Opticenter - The Voice of Vision West - Summer 2016

THE VOICE OF V IS ION WES T


Summer / 2016 www.vweye.com

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IN THIS ISSUE: FROM THE PRESIDENT’S DESK: Myopia Control Possibilities By Joseph C. Mallinger, OD, MBA, FAAO

1-Hour Quick Bites Contact Lenses Sales Retention Strategies By Fred H. Dubick, OD, MBA, FAAO

WANT TO IMPROVE SALES? CLOSE THE ESCAPE HATCH By Tony Milian CEO Practice Co-Pilot

MISSED APPOINTMENTS By Kim Williams-Justesen Marketing Communications Manager, Solutionreach

FIND US ON

FOLLOW US ON

866.853.8432 | www.carecredit.com | [email protected]

*Subject to credit approval. Minimum monthly payments apply. See www.carecredit.com for details. ^ Subject to change. VW0716OA

Don’t let prescriptions walk out your door

Make CareCredit a part of your daily routine.Call for more information and enroll at no cost today .̂

When he’s ready to step out in the latest frames and lenses, step forward with special

financing options* available with the CareCredit healthcare credit card. CareCredit may help

your patients get the products you recommend in the styles they want— while in your office.

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

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FROM THE PRESIDENT’S DESK P3

With more graduates gaining access to the Residencies of their choice and the entry point level of competency at its highest level in history – are you offering your patients those unique areas of expertise your training provided? If your practice does not offer Low Vision Services, Vision Training, and / or the expertise Rigid Gas Permeable Fitting requires – I would suggest to you that you are not practicing full scope Eye Health and Vision Care.

One very important and often overlooked area of Vision Care is the use of Rigid Gas Permeable Lenses (RGP) in Myopia Control. The long recognized field of ‘orthokeratology’ continues anew with the advent of the extremely high DK Value RGP contact lenses. Use of a secondary steeper curve and proper Optic Zone selection a quality RGP lens designed for overnight wear can and does produce 90 -95% of the time a change in low myopic patients (up to and including -3.00D of myopia) to the 20 / 20 vision line in just one night!Student athletes and average active teenagers of both gender will accept this with great pleasure.

Foregoing their ophthalmic Rx as soon as the next day is a great professional service you can and should be willing to provide. The knowledge each of you possess relative to corneal health and integrity, changes in corneal curvature secondary to proper RGP overnight wear and the ability to closely monitor the progress of these patients is within your expertise. Consultants I interviewed discuss these successes and are available for Vision West members interested in opting for this correction of myopia.

As an Eye Health and Vision Care specialist, you owe it to yourself to review the latest literature stating the use of both soft and rigid gas permeable lenses can and often does slow and / or prevent the extension of the Axial Length along with the corneal changes associated with these fitting procedures.

Every OD managing patients has observed the corneal changes produced by overuse / over wear of soft contact lenses. The purposeful changes occurring secondary to a properly designed and fitted RGP lens with high DK values ensures corneal integrity during the necessary changes producing 20 / 20 vision for low myopic patients -0.75 to -3.00.

Myopia causes social and physical problems for young people. A high school football or baseball player (young man or young woman) will readily accept the overnight RGP lens in order to be able to play his or her sport without having to wear their ‘safety ophthalmic Rx’.

Take some time, think what specialties you might consider within your office. Should you decide upon Low Vision or Orthokeratology your VWI account affords you access to the necessary fitting sets and to the vendors willing to support your efforts.

Be unique, practice your expertise and expand these offerings within your practice. Your patients will appreciate your efforts on their behalf and you will be putting all those years of training, your rotations and with some your preferred Residencies to great use. Why let that knowledge sit on the sidelines when your patients can and will be there for you and your knowledge.

For information regarding RGP / orthokeratology, vendors and Low Vision Vendors and Consultants please call the VWI Customer Service Representative at 1-800-640-9485.

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

President / CEO Vision West

Eye Health and Vision Care ProviderMyopia Control – A very real possibility today!

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

Program Enhancements

• All brands now qualify

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

• Increased minimum threshold ($3,000 per quarter)

• Excluded guaranteed rebate

• Reduced to 3 volume tiers

• Adjusted growth rate tiers

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

How will this benefit my practice?

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

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

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

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

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

• Easier-to-track three-volume tiers

Vision West® Program Revised Rebate Structure.

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

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

© Johnson & Johnson Vision Care, Inc. 2016

EYE-INSPIRED™ Design | Reliable, superior comfort—all month long

for more information visit acuvueprofessional.com

Because I know Sam wants a full month’s use from his lenses,

I prescribe NEW ACUVUE® VITA™.

*Compared to Air Optix® Aqua, Biofinity®, and Ultra™. ACUVUE® VITA™ Brand Contact Lenses are indicated for vision correction as a daily wear lens with one-month recommended replacement. As with any contact lens, eye problems, including corneal ulcers, can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness or other eye problems. Consult the package insert for complete information. Complete information is also available by visiting acuvueprofessional.com, or by calling: In Canada: Johnson & Johnson Vision Care division of Johnson & Johnson Inc. at 1-800-843-2020; In the US: Johnson & Johnson Vision Care, Inc. at 1-800-843-2020. Third-party trademarks used herein are the property of their respective owners. ACUVUE®, ACUVUE® VITA™, EYE-INSPIRED™, and HydraMax™ are trademarks of the Johnson & Johnson Vision Care Companies. © Johnson & Johnson Vision Care Companies 2016 10529926 April 2016

Patient ratings for ACUVUE® VITA™ were superior at weeks 1, 2, 3, and 4 for “Overall Comfort.”*

NEW HydraMax™ Technologyis a non-coated silicone hydrogel formulation balanced to help MAXIMIZE and MAINTAIN hydration.

HYDRATION is MAXIMIZED with the maximum amount of hydrating agent integrated throughout this lens.

HYDRATION is MAINTAINED with optimal density and distribution of beneficial lipids throughout this lens.

Grad student. Volunteer. Value conscious.

800.852.8089 x [email protected]

It’s Back To School Time!

Don’t let your patients go back to school without a year supply of contact lenses.

LEARN MORE! Reach out to your ABB OPTICAL GROUP account manager to discuss how our new staff training module can help your practice increase your

percentage of annual supplies shipped to patients.

ABB OPTICAL GROUP can help with our Annual Supply Staff Training Module and also the following Patient Retention Tools for you to present annual supplies to your patients…

• Patient Savings Tool

• Pencil Sell Tear Sheet

• Retail Price Monitor

• Comparison Sheet

• Your Web Store

• And More

• Product Sheets

• Manufacturer Rebates

• Guide to Patient Retention

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

visit: www.vweye.com

P7

Contact Lenses Sales Retention Strategies

We have not talked about contact lenses supplies to patients is some time. Patients’ choices for sourcing boxes of contact lenses have expanded significantly in the last couple of years. As ECP’s we view these products of prescription items to be carefully dispensed after an appropriate contact lenses evaluation in our offices. Our patients see them as a commodity available to them at the lowest cost from a hassle-free vendor that may be a big box retailer or more likely an Internet provider. We are required to provide the contact lenses prescription once we have finalized our professional evaluation and the patient is free to fill that Rx from the source of their choice.

We would like to control that contact lenses sales and maintain both continuity of care with the patient and whatever small profit is available. The patient will make that decision based on price and convenience. Our pricing for this commodity cannot vary much from the Internet providers because our patients are price checking our office on their smartphone standing at the front desk as they check out.

Either we choose to inventory that specific product based on a business decision, those boxes must be ordered for the patient or that potential sale walks out of the practice.

Here is where we need to use new technology to stay competitive with the Internet retailers. There are a number of different ways for our patients to order online directly through our websites and for the ECP to keep control of the materials component of this transaction. These include, but are not limited to:

• Your buying group may have an online store vendor that is turnkey for your patients to use

• Your contact lenses distribution company

• Many of the contact lenses manufacturing companies have user friendly portals

• Some of the stand alone vision care insurance companies as well

• Online stores are available from a variety of sources, but be sure that they are HIPAA compliant.

800.852.8089 x [email protected]

It’s Back To School Time!

Don’t let your patients go back to school without a year supply of contact lenses.

LEARN MORE! Reach out to your ABB OPTICAL GROUP account manager to discuss how our new staff training module can help your practice increase your

percentage of annual supplies shipped to patients.

ABB OPTICAL GROUP can help with our Annual Supply Staff Training Module and also the following Patient Retention Tools for you to present annual supplies to your patients…

• Patient Savings Tool

• Pencil Sell Tear Sheet

• Retail Price Monitor

• Comparison Sheet

• Your Web Store

• And More

• Product Sheets

• Manufacturer Rebates

• Guide to Patient Retention

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

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VISION WEST TEAM UPDATE P9

Many of you know and have enjoyed working with our Northern California Field Representative, Linda Butler. After 11 wonderful years of having her on our team, Linda recently retired and will be moving out of state to enjoy time with family. We are so thankful for her passion and commitment to Vision West and truly appreciate all she did to serve our members so well. She will be missed!

We are very happy to introduce our new Northern California Field Representative, Sueann Madsen. Sueann is a licensed ABO Optician who managed a very prominent practice on the Peninsula, as well as served as a teaching optician at UC Berkeley School of Optometry. She has capacity to help with staff training and is a fantastic resource. We are so thrilled to have her join our team and she will take great care of our Northern California members. Please help us welcome her! She can be reached at [email protected] or 510-432-9158

STATEMENT AND INVOICE RETRIEVAL

Did you know that you can retrieve copies of your Vision West statement or printable invoices from your office?

If you have any questions, please contact our Customer Service team via email or call 800.640.9485. We are happy to help.

Follow along with these simple steps below or view the website tutorial video by logging into your Member Home page and clicking on the Instructional Videos.

To get started, go to www.vweye.com and on the Vision West home page click on the MEMBER button in the upper left corner of the screen. Enter your Vision West account number and password chosen during your account set up.

Click on your Statements tab which will bring you to your Statements & Details page. Select the month of the statement you would like and the preferred format. For your monthly statement copy, select PDF

for a downloadable and printable document. For invoice retrieval select the month of the invoice, choose the HTML format and click View Statement. To view an invoice click on the blue invoice number. Most invoice numbers will open a HTML invoice page which will also contain a link to a printer version. Some invoices will not be available online. When clicked, these invoices will open an invoice request page. The invoice you clicked on along with others not currently available to print will be displayed. To request an invoice simply enter your name, email or fax number, check the invoices you would like and hit submit. The invoice or invoices will be faxed or emailed within 3 business days.

P10 SOLUTION REACH

Every optometrist knows the truth about patients missing appointments: not only is it impacting patients’ vision, but it’s impacting your bottom line. According to some estimates, the figure could be as much as $150,000 a year per practice. One estimate places the cost at $150 per appointment, while another finds the cost in labor, time, and resources at nearly $10,000 a year, enough to place newer or smaller practices in financial jeopardy. It’s clearly a significant problem, and many providers have simply shrugged their shoulders and tried to accept it as a cost of doing business. But what if you could recoup a significant portion of these losses without adding staff or putting added responsibility on existing staff?

Every year, your staff spends hundreds of hours trying to contact patients or remind them of appointments in an effort to keep your patients and your schedule on track. These manual reminders

are not just time consuming, they are only moderately effective. Using an automated appointment reminder system is significantly more efficient and saves you both time and money. An automated reminder system can reduce no shows between 40 and 80 percent, according to research by the Internet Journal of Healthcare Administration. Implementing an automated system can save valuable hours, representing a considerable savings to your practice and ensuring patients are more likely to arrive on time.

In addition to automated appointment reminders, Solutionreach now offers automated missed appointment notifications to help get patients back on track quickly and smoothly. You can now send no-show patients an automated notification when they miss their appointment. You control what the message will say – whether you want to simply notify patients of their

missed appointment or invite them to reschedule. It’s important patients understand their missed appointment can impact their vision adversely. It’s equally important they understand the impact on your practice. By notifying patients automatically of their missed appointment, you reinforce the importance of both their responsibility and health. Using an automated reminder is a convenient and economical means of redirecting patients to take appropriate action.

By reminding patients to reschedule, or even helping them by providing a “reschedule now” option, you are helping to provide important care to your patients while also ensuring the financial success of your practice. This creates a win-win situation that positively impacts everyone.

MISSED APPOINTMENTS

Kim Williams-Justesen, MARKETING COMMUNICATIONS MANAGER, SOLUTION REACH

Online Job Matching For EyecareProfessionals

CovalentCareers.com helps optometry practices find amazing sta� members from the comfort of their computer! By creating a profile you will see exactly which optometrists, opticians, and optical sta� that you match with.

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CovalentCareersVisit covalentcareers.com/visionwest to create your job listing and get the 15% o� Vision West discount!

TIME SAVING FEATURESSee all job seeker matches on a scale of 0-100% based on culture, clinical experience, work hours & long-term goals!

Find candidates who know your EHR system and o�ce equipment!

View all resumes digitally, no need to print stacks of paper and lose track of details!

Chat with candidates before your phone interview through an in-app chat system!

Automatically syndicate your job listing to indeed.com, simplyhired.com, newgradoptometry.com and more!

Sort hundreds of candidates instantly by criteria relevant to your needs such as location, residency and more!

Vision West members receive 15% o� of all job listings they purchase using the Vision West Discount Code - VWEST2016

Basic Listings are $299Vision West members pay $254.15

Premium Listings are $499Vision West members pay $424.15

Browse the profiles of local ODs, opticians and optical sta� looking for jobs!

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TECHNOLOGY I INNOVATION I MODERN LUXURY

Now providing Vision West Members withsome of the most innovative and distinguished

men’s eyewear brands in the world

12% DISCOUNTDiscount applies to Red Bull Eyewear, iHUMAN, and Von ArkelRemember to bill through your Vision West Accountmadvision.com I [email protected] I 888-961-4675

SVOne Pro is Smart Vision Labs’ next-generation autorefractor. It’s fast, portable, and scary accurate — the go-to choice for the modern professional. The tool goes where you go, whether it’s in the clinic, at a nursing home, or for a charitable clinic.

See how your colleagues use the SVOne www.smartvisionlabs.com/autorefractors

SMART VISION LABS

© 2016 Smart Vision Labs, Inc.

“The SVOne wavefront technology is precise. Its handheld size allows us to use it in all of our patient interactions.”

Doug Streifel, OD

* VISION WEST MEMBER DISCOUNT *

$400 off the SVOne Pro autorefractorRemember to bill through Vision West

THE FUTURE OF REFRACTION IS IN YOUR HANDS

TF 3052B

TF 2134B

TF 4123

TF 2137

TF 4125

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1837- THE MARK OF A LEGEND

The iconic hallmark of Tiffany’s founding year. The 1837 collection is a timeless favorite that inscribes the year Tiffany was founded into its design. Inspired by the lustrous metal contours and textures of the Tiffany & Co. wide cuff, this release delivers the essence of timeless luxury.

NEW HAVANAS SPOTTED TIFFANY BLUE The heritage of Tiffany & Co. - the diamonds, the glamour, the storied legacy of movies and song - is richly reflected in the signature Tiffany Blue that wraps the jeweler’s every creation. One glance at this glorious hue evokes not only excitement, but also appreciation for a legendary style that was crafted by artisans working in a tradition established more than 175 years ago. Leveraging on the strength of the brand’s color, these Havana variants spotted with the iconic Tiffany Blue are the LATEST additions to the brand’s exclusive color palette.

NEW ATLAS – A MODERN ICON

Atlas is style distilled to its very essence, bold enough to stand on its own, graceful and uncomplicated enough to stack and layer. The essential design of the New Atlas cuff with the intersecting Roman numerals provided inspiration for this release.

COBBLESTONE

Hand set with exquisite rose-cut diamonds, this collection evokes the romantic cobblestone streets of downtown New York and Marais in Paris. Modern elegance with sophisticated colors, the release provides a distinctive luxurious appeal.

Tiffany & Co. Celebrates 130 years of its classic solitaire “Tiffany” ring setting with a new campaign featuring its craftsman, rather than models. This new release evokes a modern yet refined elegance that is 100% inspired by jewelry.

Mobilize your office for an intensive, hands-on boot camp designed to transform your practice.

Optometry veteran or new recruit, you’ll gain extensive knowledge from our decorated faculty:

• Scot Morris, OD, FAAO• John Rumpakis, OD, MBA

Get moving! Register now at AllerganODPathways.com

Questions? Call 1-844-750-2020

It’s time to whip your practice into shape

LACE UPAND LET’S GO

© 2016 Allergan. All rights reserved. All trademarks are the property of their respective owners. APC85OU16 160675

March to one of these upcoming courses:Location Date

Tampa, Fl Thursday, 3/10/2016

Austin, TX Saturday, 5/14/2016

Cincinnati, OH Tuesday, 6/7/2016

Minneapolis, MN Saturday, 6/18/2016

Orange County, CA Saturday, 10/1/2016

Philadelphia, PA Tuesday, 10/18/2016

Each full-day boot camp course costs:

$399 per course*For the 1st OD registration

per practice

$199 per course*For all additional

practice registrations*In conformance with PhRMA guidelines, the program fees

are intended to balance the transfer of value.

$150 Savings for Vision West Members who attend this event*

• Developing your medical patient base

• Implementing ICD-10 codes

• Medical record compliance and accurate coding

• Gaining access to insurance panels

• Productivity, performance, and patient communication

• Motivating and training your staff

*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.

P18 NEW VENDORS

Mad Vision works in close partnership with some of the most preeminent and desired brands in the world, which enables us to offer high-quality, competitively priced products. With luxury, designer, sport, and affordable eyewear, our portfolio provides an option for any taste and demographic.

Our selections include popular worldwide brands that are renowned for quality. Each has distinguished itself in a competitive marketplace through a unique vision and commitment to craftsmanship. Truly amazing men’s wear. Red Bull – Brand DNA – Daring, Passionate, Innovative, Creative, Tenacious, Precise, Fun, Pushing the Limits, Spectacular, Courageous, Reliable, SportyiHuman –The Pocket Series is a high-end, functional, compact and lightweight optical frame with a case close to the size of a smartphone and easily fits into your pocket. The Offlimit Series is the first rubber-metal eyewear collection in the market. This series was created to provide extreme flexibility & strength.

The Findme Series offers an unprecendented solution for the absent minded. Locate your glasses with your smart phone, or locate your smart phone with your glasses thanks to an amazing downloaded application.

Von Arkel – Swiss Made Monobloc Stainless Steel frames without any solder or screws making them supple, durable, and extremely light with a patented hinge design that is completely wear-free

MADVISION

Products: Exclusive US Distributor of Red Bull Eyewear, iHuman Adaptable Eyewear, and Von Arkel Vision

VW Discount: 12%

For more information contact: Nick Palmiotto(888) 961-4675 [email protected]

Since its creation in 1994, Prisme Optical Group has continuously refined and expanded its expertise in exclusive eyewear.

Equipped with technical know-how, aesthetic sense, as well as merchandising and advertising expertise, Prisme Optical Group is a leading distributor of exclusive European designer frames.

Prisme Optical Group features a dynamic portfolio of brands offering you the customer a wide range of top Designer name brands. A dynamic brand selection that is unmatched in the optical industry. Frederic Beausoleil, Oliver Goldsmith Spectacles, Xavier Garcia, Tartine & Chocolat and Chick.

We offer three different incomparable eyewear perspectives from three key cities known for creation: Paris, London and Barcelona.

This diversity gives us three different artistic visions from neoclassical style with Beausoleil to fashion vintage avant-garde of Goldsmith without forgetting the metropolitan modernity of Xavier Garcia.

As part of our expansion in the US, we are also introducing 2 children’s collections: the original “timeless chic” from Paris, Tartine & Chocolat and from Italy the almost indestructible Chick.

PRISME OPTICAL GROUP

Products: Exclusive Distributor of European Designer EyewearBrands: Frederic Beausoleil, Oliver Goldsmith Spectacle,Xavier Garcia Barcelona, Tartine & Chocolat (kids) Chick Italy (kids)

VW Discount: 7 - 10%

For more information contact: Carole Menard(888) 281-9987 [email protected]

G r o u p e O p t i q u e

O p t i c a l G r o u p

NEW VENDORS P19

In 2014, Kering had initiated a strategic move aiming at building in-house eyewear expertise for is Luxury and Sport & Lifestyle brands, with a dedicated entity specialized in luxury, high-end and sport

eyewear managed by a skilled team of experienced professionals. With this new business model, Kering, together with its brands, will fully control the Eyewear value chain, from design to product development and supply chain, and from branding and marketing to sales. Our Brand Portfolio consists of:

BOUCHERON: Focuses on the QUATRE line to establish a clear association between Eyewear and Jewelry collections.

BRIONI: This one of a kind eyewear concept, handmade in Italy & Japan, focuses on a balance between technology and tailoring elegance.

BOTTEGA VENETA: A new design direction consistent with the Bottega Veneta master icon, the Intrecciato.

SAINT LAURENT: This strongly unisex line has made quality enhancements while maintaining their “Couture cool” and “Rebel Luxury” style.

STELLA MCCARTNEY: To embrace the brand’s environmentally-friendly philosophy these frames are sustainably made with the most avant-guarde bio-based materials.

ALEXANDER MCQUEEN: Iconic and oversize shapes primarily inspired by Alexander McQueen leather goods: gold metal inserts, piercing iconic details, with a vintage taste.

CHRISTOPHER KANE: This cool edgy capsule collection is designed to transform classic shapes and inspirations into extraordinary pieces.

TOMAS MAIER: The capsule collection has an iconic and timeless east coast design, translating understated and classy “casual side of life” with Italian manufacturing and integrity price range.

McQ: Strong focus on 2 iconic concepts to make a fashion statement: material clash of acetates and metals, for a modern vintage look; new full lens concept for urban and design driven styles.

PUMA: Leading innovation in the sport performance range, Puma continues their endless movement to push the sport forward and be Forever Faster.

KERING EYEWEAR

VW Discount: Up to 12%

P20 PRACTICE COPILOT

During a business performance assessment at an eye care practice last week I saw something that happens all too often. A potential sale was lost to the venerable opening of the escape hatch. A patient care coordinator was checking in a patient and proceeded to discuss retinal photography. After successfully recommending photography to the patient by discussing the benefits of possibly not needing dilation, the care coordinator discussed the fees not covered by insurance. A momentary pause took place as the patient was contemplating whether they were going to proceed. That’s when it happened. The care coordinator said “or you can just have the test done next year when you come back for your annual visit.” Immediately, the patient responded with: “yes, let’s do that instead.”

Unfortunately, escape hatches are opened multiple times a day, every day in just about every eye care practice we have visited across the country. The

escape hatch is a common human defense mechanism. It is a reaction to the “Uncomfortable Silence.” Teach your staff to be comfortable with the silence by helping them understand that silence is not rejection. Silence in most of these cases is merely a moment while the patient is contemplating their decision.

The uncomfortable silence is actually a tried and true negotiation tactic. Staff can actually use this silence to their advantage by being mindful of it. Once a patient enters their silent contemplation, allow the silence to continue. The patient themselves will become uncomfortable with making the staff wait for a decision and will be more likely to react with a “yes”. The golden rule when using silence as a tactic is “He who speaks first, loses.”

WANT TO IMPROVE SALES? CLOSE THE ESCAPE HATCH

TONY MILIAN CEO Practice Co-Pilot

For more information contact:

P R A C T I C E C O - P I L O T A T 9 0 4 -7 01 - 3 0 8 4 O R V I A E M A I L A T I N F O @ P R A C T I C E C O P I L O T . C O M

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

*SPECIAL PRICING IS AVAILABLE FOR VISION WEST MEMBERS.

Effective Immediately — The Vision West agreement has been renewed and enhanced

with member benefits in mind.Discount All Products

$0 – $1500 25%$1500 + 38%

* HOYA branded products include the iD and iQ series of lenses, Summit ECP and CD lenses, GP Wide and GP lenses and select AR coatings.

HOYA Honors Program Per Pair

iD MyStyle $20iD LifeStyle 2 & iD LifeStyle 2 cd $12Sync $5iQ SV/FT28, iQ Summit cd & ecp $5

Anti-Reflective Coatings

Recharge $8Super HiVision EX3 $5

* New and reactivated accounts receive a 50% discount, for 90 days, on HOYA branded progressives and any style lens with EX3 or Recharge.

For more information, contact your HOYA Territory Sales Manager or visit www.thehoyafreeformcompany.com

An exclusive offer only for Vision West

members.

For an Eye Care Professional, service is a big part of the job – and one that is a source of pride for many. Designing an optical to match that level of service is just as important when building up a successful business and practice.

Optical dispensaries can be a unique challenge: creating a retail space inside of a medical environment that functions cohesively and ultimately benefits one another. So is there room for improvement in your dispensary? Utilizing a Vision West partnered dispensary design company like Fashion Optical Displays is an easy way to get such questions answered. With years of experience, they are a great resource to help build or redesign your optical to be a functional and profitable part of your business.

Below are a few things to consider in helping your dispensary match the level of overall service you provide.

ERGONOMICSHow your optical flows with your office is important when evaluating your dispensary. Are there any “pain points” in the customer’s transition from reception, Doctor, and check-out? Things to keep in mind would be to make sure the optical is adjacent to waiting and reception areas (to promote browsing) and that there is a seamless transition from Doctor to Optician. The physical flow of the layout is important in achieving successful customer interaction. Bonus points: Patients should flow through the optical on the way to check-out.

SIZEWhen determining the correct size of your optical, the rule of thumb is: physical space determines product quantity. A too small or too large dispensary can greatly affect the practice as a whole. One has to consider patient capacity, product quantities, overhead cost, and proper employee ratio to discourage theft

and keep customers engaged. These are all factors that contribute to an overall balance of space and size of the optical in your practice.

MERCHANDISINGYou want to make sure you give a great first impression to any prospective customer that walks in the door. Because the dispensary is more of a retail environment, it should follow rules and best practices of retail.

Merchandising your product is a straightforward way to create an engaging retail environment. It is a tool to help promote certain brands, guide the viewers eyes to particular areas or even just direct them where to go with the appropriate use of signage, graphics, and seasonal props.

Learn more about optical merchandising by visiting www.fashionoptical.com and downloading their free Merchandising Guide, located on the homepage.

CURRENT TRENDSWhen looking to improve your dispensary, take into consideration current trends. From overall design to helpful merchandising tips, keeping an eye out

for what’s new can help elevate your business. In order to keep up, consider delegating a member of your staff to research what’s being done in the industry and what you can incorporate into your own business. Optical-related publications such as Invision and Eyecare Business are great resources as well.

These are just some items that go into designing an optical dispensary. If you have questions or would like to learn more about designing an optical, don’t hesitate to contact a designer at Fashion Optical Displays (800) 824-4106.

Fashion Optical Displays has been designing and working with Eye Care Professionals for more than 35 years and are known for their exceptional quality and service. And don’t forget, Fashion Optical Displays offers free complete office design and 10% off standard products to all Vision West Members.

(IMAGE) DISPENSARY DESIGNED BY FASHION OPTICAL DISPLAYS

BUILDING BLOCKS FOR A SUCCESSFUL DISPENSARY DESIGN

VENDOR PARTNER

CONTACT: (800) 824-4106 WWW.FASHIONOPTICAL.COM

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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.

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Opticenter - The Voice of Vision West - Summer 2016

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