eyecare professional magazine july 2013 issue

STYLISH SPORTS EYEWEAR / PAGE 6 ALL ABOUT APPS! / PAGE 18

July 2013 • Volume 7, Issue 67 • www.ECPmag.com

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Courtesy ofC

otton Club

SPORTS EYEWEAR AND SUNWEAROffer the latest in sports eyewear and appeal to your active and fashion conscious patients.by ECP Staff

SELLING SPORTS EYEWEARProtect your patients against ocular injuries and increase your practice’s bottom line.by Cliff Capriola, Practice Management Consultant

OPTICAL APPSStay on top of all the latest in optical and dispensing apps for smartphones and tablets.by Lindsey Getz

BUYER’S REMORSEHelp your customers avoid buyer’s remorse by balancing each sale with patience and empathy.by Ginny Johnson, LDO, ABOC

BACK TO SCHOOL PROMOTIONSFrom kindergarten to college students, a coherent Back to School plan is essential for every practice.by Judy Canty, LDO

MONSTER EYEBALLThe unique case of the mysterious monster eyeball that washed up on a Florida beach in 2012.by Elmer Friedman, OD

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EEYECAREPROFESSIONALMagazine

Features

Departments

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SPORTS EYEWEAR BENEFITS............................................................................4

MANAGING OPTICIAN.....................................................................................16

MOVERS AND SHAKERS ..................................................................................26

EQUIPMENT FOCUS .........................................................................................28

OD PERSPECTIVE..............................................................................................38

LAB CORNER ......................................................................................................42

INDUSTRY QUICK ACCESS..............................................................................44

ADVERTISER INDEX .........................................................................................45

LAST LOOK .........................................................................................................46

Cont

ents

On The Cover:RUDY PROJECT [email protected]

JULY 2013

Vol. 7Issue 67

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Understanding Rx Sports Eyewear Benefits Will GreatlyImprove Your Sales and Your Customer’s Appreciation.

by The Vision Council’s Vision Protection Committee (Courtesy of Hilco)

SPORTS EYEWEAR is designed to provideprotection and excellent vision whether for Rxor plano wearers.

Sometimes, however, the products that are offered toeye care professionals do neither. As an eye care profes-sional, it is important to have a clear understanding ofwhat sports eyewear is intended to do and how you canbe sure what you offer to your patients is the “real deal.”

Purchasing your sports eyewear from established andtrusted sources is one of the best ways to ensure theproducts you offer your customers have been tested byan established and accepted standards body such asthe American Society for Testing and Materials (ASTM).It is also critical for sports eyewear to provide attributesthat will maximize visual performance for the end userwhile participating in sports-related activities. In somecases, the actual visual requirements of the sport itselfare overlooked in the sport frames.

One of the most important considerations, whichshould not be forgotten, is peripheral vision. When talking with your customers, find out which sports theyparticipate in and ask leading questions to determinetheir unique visual requirements. This process will allowfor a natural lead-in to the significance of peripheralvision and its role in providing a wider field of view –whether on the basketball court or the soccer field.

With so much going on today in the marketplace it canbe confusing to ascertain the products that meet theperformance requirements of an accepted standard. Itseems like a new line of sports eyewear or sunglasses isintroduced to the American market weekly; completewith fashion photos of athletes engaged in a variety ofsports activities. While pictures and words may implythat products are acceptable to wear during sports activities, it is important to check labels to ensure thelevel of protection matches the correct activity.

The ANSI Z87 is the industrial safety standard, whilethe ASTM provides standards for a variety of sports-related activities. It should be noted that section 2.1 ofthe most recently published ANSI Z87.1-2010 standardspecifically excludes “sports and recreation.” ANSI Z87impact testing involves either a small (1/4”) projectile moving at high speed (high speed testing) or a pointedprojectile moving at slow speed (high mass testing).

Hazards encountered during sports activities typicallyinvolve large, blunt masses like balls and elbows.Projectiles such as squash balls, lacrosse balls andbaseballs exert massive forces sufficient to fracture allbut the most robust, well-designed frames. Even whenlenses are retained in a frame, the force can be severeenough to cause eye damage from frame and lens flex-ure (oil canning). For this reason, detailed eye protectionstandards for many ball sports activities are published by the ASTM. ASTM F803 standards are specific to individual ball sports, or groups of sports, and productsthat claim to meet the standards must be labeledaccordingly (i.e. “meets ASTM F803 for squash”).

It is important to understand how the products we dispense will be used in order to avoid unnecessaryaccidents and/or liability. Use the guideline below when discussing sports and/or protective eyewear with your patients:

What you need to know about protective sports eyewear:

• ASTM* F803 is the recognized standard for Rxand plano protective ball sports eyewear.

• ANSI Z87 is the industrial eyewear standard, whichexcludes sports eyewear. ASTM F803 is sportsspecific. Testing protocols simulate the hazards ofparticular sports activities. Product labeling mustdefine the sport(s) for which the protector wasdesigned and tested.

• Select eyewear that meets the standard for theappropriate sport, or a sport with similar risks.

• ASTM F803 testing protocols are not available for all sports activities. Not every standard can be met with available Rx eye protectors (i.e: 55mph baseball).

• For maximum eye protection 3mm polycarbonatelenses are recommended.

*ASTM – American Society for Testing and Materials

The Vision Council’s Protection Committee utilizes marketing, public relations, training and education toinform eye care professionals and consumers about theimportance of protective eyewear. The committee tracksgovernment issues, standards and regulations and alsoconducts research. For more information, please visit: thevisioncouncil.org.

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helping you to grow your practice

Protect Their Vision. Diversify Your Revenue.

INQUIRE. INFORM. INTRODUCE.

As sports participation statistics continue to climb, the number of athletes who fall victim to eye

injuries has the potential to grow at alarming rates. School-aged competitors are particularly prone

to eye injuries since their athletic skills (hand-eye coordination, balance, reaction time and speed)

are still being developed. Under most circumstances, at least 90% of sports-related eye injuries are

preventable with the proper use of protective sports eyewear.

By using the “Inquire. Inform. Introduce.” strategy, you can help young athletes protect their vision,

while at the same time expanding your patient base and diversifying your revenue stream.

To learn more about vision protection and how you can make a difference, visit

thevisioncouncil.org/ecp or email [email protected].

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1. Fatheadz EyewearKnuckledusters are designed to provideenhanced performance whether you’refishing, biking, boating, and will protectyour eyes as well as improve your visionfor almost any adventure you may undertake. The all-aluminum polarizedsunglasses are available in both XL and Standard widths as well as offeringsmoke or amber lenses.www.FatheadzEyewear.com

2. REM EyewearEnhance your game with the classic wrap-around style and striking color palette ofBounce Pass. This sports-inspired frame is ready for action at every turn and features rubberized nose pads and innertemple tips that keep them comfortably on your face. Choose between a matte or shiny finish for the ultimate statementin sunwear. www.remeyewear.com

3. ClearVisionFor the active, outdoorsy man who spendshis weekends on the golf course or boat,check out IZOD performX-518. He’ll lovethis clean design, featuring a memorymetal bridge and temples for greater durability and flexibility. With its sleek,aerodynamic-like front, colorful rubbersleeves and contoured end pieces,PFX-518 has an “in-motion” feel.www.cvoptical.com

Vers

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DynamicPerformance

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4. HilcoThe new Leader C2 goggle is an excitingnew option in ASTM F803 Rx protectivesports eyewear. It was designed as the ultimate defense against sports eyeinjuries. The C2 delivers superior vision,styling, comfort and fit. It also features acustomization option so any athlete canmatch C2 to uniform colors, team initialsand/or jersey numbers. www.hilco.com

5. Rudy ProjectUtilizing hallmark Rudy Project featureslike 360-degree fully adjustable templesand the similarly fully adjustable ErgoIV™

nosepiece, the Genetyk allows for a custom, precise fit. When paired with thegreen tinted golf/tennis 100 lenses whichincrease contrast and visual acuity on therange or court, the Genetyk becomes theultimate tool to up your game.www.rudyprojectusa.com

6. Tifosi OpticsThe Podium XC offers an unobstructedrange of vision with a frameless, full-shield lens design. The high quality mirrorlens features consistent color to eliminatelens distortion, is hydrophobic, and filtersa high level of blue light, sharpening contrast. The reflective properties cutglare and the lens shields the eyes with100% protection from UVA/UVB rays.www.tifosioptics.com

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ylish orts wear

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Salt Optics

The Ledford, shown here in Matte Asphalt Grey, is a classicmen’s handmade 6 base wrap. Designed from the fit out, thisframe was made for comfort. PFV Polarized lenses are used inevery pair of Salt sunglasses. www.saltoptics.com

Cotton Club

Cotton Club Polarized sunglass collection is constructed fromthe newest materials that defines the concept of style, qualityand luxury at affordable prices. This new line of 30 sunwearframes consists of men’s, women’s, unisex and sport models(Cotton Club 1042 C2 shown). Sold exclusively in NorthAmerica by National Lens. www.national-lens.com

Studio OptyxDERAPAGE MOLECUBE: Studio Optyx unleashes the newMolecube hinge in sunglasses in the US. The lenses are a nylongrooved lens with 7 layers of mirror coat to give the sporty flavor. The thin stainless steel creates an almost weightless pair of glasses that has more flexibility than any metal out there.The durability for this sporty line is like no other.www.studiooptyx.com

Kaenon

The result of innovative materials and a “function first” focus,Hard Kore™ is the ultimate performance sunglass. This freshdesign is lightweight, incredibly durable, and intuitively inte-grates with the natural form of the wearer’s head shape whileaccommodating different facial features. Broad spectrum UVprotection, impact-protection and unmatched clarity are offeredthrough Kaenon’s proprietary SR-91® lens www.kaenon.com

Revolution Eyewear

Revolution Sport for optical continues to raise the bar on magnetic clip-on styles. A rubber temple coupled with ourpatented bottom mounted magnetic sun clip-on will surely help your game. Featured is the REVS01 in Shiny Bronze.All Revolution magnetic clip-ons can be special ordered for 3Dviewing and specialty lenses for hunting, fishing, golfing, skiingand driving. www.revolutioneyewear.com

Studio Optyx

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Publisher/Editor. . . . . . . . . . . . . . . . . . . . . . . . . Jeff SmithProduction/Graphics Manager . . . . . . . . . . . Bruce S. DrobDirector, Advertising Sales . . . . . . . . . . . . . Lynnette GrandeContributing Writers . . . . . . . . . . . . . . . . . . . . Judy Canty, John Dick, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Renee Jacobs, Ginny Johnson, Jim Magay, Warren McDonald, Corrie Pelc, Anthony Record, John Seegers, Jason Smith

Technical Editor . . . . . . . . . Brian A. Thomas, P.h.D, ABOMInternet Coordinator . . . . . . . . . . . . . . . . . . . . . Terry Adler

Opinions expressed in editorial submissions contributed to EyeCareProfessional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCareProfessional Magazine, ECP™ its staff, its advertisers, or its reader-ship. EyeCare Professional Magazine, ECP™ assume no responsibilitytoward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing informationwithin advertising copy.

ADVERTISING & SALES(215) 355-6444 • (800) [email protected]

EDITORIAL OFFICES111 E. Pennsylvania Blvd.Feasterville, PA 19053 (215) 355-6444 • Fax (215) [email protected]

EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd.Delivered by Third Class Mail Volume 7 Number 67TrademarkSM 1994 by OptiCourier, Ltd.All Rights Reserved.

No part of this magazine may be used or reproduced in anyform or by any means without prior written permission of thepublisher.

OptiCourier, Ltd. makes no warranty of any kind, eitherexpressed, or implied, with regard to the material contained herein.

OptiCourier, Ltd. is not responsible for any errors and omissions,typographical, clerical and otherwise. The possibility of errorsdoes exist with respect to anything printed herein.

It shall not be construed that OptiCourier, Ltd. endorses, pro-motes, subsidizes, advocates or is an agent or representative forany of the products, services or individuals in this publication.

For Back Issues and Reprints contact Jeff Smith, Publisher at800-914-4322 or by Email: [email protected]

Copyright © 2013 by OptiCourier Ltd. All Rights Reserved

For Subscription Changes, email: [email protected]

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Oliver Peoples

The Evason is a very masculine frame handcrafted of bold acetatein rich colors Workman Grey, Matte Moss Tortoise, AmberTortoise/Buff Gradient, Black and Cocobolo. The classic sunglassfeatures vertical pins on the frame front, adding simple detail tothis handsome style. VFX polarized or photochromic glass lensesoffer great protection from the sun. www.oliverpeoples.com

Spy Optic

Libra: When it came to making a women’s specific performanceframe we didn’t just “pink it and shrink it,” we designed andbuilt this lovely thing from scratch. Libra’s smaller fitting framebuilt from high quality Grilamid® still manages to pack in aplethora of technical features including 8-base Victory™ lenses,patented Scoop® ventilation system, 100% UV protection andcomfortable Hytrel™ temple tips. www.spyoptic.com

EvatikEvatik Sunwear is a collection of models that join casual luxuryand versatility to deliver unrivalled style. Featured is E-1031, amodel with an acetate front and acetatewood grain finish on the temples. Thismodel is a sporty new sunglass modelavailable in black red and tortoise in size60-19-140. Dually inspired by fashion and performance Evatik Sunwear perfectly blends modern,masculine styling with superior lens capabilities.www.evatik.com, www.classique-eyewear.com

Miro Optix

When bodies in motion collide, you want your frames to with-stand even the toughest hits. Enter DIVISION1® and its(M)FORCE™ technology. Based on the principles of accelerationand force, (M)FORCE was engineered to meet the needs oftoday’s athlete. Every Division1 frame has the ability to performas a temple with strap or as a wide head strap. This convertibleoption allows athletes to meet eyewear requirements for multiplesports. www.mirooptix.com

Silhouette

With a mix of Performance Steel™ and SPX™, compose features abridge and hinge design with color combinations to excite eventhe most stylish of wearers. The temples are encased in ELAST-X,a non-stick traction grip polymer material, used widely in thesporting goods industry, in sport equipment such as ski bootsand climbing aids. www.silhouette.com


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That’s the good news. The not-so-goodnews is only about 18% of that numberwas shipped to optical retailers. Where did the rest go? To sporting goods stores,sunglass specialty stores, and online retail-ers. In other words, your competition.What makes this even more disturbing is that more than any other optical marketsegment, private eyewear retailers areuniquely qualified to be the leaders in this market.

The growth in the sports eyewear mar-ket has been largely fueled by the demandsof today’s active consumer combined withtremendous advances in technology.In addition, growing health awareness,the demand for performance and specialtystyles, and the introduction of more fash-ionable products have all played a role.

Why did I say that private optical retail-ers should be market leaders in sports eyewear? Allow me to use one quick illustration to demonstrate the advantage

private optical retailers have over sportinggoods stores...

Properly trained optical dispenser:“The wraparound style of these golf glassesnot only block glare but offer a wide field ofview with no distortion. The golf-specificlenses allow long-wavelength blue light toimprove ball visibility while allowing redwavelength light to pass through, whichhelps in reading the grassy contours of thegreens.”

Sporting goods store employee, whoyesterday was selling Stair-climbers:“Wow, those look great on you!”

Who would you prefer to serve yourpatients? Your patients are currently purchasing their sun and sports eyewearsomewhere...why not in your practice?No other segment of your optical shopoffers as much room for creative outsidemarketing. The benefits can be substantialin terms of optical shop profits, adding

new patients, and the recognition of pre-venting eye injuries in your community.Do you still think there is no communityinterest in sports eye safety? A survey ofMichigan high schools in 2010 revealedthe following startling findings:

• 97% of Michigan high schools have nosports vision program

• 98% of high school coaches would beinterested in a sports vision program

• 99% of Michigan high schools havenever been approached regarding theestablishment of a sports vision program

Sports Eye Injuries

According to the good people at theRaleigh, NC office of the Society toPrevent Blindness, more than 600,000sports-related eye injuries occur each yearin the US. More than 90% of them couldbe prevented with the use of appropriateprotective eyewear. About 40% of the eyeinjuries in a given year occur in childrenage 14 and under. Why? First, participantsin this age group have less control overtheir bodies and their strength and coor-dination can change from week-to-week.Also, coaches speculate that the level ofsports expertise of children in this agegroup is lower than in older participants,causing children to hesitate and thinkbefore reacting in a given situation.

Other factors adding to risk are pre-existing eye conditions and the sportyou are playing. Low risk sports usually donot involve equipment and are generally

MARKETING OPTICIAN

Cliff Capriola, Practice Management Consultant

12 E Y E C A R E P R O F E S S I O N A L

Sports Eyewear – Get in the Game

Continued on page 14

The numbers do not lie, and the numbers say that the sports eyewear market ishuge and growing every day. According to the Sports & Fitness Industry Association(SFIA), nearly $1.2 billion worth of sports eyewear merchandise was shipped frommanufacturers to retailers worldwide in 2010.

Professional Golfer Edoardo Molinari wearing Rudy Project’s Genetyk Golf Sunglasses.

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individual sports such as swimming andtrack and field. Higher risk sports are gen-erally team sports involving equipmentsuch as baseball, softball, football, etc.

The Game Plan

In consulting with private ODs & MDsover the past 18 years, it has alwaysamazed me how they are so quick to comeup with reasons why anything differentsimply will not fly in their practice....

• There’s no money in this community.• My patients aren’t interested in that.• My staff doesn’t have time to discuss

anything new.• Who will train my staff?• No one in this town really needs that.• I tried that once and it didn’t work.• I know my patients and they can’t

afford that.

Hmm...if I remember correctly thosewere some of the popular argumentsagainst anti-reflective lenses fifteen yearsago. Well, according to the numbers yourpatients are purchasing sun & sports eyewear somewhere, and it’s up to you toensure they do it in your practice. You willbe stepping out of your comfort zone asboth you and your staff venture out intothe community to publicize your sportseyewear program, but after a shortamount of time you will find the programto be very profitable and self-sustainingthrough word-of-mouth advertising (the best and cheapest kind!).

So let’s get started!

Visibility

In order for your patients to take sun &sports eyewear seriously, you have to showthem that you are serious about it bydevoting a significant amount of your display and board space to the products.Both sports eyewear and sunwear displaysare eye-catching and manufacturers cansupply you with merchandising materials.It’s also easy to set up displays using baseball bats & balls, football helmets,local sports jerseys, etc.

You do not need large amount of sportframes and goggles, just enough of the

most popular styles for the primary recreational and sports activities in yourarea. Manufacturers have attractive onlinecatalogs showing all of their products;with a laptop you can easily show them topatients at the dispensing tables. Anotheridea is to have staff members wear sportsjerseys one day out of the week. Whenpatients ask them why, it’s a perfect lead-in for them to talk about the importanceof sports eyewear to eye safety.

Internal and External Marketing

You will find your staff to be an integralpart of your internal & external sportsvision marketing plan. I suggest a staffmeeting to brainstorm for ideas and tofind out the current level of communityinvolvement by the staff in youth & adult sports activities. Here are some suggestions:

• Contact local community/civic groupsand offer your services as a speaker onthe importance of eye safety in youthand adult sports. Your local Society toPrevent Blindness will help by providingstatistics and may offer someone tospeak at the meeting. There is also aspeaker’s guide to sports related eyeinjuries at the National Eye HealthEducation Program:www.nei.nih.gov/sports/pdf/SpeakersGuide.pdf

• Do the same with local youth sportsgroups/teams. Some practices go as faras providing free sports eyewear for alocal youth team; this will cost you somemoney but think of the families you arereaching! Also, think of the communitygoodwill you can build.

• Hospitals and clinics often have a com-munity speaker series.

• Make sports eyewear part of your examroom conversation. When you hand thepatient off to the dispenser, repeat whatyou spoke of to the dispenser so there iscontinuity.

• Have a trunk show for sports eyewearfashions (you will be amazed how it haschanged since Rec-Spec goggles!).

• Work with other retailers to providereferrals for each other: sporting goodsstores, scuba shops, surf shops, cyclingshops, and skateboard shops are possi-bilities if they are not already sellingsports eyewear. If they are, offer to work

with them if they direct their customersto you if they need an Rx in their frame.

• Get to know the local golf pros and offerthem a free pair of golf glasses. If theylike them, they will tell everyone. Again,think of the families you are reaching!

• Work with the schools. While the schoolsystem will not recommend a specificdoctor in today’s liability-oriented socie-ty, you can get to know the coaches,trainers, and parents of the team mem-bers. Offer to speak to the teams abouteye safety and offer discounts for sportseyewear.

• Have weekly staff meetings if you do not now to discuss the progress of thepreceding week and formulate a gameplan for the next. Your staff has families,children, and relatives who participate in sports. Have them talk about yourprogram!

• Print up business cards and/or brochureswith your logo and your sports eyewearprogram on them.

• If you have a newsletter, publicize theprogram in it. If you don’t have anewsletter, start one. If you are collectinge-mail addresses of your patients, anelectronic newsletter is inexpensive tocreate and send. If you’re not collectinge-mail addresses, why not??

Get Off the Bench and Get Moving

Too many private ODs and MDs feelthat a combination sun/sports eyewearprogram entails too much work andmoney. Initially, it does require extra work both inside and outside the practiceand a small outlay of money. However,the program is self-supporting once thereferral systems, the relationships withyouth sports leagues, and the vendor relationships are established. In addition,it provides tremendous community exposure.

One last question: How many pairs of sport eyewear did you sell last year?Then, why are you still sitting there?

For more information, including a guide topolarized lens color by sport or activity, pleaseemail me at [email protected] �


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AccuLabFinding the Secret to Success

for ECPs across the Nation

HAPPY WEARERS WILL RETURN.

Conventional PALs are being phased out more andmore as Digital FreeForm is rapidly taking over the market.

The question we should all be asking ourselves is whatwill happen if we just keep giving the wearer the samelens year after year? He or she may be happy and haveno complaints, but are they overly excited? Nope, it’s justanother *normal* trip to the eye doctor for Sally Sue. Dothey really love their glasses? Are they going to tell theirfamily and friends or even that cashier at the grocerystore? Again, chances are slim.

Word of mouth will always be the number one key toany successful business whether it’s cutting hair, buildinghomes, or in our case supplying the best quality visioncare. If the problem is getting people to spread the wordto generate more business, then why are so many officesstill using outdated technology? I get it, the cost! It canbe expensive to put someone in a FreeForm lens. Weunderstand that some people just cannot afford the lenses their eyes deserve.

Acculab has the solution! We offer FreeForm lenses at acost everyone will be happy with. A lot of our DigitalFreeForm lenses are actually priced at a lower cost thanthe majority of the conventional lenses out there. Improveyour wearer satisfaction, your wallet, as well as thepatients’ wallet, and have expert service on hand.

How often do you call your lab and get put on hold ornot have them be able to answer your questions? That isfrustrating, isn’t it? We have the right staff, the right quali-ty, and the right price at the right time. Wouldn’t that bethe right decision for you?

Give us a call, make the switch and watch the growth ofyour dispensary today.

Cindy Kopis, Lab Tech, Joe Colton, Director of Sales and Marketing, Chris Brundies, CEO,Brock Mohler, Lab Tech, Matt Jordan,Production Manager (L to R)


Somebody Had to Say It

Iwanted to make a point, but at thesame time I didn’t want my atten-dees to think I was a fuddy-duddy.I made sure they knew how much I

love and embrace new technology. I usedmy iPad to register them, and my iPhoneto play music before the class began. Ieven incorporated live-response textinginto my PowerPoint presentation.

But then I made what for some was analmost unbelievable yet undeniable state-ment: “Regardless of what high-tech,fancy-schmancy device we use – even inthe twenty-first century – if we are com-municating with one another we are read-ing, writing, speaking, or listening.”

Therefore, if an attendee truly desired toimprove his or her communication skills,changes would have to be made in one ormore of those areas: in what they read, inhow they write, in how they speak, or howthey listen. Sometimes, getting back tobasics is what makes us most effectivethese days. And so it goes with an eye careprofessional (ECP).

Now don’t get me wrong, when I’m onthe front lines my first thought is to getevery presbyope I meet into a titaniumframe, with polycarbonate or Trivex® lens-es, using a high-tech, premium, digitalmultifocal, with Transitions® lenses andthe best anti-reflective treatment available.

But guess what? I don’t necessarily thinkthere is any shame in fitting a patient witha $29 frame, using clear CR-39 lenses andFlat-top 28 bifocals...and dare I sayit...with no other treatments whatsoever.There, I said it. Somebody had to, so I did.

As an ophthalmologist, optometrist, oroptician, we are all members of a time-honored profession. As state-licensed pro-fessionals we are governed by state statutesthat claim the sole reason we are licensedis for the health, safety and welfare of ourfellow citizens. In the Florida statutes(under which I am licensed) it goes evenfurther by saying that it is difficult for citizens to make an informed decisionregarding eye care products and choosingeye care professionals, therefore...theguidelines for licensure and renewal exist.

I have always taken that charge serious-ly. How? By always acting as an advocatefor the patients. Showing some empathy.What would I want this woman to walkout of my dispensary wearing the wronglenses if she were my mother...or sister...ordaughter? Approach dispensing from thatvantage point and you create win-win-win relationships – for you, the patient, andyour practice.

With that in mind, I believe there are three things a professional ECP(redundancy intended) must sometimesdo that at first glance may seem contradic-tory to providing stellar patient care. 1)Just say no, 2) Say yes when you want tosay no, and 3) Bend the rules. Let’s look at each one.

MANAGING OPTICIAN

Anthony Record, ABO/NCLE, RDO


Recently, I was teaching a seminar entitled How toCommunicate With Diplomacy, Power, and Tact.

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Just Say No. Before you’re comfortablesaying that little word, perhaps it would behelpful to reconcile some of the reasonswhy some ECPs have a difficult time saying it. First, since most dispensers dofeel they are there to help, no (a negativeword) seems contrary. Not necessarily.Sometimes we just want to come across asagreeable, and saying no seems disagree-able. Nobody likes confrontation; sayingno when someone wants to hear yes isalmost the definition of confrontation.

One of the biggest reasons I think wedon’t like to say no is we feel as if we’reburning bridges with the patient – like it’s a point of “no” return. Nothing couldbe further from the truth. If you keep the concept of empathy primary in yourdispensing, sometimes saying no is a wayof saying, “yes...I will make sure you getwhat’s best for your optical needs.” Someexamples:

Despite the technological advancesinherent in the finest progressive lensesout there, guess what? They will not workas well as a standard single-vision, or flat-top bifocal will for someone whoworks on a computer eight or ten hours aday. The just won’t. Even a Near VisionFocus (NVF) lens will probably not workas well. I base this on years of empiricaltestimony.

Even if a patient came in practicallybegging for the latest AR lens because hesaw it advertised on television, I wouldfeel obligated to say no for many differentreasons: The patient has unreasonableexpectations, inability to pay, occupationalcontraindications, and an unwillingnessor inability to properly care for them...justto name a few.

Say Yes When You Want to Say No.When a patient arrives at your dispensary,prescription in hand, that is a goldenopportunity for a new frame sale. Butthen the patient utters those words thatno business owner wants to hear: “I justwanted to put new lenses in these frames.”Some companies and practices actuallyhave a policy against this. Others doeverything in their power to convince thepatient that putting new lenses in the oldframe is a really bad idea. You explain that

you’d have to keep the old frame for atleast a week. Oh and by the way, we can’tbe responsible if the lab breaks yourframe. On and on and on.

Never mind that one of the sellingpoints the optician who sold the frame a couple of years ago was that it was madeof titanium and would last for years.Just ignore the fact that the date on theprescription is more than six months ago- maybe the patient simply couldn’t affordto make any purchase until today.

My opinion? Unless there is a compelling reason why they absolutelyshouldn’t (like the frame is very old andin utter disrepair), a patient should havethe option and right to use it – and as anadvocate for the patient we should dowhatever we can to facilitate that decision.

For example, most wholesale labs nowarchive all of the trace information necessary to duplicate previous orders.And at least from personal experience,that information is usually sufficient toproduce new lenses to perfect size.Therefore a patient could wear the framewhile the new lenses are being produced.It’s then just a few minutes to install thenew lenses.

But what if it’s a new patient, and youdo not have that previous information.Why not offer to “loan” the patient aframe while their old one is sent in to thelab? Having done this many times, I canassure you that this option is a reallifeline for people who simply cannotafford a new frame but need toupdate the lenses. Likewise, manytimes the accommodated patient willwant to actually purchase the framethey borrowed so that it can act as a spare pair. Another win-win-wintransaction.

And finally, sometimes a profes-sional is put in the position ofhaving to Break the Rules...or not.Now don’t get me wrong. The rulesand laws must be followed. But whatif those rules and laws seem contra-dictory? There are many examples of this, but I’ll leave you with one,that should at the very least serve as food for thought.

An optician told me that a 6-dioptermyope once arrived at her dispensarybecause she had lost one of her contactlenses and had no spare glasses. The opti-cian discovered that the patient’s prescrip-tion had expired about two weeks before!Now, on the one hand an optician can’tsell a consumer contact lenses without avalid prescription. On the other hand thestatute says that an optician is there forthe health and welfare of the citizenry.By the way, the client informed the opti-cian that one way or the other she wouldhave to drive to work – even if it meantdoing so with only one contact lens.

What’s a professional to do? Now I’mnot saying this is the right or wrong thingto have done, but in a spirit of advocacyfor everyone involved, the optician’sresponse was at the very least, creative.This is what she did: She made anappointment for the patient to have aneye exam early the next week (she was aprevious patient and the ECP trusted she would keep the appointment, whichshe did).

She then placed a trial contact lens onthe desk and said to the patient, “Listen...I cannot give you or sell you this contactlens because your prescription hasexpired. Now...I have to go use the rest-room, and when I get back, I expect thatcontact lens will be right there...don’t youdare take it!” You won’t believe it...thepatient actually stole that contact lens! �

Now Available ON the GO!

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TThere’s an App for That!

THESE DAYS almost everyone has asmartphone or a tablet, making the usageof mobile applications more popular thanever. According to the Jackson & CokerIndustry Report entitled “Apps, Doctorsand Digital Devices,” published by physi-cian job recruit firm Jackson & Coker, 80percent of doctors use smartphones andmedical apps in everyday medical practice.The researchers say it’s not surprising thatpractitioners rely heavily on iPhones, iPads,and other computer tablets, as well as themobile apps available for them, consideringthe movement toward “digitizing as muchof the healthcare process as possible.” Theusage of these apps appears to be increasingamong eye care professionals as well.

Of course, there is no shortage of mobileapp choices for healthcare professionalswho want to download apps. In fact, there’salmost too many to choose from.According to a 2011 report fromMobiHealthNews, a leading provider ofnews and research for the global mobilehealth community, there are approximately3,660 medical apps available to iPhoneusers. But that’s not to say all of them arenecessarily helpful. “App overload is a realproblem,” says Brian Dolan, editor-in-chiefand co-founder of MobiHealthNews. “Onlya small percentage of the apps available willactually be used by medical professionals.Sifting through them all can be time consuming. I equate it to the early days ofthe Internet and websites—doctors didn’tknow which websites they could rely on forgood info.”

Dolan believes that medical professionalsare filtering apps the old-fashioned way—talking to each other about what works and what doesn’t. “With 80 percent ofphysicians using smartphones, you have toimagine they’re talking to each other aboutwhich apps they do and don’t like,” he says.

Since narrowing down what apps mightbe right for you is a time consumingprocess, we rounded up a bunch that eyecare professionals might want to considerfor their practice.

3D BrainCold Spring Harbor Laboratory, Free

This app offers great views of the brain andallows the user to easily rotate and zoomaround 29 interactive structures.

VisionSim by Braille Institute Braille Institute, FreeThe Braille Institute’s VisionSim wasdesigned to foster understanding and compassion for the millions of peopleaffected by leading eye conditions. Usersare able to simulate many leading eye diseases including macular degeneration,retinal detachment, and retinitis

TECHNOLOGICAL ECP

Lindsey Getz


There are quite a few apps that can assisttoday’s eye care professional. We rounded

up a few that might pique your interest


EyeDock

Ophthalmology i-pocketcards

Hoyanet

JULY2013_getz.qxd 7/2/13 2:33 PM Page 2

LIKE us on Facebook.com/i-see optical lab. Also visit us on Twitter.

Blackwood, NJ iseelabs.com

800.257.7724

Order Online at iseelabs, visionweb, eyefinity.

FEATURING:• Futureyes, and Micro

for great vision in small frames starting at just $22.95!

• Always, processed to your patients exacting RX using exclusive i-see data point processing – one lens at a time.

• These are the perfect lens for your younger patient wanting something extra for life, for reading and for the party!

The Progressive Lens for your younger patients who want a little extra boost of power in their glasses

Add Power to glasses

JUN2013_isee1.qxd 5/29/13 9:53 AM Page 1


pigmentosa, and are able to get detailedinformation about each condition.

EyeDock Todd Zarwell, OD, Free (with paid subscription to website)Creator Todd Zarwell, OD, says he came up with the idea for EyeDock afterfinishing his residency and finding himselfin situations where he didn’t have hisfavorite reference materials handy—particularly his contact lens catalogues.“I was lucky enough to have Internetaccess everywhere I went,” remembersZarwell. “I kept thinking how nice itwould be if I could always access theinformation I needed from the computerinstead of having to bring it with meeverywhere.” EyeDock is exclusively for the iPhone and is a clinical referenceguide that includes searchable databasesand a contact lens prescribing calculator.

Eye HandbookCloud Nine Development, Free

Eye Handbook is a multi-facetedapplication thatincludes equip-ment reference,testing, coding,pharmacopoeia,and even a mediacenter for patienteducation.It’s an incrediblyhelpful tool, says

Rohit Krishna, MD, one of the app’s chiefeditors, and director of glaucoma serviceand associate professor of ophthalmologyat the University of Missouri-Kansas CitySchool of Medicine. “One area that userslike is the reference section where you can see all the key studies done on anycondition,” explains Krishna. “You canalso view photos of any disorder. It’s ahandy source with a lot of informationcongregated into a single source.”

LUMA Vision Simulator Eyemaginations Inc., FreeThis helpful tool allows eye doctors tobetter explain eight common diseases of the eye to patients by giving them visualization. Disease progressions areshowcased in up to eight anatomical viewsand four corresponding POV scenes.

Included are dry eye, diabetic retinopathy,age-related macular degeneration.

Medical Lab TestsMedicon, $2.99Medical Lab Tests covers the most common laboratory tests and their interpretation, providing quick and handyinformation. Categories include red bloodcells, white blood cells, coagulation,electrolytes and metabolites, arterial bloodgas, enzymes and proteins, ions and tracemetals, cardiac tests, liver and pancreas,lipids, hormones, and immunology.

MedscapeWebMD, Free

Medscape has been used by more than 1.4million healthcare professionals and wasthe #1 most downloaded free app in themedical category in iTunes in 2010. Itincludes medical news and critical alertsas well as the ability to save, e-mail, orshare medical articles. Clinical referencedata includes information on morethan 8,000 brand and generic drugs as well as 4,000-plus evidence-basedarticles on diseases, conditions, andprocedures. Recently, a medical calcu-lators feature was added and includes129 different medical formulas, scales,and classifications.

Ophthalmology i-pocketcardsBörm Bruckmeier Publishing, $5.99Users can find vital information about

the most relevant ophthalmologic medicalconditions with this easy-to-use referenceguide. Highlights include eye anatomy,refractions errors and their management.

Optics Clinical CalculatorRegular Rate and Rhythm Software/Evan Schoenberg, $4.99Optics Clinical Calculator provides accessto calculators used daily in prescribinglenses and understanding optics. Resultsare provided instantaneously and explana-tions of the formulas and their applica-tion are just a tap away, perfect for learn-ing and review.

For the Frames

Many of the frame manufacturers havealso come out with various apps thatallow patients to virtually “try on” framesand get an idea of what styles suit thembest. Silhouette, for instance, offers theSilhouette iMirror for iPhone or iPad thatturns the screen into a mirror and allowsusers to try on various Silhouette rimlessglasses and sunglasses. The Seiko DigitalMultiTool is an application exclusive foropticians who are SEIKO authorized dis-tributors. It offers demonstrations thathelp patients understand the ophthalmictechnologies. Other frame companies areoffering apps that simplify frame purchaseorders. The Hoyanet application, forinstance, allows opticians to log into theirexisting Hoyanet account from theirsmart phone, allowing them to track thestatus of orders or just get HOYA news.

Depending on what frames you carry inyour dispensary, you might want to lookinto some of the apps available from thosemanufacturers. They are often helpfultools and another way to engage patients.Do a little bit of research to find the appsthat are best for you. �

Seiko Digital MultiTool

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Luzerne Optical Releases iPad Digital Fitting System

Luzerne Optical Laboratories, Ltd. has released the iPad-based fitting and dispensing system, iFDS (iFit Dispensing System™). The system works with themost current iPad and iPad Mini tablets. iFDS is morethan just a tool for taking the POW (Position Of Wear)measurements required for today’s most sophisticatedlens designs. It offers ECPs the ability to help theirpatients with frame selection using either still or videophotography, lens material and lens treatment selec-tions utilizing a fully augmented reality platform. Theunique system will allow both simulated and real-timedemonstrations of lens options. For more information,contact your Luzerne Optical sales representative.

OptiSource Expands OptiPets Eyeglass Holder Lines

OptiSource International has expanded its offering ofOptiPets, the United Kingdom born eyeglass holdersthat are creative, collectible, and fun. The OptiPets lineincludes a variety of cartoonish animals and artful nosesthat uniquely hold eyeglasses when not in use. Thenewest additions to the product line are a set of sixdinosaurs, and breed-specific dogs. Over twelve popular dog breeds are available in a premium, heavy-weight cerama-stone. Each hand painted piecehas a cradle designed to hold the folded temples ofeyewear. For more info: www.1-800-optisource.com

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WHEN WAS THE LAST TIME youexperienced buyer’s remorse? For me it was a round trip airline ticket that I booked and then decided the datesweren’t going to work. I had purchasedan airfare & hotel package which addedin a third party company.

I should have known better. I wentthrough a series of phone calls only tofind out it’s not as easy as it once was to change flight reservations. It felt like I was being reprimanded for something I knew was best for me. The fee was so inflated to make the flight change and the customer service supervisorsounded like a broken record with broken English.

As I asked her to please explain to mehow she came up with the new rate Iwas following along on my computer.Flights that she mentioned were fullwere showing open seats. The differencein the airfare on the flight I wanted totravel on was going to cost me an addi-tional $298, she said. According to theirwebsite’s prices, I was showing that theyowed me money. I thanked her and saidI would not be showing up for myreturn flight because I was going tohang up and buy a one way ticket for$229. Was the price I paid for changingmy mind was worth it?

Buyer’s remorse can have a real effecton the way people see things. Things likehow the seller handles the buyer’sregrets and how the buyer feels aboutdoing business in the future with the

seller. You really have to watch your dispensing table manners when buyer’sremorse sits across the table from you.

Yesterday I was helping a couple selectframes for their 4 yr old daughter, Kelly,when buyer’s remorse tried to show up.Their 9 yr old daughter, Hannah, hadjust gotten new eyewear from us a cou-ple of months ago. She kept whisperingto her mom and finally her mom said, “Idon’t know honey, I will ask Ms. Ginnyin just a minute.” I stopped what I wasdoing to find out what they wanted toask me. They were wondering if it waspossible to get different nose pads puton Hannah’s new eyewear. Absolutely Icould do that. I finished up with Kelly

who was watching every move I madewith pupils the size of China.

I invited Hannah to have a seat andtell me what was going on with her nosepads and asked how she liked her neweyewear so far. She said the nose padswere very comfortable and that sheloved her glasses.

For a split second I thought, what amI missing here?

Before I could say anything Hannahsaid the kids at school had been makingfun of her new eyewear.

I acted like I was going to stand upand go after those kids.

She giggled and then I said I wantedto hear more.

Her mom told me they were teasingher because the frames weren’t pink likeher last pair. One kid said her nose padslooked retarded and a group of kidsstarted laughing.

Wow, this sounds like way more thanjust changing out the nose pads to me.We needed to do whatever we could tohelp Hannah feel better. I asked herwhat she thought we should do. Wedecided to order the same frames in apinkish color with and without the nosepads, which we both agreed were bril-liant, not retarded. I was happy to seeHannah jigging up and down withexcitement by the time they left.

THE MOBILE OPTICIAN

Ginny Johnson, LDO, ABOC

BUYER’S REMORSE CRASH COURSE


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Hannah is one confident kid and shedefinitely knows what she likes. But noone wants to be the brunt of the joke.Thank goodness they voiced their concerns with me. I thought about howmuch worse it could have been forHannah if they hadn’t spoken up. Ihope she doesn’t stop being the cool kidwith cool taste in eyewear and recoversfully from any self-esteem damage.

How many times have you purchasedframe inventory that you thought wasawesome and would fly off the shelves,only to have buyer’s remorse on a largerlevel? Selecting frame inventory for yourpractice can be an ongoing source ofbuyer’s remorse. Make sure you don’tlose focus on purchasing those framestyles that your practice is lacking. Repswill always be knocking on your doorwanting you to help them represent aline that is pleasing to your patients.

Everybody isn’t eye candy like you, soyou’ll probably need a variety of framesfor geeks, macho men, preppies, pimplyfaced teens, big wigs, thugs, athletes,conservatives, grumpy old men andmore. It’s best to figure out what youneed to order before sitting down withhomemade dessert carrying frame reps,“just to look”. (wink, wink)

How can we make sure patients avoidbuyer’s remorse? We can’t.

What we can do though is make sure they are aware that we don’t want them making any purchases they aren’tcomfortable with. We also want to makesure they understand what they are purchasing before the exchange ofmoney. Without their trust we havenothing of any real value to offer them.If we take their money and they havetrust issues with us then be prepared tobe the brunt of a bad joke.

How can we help them better understand their purchase? Say it intheir terminology.

Ask your patients that currently wear OTC readers if they are willing tocommit to wearing multifocal lenses fulltime. If they aren’t then it doesn’t do abit of good to sell them a pair.

For those patients that don’t see anyframes that they would be happy wear-ing, don’t let them settle for one. Throwsome optical humor their way. Tell themyou don’t want them coming backpointing a finger at you because theydon’t like the frames they purchased.

If you have a patient that prefers the frame style opinions of another staff member over your opinion thenwelcome it. Everybody deserves achance to be wrong.

If your patient is convinced that theydon’t need something then make a notethat they declined what was prescribedor recommended. Let them know youknow they know you know they know.I know that sounds confusing so read it until it makes sense. It’s about as confusing as to why some patients thinkthey know more than you do in yourarea of expertise as their ECP.

When you have patients tell you theyare super picky about what they will tolerate in frames or lenses, try to relate to them. Agree it’s an importantdecision and a purchase that affectstheir quality of life. Find out as much asyou can about what they are wearingnow and be careful trying to persuadethem past their tolerance level. Offer totake some pictures of frames to send totheir spouse, relatives or picky friendsfor approval. Their final decision maytake more than one visit or multiplephone calls to you.

You may not have a warranty forbuyer’s remorse but keep in mind that

adverse circumstances may becomegrowth opportunities for your practice.How you handle a patient’s post purchase behavior speaks volumesabout your business. Do you wanthappy or mad volume?

Beware and be aware of those situa-tions that may turn into buyer’s remorseby balancing patience and empathy witheach sale. After all, the worst type ofbuyer’s remorse has got to be the onethat we never hear about. Talk aboutspeaking volumes. �

Progressivelenses.com

“You really have to watch your dispensing table manners whenbuyer’s remorse sits across thetable from you.”

JULY2013_ginny_mobile.qxd 6/28/13 2:47 PM Page 3

See the world as it really is.Ask your Eyecare Professional about SEIKO individualized lenses.

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NEW SEIKO SupernalAdvanced Patented 100% Internal Free Form Design

Transitions and the swirl are registered trademarks and Transitions Adaptive Lenses and Vantage are trademarks of Transitions Optical, Inc. ©2012 Transitions Optical, Inc.

JULY2013_SEIKO.qxd 7/1/13 10:26 AM Page 3

American Optometric AssociationThe American Optometric Association (AOA)held its annual award presentation ThursdayJune 27 at the opening general session ofOptometry’s Meeting held at the San DiegoConvention Center. OD of the Year was presented to Neil W. Draisin, OD, working inprivate practice in Charleston, S.C. He serves asan adjunct professor for the Pennsylvania Collegeof Optometry, the Southern College ofOptometry and the University of AlabamaCollege of Optometry. Sandra Fortenberry, OD,FAAO, was named Young OD of the Year. She isthe assistant professor at the Rosenberg School of

Optometry of the University of the Incarnate Word.

The Optometric Educator of the Year award was presented toMichael J. Earley, OD, PhD, assistant dean for clinical services atthe Ohio State University School of Optometry. Amy Godeaux,CPOT, president of the Louisiana Paraoptometric Association,was named Paraoptometric of the Year. The DistinguishedService Award was presented to Thomas L. Lewis, OD, PhD. A1970 graduate of Pennsylvania College of Optometry (PCO), hehas held various administrative and teaching positions at PCO,including dean of Academic Affairs from 1980-1989.

SafiloSafilo Group has announced that Luisa D.Delgado will be appointed as the new CEO ofSafilo Group and Safilo Spa, effective October 15,2013 in a succession plan for current CEO,Roberto Vedovotto. Vedovotto will maintain hisposition on the Safilo board of directors as a non executive at that time. Delgado, 46, is

currently a non executive Safilo board member. She is also currently a member of the global executive board and chiefhuman resources officer of SAP AG and a non executive director at INGKA/IKEA. Before SAP AG Delgado spent 21 years atProcter & Gamble.

LegacieLegacie Accessories, the luxury house of B.Robinson, has announced the appointment of Nick Gelabert to the position of director ofinternational sales covering the Caribbean,Central America and South America. Gelabertjoins Legacie with an extensive luxury background in those markets and will be based in

Miami. Legacie’s exclusive holdings include Betsey JohnsonEyewear, Judith Leiber Eyewear and Kata Eyewear. Legacie alsohas a partnership for the distribution of David Yurman Eyewear.

Hoya Vision CareHoya Vision Care has appointed Gregg Fowler asvice president of sales and marketing. Fowler willmanage and lead the HOLA (Hoya OpticalLaboratories of America) sales and marketingefforts. Fowler will be taking over for Rich Montag, who is retiring in July after a distinguished 40-year career in optical. Fowler

previously worked at Alcon Laboratories, serving in a variety ofcross-functional roles that spanned sales, sales management,marketing, managed markets leadership and executive sales leadership. He began his career at Procter & Gamble, where heheld various sales positions.

Freedom Meditech ScientificFreedom Meditech, a medical device companycommercializing non-invasive ophthalmic technologies for the detection of disease andmanagement of patient health, has announcedthe appointment of Paul M. Karpecki, OD,FAAO, to the Scientific Advisory Board. Karpecki

received his doctor of optometry degree from Indiana Universityand completed a fellowship in cornea and refractive surgery atHunkeler Eye Centers in affiliation with the PennsylvaniaCollege of Optometry.

National Optometry Hall of FameJohn F. Amos, OD, was inducted last month intothe National Optometry Hall of Fame during aceremony at Optometry’s Meeting. Amosreceived his BS and OD from the Illinois Collegeof Optometry and his MS from IndianaUniversity. In 2004, he was named the UABNational Alumni Society Honorary Alumnus of

the Year. He received honorary doctorate degrees from theSouthern California College of Optometry and Salus Universityin 2010. He was the recipient of the Life Service Award from theAmerican Academy of Optometry in 2012.

Prevent Blindness AmericaPrevent Blindness America, the nation’s oldestvolunteer eye health and safety organization, hasannounced the recipient of its 2013 InvestigatorAward. This year’s selected recipient is LyneRacette, PhD, assistant professor at the Eugeneand Marilyn Glick Eye Institute, Department of

Ophthalmology at Indiana University in Indianapolis, Ind. The2013 Investigator Award has been presented for the study, “Theeffectiveness of motivational interviewing to improve adherenceto glaucoma treatment in patients of African descent.”

Neil W. Drasin, OD

Sandra Fortenberry, OD

Luisa D. Delgado

Nick Gelabert

Gregg Fowler

Paul M. Karpecki, OD

John F. Amos, OD

Lyne Racette, PhD

MOVERS & SHAKERS


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EXPAND YOUR FIELD OF

THE COMPLETE EYECARE EVENT

EDUCATION: OCTOBER 2–5, 2013 | EXHIBITION: OCTOBER 3–5, 2013Las Vegas, NV | Sands Expo & Convention Center | www.visionexpowest.com

LENSES & PROCESSING TECHNOLOGY

MEDICAL &SCIENTIFIC

EYEWEAR & ACCESSORIES

CONTINUINGEDUCATION

BUSINESSSOLUTIONS

JULY2013_VEW.qxd 6/28/13 10:47 AM Page 1

You go out and buy yourself anice new car. The years pass by,and you drop it off at themechanic for state inspection.

She calls to tell you that the shocks aregone, the brakes all need to be replaced,the CV joints are shot and the clutch isabout to give out. You stop and think,how could I have not noticed all that? The answer to that question is simple:it is because those things wear out overtime, they do not just “give up.” Whenthings wear at a slow rate, we tend not to notice it.

The daily wear on your office or practice is the same as it was for that car,except you don’t have to take your officein for a yearly inspection. Maybe youshould. Read through this article, grabthis magazine, and, either on your own orwith a co-worker or staff member, take awalk around your entire office. Use thechecklist. You might be surprised.

Walk outside.

• Is the parking area free of trash?• Are the bushes trimmed and healthy?• Is your sign still in good shape?• Does your storefront look inviting?• Can people even tell you are open? • Is the sidewalk safe?• Is it clear which door they are

supposed to go to?

No? Then FIX IT.

Start where a patient or customer entersyour store.

• Is the “Welcome” mat clean and ingood shape?

• Is the front door clean?• Is the window or glass free of finger-

prints?• Is the doorknob or push bar clean?• Is the door free of any old peeling

paint or old decals?• Are your posted hours correct?• Does the door open easily?

No? Then FIX IT.

Open the door, step inside the front doorand STOP. Now, look around and seewhat your patients see when they enteryour practice.

• Is this an inviting space?• Is the floor clean?• Is your front desk staff welcoming?

• Is there a logical place where yourpatient should go next, or is thepatient in purgatory, waiting for directions?

• Is it too warm or cold?• Is the space well lit?• Is the area free from fall and trip

hazards?

No? Then FIX IT.

Now, step forward to the reception area.How does the reception area look to yourpatients?

• Is the counter top clean, no scratches,no gouges?

• Do the staff areas behind the counterlook neat, or like a disheveled mess?

• Is there room for a patient toapproach the counter?

EQUIPMENT FOCUS

John Seegers, M.Ed., LDO, owner – OpticianWorks.com

28 E Y E C A R E P R O F E S S I O N A LContinued on page 30

MAINTENANCE: The Silent KillerKurt Vonnegut, my favorite author, wrote, “Another flaw in the human characteris that everybody wants to build and nobody wants to do maintenance.” Such atrue statement. Maintenance is just so important.

JULY2013_equip_corner.qxd 6/28/13 3:01 PM Page 2

FEA Industries, Inc.(800) 327-2002 • www.feaind.com

* Actual prescription range available may vary depending on chose frame and material. Higher prescriptions may require lenticularization.

Focused on Technology

JUNE2013_FEA.qxd 4/25/13 10:38 AM Page 1


• Is the counter large enough for thepatient to set down their bag?

• Are there too many (or too few)brochures, signs and accessories?

• Is the paperwork ready to be filled out?• Is there a pen ready for use?

No? Then FIX IT.

Now step back and take a seat in the waiting area.

• Is there actually room enough to sitdown?

• Are the chairs clean and comfortable?• Is the reading material fresh?• Are the magazines patient-friendly or

are they copies of Modern Yachtingfrom 1997?

• Are the seats facing the wall or the display boards?

• Do patients have a place to hang ajacket?

• Could a child entertain themselves fortwenty minutes?

No? Then FIX IT

It’s exam time! So, walk down the hall andinto the preliminary exam room.

• Is it inviting?• Clinical but not medicinal?• Does your equipment look modern, or

like something out of Frankenstein’slab?

• Does the physical patient work flowsmoothly between instruments?

• Does everything work like it is supposed to?

No? Then FIX IT.

Preliminary tests are complete, so nowhead to your exam room.

• Is it inviting?

• Clinical but not medicinal?• Does your equipment look modern, or

like something out of Frankenstein’slab?

• Does everything work like it is sup-posed to?

No? Then FIX IT.

Grab your optician, because now it is timeto sell some glasses.

• When was the last time you dumpedand restocked your POP items?

• Are the displays clean?• All frames current and fashion-correct?• No broken parts or pieces?• Is the lighting flattering to the

merchandise?• Does the board have some color?

No? Then FIX IT.

You have been working hard. It’s time for abathroom break. Ask the magic question:Would you want to be locked in yourbathroom for more than a half hour?

• Is the toilet clean?• Does the toilet flush like it should?• Ample toilet paper and paper towels

available? Soap?• Does it have a trashcan with a lid?

No? Then FIX IT.

Finally, it is break time, so let us head to the break area. Pet peeve areas for me here... again, ask yourself the magicquestion: Would you want to sit down and eat here? The rules are:

• No microwave popcorn – it stinks!• No full course meals prepared in the

microwave• No left over food and empty soda and

drink containers

Now, just one last step to go.

Retrace your steps and look at your officefrom floor to ceiling. Do you see:

• Chipped paint?• Broken or stained ceiling tiles?• Torn carpet?• Chipped wallboard?• Lights that are out?

A check in this column is a red flag! FIX THEM.

Owning and operating a business is nodifferent than owning a home; somethingis always in need of repair. Every officeshould have a toolbox with some basictools to do general repairs. Every officeshould have a vacuum, broom, dustpan,sponge, cloths and glass cleaner. In case ofan emergency like a burst hot water heater,be sure to have the phone numbers clearlyposted for your rental property mainte-nance people (if applicable), a plumberand a handyperson. You may want to markand review with staff where things like thewater cut off valve and main electricalpanel switches are.

Your business is a direct reflection ofyou and the old saying still holds true:“You never get a second try at a firstimpression!” Be sure that all staff under-stands that it is their job to fix what theycan and notify you if something needsattention. If it is your job to assure that theoffice looks good then avoid a negativeresponse when something is brought toyour attention.

Also make it clear that no one in theoffice is above putting away a magazine,picking up a piece of trash, wiping down acounter or cleaning the front window. Thisincludes you whether you are the doctor,office manager, optician or desk clerk. �

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BACK TO SCHOOLALREADY?

By now, many college-bound students are winding up theirsummer jobs and packing forthe new semester. So what

should you be highlighting for them?

• Eye exam• Contact lens exam• Yearly supply of contact lenses• Eyeglasses• Sunglasses• Sports eyewear• Computer glasses• Cleaning supplies• Cases

Like college expenses aren’t high enough,parents will appreciate your ability to cre-ate a personalized package of some or allof these items. It pays to be creative, per-haps by packaging the eye exam/contactlens exam with the yearly supply of lensesand a discount on back-up eyeglasses. Orhip eyeglasses with a magnetic clip-on anda semester’s worth of cleaning supplies.You might even want to take a “buffet”approach and allow your young patient toselect from a group of items for a singlepackage price.

QUICK TIP: Boost your sales by featuringcollegiate-themed cleaning cloths and

cases available from several accessoryvendors. I know you can’t carry themall, but you know what the most pop-ular schools are in your area, so high-light them. I’m in Virginia, so I knowthat my chances with UVA, VA Techand VCU are pretty solid.

Next in line are high-schoolers, specifical-ly seniors and freshmen. Seniors will bemaking some life decisions early in thefall, including college campus visits,military service commitments or directlyinto the workforce. In any event, appear-ances are important. Incoming freshmenare making that huge leap from middleschool to high school. They are often des-perate to fit in and hip eyewear can helpthem make that transition. Products andservices to highlight for them shouldinclude:

• Eye exam• Contact lens exam• On-trend eyeglasses• Yearly supply of contact lenses• Sport-specific eyewear• Sunglasses• Cleaning supplies for backpacks and

lockers

QUICK TIP: Help Mom and Dad understand how important it is to allowtheir youngsters to take the lead in selecting their eyewear. You might evenwant to put together a “look book”featuring clothing trends and the appropriate complementary eyewear.

You could also take a couple of quick pho-tos of students in their new looks, suitablefor posting on their favorite social mediasites...even better, post them on your prac-tice sites as well. There is no such thing astoo much publicity.

I don’t mean to ignore sophomores andjuniors, but really, at this point they’re justkeeping their heads down and waiting forthat golden summer between junior andsenior status. Indeed, they still need eyeexams and contact lens exams, contacts,eyeglasses, sports glasses, sunglasses and supplies.

Middle school means 6th, 7th and 8thgraders, whose personalities are justbeginning to shine. It’s an awkward age,somewhere between little kids in elemen-tary school and big kids in high school.They are growing, sometimes at an alarm-ing rate, so fitting them properly can be achallenge. My son grew 6 inches in onesummer during middle school. That wasmy lesson in waiting to buy school clothesand shoes until the very last minute andeven then not in bulk, not even socks.Back to School promotions for middle-schoolers could include:

• Eye exam• Age-appropriate eyeglasses• Sport-specific eyewear• Sunglasses? Maybe, but perhaps avariable tint lens in regular eyeglasseswould be easier.• Durable case

DISPENSING OPTICIAN

Judy Canty, LDO

Cou

rtes

y of

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siti

ons®

Opt

ical

,Inc

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QUICK TIP: Middle-Schoolers are oftensensitive about wearing glasses. Convinceparents to let the kids take the lead inselecting their look. Also, kids don’t “growinto” eyeglasses anymore than they “growinto” shoes. A bad fit is a bad fit, not amoney saving strategy.

Elementary school kids are usually themost fun and most exasperating patientsyou’ll ever work with. They love color andhave their own sense of style. They recog-nize favorite TV or music characters andframes with those logos and complemen-tary cases are almost always a hit.Children either love glasses or hate them.There’s no middle ground. The best Backto School promotions will include:

• Eye exam• Eyeglasses (a durable, properly fitted

frame is a must, because recess isn’tfor sissies.)

• Sturdy case• Cleaning supplies for backpack and

home

QUICK TIP: Remind parents that if theirchild doesn’t like the glasses, their childwon’t wear them. In fact, they’ll probablybe lost or broken in no time at all. Parents

and their children must agree on frameselection for success.

So, where do you start to build your pro-motions? Check with your frame vendorsfor any special pricing or Back to Schoolspecials. Take cues from your own chil-dren or young relatives to determinewhat’s on trend and what’s not. Knowingwhat not to buy is as important as know-ing what’s in style. You might be able toturn a slow-moving frame into sunglassesfor adults, but it really won’t work forkids, especially young kids.

Check with your labs. Every lab I know ofhas some kind of children’s frame andlens package. The prices are usually verycompetitive and the frame selections areusually pretty popular brands. Make surethat there are lens options as well, includ-ing polycarbonate, Trivex, photochromicsand anti-reflective treatments. If the chil-dren’s package isn’t going to fill everyneed, ask about any special pricing theymight be willing to offer for a limitedtime. Believe me, it never hurts to ask.

Once you’ve decided on the nuts and boltsof your promotion including the begin-ning and ending dates, get the word

out...quickly! Use every media source you can afford to, from targeted mailingsto website pages to Facebook announce-ments. Create a sense of urgency, byreminding families that summer mayseem to last forever, but appointment slots have a tendency to fill up as thebeginning of the school year approaches.Check with your local law enforcementdepartments or the local AAA for anyinformation or giveaways they could supply for your promotion, because everykid loves a goodie bag!

After it’s all over...breathe. Then meet withyour staff to talk about what went welland what didn’t. This “after action” meet-ing will help everyone understand theimportance of planning well in advance ofan event. If you intend to make Back toSchool a regular event, pick your dates assoon as possible so that everyone is avail-able to help with the preparations and theexecution. With some advance planning,you can involve the local schools and par-ent organizations as well. This can be anexcellent opportunity to establish yourpractice as the local children’s visionexpert as well as the place to go for thebest eyewear available for any age. �

JULY2013_canty.qxd 7/1/13 10:56 AM Page 3

MARINE ANIMAL LIFEand other miscellaneous items are commonly found washed ashoreonto our many beaches. Butchurned stomachs, queasiness andaroused imagination prevailed whenGino Covacci, according to the SunSentinel, discovered something onhis morning walk on the beach.

He was accustomed to staring outat the ocean as one of his favoritepastimes. But this was the first timeit stared back at him. He came uponan eyeball. But not an ordinary eyeball as might be expected. It wasa huge eyeball the size of a softball. Itappeared at the tide edge and was strik-ingly different. It looked like some kind of a ball to Covacci. Accustomed to hisregular discovery of seaweed, cigarettebutts and empty beer cans he was aston-ished at what he saw. He kicked the objecta few times and finally recognized withrestrained horror that he was involvedwith the biggest eyeball that he had ever seen.

When he realized what he had found hesnatched the eye up and placed it in aplastic container and hurried it to hisrefrigerator for safe keeping. Covacci toldthe Sun Sentinel that “it was still bleedingand was very fresh.” A police officeradvised him to contact the Florida Fishand Wildlife Conservation Committee.They said “This is definitely an unusual

situation where an eye would be foundindependent of any other body part.”A representative of the committee visitedCovacci’s home in South Florida andpacked the bluish eyeball in ice. The eye-ball would next be preserved in a mixtureof formaldehyde and water and finallyshipped to the Fish and Wildlife ResearchCenter in St. Petersburg, Florida. Oncesafely ensconced there the giant orb had a chance to be identified.

Carli Segelson, a spokesperson for theresearch center, said, “It is probably aneyeball from a marine animal such as agiant squid or a very large fish.” Marineexpert Heather Bracken-Grissom said thatthe lens and pupil of the Pompano Beachspecimen are similar to the same struc-tures of a deep-sea squid’s eye. She addedthe startling information that a squid’s eye

can be as large as a soccer ball and can be easily dislodged. Tuna,swordfish and sharks also haveequally large eyes and whales havesmaller eyes. She noted that largesquids and swordfish are noted fortheir large eyes in order to gatherwhat little light that exists at thedeep depths where these large animals live. One blogger suggestedthat it may have come from a verylarge tortoise. Another blogger suggested that it was an eye of aKraken (whatever that is). Othercommentators suggested that itmust have come from a titanic

mutant monster caused by nuclear testing.Blogger James Nash said, “I have no eye-dea.”

Such curiosity and interest by theexperts as well as the public reveals theirconcern about the mysteries of the deepand our lack of understanding about theworld’s largest environment. For instance,many observers reporting on the internetthought the eye belonged to a giant femalesquid. Experts state that the females growto an estimated 13 meters long and areknown to have one of the largest eyes inthe animal kingdom. In addition to theirparrot like beaks and long arms they pos-sess advanced brains and nervous systemsand can communicate by color changes.Their eyes were advanced through theevolution stages as they developed an iris,lens and retina structured much like

Elmer Friedman, OD



SECOND GLANCE

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mammalian eyes. Squid eyes can be as large as a dinnerplate and easily dislodged which could explain how themystery eyeball was washed ashore. However, the tissuesurrounding the Floridian eye were also attached to bonefragments, The giant squid is an invertebrate and doesnot possess bony skeletons, which suggests that the squidtheory adherents may not be attuned to the true picture.

The majority of the experts now agree that a sword-fish, probably more than 10 feet in length, with its strongbony sockets, has received the winning votes as the primesuspect. Swordfish spend much of their daylight hoursswimming in water that varies between 800 to 2000 feetdeep. They feed in the dark and move closer to the watersurface at night where they sometimes attain speedsclocked at 50-60 miles per hour.

Some wags offered the idea that the eye belonged to an undiscovered sea serpent. A little imagination canconjure a scene as two gigantic swordfish battle eachother, much like the duels between Errol Flynn and BasilRathbone, who were popular film swashbucklers.

Apparently the victor was able to enucleate the eyeof the vanquished fish and it appeared later on the

Pompano Beach. Now the experts have a clue in searching for the celebrated one eyed fish. They merelyhave to examine the Florida coast for a huge fish with anenormous eye patch. As for me, I am of the opinion thatsome South Florida sword-fisherman performed unusualsurgery on one of his catches and is laughing himself sickover the media frenzy. The eye’s popularity continues tospread in the media and has become viral on the inter-net. A Canadian newspaper reported that a Facebookpage featuring the “mysterious eyeball” had received1,000 likes and shares in less than 24 hours.

David Kerstetter is a professor of Oceanography atSoutheastern Nova Center in Dania, Florida. He states,“Because swordfish feed in the dark, to further enhancetheir low light vision they have specialized organs thatheat the eyes in cold water depths which helps speedreaction and improve resolution.” Joan Herrera, curatorof FWC research Center said that experts found that theeye’s color, size, and structure, as well as the bone aroundit helped to document the findings to prove that it wasdefinitely a swordfish. Cuts around the eye suggest it hadbeen removed by a knife and either discarded or lost.

Genetic testing will be conducted to confirm the analysis. Sports anglers target the hard fighting fish,which is a very desirable table fare. Removing the eyefrom a swordfish is time consuming and not a commonpractice among fisherman. Kerstetter claimed that someold timers would collect the small capsule of bonearound the eye and use it as an ashtray. Swordfish

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specimens may reach a weight of morethan 1,100 pounds and a length of morethan 14 feet. The professor added, “Theeye might have come from a 200-250pound fish.” And in a moment of ill timedhumor offered the pun: “Of course, I’mjust eyeballing it”

I befriended a few optometry studentsat Southeastern Nova University andasked for further details regarding themysterious eyeball. They sent me a message via special overnight delivery.“Your monster was a 5 diopter myopewith about a 0.62 D of against the ruleastigmatism, off axis.” You can never

underestimate the capabilities of anoptometry student. Unfortunately, theFlorida Fish and Wildlife ConservationCommittee has not responded to therefraction breakthrough that the studentsdiscovered. We can only hope that theoptometric input to this famous incidentwill receive its just reward. �

JULY2013_elmer.qxd 7/2/13 2:42 PM Page 5

Eye care professionals should bedoing micro (small) and macro(large) muscle tests in order todetermine if an eye turn does

exist. Sometimes the small eye turns arenot noticeable to the ECP until certaintests are completed. How often have eyecare professionals found a visual acuity inone eye of 20/25 or 20/30 and have stated,“that is as good as it will be?” If prismtests or muscle tests have been performed,the reduced visual acuity may possibly beimproved to 20/20 as has happened in mypractice on numerous occasions.

If you look up the definition of prismin the Dictionary of Visual Science, thereare 5 pages and 87 different definitionsand descriptions of prisms. These defini-tions include Abbe prism, dissociatingprism, Fresnel prisms, Maddox prisms,slab off prism, and rotary prism. The basic definition of a prism is that it is atransparent body bounded in part by 2plane faces that are not parallel. The apex

of the prism is the point where the 2 plane faces or refracting surfaces meet and the base is the location of the greatestthickness.

The power of any prism depends uponthe angle between the 2 refracting surfacesand the index of refraction of the materi-al. A prism is an optical element or systemwhich deviates or bends the path of lightbut does not focus the light. Since the twosurfaces of a prism are flat, the directionof the light rays is altered. An objectviewed through a prism appears to be displaced in the direction of the apex ofthe prism. The focus is not affected andthere is no magnification nor minificationwhen looking through a prism.

Many eye care professionals use slab-offprism which is represented in a lens byway of grinding a prism on the lower portion of the lens in order to compensatefor an unequal prismatic effect which isproduced when looking through the

bifocal portions of anisometropic lenses.Fresnel prisms may be effective in tempo-rary situations such as when a patient hasa sixth nerve (Abducens nerve) or fourthnerve (Trochlear nerve) palsy. TheAbducens nerve controls the lateral rectusmuscle which allows the eye to turn out-ward or to abduct. The Trochlear nerveallows the superior oblique muscle tomove in various directions of horizontal,vertical, or rotary movement dependingupon its starting location and position.

The unit of measurement for a prism inoptics and eyeglasses is the prism diopter.One prism diopter will deviate a ray oflight by 1 centimeter for each meter ofdistance that it travels. An object seenthrough a 1 prism diopter lens will appeardisplaced in the direction of the apex ofthe prism by 1/100th of the distancebetween the object and the prism. Whenan object is viewed through a prism, therays that reach the eye are bent towardsthe base of the prism and the object

OD PERSPECTIVE

Jason Smith, OD, MS



PRISMATIC LENSES are sometimes forgotten when eye careprofessionals discuss refractions, refractive errors, and the abilityto correct the optics of the human visual system.

Prisms

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appears to be displaced towards the apex.Rotary prisms or hand held prisms areused during refractions in order to determine if a patients’ vision, visual acuity, or eye comfort can be improved.

The prismatic power at any point in alens is calculated with the use of a formu-la: prismatic power equals the distance tothe optical center in centimeters times thedioptric power of the meridian in ques-tion. Prism power = (distance in cms.) X(D). As an example, if a ray of light strikesa point 12 mm above the optical center ofa -3.00 D lens, the ray will be deviated by3.60 prism diopters. This is the same as ifthe ray of light would pass through a 3.60diopter base up prism.

Eye care professionals can prescribeprismatic corrections when it is appropri-ate or necessary in order to correct a muscle imbalance. Prisms are usually prescribed when the eye has a noticeableor measurable eye turn. These eye turnscan be unilateral or bilateral and can be present and be different in variouspositions of gaze. Prisms are usually prescribed to help a patient who has anextraocular muscle imbalance. The use of a prism may help the patient achievesingle binocular vision, there may be an improvement in visual acuity in theaffected eye or simply relieve their symptoms of visual discomfort.

When I see any patient in my office,I always do a simple penlight test that iscalled the Hirschberg Test. This test candetermine the approximate positions ofthe visual axes under binocular conditionsand can identify a strabismus when othermore precise methods cannot be used.There are several classifications of strabis-mus. Esotropia is where the eye or eyesturn inwards towards the nose. Exotropiais where the eye or eyes turn outwardstowards the temples. Hypertropia is when the deviation turns upwards andhypotropia is when the deviation turnsdownwards.

Cover tests should be done with everypatient in order to determine if a phoriaor a tropia is present in one or both eyes.

Maddox rod tests can be done in order todetermine the amount, direction, and theextent of any muscle problem. Hand heldprisms can be used with a patient in orderto determine if there is a visual acuityimprovement. Sometimes it is obvious toan eye care professional that a muscleproblem may exist before actual tests arecompleted. Some patients may presentwith their head turned, tilted or their eyesmay not be properly aligned.

These external examination analysesmay give the eye care professional somehint that there may be more that needs tobe done during a refraction which wouldinclude prism testing and muscle analysis.Other tests that should be done includephoria, duction, and vergence testing atdistance and close. Macro (large) andmicro (small) muscle turns must be properly evaluated and documented.When children are being evaluated, alltherapies and exam information must bethoroughly explained to the parents inorder to ensure their cooperation.

I have been surprised many times whena patient enters my office wearing glassesand the best corrected visual acuity in oneeye is 20/30 or worse. The patient mayhave some memory that their previouseye care professional mentioned that“some problem” existed, but they are usually not aware of the specifics and havecome to accept the reduced vision. Quiteoften, I have done my trial frame refrac-tion and tried prisms in order to see if thevisual acuity can be improved. When I doachieve a visual acuity improvement of1 line or more, I will always “try” to usethis prescription with prisms in order tobenefit the patient. Occasionally, I haveheard the patient exclaim, “I have neverseen so clearly out of this eye.”

At other times, the use of prisms inconjunction with a prescription may notprovide any improvement in visual acuity.In the case where there was an improve-ment, I explain to the patient that onelens may look slightly thicker dependingupon the amount of prism. I try to stayaway from rimless glasses or large frames.I also mention to the patient that we will

“try” this for a few weeks in order todetermine if the patient can adjust and is visually comfortable. Sometimes theprism therapy creates some visual effectsthat result in the patient not being comfortable.

I compare their visual system to a rodthat needs straightening. “We are going totry to straighten something that is bentslightly. Nothing is broken, but it may takesome time to see the results.” Somepatients have become so “used” to seeingthe way that they have, that any type ofprism therapy may not be of any help.Their amblyopia may not be correctable.But our jobs are to try, so we must. At thevery worst, you may have to change a lensand remove the prism.

Another important point concerningthe use of prisms is that some prism therapy is simple and straight forward.Using base up prism to correct ahypotropia or base in prism to correct anexotropia would be good examples. Butsome muscle turns can be quite compli-cated. Some eye turns are up and out,down and in, down and out, or up and in.Combination prisms may be necessaryand using trigonometry, vectors, andangle formulas may be required by theexaminer or the optician. The eye careprofessional may need to describe on aprescription sheet for a laboratory, 3prism diopters at 120 degrees OD, downand in, as an example.

Eye care professionals should not forgetthat they have more lenses available tothem than those that correct myopia,hyperopia, astigmatism, and presbyopia.We should embrace the possibilities thatprisms may be a useful therapy to helpthat patient who perhaps has not receivedthe appropriate, corrected prescription inthe past. Or, a small eye turn may haverecently developed which we can nowresolve by prescribing a small amount ofprismatic correction.

In either instance, the patient deservesthat we strive for their best visual acuityand comfort and not settle for what hasbeen done in the past. �

JULY2013_jsmith.qxd 6/28/13 3:37 PM Page 4

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Does Your Customer Service Department Keep Loyal Customers – or Chase Them Away?

During my past 25 years of labrep experience for two labs thatspecialized in different lensmanufacturers, I have had

many eye care professionals who wouldturn away salespeople representing otherlabs while saying, “I am satisfied with myrep’s service and the lab he represents –don’t even try to convince me why yourlab is better.”

But I have seen such a customer leaveabruptly if the lab does not react promptlywhen “the job from hell” happens. When a loyal customer complains that theirexpectations are not being met, if there isno swift and appropriate communicationfrom the lab, that loyalty can go south inhurry. Can a relationship built over yearsbe wrecked so quickly? You bet it can. Howcan these exit triggers be avoided? It allstarts with an appropriately trained andorganized customer service department.

Are the customer service people (CSRs)trained to be order takers, or do they alsohave the knowledge to give an informedguess about how long a job might take?Do they understand that the moreprocesses involved in a job, the longer theturnaround time? Not everything can bedone “overnight.” Some AR’s, tintings, andlens types take longer to process than oth-ers. Are some jobs sent to other specialtylabs for processing – and has the CSRnotified the customer of this?

If a practice requires a shorter turn-around than the one quoted (“but mycustomer is leaving for Europe this weekend!”), is the CSR trained to suggesta product or process that will achieve theturnaround demanded, or do they just say,“we will do our best.” CSR statementssuch as, “it should go out today” or “we’lldo our best,” can end up being costly to

the lab, either in credits given or in a goodcustomer lost to another lab, when a prac-tice does not receive the job “as promised.”

Most labs do not hire lens manufactur-ing experts, nor licensed opticians, fortheir CSR positions. Therefore CSRs needto be trained that it is vital that they refercustomers to these in-house experts toavoid making promises that the lab cannot keep. All CSRs, and especially the in-house experts, need to understand the capabilities of their lab, includingknowing the work schedules of all criticalmanufacturing personnel. Is the most efficient and skilled drill person on vacation, so a delicate drill job may takelonger? Has there been turnover so thereis new employee training time occurringin the AR department, or is equipmentdown for repair, so AR’s are taking longer?

A practice may ask for the impossible.These CSRs and in-house experts musthave the authority to suggest a differentlab that might specialize in the requestedRx (for instance, wrap sunglasses, certain3-piece mounted drill lenses) or justrefuse to do the job. In spite of customerinsults (“I count on your lab to do all mywork!” or “You mean you won’t do thisjob?”), the in-house lab representativesshould explain that the lab’s primary goalis to keep the confidence of the practicethat all jobs received will be done correctlyand on time. “Attempting to do a job that may not be done to the practice’sexpectations of quality or timeliness,”the in-house representative might say,“will probably not serve to maintain therelationship of trust we have developedbetween our two companies.”

All CSRs should have a procedure tofollow if the practice does not give all theinformation needed for the job to bestarted (pd, seg height, etc.), or they

request a lens that is not available in theRx. Often the person at the practice is onlunch break, with a customer, and will call back. No call comes, the job sits, andeveryone gets angry. What to do? My suggestion would be to send two forms ofcommunication that grab the attention ofthe practice. By voice mail or email and byfax, announce: “Your job for Patient Smithmay not go out on time – please give usthe necessary information listed below sowe can promptly start this job.”

Customer service personnel are the lab’s face to the world. Every word they say is judged by your valued customers.Therefore it is especially important to givethem proper training in anger control,and a procedure to follow when a cus-tomer is so upset about a job that conver-sation turns to a personal verbal attack onthe CSR. “It’s not what you say, it’s howyou say it,” becomes critical at such times.A CSR request to, “please calm down so I can help solve this problem” will not do the trick.

“Let me research where this job is now,and see what we can do at this point.Would you prefer to hold on, or may I callyou back as soon as I have an answer thismorning?” Just by involving the customerin making a decision about whether toaccept a call back, starts the necessaryprocess that there may be decisions thatneed to be made jointly.

When a customer complains that a job arrived too thick or too thin, our labinsists that the practice gives the center or appropriate edge thickness of the lensreceived. Manufacturing then puts in theparameters for calculation to verify thatthe remake will achieve the customer’sexpectations. If the CSR does not receivethis measurement, and if it is not verifiedthat the lab will make the lenses different-

LAB CORNER

Ted Weinreich, MBA



JULY2013_teds.qxd 7/1/13 11:39 AM Page 2

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ly, the customer may receive the remakewith the same defect as before.

Inconsistency in having jobs arrive correct the first time, and especially on a remake, is another cause of a practicesearching for a new lab, and proper customer care can help a lab mitigate that problem.

While I have told all my customers tocall me if a job is still not acceptable onthe second remake, I still get calls, “Yourlab did this job five times and it is still notright.” By this time, everyone is angry.Even if the lab now makes acceptable lenses, they have been paid only once forsix lens pairs made and may even need tocredit that payment to assure that thepractice does not look for another lab.

I believe there is a sensible solution thatmight mitigate such outcomes: If a labattempts to do an Rx three times and stillhas not satisfied the lab’s customer, thenthe president or lab manager should call

that customer. “We value the business yousend us and we do not want this Rx foryour patient Smith to affect our goodrelationship.” The lab might also say to thecustomer, “We don’t want your patientannoyed by any longer delay. Can we finda solution together, possibly by choosing adifferent frame or lens, that will satisfyyour patient’s taste and visual needs?”Hopefully by involving the customer,and the patient if the optical practicechooses to do so, the Rx will not become a catalyst for causing the practice to lookfor another lab.

What is the bottom line? CSRs are avital link to keeping loyal lab customers,but are often not rewarded with the pres-tige that their power represents. The labshould take care to have the departmentstaffed so there is no “phone tree,” or aminimal time on it, that keeps an opticianaway from a patient. If the lab employs acadre of CSR experts, there should be sufficient staff that the job can be started

promptly after customer consultation.And do whatever it takes to reduce CSRturnover. These are all factors that ECPshave told me are highly valued, and areespecially annoying if a lab does not man-age them effectively. All this costs money.

So what are the most important factorsin keeping an ECP loyal to a lab? MuchECP and lab management time has beenspent on low price and fast turnaround.Note that lab advertising focuses on thesefactors, but how important are they in creating ECP loyalty? Many say that givingthe lowest price will garner a lab the most customers, but if price were thedetermining factor in lab success, the low priced labs would drive the others out of business – which has not happened.Price, turnaround, and competent cus-tomer service – each lab, each ECP, mustdetermine what balance of factors willmake for loyal business relationships. �

ADVERTISER PAGE # PHONE # WEB SITE

Acculab 15 800-688-3904 www.acculab.net

Corning 11 888-645-7788 www.corning.com/ophthalmic

CNS Frame Displays 31 877-274-9300 www.framesdisplays.com

Eyevertise 43 847-202-1411 www.eyevertise.com

Fatheadz INSIDE FRONT 800-561-6640 www.fatheadzeyewear.com

FEA Industries 13, 29, 41 800-327-2002 www.feaind.com

Grimes Optical 45 800-749-8427 www.grimesoptical.com

i-see optical 19, 23 800-257-7724 www.iseelabs.com

Marco BACK COVER 800-874-5274 www.marco.com

My Vision Express 44 877-882-7456 www.myvisionexpress.com

Nanofilm 31 800-883-6266 www.nanofilmproducts.com

National Lens 9, 30, 43 866-923-5600 www.national-lens.com

Nellerk Contact Lens Cases 44 607-748-2166 —

ADVERTISER PAGE # PHONE # WEB SITE

Opticom 36 800-678-4266 www.opticom-inc.com

Optogenics 33 800-678-4225 www.optogenics.com

Rudy Project FRONT COVER 888-860-7597 www.rudyprojectusa.com

Seiko Eyewear 24, 25 800-235-5367 www.seikoeyewear.com

Signet Armorlite INSIDE BACK 800-759-4630 www.KODAKLensPromo.com

Tech-Optics 44 800-678-4277 www.techopticsinternational.com

Three Rivers Optical 35, 39 800-756-0034 www.threeriversoptical.com

Trevi Coliseum 21 866-923-5600 www.national-lens.com

US Optical 37 800-445-2773 www.usoptical.com

Vision Council 5 800-811-7151 www.thevisioncouncil.org

Vision Expo West 27 800-811-7151 www.visionexpowest.com

Vision Systems 37 866-934-1030 www.Patternless.com

Advertiser Index

JULY2013_teds.qxd 7/2/13 3:07 PM Page 3

“Optical Dispensing Assistant”

THE IPAD TOOK FLIGHT from myhands, and I tried a footsie; you know,where you attempt to deflect somethingfrom smashing to the ground and destroy-ing itself, a hacky sack kind of save.Thanks to carpeting and a durable casethe iPad wasn’t destroyed. My ego, wellthat’s another story.

I use an app called Optical DispensingAssistant (Optical Directions ConsultingV1.4.1.) Using the camera on the iPad 2,you can view up to four images at once of a customer to aid in frame selection.Once taken, these images can be emailed,printed or saved to the camera roll of theiPad. Use it as a marketing tool so yourcustomer can email their friends to showthem their great new glasses, or take aprinted copy home to show family. Once your customer has chosen their

frame, the brilliance of Optical DispensingAssistant for the iPad comes to the fore.Take a photo of the customer wearing theframe, using the specially developedguides to ensure accuracy, and then meas-ure heights and mono PDs for progressivelens ordering. Select the side view guides,take a photo and you can then measurepantoscopic tilt and vertex distance.

Optical Dispensing Assistant uses specific knowledge of the iPad’s camera toensure near PDs are accurately calculated.A camera such as the iPhone can also beused (with Photo Stream adding the pho-tos to your iPad), however this increasedaccuracy is lost.

Measurement of vertex distance andpantoscopic tilt is currently only support-ed with the iPad cameras. My friend BillEichold (a well known optician fromBoston) put me on to it while we werelooking at a $12,000 unit from one of themajor suppliers at an OAM (Optician’sAssociation of Massachusetts) conference.Beautiful technology – but a bit out of mybudget – whereas the app was under $30.

$30...you’re probably thinking – I’mgoing to get one of those! Well, they aren’tperfect (but what is?). It takes time – andpatience to get the focus just right. Manyof us have been doing this optical dispens-ing for so long we take many of thesemeasurements in our sleep. And really,how onerous is it to pull out the distome-ter to check a vertex, or mark a samplelens with a progressive height?

It does impress our younger customers(patients, clients, whatever) and it fore-stalls a smartphone photo session whilegetting a group consensus on which nerdyblack plastic frame looks best.

HOYA now has the Spectangle App andShamir will soon be out with the SparkApp, all will have their supporters I’msure, and all have impressive pros andcons. I went to an unveiling of the ShamirAutograph III and Spark the other night,and I saw the Spectangle a while ago. Likeany new technology there is a learningcurve, but it sure is an exciting time to bean ECP! ■

LAST LOOK

Jim Magay, RDO

Doing a good imitation of Chevy Chase doing a good imitation of Gerald Ford is never an impressive way to start off with a new customer (patient, client, whatever) but there is just no good way to hold an iPad, shake hands, and walk the person to a fitting table.


JULY2013_lastlook.qxd 6/28/13 1:09 PM Page 2

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In addition, you’ll know:• Which percentage of your patients will still need a full refraction –

and why• Which patients have night driving issues and may require

a second Rx• Which patients have higher-order aberrations that may

not be correctable • How to successfully elevate the total patient experience

XFRACTION:WAVEFRONT OPTIMIZED REFRAXION

800.874.5274www.marco.com

*Data based on national averages.

In less than one minute, can you discern which patients have uncompromised optical paths?

The OPD-Scan III shows you, and your patient, a clear image of their optical pathway. 2520 data points provide over 20 wavefront diagnosticsin 20 seconds. Combined with the TRS-5100, either rapid refinements or full refractions complete the picture of their total visual system.

When the OPD-Scan III indicates ‘WF’, only a basic refinement is required – saving 5-7 minutes per patient.

LHOA [μm]: @4.00mm / Order = 4

T. Sph T. Coma T. Tre HO Total: 0.020 0.040 0.025 0.059 Cornea: 0.061 0.108 0.073 0.155 Internal: 0.041 0.085 0.091 0.156

Refraction: VD = 13.75mmSph Cyl Axis RMS

[email protected] +1.00 -0.50 105 0.07D [email protected] +0.75 -0.50 111 0.19D Diff -0.25 0.00 6

you can.

Wavefront Optimized RefraXionDiscernment at the Speed of Light

JULY2013_Marco.qxd 6/17/13 11:17 AM Page 2

eyecare professional magazine july 2013 issue

Documents

stylish sports eyewear

pm page

sportsrelated activities

excellent vision

school plan

dispensing apps

visual performance

actual visual requirements