for innovative ideas definitive trends in Eyewear fashion, and eyewear will be in contributing June 2016, with music anddistinctive contemporary art of genres. urban design, youthful six colors each. The neubau sunglasses collection will new, blend of allinnovative appeal andfirst highly sophisticated follow in October 2016. technology and materials. To support the launch of neubau as well as its other brands and The spirit of innovation and creative diversity are constantly products, Silhouette has recently flux increased its number of employees by 20% and anticipates present in Neubau, an area in constant that’s home to galleries, studios,across cafés, concept stores, hipster bars and solid growth the United States. drgdfgccchjhhc little shops selling the wares of emerging designers. The Viennese district is an archetypal example of an exciting, “Theevolving originalurban neubau eyewear brand markstothe addition to our company portfolio and will rapidly district, and this approach lifeperfect has Erin Farley 130 West 42nd St, usthe to inspiration capture the enthusiasm of a new says Silhouette Rogger. nowenable become behind a new global brandaudience,” of 12th Fl, SuiteCEO 1202 Daniel New York, NY 10036 p: 212 316 4266 e:e.farley@us.silhouette.com glasses: neubau eyewear.

“These high quality, Austrian-made spectacles are perfectly suited to the requirements of

discerning modern customers who crave heritage and experience along with an innovative design sensibility.”

Modern design meets urban lifestyle: neubau eyewear

P20

INDUSTRY UPDATES

SAFILO

GO UNDERCOVER: The kate spade new york Fall/ Winter eyewear collection goes undercover this season, paying homage to those who dream big and the Luann/S sunglasses, below, flawlessly exemplifies this theme.

Inspired by glamorous masquerade ball masks combined with theatrical opulence, the show-stopping Luann/S cat eye shaped sunglasses captivate onlookers with both high drama and sparkle. The thick profile of the acetate frame front is embellished with 26 eye-catching Swarovski crystals and chunky acetate temples featuring the signature metal spade logo on the left temple. Available in blue (pictured), burgundy and Havana honey.

INDUSTRY UPDATES

P21

ESE EYEWEAR

KATE SPADE NEW YORK INTRODUCES FALL/WINTER 2016 EYEWEAR COLLECTION kate spade new york is always optimistic, often unexpected and wonderfully original. Inspired this season by the Bohemian Spirit of Sirens, Divas and Creative Firebirds of the Stage, the Fall collection conjures up images of Billie Holiday singing the blues in an intimate jazz club, Sade’s smooth and soulful sophsti-pop and Liza Minnelli’s divine decadence in Cabaret. There’s an air of eclectic individuality and romance that permeates the collection and a graphic strictness with a feminine lightness of touch. Throughout, moody blues, sultry mauves and burlesque nudes take center stage against a backdrop of gold, black and havana. Following suit, the kate spade new york eyewear collection continues to be reinforced by classic shapes in seasonal colors and modern graphic elements, always with a touch of whimsy.

MAKE THE MAGIC HAPPEN: Offering spellbinding sparkle, the Katelee/S (top) sunglass with its stately squared front; the Khrista/S sunglass (middle) with its strikingly round silhouette, and the LaDonna optical frame (bottom), with its mesmerizing rectangular eye shape; all make the magic happen through the razzamatazz of glittery fronts and dramatic, wide temples. Both sunglasses are offered in acetate while the LaDonna features a metal front. The Katelee/S is available in white gold glitter (pictured), black silver glitter, Havana rose gold glitter and burgundy Havana. The Khrista/S is offered in pink gold glitter (pictured), Havana gold glitter, red Havana glitter and black silver glitter.

The LaDonna is presented in Gold Glitter Pink Havana (pictured), Black White Glitter, Blue Havana Glitter and Burgundy Havana Glitter.

JAZZ INSPIRATION: The Amarissa/S (below, left) and Caylen (below, right) were inspired by all that is jazz; be it the shape of a piano key, music charts or the shapes and golden tones of classical jazz instruments. The Amarissa/S, a sleek aviator with an elongated strip of flat enamel framed by shiny gold metal runs along the length of the temple and the upper edges of the frame front, is inspired by the golden colors of trumpets and saxophones.

The Caylen optical frame, features a rounded front in acetate with slightly wider decorative metal temples with

flat enamel framed by shiny gold metal. The Amarissa/S is available in gold pink (pictured), gold black, gold Havana and palladium black.

The Caylen is offered in blue Havana gold (pictured), black white, lilac Havana and Havana pink.

About Safilo Group: The KATE SPADE NEW YORK collection of sunglasses and optical frames is produced and distributed

by Safilo Group, the fully integrated Italian eyewear creator and worldwide distributor, whose heritage in eyewear product creation and manufacturing dates back to 1878: a story of innovation and cutting-edge capabilities, the result of time, effort, skill, and dedication.

To pass on the company’s precious heritage to future generations, while modernising it for future sustainability, Safilo has established the “Eyewear Product School”, assuming its important responsibility in the industry. Product design, development, and manufacturing capabilities are at the heart of the “Safilo Eyewear Product School”, coupled with passion, craftsmanship and innovation. The “Safilo Eyewear Product School” consists of a threeyear apprenticeship combining theory and practice, for up to ten apprentices every year. It aspires to form a new generation of Eyewear Product Directors who will carry forward the passion and savoir-faire of the more than centenary tradition of highest quality Eyewear.

FASHION MEETS SOPHISTICATION WITH ESE’S LATEST DIVA EYEWEAR ESE is proud to announce the release of six new optical styles in its Diva Eyewear collection.

Five metals and one acetate style comprise the latest collection.

Meticulous details such as rippled or layered metal work couples with flowing temple contours demonstrate Diva’s penchant for artistic, thoughtful design. Each is skillfully augmented with Austrian Swarovski Crystals cut in a variety of shapes, sizes, and color shades. A mix of progressive shapes such as modified pentagons and upswept rectangles buoy the collection. Finally, a variety of clever metal colors coat a mix of gold and silver bases such as brown leopard print, navy, black, and wine.

“Our latest Diva release demonstrates designer Antonio Coffen’s love of classic fashion combined with his artistic view of the world,” explains Jason Shyer, ESE Managing Director. “His inspiration is seen in the originality of every temple design and the subtle nuance of each shape.”

For further information, please contact Eastern States Eyewear at (800) 645-3710 or find them on the web at www.eseyewear.com.

MOREL

Clématis 2: a symphony of color The movement of plant life continues to inspire this CLÉMATIS 2: A SYMPHONY OF Koali concept known as Clématis with a follow-up release featuring two-tone (inside/outside) stainless steel fronts. The movement of plant life continues

COLOR

to inspire this Koali concept known as Clématis with a follow-up release featuring two-tone (inside/outside) Clématis is based on the effects movement, depth stainless steel of fronts. and texture using exclusive acetate developed by Morel for Koali in partnership with The effects material of movement, depth and texture using Clématis is Mazzucchelli. based on the is produced in blocks to combine intensity and visual exclusive acetate developed by Morel for Koali in partnership with lightness.

Mazzucchelli. The material is produced in blocks to combine intensity visual lightness.process, the Created using and a complex manufacturing

material is made up of three different textures and Created using a complex manufacturing process, the material is made densities that ripple randomly through a translucent colored base, evoking the delicate pattern at the center up of three different textures and densities that ripple randomly through of the Clématisaflower.

Fitted with slim temples, translucent colored base,the evoking the delicate pattern at the center of frames come with exclusive micro-fused flex-hinge thean Clématis flower. Fitted with inslim temples, the frames come with an the form of a “K.”

Contact: Giovanna Noe, Safilo USA Giovanna.Noe@safilo.com Eden Wexler, Safilo USA Eden.Wexler@safilo.com Kelley Hayes, Safilo USA Kelley.Hayes@safilo.com

exclusive micro-fused flex-hinge in the form of a “K.”

The uniqueness of this product is derived from the colors The uniqueness ofsame thiscolor product created from different shades of the or in is derived from the colors created from different of the 2same color or in some cases three different some cases three differentshades colors. Clématis is available Clématis is available in three modelscolors. in a palette of eight 2 exclusive colors: in three models in a palette of eight purple, violet, plum, wine, brown, blue, teal, and grey. plum, wine, brown, blue, teal, and grey. exclusive colors: purple, violet,

With Clématis, material and color drive the design.

With Clématis, material and color drive the design.

Contact:

Press Contact:Lisa Lisa Burns Burns lb@morel-eyewearusa.com lb@morel-eyewearusa.com

Clématis 2: a symphony of color The movement of plant life continues to inspire this

Morel - 500 West Main Street, Wyckoff, NJ 07481

P20

INDUSTRY UPDATES

SAFILO

GO UNDERCOVER: The kate spade new york Fall/ Winter eyewear collection goes undercover this season, paying homage to those who dream big and the Luann/S sunglasses, below, flawlessly exemplifies this theme.

Inspired by glamorous masquerade ball masks combined with theatrical opulence, the show-stopping Luann/S cat eye shaped sunglasses captivate onlookers with both high drama and sparkle. The thick profile of the acetate frame front is embellished with 26 eye-catching Swarovski crystals and chunky acetate temples featuring the signature metal spade logo on the left temple. Available in blue (pictured), burgundy and Havana honey.

INDUSTRY UPDATES

P21

ESE EYEWEAR

KATE SPADE NEW YORK INTRODUCES FALL/WINTER 2016 EYEWEAR COLLECTION kate spade new york is always optimistic, often unexpected and wonderfully original. Inspired this season by the Bohemian Spirit of Sirens, Divas and Creative Firebirds of the Stage, the Fall collection conjures up images of Billie Holiday singing the blues in an intimate jazz club, Sade’s smooth and soulful sophsti-pop and Liza Minnelli’s divine decadence in Cabaret. There’s an air of eclectic individuality and romance that permeates the collection and a graphic strictness with a feminine lightness of touch. Throughout, moody blues, sultry mauves and burlesque nudes take center stage against a backdrop of gold, black and havana. Following suit, the kate spade new york eyewear collection continues to be reinforced by classic shapes in seasonal colors and modern graphic elements, always with a touch of whimsy.

MAKE THE MAGIC HAPPEN: Offering spellbinding sparkle, the Katelee/S (top) sunglass with its stately squared front; the Khrista/S sunglass (middle) with its strikingly round silhouette, and the LaDonna optical frame (bottom), with its mesmerizing rectangular eye shape; all make the magic happen through the razzamatazz of glittery fronts and dramatic, wide temples. Both sunglasses are offered in acetate while the LaDonna features a metal front. The Katelee/S is available in white gold glitter (pictured), black silver glitter, Havana rose gold glitter and burgundy Havana. The Khrista/S is offered in pink gold glitter (pictured), Havana gold glitter, red Havana glitter and black silver glitter.

The LaDonna is presented in Gold Glitter Pink Havana (pictured), Black White Glitter, Blue Havana Glitter and Burgundy Havana Glitter.

JAZZ INSPIRATION: The Amarissa/S (below, left) and Caylen (below, right) were inspired by all that is jazz; be it the shape of a piano key, music charts or the shapes and golden tones of classical jazz instruments. The Amarissa/S, a sleek aviator with an elongated strip of flat enamel framed by shiny gold metal runs along the length of the temple and the upper edges of the frame front, is inspired by the golden colors of trumpets and saxophones.

The Caylen optical frame, features a rounded front in acetate with slightly wider decorative metal temples with

flat enamel framed by shiny gold metal. The Amarissa/S is available in gold pink (pictured), gold black, gold Havana and palladium black.

The Caylen is offered in blue Havana gold (pictured), black white, lilac Havana and Havana pink.

About Safilo Group: The KATE SPADE NEW YORK collection of sunglasses and optical frames is produced and distributed

by Safilo Group, the fully integrated Italian eyewear creator and worldwide distributor, whose heritage in eyewear product creation and manufacturing dates back to 1878: a story of innovation and cutting-edge capabilities, the result of time, effort, skill, and dedication.

To pass on the company’s precious heritage to future generations, while modernising it for future sustainability, Safilo has established the “Eyewear Product School”, assuming its important responsibility in the industry. Product design, development, and manufacturing capabilities are at the heart of the “Safilo Eyewear Product School”, coupled with passion, craftsmanship and innovation. The “Safilo Eyewear Product School” consists of a threeyear apprenticeship combining theory and practice, for up to ten apprentices every year. It aspires to form a new generation of Eyewear Product Directors who will carry forward the passion and savoir-faire of the more than centenary tradition of highest quality Eyewear.

FASHION MEETS SOPHISTICATION WITH ESE’S LATEST DIVA EYEWEAR ESE is proud to announce the release of six new optical styles in its Diva Eyewear collection.

Five metals and one acetate style comprise the latest collection.

Meticulous details such as rippled or layered metal work couples with flowing temple contours demonstrate Diva’s penchant for artistic, thoughtful design. Each is skillfully augmented with Austrian Swarovski Crystals cut in a variety of shapes, sizes, and color shades. A mix of progressive shapes such as modified pentagons and upswept rectangles buoy the collection. Finally, a variety of clever metal colors coat a mix of gold and silver bases such as brown leopard print, navy, black, and wine.

“Our latest Diva release demonstrates designer Antonio Coffen’s love of classic fashion combined with his artistic view of the world,” explains Jason Shyer, ESE Managing Director. “His inspiration is seen in the originality of every temple design and the subtle nuance of each shape.”

For further information, please contact Eastern States Eyewear at (800) 645-3710 or find them on the web at www.eseyewear.com.

MOREL

Clématis 2: a symphony of color The movement of plant life continues to inspire this CLÉMATIS 2: A SYMPHONY OF Koali concept known as Clématis with a follow-up release featuring two-tone (inside/outside) stainless steel fronts. The movement of plant life continues

COLOR

to inspire this Koali concept known as Clématis with a follow-up release featuring two-tone (inside/outside) Clématis is based on the effects movement, depth stainless steel of fronts. and texture using exclusive acetate developed by Morel for Koali in partnership with The effects material of movement, depth and texture using Clématis is Mazzucchelli. based on the is produced in blocks to combine intensity and visual exclusive acetate developed by Morel for Koali in partnership with lightness.

Mazzucchelli. The material is produced in blocks to combine intensity visual lightness.process, the Created using and a complex manufacturing

material is made up of three different textures and Created using a complex manufacturing process, the material is made densities that ripple randomly through a translucent colored base, evoking the delicate pattern at the center up of three different textures and densities that ripple randomly through of the Clématisaflower.

Fitted with slim temples, translucent colored base,the evoking the delicate pattern at the center of frames come with exclusive micro-fused flex-hinge thean Clématis flower. Fitted with inslim temples, the frames come with an the form of a “K.”

Contact: Giovanna Noe, Safilo USA Giovanna.Noe@safilo.com Eden Wexler, Safilo USA Eden.Wexler@safilo.com Kelley Hayes, Safilo USA Kelley.Hayes@safilo.com

exclusive micro-fused flex-hinge in the form of a “K.”

The uniqueness of this product is derived from the colors The uniqueness ofsame thiscolor product created from different shades of the or in is derived from the colors created from different of the 2same color or in some cases three different some cases three differentshades colors. Clématis is available Clématis is available in three modelscolors. in a palette of eight 2 exclusive colors: in three models in a palette of eight purple, violet, plum, wine, brown, blue, teal, and grey. plum, wine, brown, blue, teal, and grey. exclusive colors: purple, violet,

With Clématis, material and color drive the design.

With Clématis, material and color drive the design.

Contact:

Press Contact:Lisa Lisa Burns Burns lb@morel-eyewearusa.com lb@morel-eyewearusa.com

Clématis 2: a symphony of color The movement of plant life continues to inspire this

Morel - 500 West Main Street, Wyckoff, NJ 07481

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

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3/5/14

7:53 AM

P23

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M

Y

CM

MY

CY

CMY

K

THE VOICE OF VISION WES T

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

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

1.800.640.9485 | www.vweye.com

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.

VISIT 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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