VVV JUNE 2017 Vision Now magazine
NEW MyDay® toric daily disposable contact lenses
Featuring Smart Silicone™ chemistry and Optimised Toric Lens Geometry™ for unsurpassed comfort and exceptional visual acuity. Focus on Detail for Successful Retail
2 Great Conferences - 1 must attend event! Ricoh Arena, Coventry NEG Conference - Sunday 5th November Independents Day - Monday 6th November
NEG Conference - Open to members and non-members, Sunday 5th November For more details: Independents Night - Networking Dinner & Entertainment, Sunday 5th November 0844 324 0990 Independents Day - Business Symposium, Monday 6th November [email protected] iShow - FREE exhibition open to all, Sunday 5th and Monday 6th November www.independentsday.co.uk
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Inside VVV 27
Vision Now magazine is published by Peekay Publishing Ltd for The PK National Eyecare Group Ltd, the UK’s largest purchasing group for independent opticians. 7 4
News 4 iDay keynote speaker announced 7 Hoya launches new drivers’ lens Editor’s comment 9 Stepper unveils biggest release in 25 years In this month’s Developing Thoughts, Phil Mullins takes a stroll 11 AOP introduces peer support service down memory lane to remind members of the guiding principles 13 New specialist 28-lens set that led to the establishment of the Group’s forerunner, Percy 15 Shamir’s ready for its Close Up Kirk, more than 30 years ago and that still drive NEG forwards 15 An independent view today. From the launch of Optinet practice management software 25 years ago to the more recent introduction of Rendia Is it time to stop using the ‘F’ word? patient education software exclusively in the UK from NEG, it’s worth remembering 16 Developing thoughts that, as Phil says, it’s not all about the discount… More than just discounts In the Product Profile hot seat this issue is Essilor’s “revolutionary” new Varilux X 17 Product profile series lens, which the company says provides a 75 per cent match with wearers’ A marriage made in Linz visual needs within a 40-70cm arms’ length sphere. Also, learn more about the Silhouette Vision Sensation programme offering individually tailored progressive 21 Product profile lenses matched to Silhouette rimless eyewear; and hear how to manage your All in an arm’s length dry eye patients by focusing on the whole ocular system courtesy of Thea. 22 Talking heads In Talking Heads, listen in as Phil speaks with Positive Impact’s Nick Atkins about Plugging the gap in your offering punctal occlusion as a practice differentiator, and in Joan Grady’s Style dry eye service Spotlight, read about some emerging (and established) European eyewear talents. 27 Optics overseas We take a break from the norm in Optics Overseas to hear about a former multiple Flying solo Down Under optometrist who immigrated to Australia to set up a successful independent practice in Canberra. 28 Style Spotlight Emerging eyewear talents And, finally, if you’re feeling peckish then why not indulge in some light bites courtesy of Julian Wiles, whose new book aims to show how practitioners can 30 Suppliers’ directory generate new business intuitively and incrementally.
Nicky Collinson @PK_NEG Editor
Editor Nicky Collinson BA (Hons) [email protected] Editorial PA Sharon Hicks The Editor welcomes letters, articles and other contributions for publication in the magazine and reserves the [email protected] right to amend them. Any such contribution, whether it bears the author’s name, initials or pseudonym, is accepted on the understanding that its author is responsible for the opinions expressed in it and that its publication does Fashion Editor Joan Grady not imply that such opinions are those of The PK National Eyecare Group Ltd. Articles submitted for publication [email protected] should be original, unpublished work and are accepted on the basis that they will not be published in any other journal. Acceptance of materialfor publication is not a guarantee that it will be included in any particular issue. Business Editor Phillip Mullins FBDO Copyright © 2017 for Peekay Publishing Ltd. All rights reserved. No part of this publication may be reproduced or [email protected] transmitted in any form or by any means, including photocopying and recording, without the written permission of the publishers. Such written permission should also be obtained before any part of this publication is stored in Design and a retrieval system of any nature. Production Rosslyn Argent BA (Hons) Publisher Michael C Wheeler FCOptom DipCLP FSMC FAAO
VISION NOW is published by Peekay Publishing Ltd for The PK National Eyecare Group Limited, Clermont House, Cranbrook, Kent TN17 3DN VISION NOW is printed by P&P Litho Ltd, Ashford, Middlesex TW15 1AB
Vision Now JUNE 2017 3 NEWS 2 General Optical Council Vicky McDermott will step up as chief executive and registrar of the General Optical Council (GOC) on 4 September. She will join the GOC after three years as CEO of 1 the Papworth Trust, the leading disability Independents Day 2017 charity in the East of England. Vicky said: “I am delighted to be joining the GOC at what is a very exciting time for the organisation and the optical sector. I look forward to working with the council, staff, registrants and patients to build on the GOC’s strong reputation for protecting and promoting the health and safety of the public.”
Gareth Hadley, GOC chair, commented: “I am really pleased to welcome Vicky to the GOC. She brings a wealth of experience to the role and joins us at a pivotal time for the organisation. I would also like to thank Samantha Peters for the significant Vicky McDermott contribution that she has made to the GOC best for the future.” Samantha Peters leaves over the past six years, and wish her all the the GOC this month. Laura Tenison MBE
Independent retail entrepreneur, Laura Tenison MBE, is the keynote speaker for this 3 Eyespace year’s Independents Day (iDay) conference taking place at the Ricoh Arena, Coventry, Eyespace is giving away colourful retro 10- resonated from our youth and that kids on 6 November – following the NEG in-one pens with every purchase of Rock today hadn’t seen before. Building for Success Conference at the same Star eyewear this summer. Nicky Clement, venue on 5 November. The founder and marketing manager at Eyespace, commented: “Rock Star is known for its contemporary managing director of the highly successful “In every aspect of our lives nostalgia has twists on retro styling, trend-led prints and independent children’s clothing business, gained full momentum – from social media bold use of colour and these are all present JoJo Maman Bebe, Laura will open the to celebrity style we’re seeing the return in the pen,” Nicky continued. “Everyone conference under the theme, ‘Focus on of icons of our youth and those of the who has seen it has loved the innovative detail for successful retail’. generations before us. With love being interpretation of the brand personality and shown to the ‘80s and ‘90s right now, we how it allows young glasses wearers to Nick Atkins, managing director of iDay stepped back in time to find something that engage with Rock Star in a fun way. There’s organiser, Proven Track Record (PTR), said: definitely going to be some stationery envy “Following the success of last year’s ‘How to at schools across the country come be a retail champion’ theme, delegate September.” Developed for children aged feedback was to delve a bit deeper into from five to 15, the Rock Star range features some of the subjects covered. And with the everything from cool retro tortoiseshells vast majority of independents relying on and HD-prints, to superhero-style emblems the bulk of their income being derived by and on-trend mirrored lenses in 56 frames retail product sales, we wanted to continue and four sunglasses. to delve into what being a successful optical retailer means nowadays.
“Laura is an inspirational business and motivational speaker who addresses women’s groups, business conferences and networking events in the UK and internationally; she will undoubtedly be a fantastic opening to this year’s iDay,” added Nick. Bookings for iDay will open soon, and details of the line-up for Building for Success 2017 will shortly be announced. Nod to nostalgia in summer kids’ promotion
4 Vision Now JUNE 2017 #lovewhatwesee eyespace-eyewear.co.uk | 01527 870 550 Stepper (UK) Limited 11 tannery Road Tonbridge Kent TN9 1RF 01732 375975 www.stepper.co.uk Frame style shown: SI-20042 NEWS
4 Rodenstock 5 Hoya
Creating “the perfect lens” with the DNEye2+ New EnRoute lenses for drivers
Following the launch of lenses incorporating Hoya has launched a new lens product dedicated to drivers. Equipped with a specially DNEye data, Rodenstock has launched its developed glare filter, EnRoute driving lenses are said to significantly reduce distracting next generation scanner – DNEye 2+. With glare and reflections while improving contrast and brightness perception. They specifically detailed visualisation of the wavefronts and cut light in the blue spectrum, reducing light scatter and distracting glare from the dashboard, simulation of ametropia, the DNEye 2+ streetlights and the headlights of oncoming traffic. At the same time, they are said to calculates both the low and high order enhance the transmittance of necessary light, improving contrast and brightness perception. aberrations for distance and near vision, as well as individual pupil reaction to brightness. EnRoute progressive lenses incorporate an Integrated Double Surface Design for wider Accurate transmission to 1/100 dioptres visual fields and fast switching between distances; and Balanced View Control for stable with integrated corneal topography and image perception in dynamic driving situations. For professional drivers, Hoya has also autorefractor function, the new model also developed EnRoute Pro. It offers all the benefits of EnRoute, plus a contrast-enhancing filter measures opacities of the refractive media for improved contrast and colour perception, and even better glare reduction than the using retro illumination. It features an standard solution. EnRoute Progressive Pro goes a step further, with an optimised design integrated Scheimpflug pachymeter and for the viewing distance to the dashboard and mirrors, and includes optional tailoring to provides a detailed analysis of the anterior the individual wearing conditions. eye chamber and an air blast applanation tonometer for contactless measurement of intraocular pressure. 6 Heidelberg Engineering Rodenstock calculates the ideal correction for the end consumer based on the subjective John Tudor and Kevin Hughes have joined refraction, combined with aberrometric Heidelberg Engineering as technical support measurement data. The influence of the managers for the Central and Northern individual pupil sizes on the correction regions respectively. They bring a combined values is also taken into account. Combined 30 years of experience to the team and are with its Eye Lens Technology, EyeLT, dedicated to providing gold-standard support Rodenstock believes it can create “the to customers in their regions. In addition, perfect lens”. This patented technology is Debi Robson has been appointed as customer the first to implement near refraction in a experience coordinator to provide customers lens irrespective of the distance refraction. with a single point of contact for all helpdesk, It is said to be unique worldwide and gives contracts and order processing enquiries. the wearer razor-sharp and high-contrast Overseeing the growing team is Phill Ennion, vision, particularly at twilight. Phill Ennion who has taken on the role of technical services manager. Phill, who’s been with the company for 15 years, said: “We are excited about the combined wealth of experience the new additions to the team will bring, which will ensure we continue to provide the high level of care our customers expect and deserve.” 7 Shamir
Shamir has launched a ‘Satisfied or three company values [quality, service, Bareham, general manager of Shamir UK. exchange’ campaign with Transitions value] in every campaign launched as we Practitioners can decide a three-month exclusively for independents. It gives believe independent opticians can thrive period to launch the campaign, with patients the chance to try Transitions with a with our support regarding business support from their area lens consultant, free, 30-day exchange to clear lenses if marketing tools, quality lenses and including point-of-sale. Email requested. “We want to incorporate our supreme value for money,” said Phil [email protected] for details.
Vision Now JUNE 2017 7 Call 01442 502330to findoutmore. for confident clinicaldecisionmaking. because webuilditwith thecoreDNAneeded Every SPECTRALISisinstantly recognisable Nopupildilationnecessary • • Laptop option • Compact table Configureyouridealset-up • Small • Intuitive reports • Minimal training • 3-click exam • Semi-automated workflow Simple You canafford tobeconfident.
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313194-001 UK.BE17 © Heidelberg Engineering GmbH NEWS
8 Stepper 11 Continental Eyewear
New Thin & Light model SI-20057
Stepper has released its single largest collection of new frames in the UK for 25 years. “With 29 new frames in different colour and size combinations, this represents our Rob Blow, Continental Cup winner commitment to delivering new product and confidence in the design direction the Stepper brand is taking,” said Peter Reeve, Stepper UK managing director. The frames frange from Continental Eyewear’s annual Golf Day took plastic TX5 to titanium, from classic to fashion for both genders. place at Sandiway Golf Club in Northwich, Cheshire, on 9 May. The company welcomed The SI-20057 (pictured) joins Stepper’s popular Thin & Light range. “Advances in the TX5 practitioners from all over the UK to participate in its popular annual event to material and manufacturing processes allow for plastic fronts that have ‘almost-metal-thin’ compete for the prestigious Continental Cup. profiles,” said Peter. “This comes with the depth of colour, material warmth and bridge This year’s winner was Rob Blow from DI comfort traditional metal materials struggle to give the wearer. The sides of the SI-20057 Blow Opticians, Nottingham, who is pictured are beta-titanium allowing for flexibility, lightness and durability; complementing the (left) receiving the Cup from Bob Sutton, slender front styling.” Continental’s finance director. In other news, Joshua Marsh has joined Continental 9 Dunelm Optical Eyewear as its new area sales manager for the South West.
The Lyle & Scott collection of ophthalmic frames newly available from Dunelm 12 mark’ennovy Optical is generating wide interest across the sector, appealing to patients of all ages, reports the company. A classic brand, Lyle & Scott focuses on fusing athletic performance with technical features. This is evident in the Darvel 3 frame (pictured). Using the Wide appeal across the ages finest acetate materials and optical engineering, the frame is created using cutting edge frame technology. It has interesting pin detailing at the corners and a contemporary, retro metal bridge supported by a masculine shaped frame yet tempered with softer mottle accents. Shown in dark brown mottle, Darvel 3 is also available in military green and matt black. New contact lens box labelling mark’ennovy has introduced Right and Left 10 College of Optometrists labelling to contact lens boxes to make identification easier. “mark’ennovy is constantly looking at little ways to improve Bookings are now open for the College of Optometrists’ fifth Optometry Tomorrow our offer to eyecare professionals as we Bitesize conference taking place at the Hilton London Wembley on Sunday 10 September. believe that if we can make the little things The conference, offering up to nine interactive CET points, will include some of the most easier, the rest takes care of itself,” said Chris well-received lectures, peer discussions and workshops from the College’s two-day Carter, group marketing director. “So many annual conference, Optometry Tomorrow, which was hosted in Birmingham in March. professionals have to open up the cartons to The programme features five lectures including by Dr Margaret Woodhouse on binocular write Right or Left on for their patients, so vision and children, and by Imran Masood on glaucoma. Find out more at with this initiative we are just helping by www.college-optometrists.org/bitesize2017 automating that part of the process.”
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13 Louis Stone (Optical) 15 No 7 Contact Lenses
Jack wears icy 282 Flex C1; Keisha wears icy 284 Flex C2 Mads Mikkelsen wears hand-painted lenses in Casino Royale Louis Stone (Optical) is ushering in the summer with a new fashion campaign that promises to ‘pack a powerful colour-pop punch’. With striking, urban street images and No7’s hand-painted lens service is expanding more relaxed ones in a sociable, restaurant environment, Louis Stone promises to stand its therapeutic and theatrical offering. Sci-fi out this season, with the introduction of a wood-effect, keyhole bridge and on-trend special effects and realistic colour changes rounded frame collections – as well as some of its most popular and well established are now a significant area of business frames that currently make up the catalogue. More than 100 spectacle frames and cases growth for No7, with the company’s lenses can be viewed in the catalogues at www.louisstone.co.uk worn by X-Men, Jenna Coleman in Victoria, characters in the Penny Dreadful series and Tom Cruise’s character in Valkyrie, with 14 Norville others in the pipeline. However, many orders received from hospital eye departments and optical practices reveal tragic cases. Everyday frames at an affordable price are epitomised in the Mai-Zee collection from Norville, which has four new styles for patients to choose from. Designs represent Lee Adams, specialist lens painter at No7, ‘feminine chic’ with a choice of shapes, including round, cat and quadra, encompassing explained: “Some of the patients have been both classic and contemporary elements. The new releases offer a mix of metal and in accidents, while others have congenital acetates, while the colour palette incorporates traditional conditions, albinism, iris and corneal injuries black, vibrant pink and contrasting marbling tones. and heterochromia. Sometimes our lenses are used to improve the appearance of strabismus or as a cosmetically acceptable occluder to eliminate double vision in patients with diplopia. We can paint the lenses to cover up damage and match them to the good eye, hiding any disfigurement. Working from photographs, we use a very fine brush on soft lenses – sometimes the work is so New Mai-Zee model MZ059 fine we are working with just a few hairs.”
16 Association of Optometrists
The Association of Optometrists (AOP) is anonymously and in confidence to a fellow overwhelmed and I’m glad to be part of a offering a new peer-to-peer support by phone optical professional about an issue or stress service which addresses that – giving service for those experiencing a difficult they may be facing in their work or home life. individuals a dedicated space to share situation, stress or anxiety. The AOP Peer those worries, unburden themselves and Support Line provides a listening service for Optometrist and chair of the Peer Support gain easy access to emotional support.” individuals at any stage of their optical career. Line, Thurka Sivapalan, said: “We know that More information and a video introduction is It gives callers the opportunity to talk practitioners can sometimes feel available at www.aop.org.uk/peersupport
Vision Now JUNE 2017 11 INTRODUCING Exceptional comfort unites with a proven multifocal design Bausch + Lomb ULTRA® for Presbyopia
MoistureSeal™ Technology • Helps maintain 95% of lens moisture for a full 16 hours1
3-Zone Progressive™ Design • Provides outstanding near, intermediate, and distance vision2 • Offers easy, predictable fitting where 80% of patients were successfully fitted in one visit2,3*
® *When the ECP followed the fitting guide for the 3-Zone Progressive™ Design of PureVision 2 for Presbyopia lens. REFERENCES: 1. Data on file. Bausch & Lomb Incorporated. Rochester, NY; 2013. 2. Data on file. Bausch & Lomb Incorporated. Rochester, NY; 2015. 3. Thirty-nine ECPs (from 10 countries) refitted 422 existing soft contact lens wearing presbyopes into PureVision®2 Presbyopia lenses. Patients returned for follow-up visits after 1-2 weeks. ECP assessment of lens performance including ease of fit, and patient satisfaction with lenses in real-world conditions, were measured using a 6-point agreement survey.* Bausch + Lomb ULTRA, MoistureSeal, and 3-Zone Progressive are trademarks of Bausch & Lomb Incorporated or its affiliates. NEWS
17 Bausch + Lomb 18 Lenstec
Julbo Life model Soho
Following its successful launch at Mido earlier this year, the Julbo Life ophthalmic frame collection has been expanded with four new styles available to NEG members through Lenstec. The new Zenlens Dx set The light and flexible models come in a range of eye-catching colours offering “superb comfort Bausch + Lomb has advanced its range of and outstanding ergonomics”. Julbo Life frames are described by the company as “everyday specialist lenses with the new 28 Lens eyewear” offering all the benefits of the Julbo technology developed for athletes. Zenlens Dx Set. It provides lens diameters of 16mm and 17mm, prolate and oblate 19 Brulimar designs and a 28-lens diagnostic set. Zenlens also features SmartCurve technology, which allows the modification Brulimar has signed a licensing deal with Time Life securing exclusive branding rights to of specific parameters to create a bespoke establish a collection of LIFE reading glasses and other optical products for an initial five-year period. The company has already developed five reading glasses designs made with the lens. Toric peripheral curves, customised lightweight memory plastic, ultem. Each frame comes with a Life monogrammed slip-in centre thickness, flexure controlling profiles, pouch. A floor standing Life branded self-service display that holds 125 frames is also and front toric Rxs can also be ordered available, and all five eye-shapes are available in lens powers +1.00, +1.50, +2.00, +2.50 if needed. and +3.00. Some also come with a polarised sun clip.
The Zenlens launch includes an educational Howard Librae, CEO of Brulimar, said: “Quality in both frame and lens is often neglected and forum, supported by Richard Smith, Bausch + generally, high-quality reading glasses like what we have designed for Life are often just Lomb’s technical and scientific manager. not available to purchase off the shelf. Brulimar is looking to tap into and develop branded This will primarily focus on the issues reading glasses and offer them through pharmacies, department and other High Street stores.” around corneal irregularities and include a demonstration of the lens set. Richard said: “It can be extremely challenging to provide comfortable corrective lenses for people with corneal irregularities. However, the range of options afforded by Zenlens, and the opportunities for bespoke adjustments which are made possible with SmartCurve technology, makes it much simpler to find a solution.”
Licensing deal with Time Life
20 General Optical Council
An independent report summarising more responses to our call for evidence, show on the direction of travel for eyecare than 50 stakeholders’ responses to the that there is strong desire from across delivery, and that the roles of optical General Optical Council’s (GOC) call for the optical sector to be involved in shaping professionals and therefore the system of evidence on its Education Strategic Review the development of the UK’s system of education and training will need to change will be published in July. GOC director of optical education. as a result.” A draft consultation on the strategy, Alistair Bridge, said: “The number, issues raised in the review will be as well as the detail and quality of the “The responses demonstrate a consensus presented to council in November.
Vision Now JUNE 2017 13
NEWS
21 Shamir AN INDEPENDENT VIEW Shamir’s Close-Up technology adjusts the reading zone inset of every lens to the individual patient’s convergence during near viewing. Adjustments are made in 0.1mm steps within a range of 0-5mm. “In other words, the lens is custom-adjusted to the individual’s near PD, relative to their far PD,” Is it time to stop using the ‘F’ word? explained Phil Bareham, Shamir general manager. “This advanced lens design technology creates lenses that meet individual differences, from There is little doubt that the introduction and physiological traits such as distance between pupils, length of arms, or widespread use of the marketing gimmick of convergence/divergence disorders, to lifestyle, type of work, hobbies, and ‘free’ eye tests has served to demean and so on. The result is a highly personalised lens that meets today’s visual devalue the professions of optometry and performance demands, whether average or irregular, for near and dispensing optics. intermediate viewing.” It is not only perceived, but accepted wisdom 22 that there is no such thing as ‘free’ in life. BCLA/FMO Somewhere along the line, someone pays. In the world of optics this might be that the The British Contact Lens Association (BCLA) patient (or as some call them ‘consumer’) pays and Federation of Manufacturing Opticians through the purchase of eyewear that is either (FMO) will be sharing a home at overpriced or oversold. Alternatively, it may be 199 Gloucester Terrace, London W2, from the that the taxpayer is funding the ‘free’ eye test end of June. ‘199’ as it is affectionately known, by way of the GOS fee. was bought jointly by ABDO, the FMO and Whichever, there is no business model that can FODO in 2002 and the joint owners are all operate at a loss and someone, somewhere delighted to welcome BCLA to the building. along the line pays. At a macro level, the professions of optometry and dispensing optics BCLA, chief executive, Cheryl Donnelly, said: are paying through the devaluation of the “We have been without a permanent base excellent clinical and dispensing service that for a while, using serviced offices in London, independents in particular routinely provide to and it is a real pleasure for us not just to their patients. have found a new home, but to be with the New home for BCLA other optical bodies in the same building. It With the supply of glasses and contact lenses is an ideal situation for us and we are grateful to everyone at 199 especially moving inexorably to electronic channels, in the FMO.” Bryony Pawinska, FMO chief executive, added: “I am so pleased common with all other supply chains, the that we will be able to share our beautiful offices with Cheryl and her team multiples’ business model is under threat and from the end of June. The FMO is a small organisation, often with just one they have clearly stated their intent to move person in the office so we are all looking forward to enjoying their company up the value chain to a more clinically driven as well as the benefits of having the BCLA in the same building as the service offering. Surely even the multiples can three owners.” see that providing a greater quality of eyecare is totally inconsistent with a ‘pile them high, 23 sell them cheap’ (or free) approach to General Optical Council delivering what is an essential health service. Has the time come when every dispensing New guidance on obtaining valid consent in practice can be downloaded from optician and optometrist should abandon the the Standards section of the General Optical Council (GOC) website. This ‘F’ word and start to rebuild the value in the supplementary guidance is intended to support registrants in meeting public eye of the excellent optical health care Standard 3, Obtain Valid Consent as outlined in the Standards of Practice for service that is provided by dedicated Optometrists and Dispensing Opticians and the Standards for Optical Students. professionals, particularly in independent It reflects patients’ rights to determine what happens to their own bodies and practice, every day across the UK? to make informed choices when purchasing optical appliances and services.
Following a consultation on the GOC’s standards of practice in 2015, registrants requested that further guidance on how to meet Standard 3 in their day-to- day work be provided. Stakeholders were consulted, including the public, to develop this. The GOC stressed, however, that the new guidance did not create new requirements or give legal advice – and that registrants should use their professional judgement in applying this guidance in practice.
Three separate legal frameworks on assessing capacity to consent for England and Wales, Scotland and Northern Ireland to help registrants understand their legal obligations in relation to this area, have also been published.
Vision Now JUNE 2017 15 PRACTICE MATTERS Developing thoughts With more than 1,000 members across the UK, NEG is by far the largest purchasing group dedicated to supporting the UK’s independent opticians
More than just discounts
Established in 1979 as Percy Kirk, before members leaving other software providers has paid, how much they pay and so much becoming the National Eyecare Group in the and taking Optinet FLEX, for its cost- more. If you have Optinet FLEX, OPS can be mid 1980s, practices still join us for the same effectiveness, its ease of use and the way it controlled directly from the software so reasons as they did at the beginning – fits in with your day-to-day business flow. making it even easier. discounts and single billing – and for the last 25 years, the holiday incentive, which must Still keeping with the software theme, NEG We all know how often legislation changes, be the longest running and most successful also offers Rendia, which is probably the particularly around human resources and incentive programme in optics. Although world’s leading patient education software. health and safety, that is why we asked the discounts and simplified billing remains It offers high quality videos, animations and Xact to set up an information portal for our our major focus, over recent years we have slides to help support your messages and members to cover these important areas of introduced services that can further support educate patients about everything optical. legislation. The content is specific to our members’ business.’ The benefit of Rendia is that it’s not just a industry and has already proved highly few animations to play in your reception beneficial to many members. This service is WHERE IT ALL BEGAN area, it offers thousands of pieces of content free of charge to all members, but if you It started over 25 years ago with the which can be shown in the waiting room, would like additional support there are very introduction of Optinet practice the consulting room or on the web. You can cost-effective options available, from management software (PMS). With almost even email content to patients or share it on adding contract templates and a few hours 400 users across the country, Optinet is one social media. One feature that changes the of one-to-one contact to a full-on HR of the most successful systems on the way in which you explain conditions to your support service. We introduced Xact to act a market today. FLEX, the very latest software patients is the exam mode, where you can little like an insurance; a lot of the time you from Optinet, offers a comprehensive use high definition slides and animations to won’t need it hopefully, but when you do system that covers everything from patient draw on and show your patients what you it’s there to support your business and records, through to clinical records and mean rather than just tell them. potentially save you time and money. integrated mailing for recalls. BEHIND THE SCENES SUPPORT For many years, we have worked with Members in Scotland will be interested to Other services that we have introduced to Acceptcards to bring improved merchant know that with FLEX you can claim your GOS members have been more about card services to our members. This service 1 payments directly from the software, so supporting your business behind the has saved members hundreds if not you don’t have to submit the paper version, scenes, like Optical Payment Services thousands of pounds, but as with all of for which there will soon be a charge for, or (OPS). Designed to offer members an easy- our service providers Acceptcards didn’t keep having to log on to a website. We are to-use, economical way to make payment just make a one-off offer; over the years seeing an ever-increasing number of collection by direct debit, OPS is helping they have continued to negotiate on our practices build loyalty and added value to behalf regularly gaining improvements to not only contact lens collections but also what’s on offer to you, the members. The enabling practices to offer to spread the most recent offering comes from payments of spectacle purchases. Until Barclaycard, which now offers members recently, legislation prevented taking more terms that we believe are the very best on than three payments before a business the market today. would need a credit licence, but now you can collect up to 12 payments, provided For more details about what we offer to there is no interest or charges added to the our members, visit our website at cost. This means that spreading the cost of www.nationaleyecare.co.uk or email purchases has never been easier. OPS is a [email protected] with a paperless DD service that is operated via a brief message of what you would like to More and more practitioners are secure website, that allows you to set up know, and we will make sure the right opting for Optinet FLEX and change payments as well as see who person contacts you.
16 Vision Now JUNE 2017 PRODUCT PROFILE A marriage made in Linz
Moving into the lens production business has set a new milestone for rimless eyewear pioneer Silhouette
This spring Silhouette made its move into Each stage of production is carried out Silhouette has also developed the Clear the lens business, producing a range of under the Linz factory roof and Silhouette Sensation premium coating to complement ophthalmic lenses specifically for its own guarantees delivery within 96 hours the package. “Along with a very subtle green eyewear line to be sold as a complete anywhere in Europe. With the end-user in residual reflection and 99.5 per cent package under the Silhouette Vision mind, Silhouette has also created the Vision transmission, Silhouette Clear Sensation Sensation programme. The USP of the Sensation app, enabling patients to see complements the minimalist look of all our programme is that it creates individually how the lenses will look in their personal frames,” explained Alok. “The lenses not only tailored premium progressive lenses prescription before they buy, with more improve the aesthetics of the Silhouette matched to Silhouette frames, rather than than 400 lens shapes to choose from. The frames but preserve the optical integrity of focusing on the production of stock app allows for quick and easy consultation the spectacles. This gives our ECPs complete lenses. It is this which the company and ordering, freeing up more time for confidence in our products and greater believes sets its new initiative apart from practitioner and patient engagement. patient satisfaction and loyalty. Frames and traditional lens manufacturers. lenses ordered directly from us as a complete USP FOR INDEPENDENTS pair of spectacles, with precise fit and Silhouette’s lens lab in Linz, Austria, is now Speaking to Vision Now about the benefits optimum comfort, dramatically reduces costs producing single vision and progressive of the new programme for independent for our ECPs. It further avoids glazing and lenses for rimless and full-rimmed practitioners, Silhouette’s UK sales manager, assembly errors and risks, giving practitioners spectacles under its own name – Silhouette Alok Machchhar, said: “Silhouette frame more time to spend on patient care.” Panorama. The emphasis is on progressive wearers have very high brand loyalty, which lenses for rimless spectacles and optimising benefits our ECP partners with guaranteed BOLDLY GOING FORTH vision right to the very edge of the lenses. repeat business. Silhouette Vision Sensation Commenting more widely on the new The initial Silhouette Vision Sensation range further strengthens this consumer loyalty by direction Silhouette is taking, CEO Jan includes transparent optical lenses and offering innovative lens designs, which Rosenberg, said: “Silhouette is well-known lightly tinted versions in five different follow the same ethos and passion of our for its bold business decisions and its colours, each available in three variants. frames. This gives our ECP partners peace of commitment to continuous innovation. A These are available in 10 or 20 per cent tint mind knowing that the complete eyewear perfect marriage of frame and lens is vital or with a colour progression. package has achieved outstanding results in to this and we have now taken this step. terms of quality and lens tolerance. With our complete spectacles concept, we are securing a considerable competitive “This harmony is achieved by matching the advantage for ourselves, paving the way for base curve of the lenses to the wrap angle of us to move towards Industry 4.0*. We are the Silhouette frames with a focus on building on our existing position and developing our own lens design calculated establishing ourselves even more decisively ultra-precisely in accordance with our lens as an expert in all matters related to an shapes,” Alok continued. “This results in individual unlimited visual experience. optimising vision right to the very edge of the lens, giving the wearer incomparable “It's always been standard in our industry visual comfort and unmatched visual that the lens supplier doesn’t know the Panorama lenses in production experience. Our ECP partners can differentiate design parameters of the frame and the themselves from their competitors by frame supplier doesn’t know the parameters APPLIANCE OF SCIENCE offering this unmatched lens technology of the lens supplier,” Jan continued. “We are The Silhouette Panorama collection of perfectly married with unique frames.” now taking an innovative step by bringing progressive lenses was designed in two previously separate areas together. The collaboration with Professor Dr Peter most important advantage is that we know Baumbach, a leading expert in the the parameters and requirements of both development of individual and personalised sides, and can therefore create spectacles spectacle lenses and a professor at the that are perfectly tailormade for the wearer.” Aalen University of Applied Sciences in Germany. Professor Baumbach * Industry 4.0 is the current trend of mathematically defined the optimal automation and data exchange in viewing zones in the progressive lenses – manufacturing technologies. It includes and working with the Schneider technology cyber-physical systems, the internet of company, the freeform manufacturing things and cloud computing. Industry 4.0 processes were precisely tailored to creates what has been called a ‘smart Silhouette’s individual requirements. Making some final adjustments factory’ (source: Wikipedia).
Vision Now JUNE 2017 17 OVER 80% OF DRY EYE SUFFERERS CAN BENEFIT FROM LOOKING AFTER THEIR EYE LIDS AS WELL AS USING EYE DROPS
PRESERVATIVE FREE
BLEPHASOL® DUO THEALOZ® DUO
• For daily hygiene of sensitive eyelids • Uniquely protects, hydrates and lubricates • Removes impurities, debris and make up • Suitable for contact lens wearers • Economic option for daily use • Easy to squeeze soft bottle
For free samples and product information contact your Thea Pharmaceuticals area sales representative. Call us on 0845 521 1290 or email: [email protected] www.theapharmaceuticals.co.uk ADVERTORIAL Dry eye management IT’S ALL IN THE BLINK
Blepharitis is the most common cause of dry eye so is it time to think more like an ocular engineer when managing dry eye? Are you underestimating the impact of blepharitis?
Whilst it is tempting to think managing Sodium hyaluronate provides the best dry eyes is all about improving the quality foundation for a modern lubricant, but of your patients’ tears, it’s actually about added ingredients can also provide caring for the whole ocular system: the protection for the delicate cells on the eyelids, the action of blinking, the ocular surface of the eye against environmental surface and all the lubrication in between. stresses of dryness and temperature: This is why blepharitis has such an impact trehalose is included in Thealoz Duo for just on ocular comfort and dry eye symptoms. this purpose. Trehalose is already used in medicine, for example, in the transportation The three tear film layers that can obstruct the 7 Most eyecare practitioners tend to use the and conservation of tissue grafts and organs . meibomian glands term ‘blepharitis’ when they are actually In summary, we are aiming for ‘ocular describing true ‘anterior blepharitis’ – the computers, it can be as high as 75 per cent or surface happy’. This means caring for eyelids, greasy or dry crusts gathering around the more6, probably due to infrequent blinking. base of the lashes (Figure 1). The most and lubricating and protecting the ocular surface on a regular basis – not just when common cause of ‘posterior blepharitis’ is So, if your first recommendation in response eyes are sore. meibomian gland dysfunction (MGD) to dry eye symptoms is simple lubricants, (Figure 2), or meibomitis, and it is often think (and look) again at eyelids; look for REFERENCES discussed separately – when in reality the anterior blepharitis and press on the lower two conditions go hand-in-hand. lid to see if the glands are in good working 1. Nichols KK, Foulks GN, Bron AJ et al (2011) order. Provide patients with advice on a The international workshop on meibomian CLEAR LINK ESTABLISHED daily regime of warming, lid cleansing and gland dysfunction: executive summary. A clear link has now been established gentle massage. When it comes to cleaning Invest. Ophthalmol. Vis. Sci. 52 (4): 1922-9. between blepharitis, particularly MGD, and products, think like a dermatologist dealing 2. Lemp MA, Crews LA, Bron AJ, Foulks GN, dry eye: it is the most common cause of dry with eczema or similar skin conditions – no Sullivan BD (2012) Distribution of aqueous- eye1, with typically more than 80 per cent soap, no perfumes, no parabens, no deficient and evaporative dry eye in a of dry eye clinic patients demonstrating preservatives. The Blepha range provides clinic-based patient cohort: a retrospective signs of MGD2. Blepharitis also accounts for TLC for eyelids of all ages. study. Cornea 31 (5): 472-8. 3 one in 20 eye problems reported to GPs , 3. http://www.nhs.uk/conditions/blepharitis/ but the prevalence amongst patients in To choose an effective eyedrop, it helps to Pages/Introduction.aspx accessed optometry is much higher: around 40 per cent think like an engineer looking for the 15th Aug 2015 in middle-age, rising to 66 per cent amongst optimum lubricant designed to work 4. Hom MM, Martinson JR, Knapp LL, Paugh JR the over-60s4,5. In office workers using between the eyelids and ocular surface. (1990) Prevalence of meibomian gland dysfunction. Optom. Vis. Sci. 67 (9): 710-2. 5. Lemp MA, Nichols KK (2009) Blepharitis in the United States 2009: a survey-based perspective on prevalence and treatment. Ocul. Surf. 7 (2 Suppl): S1-S14. 6. Fenga C et al (2008) Meibomian gland dysfunction and ocular discomfort in video display terminal workers. Eye 22: 91-95. 7. Ohtake S et al (2011) Trehalose: current Figure 1: Blepharitis is the leading cause of Figure 2: Meibomitis: the unhappy bedfellow use and future applications. J. Pharm. Sci. dry eye of blepharitis J 100: 2020-2053.
Vision Now JUNE 2017 19 DAILIES TOTAL1® MULTIFOCAL DOUBLE AWARD WINNER
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Thank you for believing in DAILIES TOTAL1® Multifocal and introducing it to your patients, as the first and only water gradient contact lens for presbyopia!
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DAILIES TOTAL1, the DAILIES TOTAL1 logo, AIR OPTIX, the AIR OPTIX logo, DAILIES AquaComfort PLUS, the DAILIES AquaComfort PLUS logo, Alcon and the Alcon logo are trademarks of Novartis AG. © 2017 Novartis GB/VC/DAI/03/17/0032c PRODUCT PROFILE
Nicky Collinson was in Manchester last month for the national launch of the new Varilux X series All in an arm’s length Matching presbyopes’ volume of vision
Heralded by Essilor as a game-changing multitasking. Lab trials then tested wearers lens for Generation X presbyopes, the all- in a realistic home environment, to recreate new Varilux X series was five years in the wearer behaviour and test near vision making. Claiming to have re-invented performance. Wearers scored their satisfaction near vision at arms’ length to create the levels from 95-100 per cent after reading lying first lens to match the maximum volume of down, watching movies on tablets while vision required by modern progressive lens texting, doing beauty tasks, completing wearers, Essilor has designed Varilux X to precise tasks and looking at a dashboard. handle multiple near distances in a 40- 70cm arms’ length sphere. The lens is said Jonathan Cohen, speaking at the launch NEW OPTIMISATION TOOLS to offer a 75 per cent match with wearers’ number of presbyopes is increasing and as a To optimise Varilux X at near vision, Essilor visual needs within this zone, which Essilor generation, we are now living our lives very has launched a new measuring protocol for says is the highest match ever achieved by differently.” Developed with Generation X practitioners to measure a patient’s a progressive lens. presbyopes in mind, i.e. those born between individual near vision behaviour (NVB). 1965 and 1980, the key attributes of Varilux X Unlike previous varifocal lens Speaking at the launch at the Midland Hotel are centred on multitasking and an personalisation tools, which are more in Manchester on 22 May*, Randeep Gill, accelerated pace of life, and everything oriented to distance vision than near vision, Essilor commercial director, told the audience happening within arms’ reach. The company the NVB tool captures ‘four in one’ measures of around 200 practitioners that the new set out to solve the limitations of current to optimise the shape and position of vision innovation offered a great partnership progressive lenses, including postural issues. volume, including a wearer’s gaze lowering, opportunity. “There’s nothing out there on distance, lateral offset and visual behaviour. the market like it,” said Randeep. “With Varilux X was built on what Essilor believes Varilux X you will be able to reinforce your is the most comprehensive and innovative Essilor has also reinvented Visioffice expertise as independent practitioners and wearer study of any lens on the market, combining fitting, physiological and create added value for your business and using new methodologies. Research drew behavioural measures to build a complete patients.” Randeep went on to state that 91 on five wearer trials across Europe involving vision diagnostic for patients. “Everyone has per cent of Essilor’s business was now more than 300 wearers, multi-disciplinary different behaviour so it is worth personalising generated through independent High Street teams of physiology specialists, designers the shape and the position of the volume of practices, compared to 72 per cent in 2005. and sociologists – all endorsed by the Paris clear vision delivered by the lens,” said “Our ambition is to be the best business Vision Institute. It studied presbyopes Jonathan. “This gives the best match between partner to the independent practitioner.” worldwide in their daily lives, through selfie the volume needed and the volume that the videos and online testimonials. lens offers. It is quick, easy and intuitive, gives CONSUMER-LED DEVELOPMENT the patient a complete vision diagnostic and The Varilux X series has 15 pending patents Essilor’s Bastille-based experimental lab, an enjoyable 360˚experience.” and combines three technologies: Movis, generated measurable data to develop Synchroneyes, Nanoptix and brand new design parameters. By placing sensors on lens By phasing out Varilux S by the end of this Xtend. Jonathan Cohen, Essilor’s head of wearers and using infrared cameras, it year, Essilor aims to help practitioners convert marketing, explained: “Varilux X has captured moving positions in real time and in patients to the new lens but to also support revolutionised the concept of lens design 3D. This data was then used to run extensive them in gaining new patients. On and offline through new lens calculation software. Its studies of people wearing the new lenses marketing materials have been produced, new Xtend technology shapes a specific zone while using stairs, repairing small objects and which can be personalised to the practice. The within the arms’ length vision zone. Previously company says it has also upped it game in each Nanoptix element was optimised to relation to product delivery, and has created a manage one target for one gaze direction. bespoke presentation tray for collections. “We With this lens, Nanoptix elements are cross- wanted to create an emotional link to the optimised by clusters of seven to manage product,” Jonathan explained, “as this is really multiple targets for one gaze direction.” something that should be celebrated.”
Explaining more about the consumer insights *Sadly, celebrations of the new lens launch that help inform the development of the lens, were overshadowed by the Manchester Arena Jonathan said: “The consumer is always at the suicide attack later that evening, at which heart of the innovation process at Essilor; the A question from the audience Essilor expressed its shock and sadness.
Vision Now JUNE 2017 21 TALKING HEADS Plugging the gap in your dry eye
Phil Mullins discusses punctal occlusion as a service practice differentiator and revenue generator with Nick Atkins of Positive Impact Build a better optical business at your own pace
PM: Dry eye; there seems to be no chance. There is undoubtedly a large group aqueous deficiency. So, assuming we apply getting away from those two words of patients who would benefit from the the logic that we only plug aqueous these days, does there? symptom relief plugging offers but who deficient patients then one in five of the can’t access this service and so are dry eye patients seen could benefit from NA: No, and it isn’t going to go away – with continuing to suffer. Whilst popular with being plugged. But that ignores the group prevalence apparently increasing as modern both optometry and ophthalmology in the of patients practitioners most regularly see life creates younger and younger sufferers. US, the technique is most likely to be complaining of dry eye: contact lens One of the perennial problems is that there carried out by ophthalmologists in the UK. wearers. It also assumes no overlap of is not one definitive diagnostic test to evaporative and aqueous patients, which is quickly and easily identify it, or one PM: Do you think UK practitioners think at best unlikely and also is very literal in management strategy to similarly treat its it’s still a last resort solution? the assumption that plugs won’t help an underlying cause. In fact, despite advances evaporative dry eye sufferer. In the same in our understanding of this disease, patient NA: There seems to be a lot of myths and way as most practitioners don’t only give symptomology via dry eye questionnaires is misconceptions about the complexity and skill drops to aqueous deficient patients, I see still one of the most reliable ways, without required to occlude a punctum and when it’s no reason why evaporative dry eye patients significant investment in technology, to appropriate to consider using the technique. cannot also be considered for plugs. understand the severity of the disease and Certainly, there is a general perception in then monitor any improvement resulting optometry that it’s a last resort technique. PM: So, you think plugging can be used from our management strategy. However, the DEWS report in 2007 in conjunction with contact lenses? recommended that plugging be considered PM: What is the benefit to NEG members at severity level 2 on its four-point severity NA: Absolutely. Now I’m not advocating a of adopting punctal occlusion? grading scale, alongside other options such as patient can be plugged in order to get them Omega 3 supplements (Table 1). into contact lenses. However, we are all NA: I personally believe that punctal familiar with the long-term wearers who occlusion, or ‘plugging’, is an excellent PM: So how many patients will benefit begin to develop dryness symptoms and opportunity for independent practices to from plugging? What’s the size of the reduced wearing times simply because their bring a truly differentiated offering to its opportunity? eyes are getting drier with age and modern patients that puts the practitioner skill and working environments, etc. It is my firm expertise back at the heart of patient care. NA: Research seems to show that about 80 belief that simply trying another type of The reality is that there are a large number per cent of dry eye is evaporative and, lens is unlikely to provide more than a of dry eye sufferers out there who, despite therefore, around 20 per cent is due to short-term solution at best. In fact, a recent using drops, cleaning their lids daily and taking supplements are still suffering with 1 2 3 4 debilitating symptoms every day. And then there’s a whole bunch of people who Mild, episodic. Moderate or chronic Severe or chronic Severe, disabling haven’t even been managed that well yet. No to mild clinical visual symptoms. with marked central with marked signs Some clinical signs staining. Reduced clinical signs PM: Do you think patients will be TBUT and other signs and symptoms amenable to the idea? • Education If Level 1 treatments If Level 2 treatments If Level 3 treatment • Environmental/ are inadequate, add: are inadequate, add: are inadequate, add: NA: Why not? We live in a convenience dietary modification • Anti-inflammatories • Serum • Systemic driven society with people who will pay for • Eliminate drying (cyclosporine, • Contact lenses anti-inflammatory more permanent solutions to healthcare systemic meds? steroids), Omega-3 • Permanent punctal agents problems; just take a look at the refractive • Artificial tears • Tetracyclines occlusion • Surgery (lid (preserved) • Punctal plugs • Secretagogues surgery, amniotic surgery market. I believe that if a • Gels/ointments • Switch to • Moisture chamber membrane practitioner offers a dry eye sufferer more • Eye lid therapy unpreserved tears goggles transplant, etc) permanent symptom relief, that at the same time reduces their dependence on Table 1: Treatment recommendation by severity (based on the 2007 International Dry Eye WorkShop eye drops, many would happily jump at the (DEWS) Report and Behrens et al Cornea 2006, International Task Force guidelines)
22 Vision Now JUNE 2017 TALKING HEADS
Impact (PI), we recommend the use of the INTRODUCING INFLAMMADRY InflammaDry diagnostic test as part of our InflammaDry is a new point-of-care plugging protocol in order to eliminate this diagnostic test (POCT) that enhances our understanding of the patient’s dry eye potential risk as much as possible (see with a simple pass or fail result. box copy). (a) InflammaDry, is the first and only POCT that detects Matrix metalloproteinase-9 PM: Why do you think the majority of (MMP-9), a biomarker for inflammation High Street optometrists aren’t currently that is consistently elevated in the tears of plugging? patients with dry-eye disease (Sambursky, (b) 2013). It is a reliable and relatively low cost disposable test that is simple to use and NA: I think it’s simply the fact that there has Figures 2a and 2b: The Parasol plug is easy to insert gives a definitive result in just 10 minutes. never been a supplier who has focused on (a) and remove (b) optometry as a potential market. Plugs the Extend plug that is made of the same study, published as a poster at this year’s have traditionally been sold to absorbable synthetic material as modern BCLA conference, evaluated the effectiveness ophthalmology and not brought to the door surgical sutures. Consequently, its key of using punctal occlusion in contact lens of optometrists, with a desire to support feature is that it ‘disappears’ after three or associated dry eye (CLADE), and showed a optometry with education and training six months. Extend’s relatively low cost 50 per cent reduction in symptoms for all programmes. This has created a certain makes it an ideal way to trial the potential subjects. The study used the CLDEQ-8 mystique and perhaps a feeling that this is success of occlusion. questionnaire to score symptom frequency not something optometrists and contact and severity for discomfort, dryness and lens opticians can do. Also, in the past it PM: Finally, do you have any advice on blurry vision; additionally, it evaluated how has been overcomplicated due to how NEG members can commercialise a often there was a need to close the eyes as limitations of plug designs, as well as their plugging service? well as the need to remove lenses. Average poor retention rates. So it’s my personal frequency and intensity scores were mission for PI to demystify this ‘black art’. In NA: PI has a spreadsheet where we can improved for all symptoms as well as some hospitals, ophthalmic nurses fit plugs walk ECPs through an annuity model of patients reporting a reduced need to use to patients and it’s my experience that a pricing, in which they can plug in their own comfort drops. skilled contact lens practitioner will quickly margin expectations and calculate the and easily pick up the technique. monthly fee that patients can pay by direct PM: Practitioners I’ve spoken to often debit. We also provide one-to-one fitting worry about the risk of making PM: Is there anything ‘special’ about the training in the practice. Here we will symptoms worse, perhaps due to Parasol plug that PI distributes? support the practitioner in the fitting of two concerns over tear stagnation? to three patients. This is far better than a NA: There are numerous clever features CET workshop session fitting colleagues and NA: That is a good question. I’ve never that make Parasol easier to fit and, once will result in the practice having its first really understood the challenge about tear fitted, it remains comfortably in place. revenue generating patients. This will more stagnation because in most cases we are Parasol is a unique, patented, non-dilating than offset the cost of training and give the only plugging one punctum – the lower plug design that is made of medical grade practitioner ongoing plugging practice. Once one. This is responsible for about 70 per silicone. It has a dome (or cap) at the top of trained, PI offers a plug starter pack to get cent of drainage and so there is still a flow its shaft that prevents it disappearing down a practice going. It contains a small and thus changeover of tears occurring, the punctum. The unique feature of the selection of plugs and a box of albeit at a reduced rate. Parasol design is what gives it its name – InflammaDry at a heavily discounted price the hollow nose cone (Figure 1). to minimise the practice’s initial outlay. Plugging has a good safety profile and is a reversible procedure but, clearly, we want The hollow nose collapses on insertion and PM: Any final words? to avoid problems and then having to removal eliminating the need for punctal remove a patient’s plugs. In the presence of dilation in most cases (Figure 2). It also has NA: Punctal occlusion is a simple, safe and chronic inflammation, any potential build- simple sizing with two of the four sizes, the effective dry eye management technique up of inflammatory tissues is undesirable small and medium, fitting 95 per cent of all that can help resolve dryness symptoms in and may simply exacerbate symptoms. As patients (Figure 3). Finally, it has an contact lens and non-contact lens wearers such, the ability to diagnose clinically exceptionally high 92 per cent retention alike. It keeps the practitioner in control and significant inflammation will eliminate this rate. This and our three-month retention right at the heart of patient care, resulting risk and improve the number of successful guarantee should give practitioners great in the patient’s spend being retained by patient outcomes from plugging. At Positive confidence in getting started. We also have the practice.
Dome or Cap Size comparison chart Shaft or Body Traditional plugs Nose
Parasol
These 2 sizes should accomodate 95% of patients Figure 1: Anatomy of a ‘permanent’ silicone punctum plug Figure 3: Traditional plugs versus the Parasol
Vision Now JUNE 2017 23 BUSINESS MATTERS Optical business tapas
Julian Wiles invites NEG members to sit on the menu down for some optical business tapas with his new book – Thinking Allowed
Many of our suppliers will tell you stories from the road. They will talk about the interesting, intelligent and endlessly fascinating people they have met and the lessons learned. The experience of thousands of sales visits to privately- owned practices, retail boardrooms, international prescription labs throughout the USA, India and Europe are worth something. Exhibitions in Germany, Paris, Milan, Birmingham and London over a 30- year career are a fertile ground for learning something new. It’s rare though that all these experiences turn into a CET presentation with points towards your requirement – so if it’s pounds not points you want, read on…
What if what you learned, or had confirmed by your own gut feelings, enabled you to do more of what you love – be it more clinical work, an improved work-life balance or simply made what you do even more Build a better optical business at your own pace enjoyable? What if the advice and guidance hours online looking for some inspiration. saved you from wasting thousands of THINKING ALLOWED BY JULIAN WILES No reps will call, no minimum monthly pounds on a badly designed website or an Reviewed on The Bookbag by Sue Magee ill-advised social media experiment? spend is required. The really interesting Thinking Allowed? Hmm, I thought, what thing is that there are no hoops to jump has that got to do with building a thriving It’s quite possible that some of members through, no money to spend unless you optical lens business? But within a few have, in some small part, contributed to the want to because you now understand why pages of starting to read, I was convinced content, so why not benefit from peer-to- you are doing what you are doing. Money that it was perfect. You see, this isn't a peer experience? You don’t have to join a invested in yourself is rarely wasted. book which you read, rather like a Delia club, there is no fixed monthly fee, nor do Smith book, to give you a precise recipe for you have to commit to a supplier in return But never before has one of NEG’s preferred how you must proceed to achieve a perfect for this support. You will not have to spend suppliers put all these experiences down on result. No two businesses are alike, any paper and written a book. Rarer still that more than any two owners are alike and the book gets a professional review and Julian Wiles allows you to approach your appears on Amazon. Although the first business from all angles: there are even royalty cheque has arrived buying the ways you can get his personal advice. This private island is still a long way off, but not is no ordinary ‘how to’ book. There are no as far off as the first tax demand from the chapter numbers (you pick from the menu) IRS in the USA. So, in a departure from and it's not even necessary to read the what you normally see on these pages, book in any particular order. why not discover the secrets they didn’t teach you at university and how they will It's always struck me that opticians, help you in your practice every single day. pharmacists and more recently dentists are There is nothing quite like it in optics today. in a strange situation. Individually they’ve Here’s the review – and after you’ve read it, all worked extremely hard at university to you’ll hear a few more reasons about acquire a professional qualification, but for Don’t spend hours online looking for inspiration what’s in it for you. the most part the success of any business
24 Vision Now JUNE 2017 BUSINESS MATTERS which they start will be dependent not just on their professional expertise, but on what they can sell, either in terms of goods or additional services. This isn’t what’s taught at university and it doesn’t seem unreasonable to assume that people didn't go to there because they were salesmen – this is where they need help.
Choose what you learn in bite-sized portions Thinking Allowed aims to show business owners how they can generate new, choose what you consume and when, in (and whether it is right for you). It explores profitable and sustainable revenue streams: bite size portions. You’ll learn about the the reasons why referrals don’t always work, the question of discounts, ‘two for one’ subjects they teach at the Harvard Business why they might not be enough, and why offers and the like are discussed and School, about what to think about before people don’t buy from you. You’ll learn about evaluated. You’re encouraged to add you invest in your new project. Thinking the cost of switching, the power of pricing elements to your business, take others away Allowed is jargon free and fad free. and why optimisation makes sense. But the and try different combinations until you find single most important menu item is not the out what suits you and the location in It’s not a psychology book, but it will 30 possible growth areas on page 86, but will which you’re trading. There’s even advice explore why your customers don’t always be found on page 34 and page 156 where on finding out information about your area. see things they should; it will explore and you will learn nine ways to unstick your explain behaviour and how people make business, to free it up and get it moving. The mixture of articles and lists (headed decisions. If you ever spent money on a ‘The next steps to building a better optical website that doesn’t work, we’ll explain Thinking Allowed is more like a Scalextric business’) works well. The next steps can why this happened. You’ll discover the 10 set rather than the instructions for self- be as pithy as ‘test a price increase’ or ‘find principles, the ethics that underpin the assembly furniture. Both are perfectly out the lifetime value of your clients’. This whole book. Thinking Allowed offers you functional and tell you what you are going last one is particularly interesting as you’re the same business health checks which to get. However, the racing is much more shown how to get to this figure – and it others charge considerably more for. You’ll exciting and whilst both have the potential puts the cost of acquiring those clients into discover the importance of a vision for your to fail, at least you can get back on track context. The coverage of the book is wide business and what that means for your rather than being left with a wobbly ranging, from social media to more customers. You’ll understand the power of structure with bits left over or, at worst, traditional areas such as training. (I loved brand and more importantly what that something that is not fit for purpose. ‘What if I train them and they leave?’ with means for your brand. the answer, ‘What if you don’t train them and they stay?’). Some of the stories are Thinking Allowed will help you identify your gold dust – such as the man who went into strengths and weaknesses as well as the the BMW dealership, dressed very casually. opportunities and threats facing you. It will The only staff member there was identify new, profitable and sustainable dismissive – so he went next door and revenue streams. You will learn about how bought a £70,000 Jaguar. best to select products and services and how, by simply asking six questions, you The book is aimed at the optical lens business can discover if the new shiny thing is for but in reality anyone who is running a you by cutting through the marketing hype. business will find lots to provoke thought. Thinking Allowed will be unpopular in some I’ve lots of nudges (yes, I will clean up my quarters because it busts myths. database) about things which I ought to do and I’ve had cause to think hard about Thinking Allowed will explain how best to whether I’m working in the business or on make the most of your promotional activity Read about some busted myths it. Thinking Allowed encourages you to take a step back from your business and view it objectively. Thinking Allowed is based on the CET presentation C-53201 ‘Optimising practice systems to enhance patient care’ and has been approved for optometrists, PRACTICAL BITE-SIZED NIBBLES dispensing opticians and contact lens opticians for the competencies of So, what will you get for your money? You’ll Communication and Standards of Practice (expiry date is 31 December 2018). get 33,500 words, 49 ‘menu’ items and 160 The book review can be viewed at www.thebookbag.co.uk/reviews/index.php? pages of practical advice of a wide range of title=Thinking_Allowed_by_Julian_Wiles. Thinking Allowed is available on things to think about and, more Amazon or at www.buildabetteropticalbusiness.com importantly, how it all works together. Each Contact Julian Wiles on 07901 337 530, email [email protected] or follow on menu item is between 200 and 1,000 words Twitter @jwilesbiz long and ends with the next steps to take. Think of it like tapas; you can pick and
Vision Now JUNE 2017 25 DO YOU HAVE CLOUDED VISION?
CAN HELP
RENDIA is a single, cloud-based platform that allows you to communicate and engage with your patients, wherever they are thinking about their health: before an appointment, in the waiting area, the consulting room or after the appointment, setting your practice apart from the competition.
We call these areas patient touch points and with RENDIA you can communicate across all the touch points, by sending visual presentations from one platform, which is flexible enough to work from any PC, tablet or smartphone. RENDIA integrates with emails, Twitter, Facebook and other leading media.
Before an appointment Waiting area Consulting room Post visit
Available in the UK from PK National Eyecare Group Ltd www.nationaleyecare.co.uk 01580 713698 OPTICS OVERSEAS Flying solo Down Under
When optometrist James Simpson immigrated to Australia he knew at least one element of business was bound to pick up, writes Katelyn Catanzariti
Mount Ainslie, just outside Canberra (courtesy Visit Canberra)
Twenty years ago, at his first job at a But unlike his UK counterparts, James is still Specsavers in Kettering, Northamptonshire, making good money on frames and lenses. James Simpson was shocked at how few So much so that he can’t afford to spend sunglasses were on display. “This guy had too much time treating ailments that won’t a stand of Ray-Bans underneath the stairs,” generate a sale. Like all business owners, he reminisces. His manager told him to he must stay competitive; 75 per cent of look outside at the grey sky. “Why waste optometrists in Australia have at least one the floor space?” Now, happily set up at competitor within 500 metres, according to his own independent practice in the the Department of Health. In fact, there are bustling heart of Canberra, Australia, more than a dozen within a short walking where they average nearly eight hours of distance from his business, Simpson Canberra-based optometrist, James Simpson Optometry. sunshine a day, James devotes 30 per cent like being a hamster on a wheel, James says, of his floor space to sunglasses. but there is plenty of support. Founded in FREEDOM OF CHOICE 1918, industry body Optometry Australia’s Aside from ‘sunnies’, there isn’t much James Optometrists and opticians tend to work purpose is to “strengthen, protect and says has changed in his clientele since the side-by-side in Australia and the UK, unlike promote the profession of optometry and move in 1999. There has been no flurry of in South Africa where James was born and eye health, on behalf of all optometrists”. cases of sun damage – carcinomas, where he trained. “In Johannesburg, there The not-for-profit organisation’s membership keratosis or cataracts. Indeed, a lack of sun weren’t as many professional or qualified is made up of about 90 per cent of Australian might be to blame for increased levels of dispensers,” he says. “It was mainly optometrists. It offers them clinical and myopia, he says; Australian eyes age in optometrists who would refract and then do professional advice as well as professional much the same way as British ones. But the dispensing themselves.” It was only when development and networking opportunities. being in business in Australia is very James moved to the UK, and later Australia, different to the UK. that he found himself doing consultations and James is also a member of Provision: a 450- then handing customers over to dispensing strong community of independents – the “Friends in opticians working in the business. largest of its kind in Australia. Provision was the UK all established 25 years ago by Optometry say the “I still occasionally do some dispensing. I like Australia, with a mandate to provide profits in to know what’s going on because it’s my business services to Australian owned and frames and business,” he says. Besides, hand-picking operated independents to help them lenses have the frames is one of his favourite parts of remain competitive and profitable. One of been eroded the job. “Whenever I choose a frame I actually the ways they do this is by leveraging the by the big have a picture of the type of person I’m going collective buying power of 450 practices for chains and to sell it to, so when they walk through the optical products including frames, lenses, online,” says door I almost have a visceral connection; I contact lenses and equipment. James. “So, know what sort of frame is going to match they are them,” he says. Having the freedom to make James might have been working solo for James likes to keep his hand trying to his own selection is paramount. Being sent more than a decade now, but James has in the dispensing process increase the a selection from head office was infuriating, never felt isolated. “We generally help each value of the consultation.” His UK friends he remembers of his big chain days. “I other. Optometrists will get together at are ‘upskilling’ and working more closely remember the guys that I worked for just conferences, generally out of area, so that with ophthalmologists in a bid to diversify being irate at the sort of stuff they were we can talk to each other and share ideas,” and increase their revenue lines. In sent,” he says. he says. Going independent Down Under is Australia, James is also seeing some no scary prospect. “The support is there,” he blurring of the lines between vision and STATE OF INDEPENDENCE says, “and the personal satisfaction is huge.” eye health. “Where the line is starting to Of the nearly 3,000 optometry businesses move is the treatment of anterior eye in Australia, more than one third are London-born Katelyn Catanzariti worked disease, red eye; we can prescribe low independents. The more remote or ‘out bush’ as a journalist in Australia for more than a grade antibiotics and anti-inflammatories. the practices are, the more likely they are to decade. She now lives in Windsor with her Glaucoma is co-managed,” he says. be independent. Being in private practice is husband and three children.
Vision Now JUNE 2017 27 STYLE SPOTLIGHT Emerging eyewear talents
Only since the second half of the 20th century has a career as an eyewear designer been at the forefront of life choices, writes Joan Grady Handcrafted wood frames by Wood and Cotton
Acclaimed fashion designers date back to further degree in accessories at the IFM. the 18th century when Rose Bertin, Marie Originally from India, Shubham has found Antoinette’s dress and hat designer became the accessory world much different than a celebrity in her own right. The shift to designing garments. frames as a fashion accessory started around 1950, when Grace Kelly, Michael She says: “Accessories are new to me, and I Caine and Audrey Hepburn wore Oliver find that it is more precise – especially with Goldsmith’s revolutionary eyewear designs. eyewear, because everything must fit well. With clothing you can be more flexible, but In the late 1970s, Alain Mikli in France and with eyewear the frame is on your face and Cari Zalloni in Austria shattered cautionary it must fit within set dimensions. Lindberg frame styling by launching innovative, is very technical and Mikli is more avant- revolutionary shapes in bright colours. From garde. I’m thinking seriously that I’ve had there, the momentum started to crescendo enough of garments, and will make a when designers Emmanuelle Khanh, choice between shoes and eyewear.” Barbara McReynolds and Gai Gheradi at l.a. eyeworks, and Christian Roth and Eric Alyson reflects: “I like to think that at the end Domege, all created collections marketed of the course, students who may never have under their own names. considered a career in eyewear before can walk out of my classroom knowing it is an Nowadays, life as an eyewear designer has Eyewear designer, Alyson Magee, conducts option, and pursue eyewear with confidence.” achieved lofty pinnacles, and training is Eyewear Master Classes at the IFM in Paris offered with Master Classes at prestigious OPTICIANS AND DESIGNERS schools, including the Royal College of Art Speaking about her experiences at the IFM Opticians often discover their inner creative (RCA) in London, the Institut Français de la so far, student Jeanne Okretic says: “This energy is sparked when working with Mode (IMF) in Paris and HEAD, the Geneva was my first contact with eyewear so it was University of Art and Design in Switzerland. a good surprise. It was my best workshop, and our instructor Alyson Magee is just the STUDENT OBSERVATIONS greatest. It was really a new world for me Alyson Magee is the director of the Master when we visited optical shops, and I was Classes in Eyewear at the IFM; a founder of very impressed with Lindberg fames and Face à Face Paris she now has a ravishing their hinges. It is amazing how far you can new collection for Brando Eyewear. “I’ve go with the hinge. Then we went to an been teaching postgraduates for almost acetate factory, and I was surprised at how five years and work very closely with the many options there are with acetate. When students,” says Alyson. Most students I graduate in July, eyewear is definitely an don’t have a background in eyewear, so option for me.” this is about opening their eyes to a new realm of possibilities in their creative work, Shubham Jain has already achieved a in exposing them to a new accessory as Masters degree in garment design from the a designer.” RCA in London. She is now pursuing a Swiss designer Christine Haussener
28 Vision Now JUNE 2017 STYLE SPOTLIGHT
Ringsum frame by Christine Haussener Baars creators Marc-Antoine Rubaud and Guillaume Thuau eyewear. Some start very young. Stefan Flegl, DEBUT SUCCESSES achieved recognition with the German Design now a German master optician, was 10 years Several new start-ups have met with Award and the Red Dot Design Award for 2017. old when he made his first acetate frame. He immediate acclaim. Baars is a French brand admits it was a long journey from the first that began with two friends – an optician from Newcomers to the eyewear scene offer the design before creating Wood and Cotton in Annecy, Marc-Antoine Rubaud, and a Parisian independent optician a superb opportunity 2015 with his father Gerhard. The brand electronic music artist, Guillaume Thuau. The to introduce patients to the latest specialises in designs in cotton acetate, ‘just Baars philosophy is design with simplicity contemporary frames. Set the pace with a cotton!’, and ‘wood else?’, wood frames that and sobriety in the face of contemporary pioneering spirit and bring into your universe are carefully handcrafted in Germany. complexity. Streamlined silhouettes feature young eyewear brands that focus on quality, a unique, patented magnetic hinge, individualisation, superior production, “We are opticians, not only designers,” says nominated for a Silmo d’Or, and shapes are beautiful designs, colours and materials. Stefan, “therefore perfect comfort in pure, with robust and simple lines. wearing our glasses is enormously important to us. The anatomical elaboration Gyada Lanaro and Nicholas Dimroci of nose pads and the temples were strongly launched their Pride collection in October considered in developing the collection.” 2015, and have already won a Silmo d’Or Wood and Cotton is sold in exclusive optical award, and the V-Award Silver in Hong practices in Germany and Switzerland. Kong. The Italian brand is exceptionally Award winning Silmo d’Or design lightweight, with glamorous styling, and by Pride Eyewear Christine Haussener brings to her eyewear laser engravings. Gyada and Nicholas exude creations a background as an optician and a a passion for eyewear, and a trio of Italian jewellery designer; she introduced her first craftsmanship; the latest technologies and collection, Ringsum, in Zurich last autumn. beautiful materials express the innovation “I like to draw, and I used to make jewellery and authenticity of the designs. from old glasses,” says the Swiss designer, “and for 15 years, I made jewellery and belt German efficiency highlights the Powder & buckles in acetate, the eyewear material.” Heat Collection: custom-made 3D printed Her love of acetate continues, and her eyewear. Manuel Breit, managing director, superbly crafted German made collection is brings his unique skills from the aviation proof that small is beautiful: a chic little world that creatively unites with George collection that emphasises lens shape, which Vollmer’s sporty, high-quality sunglass and Award winning 3D printed Christine calls “the core of the design”. optical designs. Powder & Heat has already eyewear by Powder & Heat
Pure, robust and simple lines with Baars Eyewear Nicholas Dimroci and Gyada Lanaro of Pride Eyewear (courtesy of Patrick Muller/Die Brillenmesse)
Vision Now JUNE 2017 29 VVV Preferred Suppliers’ Directory
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ACCEPT CARDS BRULIMAR DUNELM OPTICAL LENSTEC Tel: 01422 382408 OPTICAL GROUP Tel: 01388 420420 Tel: 029 2088 3009 [email protected] Tel: 0161 655 7000 Fax: 01388 810101 Fax: 029 2088 9798 wwwww.acceptcards.co.uk Fax: 0161 655 7002 [email protected] [email protected] www.brulimar.co.uk www.dunelmoptical.co.uk www.lenstec.co.uk ALCON UK Tel: 0371 376 0017 CENTRO STYLE LTD ESSILOR LOUIS STONE OPTICAL LTD Fax: 0871 351 1005 Tel: 01923 239267 Tel: 01454 281281 Tel: 029 2073 5293 www.uk.alcon.com Fax: 01923 253951 Fax: 01454 281282 Fax: 029 2073 1446 [email protected] www.essilor.co.uk [email protected] ARENA EYEWEAR www.centrostyle.com www.louisstone.co.uk Tel: 01952 820408 HENRY BEAUMONT www.arena-eyewear.co.uk CLEARLAB Tel: 0116 251 8936 LUXOTTICA (UK) LTD Tel: 01189 702080 Fax: 0116 262 4205 Tel: 0808 165 8555 ASSOCIATED OPTICAL Fax: 01189 72088 [email protected] www.luxottica.com Tel: 01628 605433 [email protected] www.henrybeaumont.com Fax: 01628 665077 www.clearlabcontacts.com MARCHON [email protected] HILCO EUROPE Tel: 0800 72 2020 www.associatedoptical.com CONTINENTAL EYEWEAR Tel: 0800 591150 [email protected] Tel: 0151 426 3907 [email protected] BAUSCH + LOMB Fax: 0151 426 9340 www.hilco.co.uk MARK’ENNOVY Tel: 020 8781 2900 [email protected] Tel: 0800 3280610 www.bausch.co.uk www.continental-eyewear.com HOYA LENS UK Fax: 0800 3280649 Tel: 0845 330 0984 [email protected] BIB OPHTHALMIC DAVID THOMAS Fax: 0845 330 0977 www.markennovy.com INSTRUMENTS Tel: 01604 646216 [email protected] Tel: 01438 740823 Fax: 01604 790366 [email protected] MID-OPTIC [email protected] [email protected] www.hoya.co.uk Tel: 01332 295001 www.bibonline.co.uk www.davidthomas.com Fax: 01332 295158 INTERNATIONAL [email protected] BONDEYE OPTICAL DIBBLE OPTICAL EYEWEAR LTD www.midoptic.com Tel: 0121 7723888 SUPPLIES Tel: 0121 585 6565 Fax: 0808 2801865 Tel: 01634 880885 Fax: 0121 585 0954 NATIONWIDE [email protected] Fax: 01634 540530 www.internationaleyewear.co.uk FRAME REPAIRS www.bondeyeoptical.co.uk [email protected] Tel: 01706 369530 www.dibbleoptical.co.uk Fax: 01706 628733 [email protected] www.nfr.co.uk
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No7 CONTACT LENSES PURE EYEWEAR LTD SHAMIR UK THREE SIXTY Tel: 01424 850620 Tel: 01993 824239/822038 Tel: 01954 785100 Tel: 01686 627595 Fax: 01424 850650 [email protected] Fax: 01954 785101 Fax: 01696 610015 [email protected] [email protected] [email protected] [email protected] www.no7contactlenses.com www.pure-eyewear.co.uk www.shamirlens.co.uk www.calotherm.co.uk ORANGE EYEWEAR RAWDON OPTICAL LTD SILHOUETTE UK LTD TOP VISION UK Tel: 0161 773 5555 Tel: 0113 288 3094 Tel: 020 8987 8899 Tel: 0870 8402378 Fax: 0161 773 5544 Fax: 0113 288 3095 Fax: 020 8987 2430 Fax: 0870 8402379 [email protected] [email protected] [email protected] www.topvisiongroup.com www.orange-eyewear.co.uk www.rawdonoptical.co.uk www.silhouette.com ULTRAVISION PERFORMANCE FINANCE RODENSTOCK SPEC-CARE LTD Tel: 01525 381112 Tel: 01536 529696 Tel: 01474 325555 Tel: 01392 460806 Fax: 01525 370091 Fax: 01536 310033 [email protected] [email protected] [email protected] www.performancefinance.co.uk www.rodenstock.co.uk www.speccareservices.co.uk www.ultravision.co.uk POSITIVE IMPACT SEIKO OPTICAL UK STEPPER UK XACT Tel: 08446 696907 Tel: 01452 610033 Tel: 01732 375975 Tel: 01698 574 655 [email protected] Fax: 01452 638250 [email protected] [email protected] www.positiveimpactsales.co.uk [email protected] www.xact.uk.com [email protected] TANT LABORATORIES PRACTICE BUILDING www.seiko-optical.co.uk Tel: 01279 653785 YOUNGER OPTICS EUROPE Tel: 0115 989 9772 www.tantlabs.com UK Tel: 01242 578971 [email protected] SERIOUS READERS UK Mobile: 0790 133 7530 www.practicebuilding.co.uk Tel: 01296 395400 THEA PHARMACEUTICAL [email protected] [email protected] Tel: 0845 521 1290 www.youngeroptics.com PRO-OPTIC www.seriousreaders.com Fax: 01782 717 944 Tel: 01884 266130 www.thea-pharmaceuticals.co.uk [email protected] www.pro-optic.co.uk Suppliers’ directory
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