eL&T

Shamir Andrew Karp
Group Editor, lenses and technology
akarp@jobson.com


L&T Marketing
Essilor Study Assesses Internet's Impact on Eyecare Profession

Howard PurcellEssilor of America announced the results of a study that evaluates the emerging Internet marketplace and its potential impact on the eyecare profession. The research, done in conjunction with Jobson Medical Information LLC, reviews the current Internet marketplace environment and assesses ECPs’ perception of the issues and challenges of this channel. While two-thirds of ECPs surveyed believe online purchasing is a growing trend in the eyecare industry, only about one-third of respondents see online purchasing as the future of the eyecare industry.

“Essilor is using the research results to clearly evaluate and determine how to best help Essilor and ECPs address this imminent trend,” said Howard Purcell, OD, vice president, customer development for Essilor. “We are proactively working to help ECPs better understand the changing marketplace and shift in consumer attitudes, bridge these gaps and to integrate this offering into their toolbox in a way that expands their businesses.”

Comments or questions about Essilor’s Internet initiative should be addressed to Dr. Purcell at TellHoward@essilorusa.com.

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Hoya Promotion Winners Enjoy Spain's Splendors

More than 70 travelers, including eye care practitioners, distributors, Hoya representatives and guests, recently returned from a seven-day trip to Spain, a vacation they won by participating in Hoya Vision Care, North America’s “Splendor of Spain” promotion. The winners toured Madrid’s renowned Museo Nacional Del Prado (Prado Museum) and the Palacio Real (Royal Palace). Their journey continued to Toledo and Málaga, Spain, and Tétouan, Morocco.

Hoya Promotion Winners
The winners of Hoya's Splendor of Spain promotion on tour in Spain.

“It was quite an experience. I would call it the trip of a lifetime,” said Vin McMahon, OD from Eye Works in Keene, N.H.

Eye care professionals who purchased Hoyalux iD and Hoyalux iD LifeStyle lenses between April and December 2008 were eligible to enter to win the trip and other prizes.

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Shamir Ads Earn Top Honors Again
Matt Lyte
Matt Lytle, Shamir's vice president of marketing, left, and company president Raanan Naftalovich display Shamir's most recent Gold Hermes award.

Shamir Insight has again won a Gold Hermes award from the Association of Marketing and Communication Professionals (AMCP) for its trade advertising campaign. The award recognized Shamir’s “Keeping Your Attention” 2008-2009 campaign for creativity and exceeding industry standards.

The campaign is geared primarily towards opticians and utilizes non-traditional imagery and copy to keep the reader’s attention. It showcases various images, including a painting of Adam and Eve, the Berlin Wall, a European streaker, all of which are linked to Shamir’s line of premium progressive lens products.

“The ‘Keeping Your Attention’campaign has allowed us to branch out from the “standard” look of ads in the optical industry,” said Matt Lytle, vice president of marketing for Shamir. “Although it may not seem like it, there actually is a method and structure behind each ad that is part of the campaign. We are very particular when selecting the images that will be used, and while the ads may have an unconventional tone, we always ensure that there is an identifiable message communicated.”

Moving towards a more non-traditional form of communication to connect with both the consumer and eye care professional, Shamir has recently released updated literature pieces that feature the same “unconventional tone” as their ad campaign. Shamir has also introduced an educational video called “The Magical World of ReCreating Perfect Vision”, which leads viewers on an educational, animated journey hosted by Shamir’s animated character, Mr. Progresso. Shamir’s “The Magical World of ReCreating Perfect Vision” video can be viewed online at www.youtube.com/shamirinsight.

This is the second Gold Hermes Award Shamir has received; the first was awarded in 2008 for its “In the Office AutoReply” campaign.

The Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of marketing and communication programs and print, visual and audio materials. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops and freelancers.

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Video Tech Support Now on Santinelli's Web Site

Santinelli Screen CaptureSantinelli International has added technical support videos to the online support section of its Web site, www.santinelli.com/online/support. The videos were developed as an advanced response to many of the website’s Frequently Asked Questions, which originated from client input.

Supplementing the site’s written FAQ responses, the videos enhance the viewer’s ability to troubleshoot or resolve technical issues by virtually taking them through a given process. The result is online, “24/7” assistance to reduce lens edger downtime.

“The videos are the next best thing to having a technician on-site,” said Steve Santinelli, the company’s technical communications manager. “In a pre-testing phase, we found that many of our clients greatly benefit from visually seeing the answer to an FAQ ‘in motion.’ Since written descriptions can be limiting, we’re taking advantage of today’s video technology to augment the support we provide.”

Do-It-Yourself Hydrophobic Touted as Practice Builder

XzilonA new type of spray-on hydrophobic lens coating is being positioned to eyecare professionals and optical retailers as a convenient and profitable add-on. Sold under the brand name EZ Clean with Xzilon, the self-applied coating is an economical alternative to conventional, lab-produced coatings, according to Jeff Eaton, the Arizona-based entrepreneur who is marketing it.

“EZ Clean with Xzilon is the only out-of-chamber hydrophobic that works,” said Eaton. “You don’t need expensive machinery, the cost is under one dollar a lens, and it only takes five minutes for the coating to cure.”

Eaton described Xzilon as “a patented molecular adhesion formula” that was first developed as a protectant for the automative industry and is also used in the aviation industry. “Xzilon cuts costs in operating aviation and marine vessels by preventing parasitic drag and protecting surfaces from erosion,” he noted.

Realizing there could be an optical use for Xzilon, Eaton brought it to the attention of his uncle, George Lee, president and owner of Rite-Style Optical, a major independent wholesale laboratory in Omaha. Rite-Style embarked on a three-year R&D program which confirmed that lenses treated with Xzilon could resist dirt and smudging.

“COLTS Laboratory approved it with very favorable results to existing hydrophobic coatings,” said Mike Sutton, vice president of sales for Rite-Style Optical. “It’s a great profit builder for an ECP to increase revenue per patient with minimal effort and cost. They can offering their patients the opportunity to get a premium easy to clean coating for their lenses with or without AR.”

EZ Clean with Xzilon is currently available from Rite-Style as well as from Eaton’s company, Xzilon Optical, which is selling it through a team of independent sales representatives. Additional information is available from Xzilonoptical@gmail.com, or by calling (602) 469-1804.

Dispensing Tips

#1 If your progressive toolbox only holds general purpose designs you will find that a lot of your patients will have difficulty since it is estimated 55 percent of frames have a B-measurement of 35mm or less. Therefore, most general use progressives have longer corridors and require higher fitting heights. New generations of small frames require shorter corridors regardless of prescription. There are quite a variety of fixed and freeform designs to choose from.
    For more information, and to take this CE course online, visit www.2020mag.com

#2 Two or three AR options are often the case for any variety of manufacturers or labs. Having a choice makes you better able to meet a patient’s needs and wants. Therefore, having AR segmented into a number of offerings helps everyone get into AR. It doesn’t change that premium AR is best.
   For more information, and to take this CE course online, visit www.2020mag.com

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New Products
Varilux Ipseo IV

Varilux Ipseo IVManufacturer: Essilor of America
Description: Latest version of Essilor’s top-of-the-line customized PAL.
Features: Designed with Essilor’s proprietary W.A.V.E. Technology: Wavefront Advanced Vision Enhancement and created with DDV technology, Varilux Ipseo IV lenses rely on the unique visual behavior of the wearer based on head and eye movements. As a result of the inclusion of DDV technology, the new design utilizes both surfaces of the lens. Wearer’s ADD power is split between the front and back surfaces of the lens, based on head to eye ratio and the stability coefficient; this allows Varilux Ipseo IV lenses to manage deviations in the lens and offer specific unique wearer benefits to both head movers and eye movers.

Dispensing Varilux Ipseo IV lenses requires use of Essilor’s VisionPrint System (VPS), a Class II FDA-approved measurement device. VPS measures unique visual behavior of each patient’s head and eye movements, and allows for lenses to be individually designed to optimize patient’s field of vision. Patients will experience unique advantages based on their visual behaviors and needs. Head movers will experience less distortion, while eye movers will experience increased magnification.

Improved design also includes individual fitting parameters, increasing level of personalization to actual wearer. ECPs will measure the vertex, pantoscopic tilt and frame wrap, which will then be added to the lens design. The combination of these unique measurements creates the most natural vision for the wearer, according to Essilor.

Availability: Varilux Ipseo IV lenses are available with new and improved Crizal Avancé with Scotchgard Protector or Crizal Alizé in the following product specifications:

1.5 Index Plastic and 1.5 Index Plastic Transitions VI Gray
Rx Range: +6.00 to -10.00D
ADD Power:  0.75 to 3.50

Airwear and Airwear Transitions VI Gray
Rx Range: +6.00 to -10.00D
ADD Power: 0.75 to 3.50

Thin&Lite 1.67 and Thin&Lite 1.67 Transitions VI Gray and Brown
Rx Range: +9.00 D to -12.00 D
ADD Power: 0.75 to 3.50

Thin&Lite 1.74
Rx Range: +9.00 D to 14.00 D
ADD Power: 0.75 to 3.5

(800) 215-7249
www.varilux.com

Mei641 edger

Mei641 edgerManufacturer/Distributor: MEI System
Description: Versatile industrial edger designed for small and medium-sized labs.
Features/Functions: Incorporates same technology and software as MEI’s MonoSpheraRX-DD. Manual loading. Four CNC-operated cutting axes. MEI Double Drive lens locking system. 2D probe device for lens detection. Cuts all plastic materials. Edge types include inclined and vertical V-Bevel with safety bevel, polished rimless with safety bevels and holes, polishing groove with safety bevels, inclined T-bevel, inclinced v-bevel with step, high-base sport frames and free-form frames.
Size: 37 by 37 by 62 inches
(847) 357-0323
www.meisystem.com

Lfu 220 Hybrid Filtration Unit

Lfu220 Hybrid Filtration UnitManufacturer/Distributor: Santinelli International
Description: Tank and pump hybrid system with centrifugal filtration technology.
Features/Functions: System separates lens waste from water, maintaining clean water circulation while significantly lowering water consumption. After processing approximately 130 to 160 lenses, the waste is filtered and compacted into a single solid mass which can be disposed of easily, keeping the surroundings and operator’s hands clean.

Filtration process eliminates lens scratching while keeping the lens edger grinding chamber clean. Unit’s water only needs to be replaced every 1,000 lens cycles. The amount of water consumption per lens with the Lfu 220 is estimated to be .025 liters versus 13.5 liters with direct water.

While edger is processing lenses, the Lfu 220’s water flow minimizes splashing, eliminating foaming, and maintains a lower water temperature. Decreased temperature maintains high-quality polish; because there is no longer foaming, there is no need to add a chemical defoamer to the tank.

Environmentally-friendly and user-friendly. Compact design, automated operation.

(800) 644-EDGE
www.santinelli.com

PolyPlus Line Extensions

PolyPlus Line ExtensionsManufacturer: Shamir Insight
Description: Expanded and updated line of polycarbonate lenses that are compatible with a range of AR products.
Features: PolyPlus material is manufactured in state-of-the-art facility utilizing latest energy/ecological saving production technologies and highest quality control, according to Shamir. Lightweight material offers highest impact resistance. Received highest marks (above 5) for Bayer testing. Bifringence-free and “water white” clear.
Availability: Recently, Shamir reintroduced its Office and Piccolo polycarbonate offerings in PolyPlus (Hard Coat – HC) material. Shamir said it switched these products to PolyPlus in response to AR coating issues that were arising with the standard polycarbonate material. Shamir offers the Office and Piccolo PolyPlus (HC) in the same base curves previously available in polycarbonate. New to the market is Shamir’s single-vision PolyPlus Transitions (gray/brown) offering.

(877) 514-8330
www.shamirlens.com

Coppertone & Sun Rx Polarized Line Extensions

VE Coppertone and Sun RxPolarized Line Extensions
Manufacturer: Vision-Ease Lens
Description: Seven new Coppertone and SunRx polarized lens products in a variety of colors, sun protection benefits and styles for customers with and without corrective needs.
Features: Coppertone polarized lenses block 100 percent of UV (UVA/UVB) rays and guards against harmful HEV light. SunRx lenses eliminate 99 percent of reflected glare and provide improved comfort for all outdoor activities. Lightweight and scratch-resistant, SunRx lenses are up to 10 times more impact resistant than ordinary sun lenses, according to Vision-Ease.
Availability:

Coppertone 7x28 Trifocal. The Coppertone polarized trifocal lens is the first polarized polycarbonate trifocal on the market that provides added protection against High Energy Visible (HEV) light in addition to 100 percent UV protection. The lens is available in HEV gray and HEV brown in both 4.00 and 6.25 bases.

Coppertone Plano FSV. This non-prescription lens offers the same protection and benefits of Coppertone prescription lenses to customers who prefer wearing contact lenses or who don’t require corrective lenses. It is available in HEV gray and HEV brown in both 6.00 and 8.00 bases and is recommended by the Skin Cancer Foundation as an effective UV filter for the eyes and surrounding skin.

Coppertone SFSV 8.50 Base. The 8.50 base curve of this lens extends the Coppertone line by accommodating a larger prescription range while also meeting the growing demand for wrap-style sun glasses and providing more HEV protection than ordinary lenses. Available in HEV gray and HEV brown, it offers a viable alternative solution for direct surfacing.

SunRx 7x28 Trifocal. This lens is the first polarized polycarbonate trifocal on the market that offers the benefits of a traditional trifocal lens combined with the superior strength and light-weight comfort of the SunRx line. It is available in gray. The lens is available in 2.00, 4.00 and 6.25 bases.

SunRx SFSV 8.50 Base. The 8.50 base curve of this lens accelerates the SunRx line extension by accommodating a larger prescription range while also meeting the growing demand for wrap-style sun glasses. Available in gray and brown, it offers a viable alternative solution for direct surfacing.

SunRx Plano FSV. This non-prescription lens is available in gray and brown in 6.00 and 8.00 bases and offers sun protection to customers who prefer wearing contact lenses or who don’t require corrective lenses. Made of lightweight polycarbonate, these lenses are a great fit for people on the move.

SunRx “Classic Green” Color Availability. Featuring the same sun protection benefits and superior quality expected from the SunRx brand, now SFSV, D28 and Illumina SunRx progressive line-free lenses are available in green.

(800) 328-3449
www.vision-ease.com

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