The Spectacle

A Publication of the Opticians Association of SPRING 2015 MESSAGE FROM THE PRESIDENT It’s good to be back! Our and solidify our voice. necessary to build an awe- organization has changed There are1901 Licensed some organization, 1901 since I last served as Presi- Opticians in Virginia and members strong. dent in 1999. It has the vast majority are not changed and it has stayed members of the only or- Your new Board of Direc- tors is already bursting with the same. ganization in Virginia that represents us. We don’t new ideas and projects that OAV and Virginia’s Opti- care who you work for. will not happen without cians have shown that we We care that you’re proud your help and help from have enough influence to of our profession and will- every Licensed Optician in help passage of HB 1444, ing to help OAV grow in Virginia. So get crackin’! changing the way vision Let’s fill the meeting rooms care plans conduct business size and influence. at our Fall Symposium in in Virginia. Lobbyists and At our Spring Conference, I Fredericksburg! legislators alike praised us suggested that we needed for our ability to stand to- to go on a “scavenger In the meantime, I’ll see gether to fight for parity in hunt” for new members you all out there on the our profession. and I meant it. If we can road! muster enough strength to Best regards, The question is where do help pass a piece of legisla- we go from here? tion that was actively op- Judy Canty, LDO posed by some pretty big We need members. Active President, OAV members ready to increase players, we can do what is

MARKETING OPTICIANRY TO THE EVERYDAY CONSUMER

Over the past several years, working diligently on creat- Definition of Optician the buzz word "Branding" ing some things that can be has been thrown around by used by any optician at any The first big task in helping Inside this issue: many opticianry groups. time to help the everyday the consumer understand The Opticians Association consumer know what an opticianry was to agree to a definition of a dispensing Support our 2015 Partners 2 of America (OAA) has been optician is and does. optician. The Opticians As- sociation of America's Board of Directors adopted the US Board member profiles 4 Department of Labor's defi- nition of an optician: Visual Merchandising 5 "Dispensing opticians help fit eyeglasses and contact , following prescrip- Am I Legal? 6 tions from ophthalmologists and optometrists. They also State Board Update 6 help customers decide which eyeglass frames or contact lenses to buy." Community Service Update 7

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THE SPECTACLE OAV 2015 PARTNERS Visit our website for contact information of your local Account Executive. Page 3

SPRING 2015

MARKETING OPTICIANRY TO THE EVERYDAY CONSUMER

(Continued from page 1) America was able to select age that is both informative “In today's world, Is this definition perfect? Of the video that we think best and eye catching. In today's course not; however the explains what opticians are world, you only get about 3 you only get about definition is designed for an and do. Once again, the seconds to explain your mes- 3 seconds to everyday consumer. It is not video is designed to help the sage. The OAA accom- designed to cover scope of everyday consumer get a plished this by using four explain your practice, certified, licensed, better understanding of our total words.: Opticians. or registered opticians. The profession. Helping America see. message.” definition is designed to be simple and clear to a con- The video that was pro- This image created is free duced is called "An Opti- and can be used by any opti- sumer. cian's Main Focus." This cian in any social media, elec- The US Department of La- video was created to be tronic or print format. bor's definition of a dispens- used by any optician to help ing optician is the official further explain what it is we Tools Created definition recognized by the do. This video is available at The tools have been cre- US Government and is not no charge to whoever wants ated. Now it is up to you to going to be changed. Defin- to use it. Feel free to put it use these important tools to ing a certified optician, li- on your website, Facebook, get the message out. Help to censed optician, or regis- Twitter, LinkedIn, run it on build a better profession by tered optician are com- TV or email it to your cos- using these tools to inform pletely different subjects that tumers. consumers. The Opticians sit outside of the basic defini- Association of America Create a Brand tion of a dispensing optician. wants you to be proud of The third task was to create your profession and these Video Contest a "Branding Image" that can tools should help you build a The second task was to hold be used anywhere to help professional image of who a video contest to help de- build interest in our profes- we are and what we do. fine opticianry in a more sion. The Opticians Associa- detailed fashion. With over tion of America contacted a 60 entries to the contest, marketing expert to help the Opticians Association of them build a marketing im- Page 4

THE SPECTACLE

BOARD MEMBER PROFILE—JUNE ROGERS Name Where did you grow up? I What do you hope to ac- June Rogers grew up right outside complish in your time on Charleston, SC. the OAV board? To help Board Position ALL opticians in the state of Director of Tidewater Who or what influenced Virginia know that OAV is a your decision to become Where do you work? wonderful resource as the an optician? A good friend navigate the career as opti- Lenscrafters needed an opt tech and con- cians. This is not just a re- What region do you live vinced me that I could do it. I source for private practice or helped fit a little 7 year old in? Tidewater just a resource for corporate girl with pair on contacts and opticians but for every- How long have you been watched her cry when she one. We as opticians can an optician? I have been in could see the little ladybug on stand together as a united optical for 18 years. I started the bush outside. That's profession and deserve the in and have when I knew I was in the right respect of all health care pro- been licensed in Virginia since field. fessionals. June 2014

BOARD MEMBER PROFILE—JEREMY CLAMON Name in the field for five years. ing the optical industry in Jeremy Clamon the future? Where did you grow up? Board Position In Waynesboro, VA In the next five years I expect Central Regional Director to see much more online Who or what influenced sales; patients becoming bet- Where do you work? your decision to become ter informed, and telemedi- an optician? I was influenced Mowen Opticians in Waynes- cine begin to take off, There to become an optician by my will be a large increase in boro VA stepfather. younger patients due to tab- What region do you live Do you charge for a PD? lets, phones, etc… in? Central, in Fishersville I do not charge for a PD, be- What do you do in your How long have you been cause I won’t give out a PD to spare time? an optician? I have been a patient. licensed for the last two For fun I enjoy camping, disc years, but have been working What do you see happen- golf, and amusement parks just to name a few things.

2015-2017 SECRETARY TIDEWATER DIRECTORS Ann Grubbs Debby Robertson BOARD OF DIRECTORS June Rogers CAPITAL DIRECTORS PRESIDENT Karen Bridgewater SOUTH WEST DIRECTORS Judy Canty Leah Redden Vacant

FIRST VICE-PRESIDENT CENTRAL DIRECTORS STUDENT/INTERN Yolanda Jackson Jeremy Clamon Frankie Ilog Robert Flippin SECOND VICE-PRESENT IMMEDIATE PAST PRESIDENT Darla All NORTHERN DIRECTORS Kristi Green Vacant TREASURER Tom Kirkland Page 5

SPRING 2015 VISUAL MERCHANDISING—IT’S EYE CATCHING Visual impact is a huge com- are natural add-ons to the stores will not reap the po- “One simple visual ponent of retail merchandis- main product featured. A tential rewards of incremental ing. Customers entering a great visual merchandising tip or add-on sales and can lose element, such as store are greatly influenced by for a retro frame display: out to their competition. If color, can catch a the visual information they Build a board with retro the competitor down the gather in the first split second. frames, but don't just stop street is constantly and crea- shopper's attention One simple visual element, with the frames, get creative. tively changing their visuals, such as color, can catch a Merchandise the entire board there is a good chance shop- and also greatly shopper's attention and also with frames then place, at eye pers will gravitate to that affect their mood. “ greatly affect their mood. In level, brightly colored retro store. today's ultra competitive mar- cases as an add-on sale ket place it is of paramount item. Visually the display 4. Color matters. importance that retailers un- would have a repeating label Visual merchandising tips like derstand the basics of visual accented by one ribbon dis- this one are at the core of any merchandising. play of cases. This is good solid merchandising plan. visual merchandising practice Color can demand a shop- Here are 5 visual merchandis- and great way to increase ing tips to help you maximize per's attention, evoke emo- margin. tion and influence decisions. your efforts. 2. Use accent lighting to Your merchandising plan 1. Display sale products in should include bright colors feature products. a creative way. not only for displays , but also Customers are drawn to light. for the middle of aisle runs. When building a product dis- Lighting can make products Visually painting your store play look for products that shine and bring colors to life. with colorful focal points will Using this visual merchandis- help draw shoppers to those ing tip to wash a display wall key areas. with light will enhance any product. Accent lighting cre- 5. Merchandising themes ates visual interest for shop- Themes group products to- pers, and magically puts prod- gether for a powerful visual ucts in their sight. Once a message. Theme merchandis- product has captured a cus- ing is a fun way to communi- tomer's attention the odds cate seasonal activities or are increased that a purchase other information. Themes is at hand. This visual mer- connect customers to pro- chandising tip will impact your jects or activities, and as a customers and your profits. result, connect their spending 3. Change displays weekly. to your profits. This visual merchandising tip Gary Petz - At Discovery- reminds us that customers Based Retail we help retailers want to see new and different make more money. Visit our products. There is an aspect website and find out how. of entertainment and educa- http://www.discoverdbr.com tion that customers appreci- ate when stores change their displays. Stores that don't change their displays weekly will have customers simply walking past displays that are no longer fresh. If the custom- ers have seen the same dis- play for the last six weeks, the displays are no longer new or relevant to them. These Page 6

THE SPECTACLE

AM I LEGAL? “In the majority of Question: My patient meaning there is a medical or ______pathological reason for the has an older pair of 1 Code of Virginia. § 54.1-1706. Permis- cases, there is no doctor to see the patient glasses that they want to sible practices. medical reason for duplicate. The doctor again at a specific time. In the majority of cases, there is Notwithstanding the provisions of won’t release the pre- subdivisions 7 and 8 of § 54.1-3204, a an eyeglass scription because they no medical reason for an eye- licensed optician is authorized to pre- say it has expired. Can I glass prescription to expire pare and dispense eyeglasses, specta- prescription to and while it is always recom- cles, lenses, or related appurtenances, make these glasses? mended that you check with for the intended wearers or users, on expire” prescriptions from licensed physicians A Licensed Optician may du- the examining Doctor for or licensed optometrists; duplicate and plicate an existing pair of eye- possible pathological issues, it reproduce previously prepared eye- glass lenses without an exist- is not required, and you may glasses, spectacles, lenses, or related duplicate an existing prescrip- appurtenances; and, in accordance with ing prescription. Under Vir- such prescriptions, duplications or ginia code, Opticians are li- tion regardless of the exami- reproductions, measure, adapt, fit, and censed to neutralize and du- nation date or the presence adjust eyeglasses, spectacles, lenses, or plicate an existing pair of eye- appurtenances, to the human face. A of a written prescription. licensed optician shall not, however, 1 glasses. Contact prescriptions, duplicate a solely from a Under Federal law, and Vir- however, do expire and the previously prepared contact lens. ginia law2, the expiration date on the pre- 2 Virginia Optometry Law: doctor may not place an expi- scription must be adhered to 18VAC105-20-45. Standards of prac- tice. ration date on an eyeglass and a contact lens may not be 5. The date of the examination and an prescription unless it is medi- duplicated by neutralizing an expiration date, if medically appropriate cally appropriate to do so, existing lens.

NEWS FROM THE STATE BOARD “Plans for a The ABO announced that Virginia four times a year. 3-year, 6,000 hour program computerized they have successfully devel- to a 2-year, 4,000 hour pro- oped a Spanish Language elec- The Board has also approved gram. The committee will be practical exam are tronic version of the Basic an additional two practical bringing its full findings to the exam dates to match the in- still in progress” Opticianry Competency board in the near future. Exam. The Spanish-language crease in ABO testing dates. tests became available in May Plans for a computerized The Board has also formed an practical exam are still in pro- 2015. Currently, the ABO Ad Hoc Committee on exam is used as the written gress. Previous efforts to Optician Apprenticeships secure the NCSORB comput- portion of the licensure exam. which has been meeting regu- The Board for Opticians erized practical through a sole larly to assess amendments to source contract were unsuc- voted to offer the Spanish- Minimum Standards of Ap- language exam to applicants cessful. As a result, a Request prenticeship and the Work for Proposal was issued and it who will be writing the ABO. Process. They have been The ABO recently began elec- is expected a decision will be considering a change to the made by July 1 for a January 1, tronic testing, offering the apprenticeship hours from a exam at testing centers across 2016 implementation. Page 7

SPRING 2015 COMMUNITY SERVICE SPOTLIGHT

CALL FOR VOLUNTEERS! CALL FOR VOLUNTEERS! est....BUT this experience will Remote Area Medical has make a difference in your life! three Virginia clinics sched- The patients you will serve uled for 2015. Dr. Vicki are so grateful for our pres- Weiss of Charlottesville is the ence and giving of our time to director for all VA RAM Vi- make a difference in their sion programs. She has asked lives. You won't regret it. for our help. Opticians are desperately needed at these Please contact me immedi- clinics to ensure the patients ately via email or phone to served get a quality product. volunteer for one or more of In order to get opticians reg- our teams: istered, housing planned and Team Wise - Wise County determine each clinic has cov- July 17-19, 2015 erage we need to identify our For more information on RAM—Remote Area Medical, go to volunteer teams NOW. We Team Lee - Lee County their website: are looking for 5-7 opticians September 12-13, 2015 for each clinic. Various areas www.RAMUSA.org Team Grundy-Grundy County you may work in are: Rx check-in, eyewear measure- October 3-4, 2015 ments, fabrication, adjusting Kristi Green and dispensing. I will not lie, [email protected] days are long and exhausting, 804-523-5415 voicemail accommodations are mod-

Advancing Virginia's Opticians

14 N 8th Street Richmond, VA 23219

Phone: 866-734-9251 Fax: 877-800-1103 E-mail: [email protected] www.vaopticians.org

UPCOMING EVENTS

July 17-19, 2015 April 1-3, 2016 RAM Mission—Wise, VA OAV Spring Convention—Richmond, VA

August 19, 2015 April 15-17, 2016 Board for Opticians Meeting—Richmond, VA Vision Expo East—, NY

September 12-13, 2015 April 20, 2016 RAM Mission—Lee County, VA Board for Opticians Meeting—Richmond, VA

September 16-19, 2015 Vision Expo West—Las Vegas, NV

September 25-27, 2015 National Opticians Conference—Nashville, TN We’re on Facebook—search for OAV or http://www.facebook.com/vaopticians October 3-4, 2015 Become a fan and be the first to get updates about RAM Mission—Grundy, VA upcoming conventions and events

October 10, 2015 OAV Fall Saturday Symposium—Fredericksburg, VA www.VAOpticians.org December 16, 2015 Board for Opticians Meeting—Richmond, VA