opticenter - the voice of vision west - summer 2015

cover_opticenter_9x11in.indd 1 2015-06-12 09:21

THE VOICE OF V IS ION WES T


Summer / 2015 www.vweye.com

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IN THIS ISSUE: from the president’s desk: Managing Change By Joseph C. Mallinger OD MBA FAAO

hippa compliance By Peter J. Cass, O.D.

1-hour Quick Bites Schedule Challenges By Dr. Dubick

reception counter or chaos central? By Jay Binkowitz, COT, COE, CPOT plus industrY neWs!

Morel - 500 West Main Street, Wyckoff, NJ 07481Toll free : 1 800 526 8838 Fax : 1 888 631 9796

www.morel-france.com

Aega: playing with color.

The iridescent blue shades of the Morpho Aega, a butterfly found on the continent of South America, were the inspira-tion behind Morel’s Aega concept for the Koali collection.

The Aega is omnipresent in every aspect of the frame. The grace of the butterfly is expressed in the overall style from the contemporary eye shapes, to the delicately thought-out temple, and a concealed flex-hinge system. Aluminum gives this work three dimensions with a twist to reflect the triangular wings of the butterfly which is emphasized by a contrasting line as a reminder of Aega’s shape. Metallic tones use light to mimic the shades of the tiny glittering scales which cover Aega’s wings.

While blue is the color most closely associated with Aega (blue butterflies are male), all the colors are used to create unrivaled harmonies with radiant hues as well as pastels for brilliant combinations of color.

Aega is available in four stainless steel models (three semi-rimless, two full rimmed) and two models with dou-ble-layered handcrafted acetate fronts.

AEGA

Press Contact: Lisa [email protected]

TIFFANY UNVEILS NEW STYLES IN EYEWEAR FOR SUMMER 2015

New York, NY - Tiffany & Co. introduces new options in the Tiffany Eyewear collection for summer 2015. The latest offerings in the optical and sun categories interpret the distinctive features of Tiffany Somerset™, Tiffany Signature™ and Tiffany 1837® jewelry designs.

Tiffany Somerset™ TF2116B (Optical)The jewelry’s mesh motif is woven with a fabric-like feel and polished to a pearly sheen. In pale gold or silver metal, this tactile design is finished with sparkling Austrian crystals—a rich accent for a square-shape acetate frame in Havana/Tiffany Blue, Cyclamen, Opal Blue and Black/Tiffany Blue.

Tiffany Somerset™ TF2117B (Optical)Gold or silver mesh with Austrian crystals catches the light with every turn. The motif highlights a butterfly-shape acetate frame in Black/Tiffany Blue, Havana/Tiffany Blue, Red-purple with new Iridescent Violet and Matte Grey with new Iridescent Black. Also available in Asian fit.

Tiffany Somerset™ TF3048B (Sun)A pilot’s frame is contoured in pale gold or silver metal with acetate in such hues as Dark Grey/New Iridescent Violet, Havana/Tiffany Blue, Black on New Tiffany Blue and New Iridescent Black. Lens colors include Grey or Brown Gradient and Tiffany Blue Gradient. The micro-knit mesh and Austrian crystals contrast beautifully with these color combinations.

Tiffany Somerset™ TF4106B (Sun)A cat-eye acetate frame takes a wide-angle view of style in Black or Havana with Tiffany Blue, Red-purple with new Iridescent Violet and Matte Grey with new Iridescent Black. Lens colors include Grey or Brown Gradient; Tiffany Blue Gradient; and new Tiffany Blue Polar Gradient that renders Tiffany’s signature color—a symbol of style and luxury worldwide—in an anti-ref lective, shock and scratch resistant lens with 100% UV protection and visual acuity. The mesh motif of gold or silver metal bordered with Austrian crystals is seamlessly integrated in the design. Also available in Asian fit.







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from the president’s desk p3

Recently, while reading the latest book ‘People over Profit’ by Blake Mycoskie, founder of TOMS Shoes, it occurred to me that the ideas he expresses are worth repeating for you in my current OptiCenter article. However, before commenting on his concepts, I believe a restatement of one of my core beliefs is a worthwhile ‘lead in’ to his ideas. For those of you who may not have read or remember what I have stated regarding Change – here it is again. A core belief I hold is that: ‘One Clear Constant in Life is Change’.

Change will occur in and around you and your practice with or without your participation. Why then would you not want to lead that Change in a proactive manner? Many times members of our profession are so busy with treating patients that Changes in their practice only occur in a ‘reactive’ manner. That is – when patients request better respect of their time, when patients comment upon if there are new technologies available for examining their eyes and should patients comment on why your website did not allow him or her to make an appointment – then and only then will such ODs act in a ‘reactive’ manner making Changes.

These real world examples of Changes that have and will continue to drive ‘reactive’ Changes. Changes such as the purchasing of new equipment, better use of practice management software and the appointment schedule resulting in ‘on time’ appointments booked on the office website. These Changes only occurring in a ‘reactive’ manner due to patients’ attitudes and expectations. Is not it a much more appropriate approach to the management of your practice (business) a -- proactive, planned and well-executed positive approach to Change(s) in an Optometric practice? Certainly, the response of your team (staff members) will certainly be more positive than leading from behind in a ‘reactive’ manner.

How then - is it possible to be more proactive in the leadership of your

practice? As the CEO of your business (practice) you have the responsibility of setting the ‘tone’ for the morale of your team / staff members when your actions are viewed as those of a positive, proactive leader.

Blake Mycoskie in ‘People over Profit’ states he discovered seven core beliefs shared by essentially all the leaders of successful companies. These are:

People Matter • Truth Wins Transparency Frees • Authenticity Attracts • Quality Speaks • Generosity Returns • Courage Sustains

When taken on face value, common sense dictates that these ‘core’ beliefs are something one would implement even without a proactive plan. However, rarely would these common sense ‘core beliefs’ become part of the approach of your team members without your proactive leadership.

The answer to the question - How is it possible to be a proactive leader? -- is within these seven core beliefs of true leaders. Logic then dictates to start with these topics and introduce them to your team members one at a time.

Within the book ‘People over Profits’ a review of American organizations with a long enough history reveal a common theme of a ‘cycle of aging’ summarized by the following – “4 Eras of Organizational Behavior”:

The Honest Era; 2. The Efficient Era; 3. The Deceptive Era; 4. The Apologetic Era

As your practice (business) ages it is likely that long-time staff members will have the tendency to fall into these Eras of Organizational Behavior. The first approach to looking at your practice and your team is to do all you can to be as Objective as possible. For some offices that means bringing in an outside consultant to review your practice, for some owners - you and your staff will be able to be objective. Once your team accepts and executes the task of ‘objectively’

identifying the Era in which your practice / business exists your next step is the task of proactively moving to adapting the best aspects of each Era while dropping the negatives associated with each.

Knowledge is power, once you know in which Era your practice exists and you and your team have identified the ‘best in class’ of the actions associated with each Era – you are set to focus on implementing the seven core beliefs of successful businesses.

Change will occur, you can work with Change or ignore it and then become addicted to living in a reactive approach to leading your team. My hope is that by providing you with a brief look at how to analyze in which Era your practice (business) exists will provide you with a starting point for implementing the first of the seven core positive core beliefs of the most successful business leaders in America.

All of the details of implementing Change can and will fall into place once you decide to be proactive! Be a Change maker instead of a reactive leader, one who seems always to be putting out the ‘fires’ created by Change occurring all around you as you continue to believe that you will be successful because:

“This is the way we have always done things. It has worked for over 10 years, 20 years etc… therefore, why fix something that is not broken”

Time to be all you can be and work at: Becoming someone who can and will manage Change - rather than fighting it or simply ignoring it!

Managing Change

From the President’s Desk:Joseph C Mallinger OD MBA FAAO

President / CEO Vision West

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A New Disease Called Commoditization

Symptomatically Speaking

Combatting Commoditization

The Cure

A new disease is affecting our world and the treatment is not defined or reported through an ICD code. As a matter of fact, many of the contributing factors to this disease are driven by the way in which we conduct business, the way we position our self-worth in private practice and lastly, by the partners with whom we choose to do business. When our professional efforts become commoditized, and this seems to be the overwhelming trend, we compete in a landscape in which it is extremely difficult to win.

The symptoms associated with commoditization are plentiful. Let’s begin with de-valued services and products bombarding our patients via advertising and online offerings. Consumers are being coerced into emphasizing fashion over function, sex appeal over visual requirements and eye health. Consumers are bypassing the eye exam and going straight for fashion, and this trend is rapidly becoming a plague.

Why are 68% of eye exams performed at independent eye care professional practices yet only 47% of eyewear are sold at indepen-dent eye care professional practices? The obvious answer is that today, you must maintain the trust and the emotional connection in this consumer / patient equation. Is your lens recommendation outside of this equation?

Differentiation, education and prescribing must begin while that patient is in your chair. They must be made aware that function is critical, no matter what subliminal messaging they are seeing on-line. That brands you carry in your practice are not pieces of plastic that fit into another piece of plastic. In other words, overcoming commoditization begins and ends with you.

Technology and lifestyle prescribing are the best antidote to overcome commoditization – and we’re not talking about market-ing technology. The technology presented and prescribed to your patient should have a tangible benefit founded in science – not spin. Become empowered with technology that can be demon-strated and valued, technology that is simple to explain. The patient should understand and appreciate that the same level of vision and performance can not be achieved by filling their prescription elsewhere.

HOYA Technology continues to be your best resource for battling commoditization. Have you looked at HOYALUX iD Technology and compared it to every other brand on the market? Have you seen the HOYA Vision Consultant Viewer app that allows you to differentiate the HOYA brand and educate patients about the difference between HOYA Technology and commodity products? Do you explain and demonstrate the effect of digital devices and inform about Recharge, HOYA’s selective reflective treatment, which can reduce symptoms associated with HEV blue light exposure and help protect the eyes from blue light’s damaging effects? The investments HOYA makes to support independent optometry and keep patients in your practice needs your atten-tion. Immerse yourself with Science, Technology and Innovation by joining forces with HOYA and keep independent optometry alive and prosperous.

If you are looking for an Ally – Take a closer look at HOYA

Cease and Desist Commoditization

Dr. Lahr earned her optometric degree at The Ohio State University College of Optometry, followed by success in various private practice settings. She completed a Primary Care Residency at The Eye Institute at the Pennsylvania College of Optometry, Philadelphia, as well as an International Teaching Fellowship at the Hogeschool van Utrecht, in The Netherlands. Dr. Lahr has dedicated her career to teaching, twice earning the Clinical Science Teacher of the Year Award and, most recently, the Educator of the Year Award for Excellence in Teaching at the Pennsylvania College of Optometry at Salus University. Dr. Lahr has lectured extensively within the United States and abroad. She is currently the Director of Education for HOYA Vision Care.

Anne-Marie Lahr, OD

Learn more at www.ecpALLY.com

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We believe consumer research should help keep patients in your practice. Not drive them elsewhere.

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1-DAY ACUVUE® DEFINE™, 1-DAY ACUVUE® MOIST, NATURAL SHIMMER™, LACREON®, and VISTAKON® are trademarks of Johnson & Johnson Vision Care, Inc.

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THE BUSINESS OF PRACTICE Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour, by Fred H. Dubick, OD, MBA, FAAO.

one hour Quick Bites:

1-HOURQuickBites

1-HOURQuickBites

Fred H. Dubick, OD, MBA, FAAO

VieW & pAYYour statement online

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schedule challengesToday’s patients have an expectation of service that is much different that just a few years ago. Are your no-shows and last minute reschedules disrupting your schedule and leaving the office with lost revenue opportunities? Patients make and change appointments in a variety of ways that go beyond talking with your receptionist. Most people today value their time more than yours, or the local restaurant or other service providers. Our patients, or customers, have a work schedule that may have meetings and conferences running all day and these events are constantly in flux. They are at the mercy of their coworkers or immediate family members and their day rarely ends up as it was scheduled first thing that morning.

ECP’s must embrace the needs of our patient base and be flexible with our schedule. We don’t have the luxury of a multimillion-dollar software program that handles yield management like the airlines or hotels. That being said, the front desk staff must have some guidelines for overbooking to accommodate the falloff in the schedule. Additionally, if your practice has emergencies, that has to be taken into account as well.

Hopefully your data management system keeps track of the no-shows and schedule abusers and your staff can take that into account when double booking those patients. Give clear guidelines to the staff for limits for overbooking and how to add last minute emergencies.

Do be sure to confirm appointments with text messages, emails and telephones calls. Do thank patients for being on time. Do stay on schedule and see the patient within 5 minutes of their appointment time. If we respect our patients’ time, over time, they will learn to respect ours.

p9ENHANCEDNATURAL BEAUTY

The iris-inspired design of NEW 1-DAY ACUVUE® DEFINE™ Brand Contact Lenses

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Amelia is wearingNATURAL SHIMMER™

1-DAY ACUVUE® DEFINE™ Brand Contact Lenses are available with and without vision correction. As with any contact lens, eye problems including corneal ulcers can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness, or other eye problems. Consult the package insert for complete information, available from VISTAKON®, Division of Johnson & Johnson Vision Care, Inc., by calling 1-800-843-2020 or by visiting www.acuvueprofessional.com.

1-DAY ACUVUE® DEFINE™, 1-DAY ACUVUE® MOIST, NATURAL SHIMMER™, LACREON®, and VISTAKON® are trademarks of Johnson & Johnson Vision Care, Inc.

© Johnson & Johnson Vision Care, Inc. 2015 February 2015

A NEW CATEGORY of contact lenses that accentuates NATURAL BEAUTY. Based on the

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WITHWITHOUT

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HERE IS A SAMPlE REAdINg Of tHE tRAININg AvAIlAblE tO YOU:“In 2013, the optical channel was only responsible for 2.5 percent of sunglass units (compare average sell prices [ASP] $149 versus $15). Shouldn’t there be a difference between a $15 and $149 frame? Don’t you think that the customer expects there is but in the absence of your being able to describe it, in detail, they are left to think there is little difference?”

“Did you know premium sunwear is marked with US regulatory safety standards to help both the doctors and patients maximize lense benefits to protect their Vision? Quality sunwear provides better protection for the eye and its surrounding structures. Did you know that worldwide, 3.2 million people go blind due to prolonged UV exposure every year? In fact, the sun is the number one environmental factor that contributes to cataracts, the leading cause of blindness in countries where cataract surgery is not available. Therefore, consider discussing the reasons for premium eye protection.”

p12

Reception Counter or Chaos Central?By Jay Binkowitz, COT, COE, CPOT President Gateway Provider Network {GPN} www.GatewayPN.com

For years we have been preaching to eliminate what is now known as “the reception

area” which is really just another name for “chaos on display”. A place where we incorporate accounting, billing, scheduling, insurance verification, patient information, in appropriate conversations, collection of fees, data input and answering the phone just to mention some of the obvious chaos that is put on display in front of the entire office. It is amazing to me that after so many years of living with this chaos that more folks have not identified it as one of the first blocks used to build an invisible wall call “patient push back”. In the past 2 years I have visited practices where the chaos counter or as some of my friends refer to it “the circus” keeps getting bigger rather than smaller or better yet completely eliminated.

Why do we all have such a tough time breaking out of the old mode? Why aren’t we more sensitive to supporting a more pleasant experience for our patients? I wonder how we would set up our offices if all of our patients were cash paying consumers. Would we greet them nicer? Set up our offices to please them versus ourselves? Train our teams in the art of meaningful language? Get out of scrubs that look like we work in a veterinary office or are part of a team of folks ready to clean out the garage and dress nicer?

Let’s start by renaming the reception / chaos / circus counter to our “welcome center”. All you need to have at the Welcome Center is a fresh water dispenser with fruit like a nice hotel or a Keurig coffee maker and some nice snacks and protein bars you can buy at Costco. You can also have “a” computer for the purpose of having patient information on hand and looking up information as needed. But all the other piles of nonsense need to go. Let’s hand our patients an IPAD or Tablet to fill out needed information and start to transform the “have a seat and I will be with

you shortly after you fill out these forms” to “Hi Mrs. Jones, It’s great to see you again. Would you like a cup of water or coffee? We have all your information from you last visit and are looking forward to providing you with great care and a great experience today! Is there anything special you would like to review with me? ” WOW and I mean WOW in uppercase letters.

We MUST transform both the physical space and the meaningful language we use and the results will be amazing! Stop saying that it can’t be done and make it happen. Henry Ford said “Whether you think you can or you think you can’t your always right”. Don’t be right about cants! Ironically when I visit offices I see the chaos counter growing bigger and bigger. OMG! How much crazier can we make it? I visited a wonderful practice that used a beautiful French desk as her welcome counter and throughout the practice she had furniture no different then what she had in her own home. It was a wonderful experience that was fully engaging and relaxed. Remove the chaos! Get rid of the circus! That should be our new mantra and I dare all of you to step up and just do it. Move the bookkeeping, insurance and all administrative functions to a real office in your practice and transform the experience you provide to support a relaxed and surprisingly wonderful “hello”!

Set up a few nice shopping trays and get a frame from Pier One Imports with a sign that says “Grab a tray to shop and play”. Encourage freedom to shop and watch your sales and customer satisfaction grow! Patients do not want to be controlled and treated like children.

a) Sit down and fill out these forms

b) Wait till I call you

c) Did you bring your school lunch because there is a bit of a wait

d) Come with me so I can “pretest” you. {That’s meaningful language?}

e) I am done, just wait for the doctor here

f) Now wait here while your eyes dilate

g) Now go outside and the optician is waiting to abuse you a bit more before you can leave

Somebody please STOP and listen to your selves.

Global definition of reception - re·cep·tion {ri sep SHn} a formal social occasion held to welcome someone or to celebrate a particular event.

Our definition of reception – Fill these forms out and wait till we are ready for you and don’t ask me a lot of questions. I am sure you can see that I am busy.

We all know that the first and last minute of a patients experience in our practice are what they are likely to remember. So why not make it joyous and create “braggers” out of our patients that can’t wait to tell their friends and families about you and how wonderfully special the service they received was. OR you can just let chaos rule the moment and be just like everyone else and wonder why folks are uncomfortable spending money or even willing to come back let alone tell others about you.

The hospitality industry understands this all too well and has embraced it with a big hug! We need to do the same. Start by

a) Creating welcome areas that are warm and friendly

b) Change up the look and feel

c) Get rid of all those confusing brochures

d) Get rid of the signs that dictate what patients are not allowed to do

e) Get rid of the NO REFUNDS hello sign along with PAYMENT NOW.

f) Re-define the purpose

g) Create the scripts to support an outrageous experience

h) Get rid of the chaos and clutter

i) Hire a professional organizer to come in and assist

j) Make the commitment to yourself and your team. Do not accept “can’t”

“Choose a road or get off the road but don’t stand in the middle of the road”

- Jay Binkowitz

www.GatewayPN.com 631-626-9783

Reception Counter or Chaos Central?

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HIPPa CoMPlIaNCE

HIPAA compliance can be a confusing and stressful subject. Unfortunately the federal government has placed the burden of compliance on the provider and the fines for non-compliance can be staggering. Providers accused of HIPAA violations can spend thousands on attorney’s fees alone. In fact, Optometric Business Solutions was consulted on two cases where optometrists were accused of minor violation and spent over $25,000 on attorney’s fees. Sadly that is a small number compared to the average penalty of $250,000 for offices found to have no HIPAA materials. Even more surprising is that most offices are not aware they are at risk and assume because they have a patient sign a “HIPAA form” at the front desk they are in compliance. This simply is not enough. HIPAA compliance requires at a minimum:

1. A Notice of Privacy Practices

2. An Acknowledgment of Notice of Privacy Practices

3. A privacy manual

4. A security manual (including a security risk analysis)

5. Up to date Staff Training (and proof of that training)

Most offices have the first two items, some have number 3, few have number 4, and almost none have number 5. Without these basic items your practice is non-compliant and a very easy target for an auditor. If you have current and up to date materials for every item on this list, you are in a much better position than you colleagues, as the Center for Medicare and Medicaid Services (CMS) estimates that 83% of offices are non-compliant. If you are missing one or more of the items on the list, you need to do something about that as soon as possible. Not having a security manual will put you at risk of failing a Meaningful Use audit and having to return EHR incentive payments. Unfortunately, we have been consulted on this numerous times, and usually after the audit instead of before the doctor had the materials in place. Not having staff training is especially dangerous, not just because it is required but because an untrained staff is more likely to commit a true HIPAA violation.

Fortunately Vision West has partnered with Optometric Business Solutions to provide easy to use and inexpensive compliance materials. All of the compliance materials can be viewed and ordered through the custom Vision West portal at: http://www.vweye.optometricbusinesssolutions.com/.

Peter J. Cass, O.D. Vice President Development Optometric Business Solutions

OAKLEY EXCLUSIVEFRAME ONLY PROGRAM

WWW.VWEYE.COM

©2015 OAKLEY, INC.

CONTACT A VISION WEST SERVICE SPECIALIST TODAY (800) 640-9485

VISION WEST / OAKLEY PARTNERSHIP PROGRAM_NO ADMINISTRATION FEES WHEN BILLING THROUGH VISION WEST

_3% PRODUCT DISCOUNT

_5% QUARTERLY REBATE*

_$7.50 FLAT RATE FOR OVERNIGHT FREIGHT ON ALL RX LAB ORDERS

*MEMBER MUST BILL A MINIMUM OF $3,000 EACH QUARTER TO QUALIFY

NOW AVAILABLE FOR VISION WEST MEMBERS

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EY IN

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Job Number MKTG 15-10871 File Build: 9.0 x 12.0 in

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Requested By: Jordan Bleed Area: 9.25 x 12.25 in

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Looking for

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Everything You Expect from a Clearinghouse and More!

Vision West has partnered with VisionWeb to bring you a comprehensive suite of insurance services that makes processing claims and managing billing procedures convenient and efficient for your practice. VisionWeb’s insurance services help improve claim acceptance rates, shorten reimbursement times, and give you more control over this vital part of your business. Furthermore, VisionWeb only serves the eyecare industry, so they have a unique understanding of the insurance needs of an eyecare practice.

VisionWeb Features & Functionality:

Electronic claim filing, patient eligibility verification, claim status reports, online tracking, reporting & analytics, Electronic Remittance Advice (ERA), practice management integrations, and ongoing customer support & training.

Switching to VisionWeb is an easy transition for your practice because VisionWeb’s team of experts guide you through the enrollment process, provide complete training for you and your staff, and provide ongoing support should you ever need them. Call VisionWeb today to get started!

vision WeB

Products: Insurance Claims Processing/Billing Services

VW Discount: 10% off monthly fees for new and existing clients. $250 enrollment fee waived for new clients.

For more information contact: Anna Romano800.590.0873 [email protected] www.visionweb.com

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©2015 Allerga

r Patient Care

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Is Just a Click AwayEfficient Claim FilingIs Just a Click Away

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

www.visionweb.com

*Cannot be combined with any other offers. Discount is available to both new and existing VisionWeb clients. Clients must enroll in auto-payment of their account via credit card or ACH to qualify.

© 2015 VisionWeb, Inc. All rights reserved. VisionWeb is a service mark of VisionWeb, Inc.

Vision West members get 10% off the monthly fees* for VisionWeb’s claim filing service. That’s for both new and existing clients. Call us and mention that you are a Vision West member to receive this special offer!

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

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

Efficient Claim Filing

Special Vision West Member Discount

MEMBERDISCOUNT

Vision West 2015 Ad 6.indd 1 6/11/15 2:53 PM

p20 industrY updAtes

TIFFaNY UNVEIlS NEW STYlES IN EYEWEaR FoR SUMMER 2015

Tiffany & Co. introduces new options in the Tiffany Eyewear collection for summer 2015. The latest offerings in the optical and sun categories interpret the distinctive features of Tiffany Somerset™, Tiffany Signature™ and Tiffany 1837® jewelry designs.

Tiffany Somerset™ TF2116B (Optical)

The jewelry’s mesh motif is woven with a fabric-like feel and polished to a pearly sheen.

In pale gold or silver metal, this tactile design is finished with sparkling Austrian crystals—a rich accent for a square-shape acetate frame in Havana/Tiffany Blue, Cyclamen, Opal Blue and Black/Tiffany Blue.

Tiffany Somerset™ TF2117B (Optical)

Gold or silver mesh with Austrian crystals catches the light with every turn. The motif highlights a butterfly-shape acetate frame in Black/Tiffany Blue, Havana/Tiffany Blue, Red-purple with new Iridescent Violet and Matte Grey with new Iridescent Black. Also available in Asian fit.

Tiffany Somerset™ TF3048B (Sun)

A pilot’s frame is contoured in pale gold or silver metal with acetate in such hues as Dark Grey/New Iridescent Violet, Havana/Tiffany Blue, Black on New Tiffany Blue and New Iridescent Black. Lens colors include Grey or Brown Gradient and Tiffany Blue Gradient. The micro-knit mesh and Austrian crystals contrast beautifully with these color combinations.

Tiffany Somerset™ TF4106B (Sun)

A cat-eye acetate frame takes a wide-angle view of style in Black or Havana with Tiffany Blue, Red-purple with new Iridescent Violet and Matte Grey with new Iridescent Black. Lens colors include Grey or Brown Gradient; Tiffany Blue Gradient; and new Tiffany Blue Polar Gradient that renders Tiffany’s signature color—a symbol of style and

luxury worldwide—in an anti-reflective, shock and scratch resistant lens with 100% UV protection and visual acuity. The mesh motif of gold or silver metal bordered with Austrian crystals is seamlessly integrated in the design. Also available in Asian fit.

Tiffany 1837® TF2114 (Optical)

Tiffany honors its great heritage with a modern jewelry collection that incorporates its founding year. Tiffany Eyewear reflects this legacy with an elegant plaque in gold or silver metal inscribed with 1837 and the founder’s signature. The plaque appears at the temple of cat-eye acetate frames in Havana or Black with Tiffany Blue, Pearl Ivory/Chocolate and Pearl Plum/Black. Also available in Asian fit.

Tiffany 1837® TF4109 (Sun)

The Phantos acetate frame looks to the sun with pure sophistication and distinctive colors: Havana or Black with Tiffany Blue or Iridescent Tiffany Blue, Pearl Ivory and Pearl Green/Black. Lens colors include Grey or Brown Gradient and Tiffany Blue Gradient. A gold or silver metal plaque with 1837 and the founder’s signature accents the temple. Also available in Asian fit.

Tiffany Signature™ TF2111B (Optical)

A square-shape acetate frame assumes a bold outlook in Grey/Blue, Havana/Tiffany Blue, Black/New Tiffany Blue and Pearl Beige/Chocolate. The striking frame is finished with the jewelry’s X motif in pale gold or silver metal traced with Austrian crystals. Also available in Asian fit.

Tiffany Signature™ TF4108B (Sun)

An oversize acetate frame goes for glamour in Havana, Red-purple, Black/new Tiffany Blue and Pearl Beige/Chocolate. Lens colors include Grey or Brown Gradient and Tiffany Blue Gradient. The frame’s equally glamorous finish: the jewelry’s X motif set with sparkling Austrian crystals. Also available in Asian fit.

tiffanY & co.































Tiffany 1837® TF2114 (Optical)Tiffany honors its great heritage with a modern jewelry collection that incorporates its founding year. Tiffany Eyewear reflects this legacy with an elegant plaque in gold or silver metal inscribed with 1837 and the founder’s signature. The plaque appears at the temple of cat-eye acetate frames in Havana or Black with Tiffany Blue, Pearl Ivory/Chocolate and Pearl Plum/Black. Also available in Asian fit.

Tiffany 1837® TF4109 (Sun)The Phantos acetate frame looks to the sun with pure sophistication and distinctive colors: Havana or Black with Tiffany Blue or Iridescent Tiffany Blue, Pearl Ivory and Pearl Green/Black. Lens colors include Grey or Brown Gradient and Tiffany Blue Gradient. A gold or silver metal plaque with 1837 and the founder’s signature accents the temple. Also available in Asian fit.

Tiffany Signature™ TF2111B (Optical)A square-shape acetate frame assumes a bold outlook in Grey/Blue, Havana/Tiffany Blue, Black/New Tiffany Blue and Pearl Beige/Chocolate. The striking frame is finished with the jewelry’s X motif in pale gold or silver metal traced with Austrian crystals. Also available in Asian fit.

Tiffany Signature™ TF4108B (Sun)An oversize acetate frame goes for glamour in Havana, Red-purple, Black/new Tiffany Blue and Pearl Beige/Chocolate. Lens colors include Grey or Brown Gradient and Tiffany Blue Gradient. The frame’s equally glamorous finish: the jewelry’s X motif set with sparkling Austrian crystals. Also available in Asian fit.

About Tiffany & Co.Tiffany Eyewear is created in partnership with Luxottica Group S.p.A. and is available at Tiffany & Co. locations and selected opticians worldwide. Tiffany & Co. operates jewelry stores and manufactures products through its subsidiary corporations. Its principal subsidiary is Tiffany and Company. The Company operates TIFFANY & CO. retail stores and boutiques in the Americas, Asia-Pacific, Japan, Europe and the United Arab Emirates and engages in direct selling through Internet, catalogue and business gift operations. For additional information, please visit www.tiffany.com.

Tiffany, Tiffany & Co., T&CO., Tiffany 1837 and Tiffany Signature are trademarks of Tiffany (NJ) LLC, Tiffany and Company and their affiliates.



















industrY updAtes p21

ZIGGY® has launched the Sunny Sunwear Collection, a beautifully eclectic range of bespoke sunglasses designed by eyewear artist, Cendrine Obadia, who is renowned for her original, wearable art. The ZIGGY® by Cendrine O. Sunwear Collection is available now at from ZIG Eyewear USA.

The 24-piece collection features versatile and unique designs that stand out from the crowd and let your personality shine through. Exceptional craftsmanship and materials guarantee a lightweight and comfortable fit and assured quality.

Cendrine Obadia has spent more than 20 years honing her craft, and the French Canadian eyewear artist is creating some of the most innovative and inspirational pieces available on the market today. Combining vibrant colors, intricate detail and bold design features,

her standout style brings each frame to life in its own unique way.

The highest quality materials come together to create a ZIGGY® frame. OBE German hinges, multi-dimensional layering of acetates, laser-cut stainless steel and diamond cuts in the acetate are just some of the design measures that go into making these state-of-the-art sunglasses.

Each frame is designed to allow for prescription lenses, while some pieces feature polarized lenses.

Visit zig-eyewearusa.com to view the entire Sunny collection.

ziggY

For more information contact: ZIG Eyewear USA

[email protected] 877-907-9076

Morel releases women’s concept Alpha 35A from the Lightec collection. The .8mm stainless steel sheet is subtly stamped, decorating the lines that continue onto the temple. The indented finish creates an embossed design with graphic originality. Alpha 35A features Morel’s patented Alpha hinge. This concept is available in five models (three colors each), all in contemporary eyeshapes. This feminine frame adds a light, contemporary and comfortable option to Lightec. Lightec, a collection that combines lightness with technology Look forward to a follow-up release from Alpha 35 with an all acetate frame!

morel

For more information contact: Lisa Burns

[email protected]

Morel releases women’s concept Alpha 35A from the Lightec collection.

The .8mm stainless steel sheet is subtly stamped, decorating the lines that continue onto the temple. The

indented finish creates an embossed design with graphic originality.

Alpha 35A features Morel’s patented Alpha hinge.

This concept is available in five models (three colors each),

all in contemporary eyeshapes.

This feminine frame adds a light, contemporary and comfortable option to Lightec.

Lightec, a collection that combines lightness with technology.

Look forward to a follow-up release from Alpha 35 with an all acetate frame!


Morel - 500 West Main Street, Wyckoff, NJ 07481

Toll free : 1 800 526 8838 Fax : 1 888 631 9796www.morel-france.com

























p22

THE TRAINING YOU NEED TO GROW YOUR MEDICAL PRACTICE

Attend a boot camp to learn to confi dently practice full-scope optometry.

Expert faculty:

Scot Morris, OD, FAAO John Rumpakis, OD, MBAAllergan Eye Care Business Advisors

Register today at: AllerganODPathways.com Questions? Call 1-844-750-2020

Location Date

Houston, TX Saturday, 1/31/2015

Orange County, CA Saturday, 2/28/2015

Las Vegas, NV Saturday, 3/14/2015

Ft Lauderdale, FL Saturday, 4/11/2015

Ledyard, CT Saturday, 4/18/2015

Memphis, TN Saturday, 5/9/2015

Teaneck, NJ Saturday, 5/16/2015

St Louis, MO Saturday, 9/12/2015

Chicago, IL Saturday, 10/24/2015

Atlanta, GA Saturday, 11/14/2015

PATHWAYS IN MEDICAL OPTOMETRY™ Courses:

Each boot camp consists of 1 full-day course.Cost per course:First OD registration per practice$399 per course*

All additional practice registrations$199 per course*

*Cost required per PhRMA guidelines.

©2014 Allergan, Inc., Irvine, CA 92612 ™ mark owned by Allergan, Inc. APC35NB14 150142

Wed Dec 17 20:49:52 PST 2014 - 17749-01-82907.ps

$150 Savings for Vision West Members who attend this event*• Gaining access to insurance panels

• Maximizing practice productivity and performance

• Motivating and training your staff

• Understanding and implementing ICD-10 codes

• Improving billing and medical record compliance

• Differentiating vision plan visits vs medical plan visits

*Member will receive a $150 statement credit after attending the event. Member must submit a copy of the paid registration form to Vision West. $150 credit valid for one doctor per account. Contact customer service at 800-640-9485 for more information.

p23


THE VOICE OF V IS ION WES T15970 Bernardo Center Dr. San Diego, CA 92127-1828

1.800.640.9485 | www.vweye.com

have an idea to make opticenter Better? opticenter is a quarterly publication written, produced and distributed by Vision West, Inc. The first five members to submit an idea to [email protected] with their suggestions of how to make optiCenter better will receive a $5.00 Starbucks card.

have a cup of coffee on us.

O P T I C E N T E R D E S I G N + P R O D U C T I O N : P R O J E C T M A N A G E M E N T : oPTIPENDENCE increasing your [email protected]

a subsidary of NorthCoast-Creative.com

B R A N D I N G : I D E A T I O N : W E B S I T E S : S O C I A L M E D I A : e L E A R N I N G : P R I N T : I N T E R A C T I V E : P A C K A G I N G : N O N - T R A D I T I O N A L

Optipendence + NorthCoast-Creative.com | Contact us at [email protected]

it’s our way of saying

thank you!

Essilor labs of america (Eloa) and Vision West have teamed up to offer our members a way to earn rewards back when they increase their Eloa billing.

*Program will be tracked and awarded on a quarterly basis. Incremental new business will be determined by comparing the current quarters ELOA billing against the same quarter ELOA billing of the previous year. Offer only applies to actual ELOA labs and does not apply to Essilor partner labs.

For more information please visit our website at www.vweye.com or call one of our Customer Service Specialists at 800.640.9485.

Gift cards to be supplied by Vision West.

Starting January 1, 2015 and running through December 31, 2015, Vision West Members will receive a $25 AmericAn express gift cArd for every $1000 of incremental new ELOA business billed through your Vision West account.

PRE-SORT STDU.S. POSTAGE

p a i dPERMIT #236

92056

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

www.vweye.com

Change the World…please recycle this newsletter

Are you aware that Vision West members can earn rebates by increasing their purchase volumes with our premium Vendors? in addition to our already low discounts, Vision West has negotiated these following “money saving” deals with our premium Vendors:

Increase your savings by purchasing from our Premium Vendors today! Login to the member section at www.vweye.com for details of this program or call our customer service department at 800.640.9485.

premiUm VendOr$2015 LOyALty rebAte$

opticenter - the voice of vision west - summer 2015

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