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OPTICAL DISPENSING NEWS

The FREE weekly e-mail newsletter for optical professionals.

Number 209

November 17, 2004

Published By James E. Sheedy, OD, PhD, and Ethis Communications, Inc.
David Kellner, Interim Managing Editor

NEWS

NEW PHOTOCHROMIC LENS FROM TRANSITIONS
Transitions Optical, Inc. has announced the coming launch of Transitions V lenses with ESP (Enhanced Scientific Performance). The new lenses will be available in 12 semi-finished single vision and 27 progressive lens designs in polycarbonate, Trivex, and 1.60- and 1.67-index materials. According to the company, Transitions V lenses are faster to activate and deactivate and are darker outdoors than previous technology while still virtually as clear as a regular, clear lens indoors. Transitions V lenses will be available to ECPs February 1, 2005.

In support of the new Transitions V lenses, Transitions Optical is inviting ECPs to explore the evolution of photochromic technology with its newest Transitions Partners in Education program module. Available in February 2005, “Transitions V with ESP: The Next Step in Photochromic Lens Technology” will focus on the importance of healthy vision and the benefits of Transitions V lenses with ESP. The new module will include the results of research on 140 patients and 100 ECPs who wore the lenses during a trial earlier this year. This will be supported by a new clinical paper describing these research findings.

EXPANDED POWER SHIFT RANGE FOR PRIO COMPUTER LENS
PRIO Corporation has announced the expansion of its PRIO Computer Lens (PCL) line to accommodate patients who need higher reading or computer add powers in a near variable focus lens. The new PCL 2.25 D is available in CR-39 in sphere powers from
-3.00 D to + 6.00 D, and in cylinder powers to -4.00 D. To coincide with its newly expanded lens offerings, PRIO has also released version 4.5 of its Shazam! Lens Calculator software so that ECPs using this power calculation and ordering tool have access to PRIO’s full suite of near variable focus lenses. Information: 800-621-1098 or www.prio.com

VWI ANNOUNCES RELATIONSHIP WITH EYEFINITY
VWI, the cooperative buying network for independent practitioners, has announced a new business relationship with Internet portal Eyefinity. As part of the agreement, VWI has negotiated for exclusive benefits from Eyefinity that include: priority access to Eyefinity’s toll-free customer service phone line and special Web-cast seminars for training on Eyefinity’s numerous online services. Information: 800-640-9485 or www.vweye.com

TJT SALES TO MARKET LENSLIFTER
TJT Sales has announced it has reached a definitive agreement with exodesign to market that company’s Lenslifter product to optical retailers nationwide. According to the company, the Lenslifter is a convenient alternative to the traditional eyeglass display case. The patented system, which the company says offers a very simple and attractive way to holds all kinds of glasses and sunglasses, is used for displaying eyeglasses in retail locations. The company claims opticians’ customers also like to buy Lenslifters for home use. Information: http://tjtsales.com/CatologInformation.htm

COCOONS OFFERS CLEAR ALTERNATIVE
Live Eyewear, a manufacturer of sunglasses designed to be worn over prescription eyewear, has announced an addition to the Cocoons collection of OveRx (over prescription) eyewear. Cocoons are now available with clear polycarbonate lenses that provide 100% protection against ultraviolet light. General Manager, Kieran Hardy states, “The clear lens addresses the large number of requests we’ve received for OveRx eyewear that provides complete eye protection without a reduction in visible light transmission.” The 1.2-mm clear polycarbonate lens has a light transmission rating of 90-94%. According to the company, the majority of the interest comes from motorcycle riders who wanted something more convenient than goggles. The new clear polycarbonate UV400 lenses and side shields are available in most Cocoons styles and limited to black frames only. Information: www.liveeyewear.com

EYEFINITY TO INTEGRATE ONLINE SERVICES WITH CALMED SOFTWARE
Internet portal Eyefinity has announced an agreement with California Medical Systems (CALMED) to integrate Eyefinity’s Web-based services with CALMED’s “Medical Practice Expert” practice management software. With this agreement, Medical Practice Expert users will gain access to many of Eyefinity’s online tools and services, including VSP claim filing, product ordering, lab services, online continuing education, and practice management information resources.

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DISPENSING TIP: Offer All Patients Opportunities to Upgrade

Remember rotary dial telephones? Society did not abandon this technology because it didn't work. In fact, most consumers were happy with this option until a new, more efficient option, the touch-tone phone, was introduced. The moral here is that just because a contact lens wearer is content with a lens they’ve worn for some time doesn’t mean we should cease educating them about new and better options. Always give patients the opportunity to upgrade to appropriate new lens technologies. Offering the best not only builds patient satisfaction, it helps prevent your service from becoming a commodity. If nothing changes from visit to visit, year to year, then why should the patient get both exam and replacement lenses from you?

Adapted from work by Gary Gerber, OD, that was originally published in “Refractive Eyecare for Ophthalmologists”

NOTES FROM THE FIELD

STUDY CLAIMS PATIENT PREFERENCE FOR FRESHLOOK COLORBLENDS
CIBA Vision has announced a recently conducted study of US ECPs that compares the number of patients who purchased FreshLook ColorBlends contact lenses vs Acuvue 2 Colours after trial. The study asked 140 ECPs with large colored-lens practices to keep a 2-week diary to track purchase decisions when non-color contact lens wearers tried on FreshLook ColorBlends or Acuvue 2 Colours for the first time. Study results showed that 65% of patients who trialed FreshLook ColorBlends actually purchased the lenses, compared to a 39% trial-to-purchase conversion rate for Acuvue 2 Colours.

“DRIVE LIBERTY” CAMPAIGN PROMOTES NEW ESSILOR LENS
Essilor of America has announced a new “Drive Liberty” promotion. From now through the end of the year, ECPs will earn one Drive Liberty scratch-off card and the chance to win one of three prizes with every pair of Varilux Liberty progressive lenses ordered. Prizes include $10 cash, a $5 gas card, or the grand prize, a brand-new Jeep Liberty SUV (or cash equivalent). According to the company, Liberty is designed for bifocal conversion, which it accomplishes by providing a wide, soft, and well-positioned near vision area and by optimizing near vision width, near vision peripheral softness, and balanced binocular vision.

TRANSITIONS LAB OF THE YEAR NOMINEES
Transitions Optical announced the nominees for its 13th annual Lab of the Year award. The announcement was made at last week’s Optical Laboratories Association exposition and conference. Nominees for the 2004 Transitions Lab of the Year award include:
* 21st Century Optics, Long Island City, NY
* Accu RX, Johnston, RI
* Barry Optical, Garden City, NY
* Cherry Optical, Green Bay, WI
* Diversified Ophthalmics, Cincinnati, OH
* Future Optics, Largo, FL
* Great Lakes Coating Laboratory, Troy, MI
* Homer Optical Company, Silver Spring, MD
* Interstate Optical Company, Inc., Mansfield, OH
* Jorgenson Optical Supply, Tacoma, WA
* Northeast Lens Corporation, Newton Upper Falls, MA
* Optical Dimensions, Inc., Royal Oak, MI
* Rooney Optical, Cleveland, OH
* Soderberg, Inc., St. Paul, MI
* Specto Optical Company, Montclair, CA
* Toledo Optical Lab, Toledo, OH
* Tri-Supreme Optical, Farmingdale, NY
* Ultra Lens, Fort Lauderdale, FL

The winner of the 2004 Lab of the Year award will be announced and recognized during Transitions Academy in January 2005.

EDITORIAL ADVISORY BOARD
Joseph Bacotti, MD
Irving Bennett, OD
Cliff Brooks, OD
William Brown, OD, PhD
Robert Campbell, MD
Tracey Canada
Arthur DeGennaro
Edward DeGennaro
Diane Drake
Jim Grootegoed
Valerie Manso
Carol Norbeck
Katheryn Dabbs Schramm
Rene Soltis
Jayne Weinberger
John Young

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Information obtained from companies and individual contributors is believed to be accurate but neither James E. Sheedy, OD, PhD nor Ethis Communications is responsible for their accuracy. The editors reserve the right to reject or edit any materials we receive. Publication of any content submitted to Optical Dispensing News does not imply endorsement by James E. Sheedy, OD, PhD, Ethis Communications Inc., or members of the Editorial Advisory Board.