The 20/20 Editorial Team

James J. Spina
VP, Editor-in-Chief

Jacqueline Micucci
Executive Editor

Gloria Nicola
Senior Features Editor

Andy Karp
Group Editor, Lenses and Technology

Melissa Arkin
Assistant Editor

Lauren Taylor
Editorial Assistant

8/26/2007 So What’s YOUR Point (of View)?
Posted by 20/20&U Blog Admin
Location: Blogs2020&U
 		    

Better later than never but better be best by now. The editorial team of 20/20 has been contemplating the initiation of a blog for quite some time but the waiting game has been earmarked by some very definitive objectives.

With its engaging and often conversational style the published edition of 20/20 already functions as a readily available forum for the whole optical professional community. Responses from our readers are always encouraged and engaged with discussions, actions and a continued sense of mission. And although our content might seem occasionally light and breezy that atmosphere is created in a scrutinized wave of professionalism often missing from most blogs.

Let’s face it. Even the very word “blog” sounds somewhat sloppy and uncontrolled. Idle conversation and ungrounded pontificaticing are often non-productive ways of avoiding issues rather than seeking new goals and horizons. With that in mind we are instituting 2/20&U as a focused agenda engaging our magazine and our most precious resource… YOU.

And here’s the initial simplicity of it. Every month the blog will kick off with an open call for responses to a slightly amended version of our editor’s letter to the issue. That unifying stance will be supplemented by an additional editorial on a mid-month schedule aimed at addressing both published and non-published topics of concern and warranted comment.

Those missives will be scribed by a variety of on-staff editorial players in a range of topics including industry news, product information, retailing concerns, trends and continuing education.

This might be a new ride but the vehicle remains true to the 30-plus years of 20/20 as the industry’s leading optical publishing brand. Step on board. Your ticket is your voice, clear and loud.
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Comments (23)   Add Comment
Re: So What’s YOUR Point (of View)?
By HEATHER		 9/4/2007
s
I CAN'T WAIT! AS A TECHNO CHALLENGED,40ISH,OPTICIAN AND 28 YEAR VETERAN OF THE OPTICAL INDUSTRY, I MAY NOT HAVE THE ACCRONYMS AND SLANG DOWN BUT I LOOK FORWARD TO READING THE COMMENTS AND INFO THAT BLOGS CAN PRODUCE. SLFN
Want to share some experiences
By Tom Foote		 9/4/2007
s
After working 18 years in the trenches as the Director of Optical Shops with an upstate NY multi-location Ophthalmology practice, I decided it was time for a change. I resigned my position (gracefully) and started to persue my main industry interest: educating others and sharing my experiences during the creation of a 4M annual retail establishment.

Here are a few examples of hurdles that I seemed to be reoccurring during my tenure.

Keeping Staff and Doctors Motivated
Creating Comfortable Settings for all
Enhancing and Controlling Total Patient Experiences
Focusing Company Image
Patient Centered Inventory Adjustments

I have been pursuing relationships with practices that share in these same hurdles and hope to find some while networking at Vision Expo this Fall. This is a very exciting time for me.

Tom Foote
tom@tcfoote.com
www.tcfoote.com
Is there a conflict of interest...or not?
By Barry Santini		 9/7/2007
s
It's safe to say that americans generally agree that physicians that prescribe *and* fulfill (sell) their own pharmacutical prescriptions may have a significant potential conflict-of -nterest. Legislation has been in place for decades in the US to address this possibility.

But does "prescribing and dispensing" really represent a potential conflict? And if so, why souldn't the same paradigm be applied to eyewear and contact lenses? Or should it? The FTC saw a potential conflict when it issued Eyeglasses I & II decades ago.

Besides drugs, what other medical specialties are viewed as having potential COI? What are your thoughts regarding the following example:

A family member has a significant shoulder problem. Opinions from local physicians are conflicted with respect to their diagnoses. Your research on the internet indicates a world-class specialist for this condition is within a reasonable driving distance. You make an appointment to see this well-regarded doctor. He or she, after careful and deliberate evaulation, arrives at a clear diagnosis, and suggests a surgical procedure. This doctor is also considered one of the best in the world at this type of surgery. Do you thank them for their diagnosis, and then attempt to seek out another, different surgeon to perform the procedure, in oder to reduce a potential conflict-of-interest?

Would this same line of thought apply to cataract, corneal, or even refractive surgery?

Or is the paradigm regarding the self-dispensing of drugs really the exception, and should be re-evaulated?

Your thoughts?

Barry
Re: So What’s YOUR Point (of View)?
By John Justice		 9/7/2007
s
Looking forward to it! Information sharing is a key component to growth and understanding. This industry is really small, and everyone plays a part. Best wishes.

John Justice - Kenmark Group
Re: So What’s YOUR Point (of View)?
By Clark		 9/7/2007
s
How can the optical industry lower the percentage of frames returned to vendors. The industry average is, I believe, over 25%. Very costly for opticals and vendors. No other industry has such liberal return policies.
Re: So What’s YOUR Point (of View)?
By Parke Wilkinson		 9/7/2007
s
I think this is a great idea, where one can voice an opinion or a thought and get vital feedback from the industry. One I have been in for 39 years. I look forward to hearing the thoughts and wishes of the wise brethren out there.

Parke Wilkinson
parke@mjoptical.com
www.mjoptical.com
Re: So What’s YOUR Point (of View)?
By Kevin Lippert		 9/10/2007
s
Here is a suggestion on reducing the amount of frame returns to vendors....fit more Contact Lenses. In all seriousness, a contact lens patient is more profitable than a spectacle patient http://www.clspectrum.com/article.aspx?article=13033. With the advancements of materials and designs this should be a growing segment of your practice.
Re: So What’s YOUR Point (of View)?
By Sam Johnson		 9/10/2007
s
This is great. If we have an idea that is worthy of the editor's support, can we count on him to help us get the word out? I am talking about the changes happening in our industry.

Sam Johnson, ABOM, NCLE-AC
samjohnson@raotx.org
www.roatx.org
Re: So What’s YOUR Point (of View)?
By Ashok Kumar Singh		 9/10/2007
s
I think this very good idea to share our experience with all of you. In this way we all can keep and exchange our idea. I'm an optometrist practising in New Delhi,i India.
Re: So What’s YOUR Point (of View)?
By muthu		 9/10/2007
s
Hi,
I am muthu from eyesense opticians,bangalore-India.

just wanted everybodys opinion on the following topic.

where do you see the optical industry by the year 2020 ?

will fashion takeover the optical requirement to wear spectacles.

like will wearing spects become generic to give a intellegent look. for example a suit is generic for a businesswoman or businessman.

your point of view please.

muthu.
rathodopticians@vsnl.com
Re:How can the optical industry lower the number of frames returned...
By Barry Santini		 9/10/2007
s
Simple:

Have the vendors reduce (substantially) the number of skus they make/release. I think we can all agree that we don't need the quantity we have now. Frame buyers are already overwhelmed by the choice available, not to mention the consumer. We could all benefit from less..

IMHO, our industry suffers from a condition I call "frame bulemia". Frame bulemia is where the vendors make far too many styles, and stores "consume" an equal amount too many, and then they have to be either returned, or "vomited up" on the internet, or worse, through less-desireable distribution channels (such as Century 21 Dept. stores and their like, where their message to the public is "Don't be stupis...Never pay retail"!).

The solution requires action from parties requires the need to acknlowledge the we're no longer looking for styles that will be "home runs", just singles & doubles.

FWIW Go figure...
Barry
Re: So What’s YOUR Point (of View)?
By Jerry		 9/20/2007
s
Notice all the veteran frame repos gone from the industry..why..Can't make a living any more. Its easier for the Safilo's, Luxottica's of th world hire younger no experience reps.
Think the 28% return rate in the industry has anything to do with this!!
How many of you have the box of frames waiting for the rep to return..Buy 20, return 18..a hell of a way to make a living!!
There are few buyers in the optical industry..Just frame "tryers"
Too many frames to choose from one complains...I say too many "tryers" who pick frames..no risks associated..Oh I am a lousy buyer, Ill just return it to the rep!!
A FORMER ( YOU GUESSED) Veteran FRAME REP
Re: So What’s YOUR Point (of View)?
By JB		 9/20/2007
s
I agree with Barry. Not only do vendors make too many sku(s), many collections have only a few "home runs" and the rest are the designer's vision and not the consumer's interest.
Re: So What’s YOUR Point (of View)?
By John Justice		 9/20/2007
s
Barry,

Sorry, but I will disagree. Vendors come out with New styles Faster because the first thing a customer asks when you walk through their door is, "What's NEW??" Fashion Trends are changing so much faster now, and customers want the latest and greatest! If a collection goes 4 months without new styles, sales drop and it becomes a bit stale! The fact is that styles don't hang around as long as they use to. Sure some Styles have been around for 20 years, but the norm now is more like 1 1/2 to 2 years. More isn't always better, but in our industry, more is what the customer wants!
Re: So What’s YOUR Point (of View)?
By cathy ganes		 9/20/2007
s
Just getting fellow retailers to share will be awesome...It's always seemed to be such a closed area, it will be a welcomed, overdue, and wonderful thing !!
Re: So What’s YOUR Point (of View)?
By Sherry Vernal		 9/20/2007
s
I love this idea! I also agree with John...my customer's look for new product and I have a following that wait for me to come back from Expo to see what I have purchased for them. I appreciate the fact that we can exchange frames and discard the old for new looks, and that we can exchange defective frames...I feel it creates more sales for both our clinic and my reps...I love our field for having this difference..and I respect the Vendors and Reps in this field. When I hear complaints about exchanges...I feel it is not so much the exchanging of product that is the problem, but more, the fairness of the exchange.
Re: So What’s YOUR Point (of View)?
By Barry Santini		 9/20/2007
s
It depends on whose is the *customer*...the account...or John Q.?

We need to stop listening to the limited attention span of the opticians and buyers, and listen to the public more
Re: So What’s YOUR Point (of View)?
By Chuck		 9/24/2007
s
I would like to hear some ideas on how I can find someone to buy my practice without the use of a high commission practice seller firm. After 42 years I have cut back to 3 days a week and the appointment book is full but the gross has dropped down to about $150,000. Any reasonable suggestions would be greatly appreciated.
Looking for a POS/Barcode system
By jackie scott		 10/8/2007
s
It's time for my office to control inventory and all that goes along with it. We are thinking about a barcode system as most of our frames come from companies with a barcode sticker on the bag. Anyone out there who can recommend a system that works with a cash register and can keep track of sales/inventory? No need for patient record cards to be computerized at this time. Thanks.
Re: POS Barcode system
By Safety Guy		 10/9/2007
s
One idea is to look into the possibility of an RFID tag system. Initial investment would be more, but I think there are some "out of the box" solutions that are doable. Also helps cut down on shrinkage.
Re: So What’s YOUR Point (of View)?
By Israel Bautista. A.B.O.C		 10/24/2007
s
The frame companies are putting some much effort in creating new and different styles, that in the process are totally forgetting about the optical aspect, frames that are note very good in optical design to work with different prescriptions, they just wanna make it look nice. This is not a suit or a dress, this are eyeglasses they supposed to meet a very important function, help people see. Stop creating funky design and created real pieces of optical devices. And make them last, China production...cheap that's way you see so many frames back to reps, and from customers, they break easy! cheap, cheap.
Re: Ophthalmic Instruments
By Patrick		 11/6/2007
s
We need to explorer the field of Ophthalmic Equipment used for exams..such as features,benefits,cost, compared with other types etc.
There is not a mag. or source for anyone to get a unbiased view of ophthalmic equipment.
Re: So What’s YOUR Point (of View)?
By STACEY SEVERSON..CPO		 12/3/2007
s
I AM COMMENTING ON YOUR DRIVEWEAR ADD PAGE FOUND IN NOVEMBER 2007 MAGAZINE. AM I THE ONLY ONE THAT NOTICES??? EVERY TIME I SEE THIS ADD I HAVE TO LAUGH BECAUSE THERE IS A MOM WEARING SUNS HOLDING HER BABY WITH KIDS IN THE BACKROUND SAYING "SO COMFORTABLE! AND PROTECTING MY EYES PROTECTS MY KIDS." OK THE BABY NOR THE KIDS ARE WEARING ANY SUNS PROTECTION AND THE BABY IS SQUINTING. PLEASE AT LEAST PUT SOME SUNS ON THE BABY

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