eyecare professional - july 2009 issue

July 2009 • Volume 3, Issue 19 • www.ECPmag.com

KID-FRIENDLY DISPENSING / PAGE 12BACK TO SCHOOL IN STYLE / PAGE 6

EEYECAREPROFESSIONALMagazine

Kids IssueKids IssueKids Issue

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Bella4th graderBig sister

Checkers champion

©2009 PPG Industries, Inc. All rights reserved. Trivex is a registered trademark of PPG Industries.

Kids need sharp, precise vision for all they do. Their active and unpredictable lives also call for on-demand impact resistance. How well their eyeglasses will perform at any moment begins with the lens material you recommend. Only Trivex provides crisp, clear vision plus unsurpassed strength in an ultra-lightweight lens. Introducing Trivex as the best foundation for a child’s daily vision needs may be the best first move you can make. Learn more at www.ppgtrivex.com.

The first move is often the most important one.9:00AM Watch cartoons

10:30AM Clean room

1:00PM Piano lesson

2:45PM Ride bikes with friends

3:57PM Win another game

6:30PM Re-clean room (while Mom watches)

10:03PM Pillow fight during sleepover

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Courtesy ofB

BH

Eyew

earC

ourtesy ofHilco E

yewear

Courtesy ofTransitions O

ptical,Inc.

EDITOR/VIEW .....................................................................................................4

INDUSTRY NEWS................................................................................................5

KIDS CHARITY.................................................................................................20

MOVERS AND SHAKERS.................................................................................32

ECP OF THE MONTH ......................................................................................34

SECOND GLANCE ............................................................................................36

ADVERTISER INDEX .......................................................................................46

INDUSTRY QUICK ACCESS ............................................................................47

LAST LOOK .......................................................................................................50

SAFE AND STYLISH KIDS FRAMESExcite your young patients with the latest in trendy and sturdy eyewear and sunwear.by Amy Endo, ABOM, CPOT

MAKE YOUR PRACTICE KID-FRIENDLYTreat your kids like the important customers they are and watchyour practice grow.by Judy Canty, ABO/NCLE

PROTECT YOUNG EYES WITH TRIVEX®

Make sure your young, active patients are protected with stronglens materials like Trivex.by Bob Fesmire, ABOC

EDUCATING THE AMERICAN OPTICIANOnly through an increase in education can Opticianry reach its full potential.by Warren McDonald, PhD

STOP SPORTS RELATED INJURIESEducate your kids and their parents about the necessity ofprotective sports eyewear.By Paul Berman, OD, FAAO

DISPENSING TO YOUNG PATIENTSIt’s essential to recognize the different rules and techniques thatapply when dispensing to youngsters.by Anthony Record. ABO/NCLE, RDO

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JULY2009

Vol. 3Issue 19

Features

Departments

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On The Cover:HILCO 800-955-6544www.hilco.com

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Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith

Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob

Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande

Contributing Writers . . . . . . . . . . . . . . . . . Thomas Breen,

Judy Canty, Cliff Capriola, Dee Carew, Alvaro Cordova,

Harry Chilinguerian, Amy Endo, Bob Fesmire,

Elmer Friedman, Paul King, Jim Magay, Warren McDonald,

Anthony Record, Ted Weinrich, Carrie Wilson

Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler

Opinions expressed in editorial submissions contributed to EyeCareProfessional Magazine, ECP™ are those of the individual writers exclusivelyand do not necessarily reflect the opinions of EyeCare Professional Magazine,ECP™ its staff, its advertisers, or its readership. EyeCare ProfessionalMagazine, ECP™ assume no responsibility toward independently contributededitorial submissions or any typographical errors, mistakes, misprints, ormissing information within 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 3 Number 19TrademarkSM 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.

Purpose: EyeCare Professional Magazine, ECP™ is a publication dedicated to providing information and resources affecting thefinancial well-being of the Optical Professional both professional-ly and personally. It is committed to introducing a wide array ofproduct and service vendors, national and regional, and the myriad cost savings and benefits they offer.

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

Copyright © 2009 by OptiCourier Ltd. All Rights Reserved


Screen your Kids for CVS

Editor / viewby Jeff Smith

AS COMPUTERS become increasingly significant in everyday life, it’sonly natural that children increase their exposure to the computerscreen. Studies have shown that kids who regularly work on a com-puter improve their school readiness and cognitive development

quicker than those without computers. Also, children who work on the computerat home and at school do better than those who use a computer at school only.

But too much of anything can be a problem. Like adults, children who spend considerable time in front of a computer or video game screen have a greater riskof developing Computer Vision Syndrome (CVS), which affects 70-75% of adultswho regularly work on the computer (Journal of the AOA). Prolonged viewing maycause symptoms such as eye discomfort, fatigue, blurred vision, and headaches.Some studies have even shown that excessive computer use can lead to progressivemyopia in children. It is therefore essential for the ECP to help protect theiryoungest and most vulnerable patients.

CVS symptoms to watch out for include eye redness, eye rubbing, awkward posture, or complaints of blurriness or eye fatigue. Kids aren’t always forthcomingwhen they have a problem, so alert the parents to keep an eye out for these symptoms. Parents should also supervise their child’s time on the computer,watching for signs of fatigue. Encourage them to take frequent breaks, as a 10-minute break every hour will allow the eyes to rest, minimizing the developmentof eye irritation caused by constant focusing and reduced blinking. People tend toblink less often when concentrating, especially when working on a computer.

Proper ergonomics are important as well, so it’s crucial that the child’s workstationis suited for someone their size and not an adult. Ideally the monitor should bearound 2 feet away, and should be positioned approximately 15 degrees below eyelevel. There should also not be any glare from windows or any other light sourcesin front of the screen.

When dispensing to the child (or people of any age, for that matter), AR Coatingis a must. Justifying the price for premium coatings with parents can be tricky, sobe sure to emphasize the benefits, like scratch resistance, low maintenance, andwarranty. Eye-drops are another obvious way to treat the dry eyes that can resultfrom staring for long periods at a monitor. Last but not least, a comprehensive eyeexam should be undertaken regularly to ensure good eye health.

Take care of young eyes and put their parent’s fears at ease. You’ll have happy,productive little patients who’ll hopefully become lifelong customers.

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Essilor of America, Inc. has announced that sales of EssilorJunior™ lenses from June 1 to December 31, 2009 will helpchildren in need. For every five pairs of Essilor Junior lensessold, Essilor will donate one pair to the Essilor VisionFoundation for its work to improve the vision of childrenacross the country.

“This important initiative will allow each pair of EssilorJunior lenses sold to impact the lives of children who couldnot otherwise afford vision correction,” said Carl Bracy, vicepresident of marketing for Essilor of America. “Together withthe Essilor Vision Foundation, we can help children see clearly and provide them with a better chance to succeed in the future.”

The Essilor Vision Foundation strives to eliminate theobstacles, such as financial difficulties and lack of under-standing, that prevent families from getting the necessaryexams and glasses for their children.

Eighty percent of everything children learn in the first 12years comes through their eyes, yet one in four Americanchildren has a vision problem. In some inner-city communi-ties, that number climbs to as high as one in every two children, and of those children, almost none are wearingglasses today.

Essilor Junior Lens Sales to Provide Lenses for Children in Need

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1. OptiqOptiq Frames releases two new Spider-Man models, 5411 and 5412(shown). These new models feature a new coil spring flexible temple, eliminating the need for spring hinges. Testing of this feature has demonstrated dramatic reductions in frame breakage,common with kids frames. www.optiqframes.com

2. BBH EyewearOio is breaking new ground with this collection: for the very firsttime oio is not only featuring a material mix with combines TiTANflex with acetate but is also uniting “grown-up” design with thecolorful world of kids. www.bbheyewear.com

3. Jungle EyewearJungle Animals are a collection of eyewear for kids from pediatricto juniors, all named after jungle animals. A rainbow of colorsavailable in cutting edge styles with the quality parents expect.The carefree life of butterflies is featured on the newest frame “the Parrot.” www.jungle-eyewear.com

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Going “Back to School in Style” will bring a sense of excitement for any child after thesummer break. Kids love style with a variation of

colors and embellishments from matte pink tobright aquamarine to light brown. Offer your kidsdurable frames with spring hinges or memory

metals, and shapes which are fashionable and fun.

Back to School in Style

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4. Viva International GroupThe CANDIE’S® Eyewear collection consists of four styles, C Hannah,C Hazel, C Sade, and C Scarlett. Handcrafted in acetate, styles C Hannah

and C Hazel feature a unique color-filled butterfly appliqué that highlights each endpiece and coordinates with the CANDIE’S

signature logo. The chic metal shape of C Sade and CScarlett feature a petite version of the butterfly

motif on each endpiece. www.vivagroup.com

5. Colors in OpticsSteve Madden eyewear is trendy and classic with aserious edge that fits perfectly in today’s worldmaking these silhouettes instantly recognizable.This new collection of 5 new models for smaller facesoffers fun colors, textures and unique styles. The ST009 comes in two other colors, tortoise/pink andblack/blue. www.colorsinopticsusa.com

6. A & A OpticalThe PEZ® collection offers children a variety ofeyewear options in classic and contemporarystyles, fun shapes and colors, and Twisterz™

high performance memory metals which fitand flatter girls and boys through age 10.Just Peachy comes in pink, purple, red orbrown in size 45-18-125. Each temple is adornedwith a raised, rubberized daisy which is repeated on the temple tip. www.aaopticalco.com

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7. ProDesignColors are in this year as seen in ProDesign’s new essentialmodels that signal youth, movement and energy. Thevibrant color combinations have an inner glow that makepeople think of the rainbow. Inspiration came from thewealth of fashion accessories that make allowancesfor having fun by mixing and matching colors atyour heart’s delight. www.prodesigndenmark.com

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Safilo

Juicy Girls is offering five new styles for girls ages seven to 13.The collection consists of two plastic styles, two metal stylesand one metal/plastic. All five styles offer flex hinges and funiconic details including the Juicy logo plaque, Juicy crownand Juicy cherries, all details also seen in the Juicy Coutureeyewear line for women. www.safilousa.com

Luxottica

The RayBan RJ 9522S is a children’s monel frame with zyltemples. Colors available are gunmetal with green lenses,shiny silver with violet gradient lenses,shiny black with grey gradient lenses,and grey with silver mirrored lenses.www.luxottica.com

Baby BanzJunior BanZ feature UV400 Polarizedpolycarbonate lenses and sturdyframes, while offering new shapes andtemples for the protection and styleolder kids want. Junior BanZ are avail-able in 3 new styles, 11 cool colors andcome with their own neoprene carryingcase complete with zipper clasp.www.babybanz.com

Tura

TuraFlexies model M207 is a fashionable eyeshape for theactive lifestyle of young girls from the ages of 6 to 12. It features a memory metal bridge with monel temples and aspring hinge. Since it shares the same high quality as theTuraFlex memory metal collection, each TuraFlexies framecan be trusted to withstand the daily use typical from theyoung age group it is designed for. www.tura.com

Signature Eyewear

Appealing to a target demographic of boys 7 to 13 years old,the Hummer Youth collection will deliver durable qualityframes with upgraded logo tooling. Payload is a modifiedmetal rectangle that has the Hummer logo tooled on bothtemples in a manner inspired from the truck’s rugged gas capand spare tire mountings. www.sigeye.com


Toll Free 1 800 268 1265 • 905 669 6251 • optiqframes.com

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Charmant

Charmant’s new kid’s series in metal from Esprit offers shapesfor boys and girls and are offered in three eye-sizes to accom-modate a wide range of kids. A playful twist on the “Esprit”logo is used as a design element on the temples for girls. Forthe boys, it’s more about two-tone color accents in a color palette of demi amber, brown and blue.www.charmant.com

Julbo EyewearThe Heroes Collection features the BeeBop, Loola

and Tango models with a “Flex Frame”design that is shock absorbing and has

impact resistant hinges. Thetemples stay in line with

the growth of the circumference of

the head to ensurestability and thenose pads are

made from anultra-flexible silicone

material. www.julbo-eyewear.com

McGee GroupMary Ann is a full-rim hand-made acetate frame featuring the Vera Bradley Bali Blue andBali Gold patterns on the inside of the frame front and outsidetemple tips. This style has a modified rectangle eyeshape andspring hinges for a customizedfit. This frame also comes with acoordinating Vera BradleyGirlfriends optical case.www.mcgeegroup.com

Kenmark

The Kenmark Group is adding new styles into its Thalia GirlsEyewear collection that are both fun and fashionable for girls.The new styles are available in full metals and combinationsof metals and zyls. From a sassy teacup shape to a modifiedrectangle, these frames offer modern shapes combined withdecorative temples for a fashionable look.www.kenmarkoptical.com

While looking for frames, be sure to mention to parents theimportance of polycarbonate or Trivex® lenses. Also look intoframes with a good manufacturer’s warranty. Many companiesunderstand the wear and tear that kids framescan go through, and offer warranties from 1 yearor more. Inform parents of this warranty as reassurance for their purchase. Make sure to also offer second pair specials for kids coming in to see you.

Amy Endo, ABOM, [email protected]


Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions, Activated by Transitions and the swirl are registered trademarks of Transitions Optical, Inc.

now available in polycarbonate image®

So advanced they even activate behind thewindshield, Drivewear® Activated by Transitions®

lenses provide drivers with the best visual acuityfor the driving task. Drivewear cuts glare andbright sunlight in both driving and outdoor conditions.

Combining NuPolar® polarization andTransitions® Photochromic Technology, these lenses make the driving task safer and more comfortable for all your patients. Available in single vision, Image® progressive and new Flat Top 28 lenses.

For more information for your patients, look for the Drivewear Owner’s manual with each prescription. Today’s best driving lens is Drivewear.One sunlens for driving, and for living.

Visit www.drivewearlens.com

OVERCAST BEHIND WINDSHIELD BRIGHT LIGHT

ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE™

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KIDS are customers, patients, consumers with a significant“say” in what they wear and how they look. If you want a pieceof this demographic, you need to start thinking like a kid.

• Kids can spot a phony a mile away. If you are not comfortable working with them, they’ll know it andnothing you do will change that feeling. Treat kids as youwould any other patient. If necessary, take the time during a regular staff meeting to discuss how kids andteens should be addressed. Task a staff member to staycurrent on what kids are being influenced by; perhaps it’sthe latest video game or a cartoon or pop icon.

• Kids will not want what they cannot see. The kids’ areaof your dispensary should be easy to find, clean, brightand comfortable to work in. If your kid’s frames are in atray in the back room, they’ll never get seen or tried on.That goes for sport frames and kids sunwear as well.

• Level the field. Frame displays, mirrors and furnitureshould be scaled, as much as possible to fit the area. Theaverage height will be 30 – 50 inches tall, so everythingshould be visible at that height.

• Talk to kids the same way you would want your childrento be talked to. Don’t talk down to them. Use language,gestures and drawings they will understand and listenwhen they ask a question. They usually have an un-cannyway of getting to the real heart of a discussion.

• Kids have a lifestyle. It may be filled with dinosaurs andprincesses, dress-up and mud, but it’s a lifestyle and youneed to discover what it is. Ask them about school,sports, favorite colors and who their heroes are. How dothey feel about wearing glasses? Cool or not so much?

• Kids talk...to each other. Word of mouth advertising is apowerful tool. If Susie Q’s new glasses are really cute orBobby’s make him look awesome, you can believe thatSusie and Bobby’s friends will want the same thing. Ifyour dispensary was the “best place ever,” Susie andBobby’s friend’s parents will know it as well.

• Kids are brand-conscious. Like it or not, brand namesare powerful influencers. I seem to remember that myoldest child’s first words were “dada, mama andMcDonalds.” One study found that 52% of 3-year oldsand 73% of 4-year olds always asked their parents for

Dispensary MarketingJudy Canty, ABO/NCLE

Is Your Office Kid-Friendly?Kid-friendly means more than a dish of candy at the receptiondesk and a box of worn out toys, games or books in a basket.

Create Colorful Family Dispensing Centerswith Fashion Optical Displays.

Continued on page 14

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For your patient’s

UNIQUE vision.

• Digitally-created backside progressive

• Design selected for frame size & shape

• As low as 13mm fitting height

• Available in 36 lens materials

• Available with KODAK Clean’N’CleAR™ Lens Coating

It’s UNIQUE Like You.

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Clean’N’CleAR is a trademark of Signet Armorlite, Inc. ©2009 Signet Armorlite, Inc.

Nassau Lens CompanyNorthvale, NJ800.526.0313

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800.253.4271

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Our optical display options are limitless. Design your perfect dispensary utilizing our cutting edge display solutions. Call toll-free: 877.274.9300

specific brands. Kids will have watched more than 5000hours of television by the time they start school. By thetime they finish, they will have spent more time in frontof a television than in a classroom setting. Brand loyaltiesand buying habits formed at an early age will carrythrough to adulthood. According to Mike Searles, formerPresident of Kids R Us, “If you own this child at an earlyage...you can own this child for years to come.”

You’re probably saying “that’s all fine and good, but who’s pay-ing for this stuff?” Mom and Dad, of course! So, not only areyou creating a kid-friendly atmosphere, you’re creating confi-dence in the minds of the people responsible for the money. Inthis day and at this time, that means creating value above every-thing else.

Elizabeth Harris, writing for Promo Xtra, says, “...this recessionis deeply and directly affecting women with children. Yet, likeRose the Riveter from WWII, the modern American mom is astrong woman doing what she always does in a time of crisis:She takes a hard look at things, freaks out in her head for about10 minutes, and then moves on, creatively working through it,around it and within it.”

• Packages, packages, packages! There are few better waysto demonstrate value than by creating eyewear packagesfor kids. If you’re using an “a la carte” approach to pricing, the only thing that parents will hear is the dingof a cash register, one charge at a time. Allow that to happen and at some point, they will begin to un-ringthat bell and cut back on something or worse yet, headfor the nearest discounter. Packages don’t have to be thecheapest stuff in the dispensary. The Good-Better-Bestapproach is perfect for creating packages, not just withframe selections, but with lens materials and options as well.

• Help parents educate their kids about smart spendingand the differences between price and value. This is the

perfect time to begin educating these emerging consumers about how to shop and how to decide whatthey need as opposed to what they want. You can andshould help Moms and Dads understand how yourproducts address not only their financial situations butalso their concerns for safety and reliability. Once again,Elizabeth Harris says that “Deal-hunting and then brag-ging about bargains has not only become cool, it’s prac-tically a new sport.”

• Keep your message, the overall theme of your practice,upbeat and positive. After all, we’re all in this together.What better time is there than now to offer a “familyplan?” Perhaps your patients can’t afford to invest in eye-wear all at the same time. A family plan could stretchover the year, culminating in a deeper discount when thelast family member is fitted. Reward good students witha discount for their grades. Remember birthdays or othersignificant events with a card.

As a retailer, (and regardless of how you perceive yourself,if you sell something, you’re a retailer) now is the time to workwith your vendors on pricing and volume discounts. Most labsoffer attractive packages for adults and children, from valuepackages to brand name packages. Tap your lens manufactur-ers for patient literature to back up the value theme you’re cre-ating. Frame vendors may offer gift-with-purchase programsand attention-grabbing point of sale (POS) displays, or you cancreate your own with finds from the local dollar or craft store.Move your kids’ area to the front of your dispensary during thecritical Back-To-School shopping period. Use signage to tellpassers-by that yours is THE place to come for the best kid’seyewear in the area.

However you choose to work with your youngest patients, do itright. Keep it fun. Make it valuable and profitable! ■

Email any comments to: [email protected]

JULY2009.qxd 6/29/09 9:43 AM

The Future of High Index

The Leader in High Indexwww.seikoeyewear.com

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It’s that time of year when we start thinking about back toschool and children’s eyewear.And we do not think about kids’ eyewear without thinkingabout lens materials. The standard lens material for years hasbeen polycarbonate. Eight years ago we had a newcomer to thelens material arena. In 2001, Trivex hit the optical marketplace.

Trivex was originally developed for the military, as visual armor.PPG Industries took the technology and adapted it for the optical industry. Trivex is a urethane-based pre-polymer.PPG named the material Trivex because of its three main per-formance properties. The three main properties are superioroptics, ultra-light weight, and extreme strength.

Trivex has a high abbe value. Abbe value is a measure of the dis-persion or color distortion of light through a lens into its colorelements. Abbe number can also be referred toas v-value. The higher the abbe number, theless dispersion, and the lower the number,the more dispersion. Trivex has an abbenumber of 43-45. This is significantlyhigher than polycarbonate. Polycarbonate’sabbe number is 30. Trivex has a very high levelof light transmittance. The level is 91.4%. This isone of the highest levels of all lens materials. Thehigh percentage is a factor that directly affects thebrightness, clarity, and crispness of Trivex.

Trivex has a specific gravity of 1.11. Specificgravity is the weight in grams of one cubic cen-timeter of the material. Specific gravity is alsoreferred to as density. The higher the number,the more dense, or heavy, a lens material is.Trivex has the lowest specific gravity of anycommonly used lens material. This makes

Trivex the lightest lens material. Trivex is 16% lighter than CR-39, 25% lighter than 1.66, and 8% lighter than polycarbonate! Trivex has a refractive index of 1.53. This allowsfor a thinner lens than a CR-39 lens. It can also be surfaceddown to a center thickness of 1.0mm. This ability furtherreduces weight and thickness.

Trivex lenses are strong! They are as strong, or stronger thanpolycarbonate for impact resistance. Trivex is able to pass theANSI Z87.1 High Velocity Impact Test. This test is a require-ment for safety lenses. The lens must have a center/edge thick-ness of 2.0mm. The test consists of a mounted lens being sub-jected to a 1/4-inch steel pellet being hurled at the lens at avelocity of 150ft per second. The FDA also requires lenses to beimpact resistant. Their test consists of a 5/8 inch steel ball beingdropped from a height of 50 inches onto a lens. Trivex not onlypasses the test at 2.0mm center thickness, it can even pass thetest at a center thickness of 1.0mm. That is tough!

Through the LensBob Fesmire, ABOC

Trivex® – It’s Time to Get Onboard!


Hilco’s Jam

’n Sports Sports Goggle

JULY2009.qxd 6/26/09 2:46 PM

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Lenses made from Trivex are very chemical resistant.They are even resistant to acetone. Polycarbonate is notresistant to acetone. Under normal conditions, Trivex isresistant to most commonly used household and opticalcleaners and solvents. Cleaners such as Windex and alcoholare safe to use on Trivex.

Trivex lenses do not have the internal stress that is associatedwith most polycarbonate lenses. This is due to the way Trivexlenses are manufactured. Internal stress can cause lens break-age and is often referred to as birefringence. Birefringencecan blur vision. The lack of internal stress makes Trivex a per-fect choice for drilled and grooved rimless. Trivex does notcrack around drill holes like polycarbonate. These cracks areoften called “spider cracks.” Lenses in a drill mount some-times experience hole elongation. This is due to the flexingand stress that happens to the lens. This can cause lenses tobecome loose and cause the frame to get out of adjustment.Trivex lenses retain their shape and are not subject to holeelongation.

Trivex lenses provide 100% UV blockage of both UV-A andUV-B radiation. This is inherent in the lens material. Trivexlenses are also very scratch resistant. This is especially impor-tant when comparing Trivex and polycarbonate for kids. Ihave read some literature that puts Trivex’s scratch resistanceat twice that of polycarbonate!

I feel that Trivex is an exceptional lens material. I have incor-porated it into my practice with fantastic results. It really hasso much to offer. I suggest that you try it in your practice.Review the above information and compare it to polycar-bonate. I think that if you do, you will come to the conclusionthat Trivex is the better lens material to put children into.I think you will find it beneficial for your adult patients aswell. I have embraced Trivex and I hope you do as well! ■

Approximately 40,000 sports-related ocular injuriesoccur in the U.S. each year. Of these, 43 percent occur in children under 15 years of age. It has beenestimated that 90 percent of these ocular injuries couldbe avoided with the use of appropriate sports-protectiveeyewear, but only about 15 percent of children use eyeprotection for sports. This is why impact-resistant lenses – especially Trivex and polycarbonate lenses –should be used routinely in spectacles prescribed forchildren, and impact-resistant sports goggles or safetyglasses recommended for children engaged in sports,particularly ball sports.(courtesy Prevent Blindness America)

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OneSight restores clear vision

to those in need by harnessing Luxottica optical

business expertise to hand-deliver eyecare and eyewear around the world andpreserves clear vision through grantingfunds for research and education to findcures for preventable eye diseases.

In May 2009, OneSight held a two-weeklong clinic in Meijillones, Chile. Duringthis time, almost 14,000people were given the gift ofsight, including thousandsof students from localschools. On the first day ofclinic, the thirty-six teammembers – consisting ofeight doctors, four teamleaders, twenty-three eyecare professionals fromall over the world andmyself – arrived atclinic full of energyand spirit, and ready to make a difference.Over the course of these two weeks, many lives were changedand many hearts touched. Having the opportunity to help achild see is an amazing and rewarding experience; one that Iand the other team members will never forget.

On the second day of clinic, one of the doctors, Thomas,brought a very young girl to the auto-refractors. She was withher mother and both were adorable and incredibly sweet.Thomas wanted to double check her prescription and makesure everything was perfect for her because she was startingschool. After she had been auto-refracted, I gave her two pinkhair clips, which she handed to her mother to put in her hair.Her mother was so overcome with emotion that she was shaking and unable to clip her daughter’s hair.

My eyes teared up as I thought about the affect myself, Thomas,and the other mission members had on this young girl and her

sweet mother’s life. I pinned her hair backwith the clips and brushed tears from my face; I looked at Thomas and he wasbeaming. They thankfully hugged andkissed Thomas and myself while we tookseveral pictures. It was wonderful. I willnever forget the jubilant look on their facesas they walked away to receive the littlegirl’s new frames.

Stories like this inspire something ineveryone and enthuse the good in people.Donating time to help those in need is

easy and rewarding. Thefeeling that you get whenyou realize you havehelped make a difference in close to14,000 people’s lives isunbelievable. I know I am only one ofmillions of peopleinvolved withOneSight, but I stillhad a hand in giving

the people of Meijillones,Antofagasta and the neighboring communities a

wonderful gift. This is the most remarkable emotion a personcould ever have... and I thank OneSight from the bottom of myheart for choosing me to be part of such a wonderful journey.

You, too, could share these feelings. Helping provide vision tothose in need is as easy as donating a pair of frames or going toyour local recycle center. Also, the OneSight Vision Van travelsthe whole country, giving free eyewear and eye exams to thosethat cannot afford eye care. You can volunteer and help the vanfor a day, or even a few hours— it is a satisfying and amazingexperience. For more information on how you can help thiswonderful foundation, visit www.onesight.org. ■

Margaret MirtalloMarketing Communications CoordinatorLuxottica Group

OneSight: Helping the World SeeOneSight is a Luxottica Group, non-profit, global, organization dedicated to restoring and preserving clear vision to millions in need around the world.

JULY2009.qxd 6/26/09 2:43 PM

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The 21st Century OpticianWarren G. McDonald, PhD

Professor of Health AdministrationReeves School of Business / Methodist University

Educating and Training the American Optician, Part III

PRACTICE STYLES havechanged over the years.

20 years ago, most Opticianshad a goal of becomingindependent practitioners.

It was unethical for physicians to sell eyeglasses, and the relationship thatdeveloped between the Ophthalmologistand the Optician was a natural one.Opticians filled the prescriptions forspectacles and contact lenses written bythe Ophthalmologist, who handled medical eye care. Optometrists did theirown sight testing/eye examinations andprescribed and dispensed spectacles andcontact lenses.

Today, the optical landscape has changed dramatically. MostOphthalmologists dispense glasses from their offices, and largechain operations have rapidly become the primary marketcompetitor. Optometrists, once the professional adversary ofOphthalmology, co-manage much of the medical care of postsurgical patients with Ophthalmologists and have the right totreat many diseases once the realm only of the physician. Thisarticle will continue our discussion of education and trainingfor Opticians in the United States, and hopefully provide someinsight into what we may become in the future if changes arenot made, and quickly.

The Spectacle Peddler

Opticians today have seemingly been relegated to the role of“spectacle peddler” in a retail or chain store environment, farremoved from the professional Optician of the past.The changing landscape of the eye care industry presents aquandary for the Optician. Where do they fit into this newenvironment? Should they expand practice roles through additional education and training, or serve as technicians and

assistants working for chains and eye doctor’s offices? Whatwill be the personnel needs for the future and how will thoseneeds be met? In the opinion of this author, one of the majorissues is the regulation of the practice of Opticianry in variousjurisdictions across the country.

Licensure/Certification Requirements for Opticians in the U.S.

Twenty-two states require a specific state license to practiceOpticianry. One other state (Texas) recognizes national boardcertification as a voluntary state registration, but does notrequire it to practice (American Board of Opticianry, 2002).The remaining states have little or no restrictions placed on thedispensing of prescription eyeglasses to the public.

Pass rates on state and national boards vary according to train-ing and education of those taking the exams (McDonald, 1987;North Carolina State Board of Opticians, 1995). Additionally, asthe core knowledge and skills required for Opticians to passtheir licensing board examination increase it may necessitate an


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increase in the qualifying level of education and/or experiencefor licensure. Should an increase in educational requirementsfor Opticians be considered by the profession? Opticians of thefuture may work under the supervision and direction of anOphthalmologist or an Optometrist, but will they view us asmerely high-priced technicians that can be eliminated?Furthermore, if Opticians only work under the supervision anddirection of other professionals, should additional educationbe required prior to sitting for state board or national certifica-tion examinations, or are those examinations even necessary toserve the public as an Optician? Obviously, this question canonly be answered by Opticians and other eye care professionalsin the states where it is an issue.

The Definition of “Optician”

There are some differences within the Opticianry communityas to the definition of “Optician” in the United States. Somewithin the profession view it as a retail business that demandslimited education, while others see the role of the Optician asbecoming far more advanced, with an increase in the scope ofpractice to include refraction and more involvement in contactlenses and other specialties (Opticians Association of America,2002). Several questions must be answered to gain a clearunderstanding of what the Optician of tomorrow will be doingprofessionally. These questions also underlie the problems fac-ing Opticians today. For instance, what level of education andtraining should be required to utilize safely and effectively newand emerging technology in practice? An acceptable answer tothis question has not been adequately resolved by Opticiansthroughout the United States. This is important because someof the new technology available for Opticians, such as advancedrefraction systems, require additional levels of training to safe-ly operate them. These systems allow the technician in the eyecare professional’s office to accurately perform refractions todevelop a prescription for spectacles or contact lenses, and maybe something we can effectively utilize. Some Opticians are cur-rently using advanced refraction systems in their practice; how-ever, it is not known how their education and training differsfrom that of other Opticians that are not using these systems.

Opticianry’s Role

Another key problem which has not been studied or addressedby the profession is to define the role they will play in the eyecare delivery system of the future. Opticians seem to have onlytwo choices – become an assistant or a technician in anOphthalmologist’s or an Optometrist’s office or expand theircurrent scope of practice. However, Ophthalmologists andOptometrists view the Opticians potential advancement asencroaching on their territory. Optometry regularly fights theability of Opticians in legislative arenas across the country(Opticians Association of America, 2002). Opticians of todayare seemingly at a crossroads. Some feel they will either

advance into new areas of activity or be reduced to a parapro-fessional under the supervision of an Ophthalmologist or an Optometrist.

As addressed earlier in this article, regulatory problems alsoimpact the Optician. The issue which has a significant effect onthe profession is the question of licensure. States have thepower to regulate and impose licensure for Opticians under thestate’s police power. The state’s power to regulate Opticians isan attribute of a sovereign government. In the United States’Constitution, sovereignty is found in state governments.However, licensing of Opticians can only be justified to protectthe public’s health. This is an important concept to understandbecause the issue of licensure is resolved by state governmentand not the optical profession.

The issue of licensure is further complicated by the fact thatsome members of the profession, particularly those from unlicensed states, as well as other eye care professionals do notsee the need for licensure or certification of Opticians.

Redefining the Profession

To adequately understand the role that Opticians may fill in thefuture, a clear picture of the profession as it currently existsmust be presented. The profession is currently ill defined due tothe varied role Opticians play in different regions of the coun-try. In many states, Opticians are licensed health care providerswith the right to fit contact lenses and other visual appliances.Those states require an examination, state licensure and variedlevels of education and training. On the other hand, manystates require no training at all. For example, Nebraska has nolicensing requirements, but the author’s home state of NorthCarolina has an extensive 2-day examination (North CarolinaState Board of Opticians, 2002). This disparity causes obviousproblems in defining a future role, but the emergence of newtechnology could provide a measurement for what the profes-sion feels will be the level of education and training needed tosafely and efficiently practice in the future. This new technolo-gy may expand the need for better-trained practitioners or, onthe other hand, eliminate the need for them completely. Thetechnology may be good enough that technicians trained at avery basic level could do the tasks that Opticians do today.

Where we go as a profession, and how we get there is somethingthe profession as a whole must determine through focused,strategic planning, and effective leadership that can provide thevision we so desperately need. The purpose of this article is tocontinue our discussion on education and training. Thisauthor feels that only through increasing our education will bereach our full potential. Others have done it, as was addressedlast month. Why can’t we? More next month. ■

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Children’s Eyes


Optical SafetyPaul Berman, OD, FAAO

EYE INJURIES are the greatest risk to our young patientsfor loss of vision. Twenty-seven percent of eye injuriesoccur during sports and recreation. This number

increases to 40% for children ages 11-14. The good news is that90% of these eye injuries are preventable according to PreventBlindness America. That is why it is so important to discussprotective sports eyewear with all of our young patients.

According to the Center for Disease Control (CDC), over 50%of all children are involved in organized sports. Most of thesesports involve body contact, bats and balls, which put the eye atrisk. For children ages 0 to 14, baseball is the most commoncause of eye injuries. This switches to basketball for children 15to 24. Eye injuries are quickly increasing in soccer. Also, eyeinjuries in sports are not related to expertise.

Almost all groups that are involved in child safety and eye carerecommend the utilization of protective sports eyewear. Theyinclude the American Optometric Association, The AmericanAcademy of Ophthalmology, the American Academy ofPediatrics, the American Public Health Association, Safe Kids,Prevent Blindness America and the National Eye Institute.

The National Eye Institute felt so strongly about this that theyincluded the increased use of protective sports eyewear as oneof their ten vision objectives in Healthy People 2010 - Objective28.9. It is, therefore, clear that sports eye safety is a public healthissue that could prevent the needless loss of sight.

The State of New Jersey also felt the need to protect children’seyes in their state. So much so that they passed a bill to mandateprotective sports eyewear for particular sports organized byschools and in their communities. They have basically outlawedthe use of street eyewear on the playing fields of New Jersey.

Florida has recently passed a resolution to encourage coaches,schools and parents to have children in their State protect theireyes during sports.

P r o t e c t i v esports eyewear now

has a spokesperson -Amar’e Stoudemire, a NBA

All-Star who plays for the Phoenix Suns. Amar’e had experienced an eye injury in training camp and then wore pro-tective sports eyewear for several weeks. Unfortunately, hestopped wearing them and reinjured his eye which ended hisseason and jeopardized his career. At the recent Vision Summit,organized by the Better Vision Institute, Amar’e spoke about his commitment to wearing protective sports eyewear and stated that he will also urge others to wear themtoo so that they do not experience the near tragedy that happened to him.

Interestingly, the Vision Service Plan conducted a study andfound that 48% of the time young people take off their glassesto play sports. Obviously without their glasses they do not seeas well and are then more likely to suffer an eye injury. Anotherfact is that when someone does wear their regular glasses, theinjuries are more severe as there is another object that can gointo the eye.

So what can you do? It is actually quite simple. Just follow thethree I’s to protect your patients’ eyes: Inquire, Inform,Introduce.

Inquire: you should ask all patients, but particularly your youngpatients, if they play sports. This question can be asked on yourintake form, which could be filled out online or in the office.Your technician can ask it in the pre-test room, which is what Ido in my office, or the doctor can ask the question. The doctorshould also follow up with more in-depth questions, such as,“How serious are you about sports? Which sports? What posi-

Let’s Protect our Children’s EyesAll of our patients trust us to tell them what to do.

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tion do you play? Are you on a town team or a traveling team?”This is also an excellent way to build rapport.

After you determine that they play sports, that leads to the nextquestion, “How do they see when they play?” If they do notwear contacts, they either play with their glasses or take them off. Obviously either answer leads to a discussion aboutprotective sports eyewear and contacts.

The next step is to Inform. Discuss the risks involved withwearing glasses while playing sports and discuss the risks oftheir particular sport. Prevent Blindness America has a chartthat can be helpful. I also point out that every 13 minutessomeone experiences an eye injury of the severity that itrequires a trip to the emergency room.

The final step is to Introduce. Create a Sports Eye InjuryPrevention Center in your office. There is signage available andsports paraphernalia that could easily create an attractive areain your dispensary. Your optician or optical staff can then discuss the best sports protective eyewear for their sport, ofcourse, with polycarbonate lenses.

As sports are played inside and outside, we often suggest photochromic or Transitions™ lenses. I also suggest writing twoprescriptions – one for street eyewear and the other for protec-tive sports eyewear.

Another activity that is quite helpful is to have an office meet-ing on this topic and educate your staff. There is also moreinformation available at www.sportseyeinjuries.com

You can also reach out to teams, coaches and schools about thisimportant public health message.

In addition, documenting your recommendation to wear protective sports eyewear in your patient’s chart is important.It will protect you, your practice and your family, as one intwelve families who experience a sports related eye injury willlook into legal action.

When we and our children play sports, we wear protective gear– elbow pads, shin guards, shoulder pads, etc. but most of us donot wear or even suggest to our patients to wear protectivesports eyewear. I ask you the simple question, which is moretragic, a bruised shin or a visually impaired eye?

So it is easy. We don’t often think about it, but the most impor-tant thing we can discuss with our young patients is eye protection. So follow the three I’s so you do not have to see yourpatient after they have suffered an eye injury. Let your officedecrease sports eye injuries in your community. ■

JULY2009.qxd 6/24/09 4:55 PM

Managing OpticianAnthony Record, ABO/NCLE, RDO

Survey Says!Survey Says!

IMAGINE MY SURPRISE and delight when one of Billy’ssongs on the album (This Is the Time) contained the lyric,“...the memory of days to come.” Pretty cool. When I workedfull time on the front lines of Opticianry, I used to approach

some things like a mad scientist. I would even conduct my ownpatient surveys. At one point I had asked over 200 parents whatthey most looked for, and what was most important to them indeciding what eyewear to choose for their children. At one pointI had compiled a list of seven things. In order, here they are:

1. Quality/Durability of the Frame (46%)2. Warranty of Frame (12%)3. Child’s Preference (12%)4. Overall Safety (9%)5. Price/Value (8%)6. Designer/Brand Recognition (8%)7. Optician/Salesperson’s Ability to Relate to

Their Child (5%)

Imagine my surprise and delight when, a few years later, one ofour industry journals published a survey entitled “Which of theFollowing Would You Consider Most Important in YourDecision to Purchase Your Child’s Eyewear?” Here are theirresults:

1. Quality of Frame (60%)2. Child’s Preference (17%)3. Price (7%)4. Optician’s Reputation (7%)5. Don’t Know (5%)6. Brand Name (2%)7. Style/Color (1%)8. Product Ad (1%)

Wow! Once again, pretty cool. Interestingly, not one of the parents I questioned said, “I don’t know.” They all managed toarticulate something. Let’s look at the results of these surveysand delve into how an Eye Care Professional can use this information to more effectively communicate to the parents ofjuvenile patients – to be more persuasive when it comes to theproducts that are recommended, and to avoid giving offense orpause to the child – and the parents too.

Obviously the quality, durability, and warranty of the frame allare of paramount importance. On this point, both surveysagree. There are many considerations here. A plastic or zylframe may be considered; no nose pads to lose. On the otherhand, it is a challenge to find a perfectly fitting bridge – mostkids’ bridges have yet to develop. While Opticians know they arealmost a standard feature, parents usually insist on springhinges. Here again, unless the frame is high quality, a springhinge is just one more thing that can break. What to do?

GREAT MINDS THINK ALIKE. Imitation is the sincerest form of flattery. Somewherebetween those two aphorisms lies the inspiration for this article. Years before BillyJoel released his album, The Bridge, this amateur/hobbyist songwriter wrote a songwhich contained the lyric, “...the memory of what lies ahead.”

Photo: Courtesy of Transitions Optical, Inc.


JULY2009.qxd 6/29/09 9:44 AM

JULY2009_VEW.qxd 6/23/09 3:32 PM Page 1


I always lead with a strong suggestion for the purchase of aMarchon Flexon® or a frame made of similar “memory metal”material. Using first-person language (I have always found thatkids do best with...or, my kids always did best with...) I demon-strate the flexibility of these frames by twisting the front andwrapping the temple around my finger while speaking to momor dad. I quickly follow up by sharing with the adults the twoother highly convincing selling points: First, I explain that theframe material will never tarnish or turn green. Unlike cheapermaterials that are simply nickel plated or composite materials,the titanium and/or stainless steel materials will hold up wellwhen it comes to the dirt and sweat that children will inevitablybring to the equation. Second, I take the time to explain the dif-ferences between the frame warranties, if applicable.

That’s usually enough to seal the deal. And speaking of theframe warranty, it seems to me that this demographic – kids –is one that the Optician ought to seriously rethink for the prac-tice’s warranty policy. Even if your practice only offers a 90-daywarranty (which seems to be the norm these days), why notextend it to a year – or more – for kids? After all, most whole-sale frame companies extend that to the ECP. In my experience,whether it’s a $3 frame or a $90 frame, if the defective frame isreturned to the distributor, a new frame is sent, or a creditissued. This presents a tremendous opportunity to offerextended peace-of-mind to a parent who may be a bit wary ofspending too much money on children’s eyewear.

I have heard stories from several Opticians, who are quick topoint out the “Classic Abuser” – the kid who goes through 4 or5 frames in a year’s time. I have a couple of those annoying stories too, but can assure you they are few and far between.And so what? Based on the frame company policy just discussed, those kids are nothing more than a small annoyance.And remember, every time you replace or repair that kid’s broken frame, that mom or dad is singing your praises to whoever will listen!

The child’s preference ranked high in both surveys, so neverunderestimate winning over the whippersnapper. If a parent

gets the impression that his or her kid really likes the suggestedframe, they are usually more acquiescent to the sale. This is,I have found, even more true the younger the patient is. Why?Generally, a child’s unwillingness to wear eyeglasses at all isdirectly proportional to their youth. By the time they havereached pre-teen age, they are used to and reconciled to wear-ing eyeglasses. That is not necessarily so with the very young.One approach to tapping into this phenomenon is to pick twoor three (no more) frames from your display, and pose this ora similar question directly to the youngster: “Johnny...if youhad to wear one of these, which would you want? I agree...thatframe you chose looks a lot cooler than the others. Good job!”

Although curiously absent from the journal’s survey, I foundthat nearly ten percent of my parents were concerned with theoverall safety of their child’s eyewear. Of course, this means wehave to turn our attention away from the frame and focus for amoment on the lenses. These days, that means polycarbonateor Trivex® – mandatory for the minor patient’s lenses. Hereagain, an old saying carries the day: A picture is worth a thousand words. Give the kid a hammer and a polycarbonatelens and let him or her go to town. Of course if you do that youhave to make sure at the time of delivery you remind the childthat you had only done that to show how strong the lenses areand not to give the kid something fun to do with his friends.Show the boy how although the lens did not break, it wasdinged and scratched. You may be smiling here, but trustme...they’ll do it if you don’t adequately warn them!

Both surveys found that the next concern was price and value.How you position and price your children’s eyewear is up toyou, and you should think it through. But don’t get too distracted by this or the remaining factors – they are low on thetotem pole of concerns. Check around. What is your competi-tion charging? How does their warranty policies compare toyours? How should you position your practice? Information ispower. Be able to accurately and honestly describe how andwhy your policies are superior to other optical retailers in yourarea and you will have the advantage here.

The last few items on our lists are obviously the least important:brand recognition, designer names, and product ads. I find thatinteresting, especially in that some dispensaries seem to stressdesigner names above all else. The other item that was absentfrom their list but mentioned by five percent of my customerswas the ECP’s ability to relate to the child. If you have kids ofyour own, you will have a keen advantage with this one.If not, just be yourself. Do not pander, talk down to, or act in apatronizing fashion when speaking to kids. On the other hand,do not ignore the child and talk to his or her parents like thechild wasn’t even present. If you do anything like that you willtend to unintentionally alienate the child...and the parent. ■

“Johnny...if you had to wearone of these, which wouldyou want? I agree...that

frame you chose looks a lotcooler than the others.

Good job!”

JULY2009.qxd 6/24/09 4:57 PM

JUNE2009_FEA.qxd 6/25/09 11:51 AM Page 1

Movers AND ShakersLCA-Vision

Last month refractive surgery firm LCA-Visionpromoted David Thomas, formerly the company’s senior vice president of operations,to chief operating officer. In addition, RhondaSebastian rejoined LCA-Vision as senior VP ofhuman resources, replacing Stephen Jones, who

left the company. Thomas’s responsibilities include leadingLCA-Vision’s marketing activities and managed care programs, as well as overseeing its national call center.

Practical Systems, Inc.PSI has announced J.C. Wilkerson as their newTechnical Sales Manager in the NortheasternU.S. He will represent PSI’s line of supplies andequipment for surfacing and finishing labs. J.C.is an optical industry veteran with over 23 years experience in lab management, lens processing

system sales, technical services and product management. Hemost recently was a Lab and Order Fulfillment CenterDirector for a large optical laboratory.

Fusion Eyewear, Inc.Fusion Eyewear has named Darin Nathan to the new positionof Executive Vice President. Prior to joining Fusion, Nathanserved as Director of Sales for Sama Eyewear. During histenure, he managed all sales related activity, which included allaccount executives in North America and all distributorsworldwide.

Nidek Founder Hideo Ozawa Passes AwayHideo Ozawa, the founder and chairman of theboard of Nidek Co., Ltd. passed away on June16, 2009, at a hospital in Gamagori, Japan. Hewas 79 years old. In 1971, Ozawa led six peopleto found Nidek in Gamagori, Japan. His goalwas to link optics and electronics. The compa-

ny’s first big success came in 1973 when it developed the firstXenon photocoagulator in Japan. In 1982, Nidek introducedthe first auto-refractor.

He received the prestigious “Order of the Rising Sun” awardfrom the emperor of Japan in 2004.

David Thomas

J.C. Wilkerson

Hideo Ozawa

JULY2009.qxd 6/24/09 4:57 PM



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What lens materials do you generally dispense to children?

We mainly use polycarbonate lenses for rimmed frames andfor drill mounts we often use Trivex®. Polycarbonate lensesare thinner and lighter than the plastic (CR-39) lenses manyof us grew up using. They also have the added benefits ofinherent UV protection and are up to 10 times more shatterresistant than CR-39. This added safety is what makes thisproduct so valuable for use with children.

What issues do you face when fitting children?

At A Child’s View we specialize in infants to teens, so we areoften dealing with children during the most crucial periodof their visual lives. Parents arriving in our office with theirbaby, toddler or preschooler and a newly written prescrip-tion have lots of questions and fears. On numerous occa-sions I have been told that they learned more about what’sgoing on with their child’s vision in my office than they didat the doctor’s office. With a fuller understanding of whatthe glasses will do and why the child needs them now, theparent is far more motivated to obtain compliance fromtheir child. The owner of A Child’s View, Katheryn Dabbs-Schramm is currently in the process of publishing what willbasically be a handbook to help parents who are in themidst of this very situation.

How do you deal with brand conscious children/parents?

So many children today are aware of brand names that itcan really make wearing glasses easier than the parent mayhave hoped! Barbie and Converse have been a mainstay foryears now. Shrek is a new line that has recently come outwith very durable, stylish frames that even the young ones

can get excited about. Marchon Flexon for Kids is a brandthat many parents don’t know about until they come in andsee for themselves just how strong a frame can be. Withthese and others we offer a wide selection of hip brandname products. What we don’t do is compromise durabilityfor namesake as performance is what is remembered longafter the thrill of the name has worn off.

How does the increase in Ophthalmologist dispensing affect your practice?

We have seen a decline in foot traffic and direct referralssince some of our local doctor’s have been offering eyewearin their offices. But we also see the return of many clientswho have purchased a pair of eyeglasses from their doctor’sdispensary out of convenience or a feeling of obligation.They often opt to come back to A Child’s View because ofthe wide selection, the over 22 years of experience workingwith children and the service we offer. I believe that’s whatsets us apart because that’s what I’m told time and again.

What advice do you give parents to help them maintain their children’s eyewear?

Two hands on and two hands off is our mantra. I tell bothparent and child that the glasses need to be maintained on aregular basis. This comes as news to many people. If theyare not in the correct position on the face, the child will notreceive the full benefits of the Rx. We have a regular sched-ule for adjustments that we encourage them to follow formaximum benefit and minimum heartache. We give themadvice on how to keep track of them. Parents are heartenedto know there is nothing they can do to their glasses that wecan’t undo with the exception of losing them.

How do the glasses stay on when the child is young or has special fitting needs?

Once the parent is satisfied that the child needs to wearthem, the next issue is how to keep them on. We customizeeach pair of glasses to the individual. Most kids under theage of five get comfort cables fitted specifically for them. Wedon’t order a cabled pair of glasses and hope for a good fitbecause where the manufacturer places the cable – 90% ofthe time does not correlate to the child’s ears. To solve thisproblem we have our own ready supply of comfort cablesthat can be adapted to almost any frame in the store, metalor plastic. We have fit children with one or both ears miss-ing, with one side of the head much larger than the other,with no cartilage in their nose, with severe deformities ofthe skull and many other difficult situations. The answer isalways “yes” when people ask if we can fit their child. ■

ECP OF THE Month

Anne M. Lystne, Pediatric Optician, General Manager

A Child’s View, Inc., Huntington Beach, CA

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I KEEP REMINDING the kids thatcome through our office how luckythey are. When I start off with,“Why, when I was your age...”

I always notice a pained expression that crosses their cherubicfaces. Times have changed from an examination that consistedonly of, “Is this better or is this better?” to a comprehensivevision analysis that takes about an hour of testing and explana-tions; not to mention the fact that eyewear for kids has evolvedfrom the simple 36 eye oval metal frame to an array of styles,colors and special designs suited for kids today.

The kids today want more. They understand what brand namesmean in their peer group and they are familiar with the hottestnames in the market. Of course, the spectacle case must bearthe imprint of an impressive brand as well. This frenzy formodern, designer styles is part of the booming kids market foreverything, including clothing, fast food, electronic gadgetryand toys. Advertising that spearheads the kid market has risen

exponentially in the last few years. They seek the newest fashionin clothes and toys. This desire now includes the best lookingglasses on the market. It has been estimated that money spenton our kids from ages four and older reaches more than $150billion each year. In most cases, it’s the parents that are pur-chasing the glasses but the kids who are pressing for what theywant. Advertisers and manufacturers are recognizing that ourkids represent a huge financial power.

They are experts in wheedling, needling, whining and pesteringuntil they achieve what they want. Our eye care leaders feel thatit is a good idea to convince parents that the youngsters shouldhave an important say in picking out their own frame. Somestudies and reports say that if parents force a child to wear theirselection, odds are that the glasses will soon end up lost or neverworn. The youngest group of children have become fashionconscious and as eye care professionals we must be aware ofthis. Parents are interested in the practicality of a frame choice.They are interested in durability, price and good fitting, but thekids only recognize the brand names. They are accustomed todealing with brand names in clothes and other items and theywant to experience the same in their spectacles.

Second GlanceElmer Friedman, OD

Photo C

ourtesy ofTransitions Optical,Inc.


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A Boston College economist states that logos are recognized asearly as 18 months of age. Brand addictions can be establishedas early as age two. There is an awkward age between nine andtwelve years of age when the kids are not sure if they are teensor still preteens. This is when brand importance helps them tofeel assured that they have arrived. They are struggling to fit inand deal with strong social influences at that time and brandshelp them to do that. Parents are often inconvenienced by thefact that kids are wearing high-end brand name eyewear.Experts, however, feel that the anxiety and self consciousnessthat come with wearing new glasses can be overcome by thefeeling of self confidence and acceptance by their peers.

Many optical dispensaries like the idea of a separate area for thekids. It is suggested that the opticians not go too far since theywill alienate their adult patients. Avoid the possibility of kidswho may disturb other shoppers. Highlight the children’s areawith a few unusual frames to let parents know that a specialinterest for kids is available. Store decor with appealing decora-tion can help pique curiosity and draw the kid and the parentsto the special area. This helps to relieve some of the tensioncaused by a child’s first pair of glasses. The child will oftenadmit that their choice of a frame depended on influence by arelative, classmate, neighbor or friend.. Kids want to fit in andnot be singled out. They may desire contact lenses because cer-tain peers have them. It is recommended that if we insert a pairof lenses and allow them to make the decision, then maybe theywill get glasses presently and postpone contacts for a later dateor age.

Parents do not want to pay a lot of money for glasses that willbe abused and outgrown within a year. But the way they spendtheir money belies this statement. They will purchase only thebest for their kids in the realm of toys and amusing gadgets.The fact is that these items often are used infrequently and endup gathering dust in some forsaken part of the house. It startsto make sense to the parent that the money would be spentmore wisely on glasses that are worn every day. A TV/DVDPlayer costs about $179.99 for ages 5-7 years. A Barbie DreamHouse for ages 8-11 years cost $119.99. A Razor Pocket ModBetty costs $199.99 for ages 12-14 years. This is further proofthat parents want to give kids what they want.

For those children engaged in sports activities, protective eyewear is a necessity. Many states have laws that require kids towear corrective lenses with goggles or shields as protection.If parents can be taught to wear protective eyewear for theirsports activities it can serve as an example for the children tofollow. Parents should be advised that protective glasses shouldalso be used in cases of kids who are wearing contact lenses.The eye is corrected but not protected with only contact lenses in place. Our offices should have ample photos availablepicturing famous athletes and celebrities who wear protective

goggles for sports and sunwear. We must make every effort to prove to the suspicious kid that eye glasses and goggles canbe “cool.”

The labs are entrusted with handling challenges of kid’s framesand lenses. Small eye sizes and patterns are made more difficultby tracing problems and blocking. Exceptionally small sizesmay need to be hand finished and beveled. Customization ofkid’s frames may be required regarding temple lengths andnose pad adjustments. Hypo-allergenic coatings have also beenused in cases that apply. Prescribing for kids can require anarmory of ideas when it comes to multifocal lenses. There areflattop segs that measure 28 or 35 mm. The professional fittermay also utilize the round or a blended seg. Even trifocals maybe used on occasion as well as PAL lenses. Doctors say that veryyoung patients being fitted with a PAL lens may experiencesome difficulty in adapting to that design.

However, many parents prefer the PAL way for their youngsterssince the no line cosmetic appearance helps the child to avoidsarcastic comments from some of his/her peers. Many doctorswill not order a PAL lens until the child is nine or ten years old.Other doctors, who are more conservative, will not prescribe aPAL lens until the patients have reached their teens. Additionalhelp is afforded if the patient has already been adapted to a flattop seg. An important challenge is presented when findingthe right frame for the lenses. It must be large enough toachieve a good distance and reading area yet small enough to fitthe patient’s cosmetic requirements. Caution should be exercised to protect the patient’s lifestyle, eye health and refrac-tive correction.

Advise and help the parents prepare the child for the eye exam.While schools conduct vision screening programs for ages fouryears and up, it cannot be a substitute for a professional visionanalysis. Don’t be surprised that a first exam finds the kid’s parents more apprehensive than the little patient.Unfortunately, this discomfort is sensed by the child and mayhave a negative reaction affecting the validity of the examresults. Sometimes doctors are happy to cooperate with parentsand encourage the child to take a tour of the offices prior to exam time. If the child is permitted to touch some of theapparatus and instruments, it would add relaxation when theexam takes place.

Parents no longer need worry that the child may give incorrectanswers to the doctor’s questions. Optometrists and ophthalmologists have a plethora of objective methods toobtain proper results. The addition of computerized instruments guarantees almost fool proof, accurate findings.Today’s eye care professionals are well trained and parentalconfidence is well founded in the handling of their child’svision problems. ■

JULY2009.qxd 6/24/09 5:00 PM

When everyone else is planning vacations, we’re planning our Back-To-School strategy.

Beginning in mid-July, every retailer in America is going to begin courting thosepint-sized dollars. Like it or not, you must have a plan to keep your voice separate from the others.

For those of you who don’t think that kid’s eyewear is something worth pursuing, how about this. From www.marketingresearch.com, you can pick upthe Children’s and Teen Retail Report Card 2007: Annual and Back to SchoolShopping Consumer Behaviors and Attitudes for the low, low cost of $3,750.00or Marketing to Kids and Tweens – US for a measly $3,995.00. In them you’llfind that kids and tweens have about $51 billion in spending power and whatmakes them choose one retailer over another. Kids under 3 years old represent $20 billion of that very significant number.

WCCO-TV in St. Paul, Minnesota visited 3, 4 and 5 year-olds at a local daycare center and showed them flash cards of corporate logos. The tots recog-nized the Target bulls-eye, the McDonalds’s M, SpongeBob SquarePants and

It’s time to start thinking about...

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Back to School!


JULY2009.qxd 6/26/09 1:43 PM

40 | EEYECAREPROFESSIONAL |JULY 2009

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Dora the Explorer. They didn’t know the Nike swoosh, butthey knew it was shoes and soccer. They recognized Starbucks,KFC, Pizza Hut and Pepsi.

According to www.newamericandream.org:

American children, 12 to 17 will ask their parents for productsthey have seen advertised an average of NINE times until theparents give in.

More than 10% of 12 to 13 year olds admit to asking parentsmore than 50 (FIFTY!) times for products they have seenadvertised.

According to Ann Hulbert, a leading expert on branding, 80%of all global brands now deploy a “tween strategy.”

Still don’t think you need a Kid’s strategy? Check outwww.schoolfamilymedia.com. They are in the business oflinking product brands with schools and parents throughevent planning with your local PTA/PTO.

The only thing these organizations can’t do is reach out andtouch your patient base with the level of trust and confidenceyou have created.

A well thought out Back-To-School promotion educates yourpatients on the need for yearly eye exams and the impact thatgood vision has on learning. It also assures your patients thatthe eyewear you provide is the finest quality and durability.

If you haven’t included children in your preferred patient baseor designated a children’s area in your dispensary, you’ve gotsome work to do and fast!

Use your own kids and your staff ’s children as a built-in focusgroup. Find out what they like, what’s hot and hip AND what’snot! Order frames and POP now, so that it’s in place beforeyour mailer is out. If you are going to offer packages, deter-mine what they will contain and how they will be priced.

Do some footwork. Visit the guidance and health offices inlocal schools and leave them with information on children’svision and sports vision. Let them know you’re available forquestions, concerns and referrals. Offer yourself or anotherstaff member as a speaker for both parent and faculty meet-ings.

Among the more popular promotions are percentage off sec-ond pair sales, discounts on sports eyewear and discounts oncontact lenses and supplies. You might consider a “family” dis-count when the entire family is examined and purchases eye-wear and/or contact lenses.

Time’s a-wasting! School may be out now, but it will be inagain, sooner than you can blink! ■

Judy Canty, ABO/NCLE

JULY2009.qxd 6/26/09 1:20 PM

JUL2009_VSI.qxd 7/17/08 11:14 AM


When it comes to protecting your children’s eyewear, Hilcohas it covered. The KIDS’ product line offers; fun eyewearcleaning kits that includes stickers, eyewear holders featuringbright colors, and frames in styles they will love. Now, Hilcomade it even easier, by introducing an eyewear hard case collection for kids. They are available in four different coolcolors and are very affordable. www.hilco.com

KIDS’ Accessory Line from Hilco

California Accessories’ “ANIMALCRACKERS” are cute animal charactersthat add fun to these bright colorfulcases. Cases come in lavender, green, yellow, pink, turquoise and red. www.calaccessories.com

KIDS’ Accessory Line from California Accessories

Astucci introduces the AS104 Cosmicclamshell case, which has a funky psychedelicpattern in an array of vibrant colors featuringmagnetic closure and complimentary interior.

For the Tweens, Astucci offers the CT8 lovelywristlet. The Lightweight soft Nylon pouch isdesigned in vibrant heart patterns, featuring afront zip pocket and detachable wristlet.www.astucci.com

KIDS’ Accessory Line from Astucci

JULY2009.qxd 6/26/09 2:44 PM

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JULY2009_National.qxd 6/23/09 3:29 PM Page 1

Advertiser IndexADVERTISER PAGE # PHONE # WEB SITE

21st Century Optics 21 800-221-4170 www.21stcenturyoptics.com

ABO-NCLE Conference INSIDE BACK COVER 574-271-0886 www.abo-ncle-conference.com

B&G Optics 43 800-360-5367 —

Baby Banz 5 877-333-0074 www.babybanz.com

Balester Optical 17 800-233-8373 www.balester.com

Central Optical 23 800-322-6678 www.centraloptical.com

CNS Frame Displays 14 877-274-9300 www.framesdisplays.com

CSC Group 11 800-288-2721 www.csclabs.com

EastWest Eye Conference 44 800-999-4939 www.eastwesteye.org

FEA Industries 19, 31 800-327-2002 www.feaind.com

Gator Stock Lenses 39 888-428-6711 www.gatorlens.com

Grimes Optical 48 800-749-8427 www.grimesoptical.com

Hilco FRONT COVER 800-955-6544 www.hilco.com

Index 53 25 800-328-7035 —

JW Engineering 46 845-354-8025 www.jtac.com

LBI 37 800-423-5175 www.lbieyewear.com

Long Range Systems 32 800-250-8189 www.pager.net/eye

ADVERTISER PAGE # PHONE # WEB SITE

Luzerne Optical 35 800-233-9637 www.luzerneoptical.com

My Vision Express 47 877-882-7456 www.myvisionexpress.com

Nassau Vision Group 13 800-668-2411 www.nassau247.com

National Lens 45 866-923-5600 www.national-lens.com

Nellerk Contact Lens Cases 49 607-748-2166 —

OpticalDisplays.com 47 610-489-7620 www.opticaldisplays.com

Opticom 27 800-678-4266 www.opticom-inc.com

Optiq Frames 9 800-268-1265 www.optiqframes.com

Optogenics 40 800-678-4225 www.optogenics.com

Premium Optics 33 877-484-1818 —

PPG Industries INSIDE FRONT COVER 800-323-2487 www.ppgtrivex.com

Rudy Project USA BACK COVER 888-860-7597 www.rudyprojectusa.com

SEIKO Eyewear 15 800-235-LENS www.seikoeyewear.com

Tech-Optics 47 800-678-4277 www.techopticsinternational.com

Vision Expo West 29 800-811-7151 www.visionexpowest.com

Vision Systems Inc. 41, 46 866-934-1030 www.Patternless.com

Don’t Forget to Tell Our Advertisers You Saw it in EYECARE PROFESSIONAL Magazine

Call/Fax: 845-354-8025 • E-Mail: [email protected] instruments may be found at the company web site: www.jtac.com

Machines designed for specialists in thefield of Physical and Occupational

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• The front disc can be replaced or the red/greendiscs can be added so training can be done withred/green goggles. Improvement can be monitoredby increasing speed from 1-99 revolutions perminute.

• Additional training can be done by positioning therotating table in a variety of angles - 0 to 90 fromthe horizontal position.

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Rotates in clockwise and counter-clockwise mode,and can be used in the testing or training.

THE ROTATION PEGBOARD MACHINE (R.P.M) IS A VARIABLE SPEED PEGBOARD ROTATOR.

JULY 2009 | EEYECAREPROFESSIONAL | 47

ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETSEQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS

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InstrumentsReichert Keratometer . . . . . . . . $595Chart Projectors starting at . . . . . $395Marco Radiuscope . . . . . . . . . . $695

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To advertise please call 80

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The next-door neighbor to myOptical shop years ago happenedto be a shoe store and as thesethings go we started swappingglasses for shoes.

Our kids were young and StrideRite was all the rage, so for quite a few years that’s what they got for sneakers.

And then Kid’s marketing took over – Nike with its trade-marked swoosh meant that the lowly Stride Rites were nolonger cool and we regretfully ended our wonderful arrange-ment with the shoe guy. I still remember the family argu..., erdiscussions about superficial values.

Well, translate that to Kid’s frames today – the brand is thething. Forget that most kid’s frames are practically identical –(exceptions – J.F.REY’s new line of Kids and some of the verycreative collections from Europe up in the Galleria at Vision

Expo) the one with the cooler logo always wins. What’s cool?That is the big question.

With websites, blogs, and magazines of the print varietyexploring the subject worldwide, you’d think there might bea consensus. Vogue says one thing, “W” quite another. Sowhat’s an ECP to do?

Walk through the aisles of Vision Expo and you get a sense ofhow big branding is and how crucial it is to your success,particularly with the younger, more attuned set. But obvious-ly no small ECP can buy everything. One thing to rememberis that there are two or three audiences you must buy for:the child, his parents, and the child’s peers. Kids tend to be

conservative and afraid of truly innovative styles. Mom maywant little Fiona to wear something cutting edge, but Fiona isthinking ahead to showing up in school with hysterically laugh-ing classmates – Ah yes, kids can be cruel!

Branding and cool names definitely are age specific – Mygranddaughters (3 and 5) think SpongeBob, Dora, and any-thing Disney Princess related is the cutting edge. Some of mylittle boy customers in the same age range love Scooby Doo oranything with a clip-on or Transitions® lenses!

Move up an age bracket or two and Barbie, Koodles, LillyPulitzer, Shrek, Juicy Girls, Nine West Kids, Chesterfield Kidsand Carrera for Kids become more popular. Tweens, well,Versace, Gucci, Chloe, and all the rest of the famous fashionhouse brands come into play.

At that point kid’s conversations with parental units must runlike, “Well, if you want that $350 frame you’d better get a job –‘cause I’m not paying for it!”

What do you think is cool for tweens? I’m going to have to waittill my munchkins get older and tell me – then I’ll share thatinfo with you. ■

Jim Magay

Last LookJim Magay, RDO

Too Cool for School

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Call today for your 2010 Catalog.

RUDY PROJECTTHE BEST RX SPORTS LENS IN THE WORLD!

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Zyon shown with removeable side shields attached

Rydon II with SV ImpactRx™ Photochromic Clear and Photochromic Green lenses

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FREEFORM TEK™ LENSES... A REVOLUTION IN RX SPORTS!

JULY2009_Rudy.qxd 6/25/09 5:59 PM Page 2

eyecare professional - july 2009 issue

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