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Augen Optics Updates Website for Expanded Audience

Augen Optics has updated its website, augenoptics.com, to highlight its latest offerings and address the interests of a broader audience in the U.S. and internationally. Changes to the site include the addition of regional links for Canada and China on the home page of the Augen website at augenoptics.com, as well as direct links to a dedicated website for the company's award-winning Vigeo eyewear for kids.

The company has also incorporated more information about its free-form offerings on its updated website. Optical laboratories that want to learn more about the company's patented EasyForm digital surfacing equipment will find a dedicated page as well as direct links to a more comprehensive EasyForm website. Plus, Augen has incorporated information about its HDRx free-form lenses and its new lens-and-frame package offerings in the Products section of the site.

"Our website is a critical information resource for our customers," states Patricia Machado, vice president, new business development. "We're especially pleased to highlight the many new product initiatives we've launched during the past year. Our ECP and laboratory customers can now access a wealth of information about Augen High Definition lenses, free-form lenses, digital surfacing equipment and award-winning kids eyewear."

As the company has expanded its reach internationally, it has added pages for its new audience members in native languages wherever possible.

AugenOptics.com includes marketing materials, plus a downloadable Literature Order Form for requesting specific marketing pieces. Customers can also order lens products directly online.

Review of Optometric Business


Essilor's Optifog Lenses Sponsor FBI National Academy Associates Annual Training Conference

Essilor of America recently showcased its Optifog lenses at the 2012 FBI National Academy Associates (FBINAA) Annual Training Conference in Grapevine, Texas. This annual conference offers quality training sessions and product demonstrations to top law enforcement officials from around the globe.

"Law enforcement officials are often in situations where one or two seconds can be the difference between life and death," says Carl Bracy, senior vice president of marketing and new business, Essilor of America. "Essilor understands that these officials cannot afford the unexpected temporary blindness that foggy lenses can cause, and we're excited to talk to them about the benefits of Optifog lenses."

In a recent study conducted by Essilor, more than half of respondents said they experience unclear vision at least every week because of foggy lenses. Due to the hazard this can pose in their line of work, law enforcement officers are a natural audience for Optifog lenses.

PBA and Transitions Optical Report Focuses on Minorities' Eye Health

Prevent Blindness America America (PBA) and Transitions Optical have published a new "Focus on Eye Health and Culturally Diverse Populations" report. The report, which overviews the serious eye health risks faced by African-Americans, Asian-Americans and Hispanics, is intended to serve as both a resource and call-to-action for government agencies, policymakers, organization leaders and patient advocates to make eye health education among these groups a national priority. It was developed following Prevent Blindness America's "Focus on Eye Health Summit," held in June in Washington, D.C., and complements the 2012 update of the "Vision Problems in the U.S." report, which was released during the event.

U.S. Census data has indicated that more than 70 percent of Asian-Americans and Hispanics speak a language other than English at home.

"Language and communication barriers can make it even more challenging for at-risk groups to receive adequate eyecare," says Manuel Solis, multicultural marketing manager, Transitions Optical. "By simply making available bilingual and in-language education, our nation's leaders can help to alleviate health care disparities."

The "Focus on Eye Health and Culturally Diverse Populations" report is made possible through an educational grant from the Transitions Healthy Sight for Life Fund. To download the report, visit the News & Resources section of preventblindness.org/visionproblems.

eL&T Tip of the Month

The art of displaying merchandise to communicate its availability and enhance its sales appeal is called visual merchandising. To communicate the opportunities of outdoor eyewear, make sunwear: easily seen, touchable and accessible, available in enough choices but not too many and visible with clear cues to their price and value.

» For more information, and to take this CE course online, visit 2020mag.com.

Local Eye Site

New Products


Manufacturer: VSP Optics Group
Description: Easy to use app for the second and third generation Apple iPad that helps eyecare professionals (ECPs) simplify measuring and dispensing advanced digital lenses, and brings eyewear consulting, electronic claim filing and more to the point-of-care.

  • Patient Check-in and Care: Patients can use otto to fill out registration forms, questionnaires, medical history, privacy policy and insurance information. ECPs can check eligibility and obtain VSP patient authorization and explanation of benefits as well as estimate patient out-of-pocket costs for select plans.
  • 'otto-mated' Measurements: Take photos of your patients with the iPad and otto calculates measurements like pupil distance and segment height. With the ottobox plug-in attached to the iPad, ECPs can take photos of the patient wearing their selected frame and otto automatically calculates measurements like pantoscopic tilt and back vertex distance to simplify dispensing today's most advanced digital lenses.
  • Vision Screening: Wow your patients with paperless vision screenings to detect changes in vision.
  • Frame Styling: Use otto to access Marchon and Altair frame catalogs or the Frames Data database to offer more frame choices to patients. Patients can also transmit photos of themselves wearing different frames to friends or family in order to get opinions on their choices using Facebook, Twitter or email.
  • Patient Consultation: Demonstrate the benefits of lens options like anti-reflective and scratch coatings, photochromic and tinted lenses, polarized sunwear and more.
  • Product Selection: Create new orders for ophthalmic eyewear, sunwear and contact lens orders. Use otto to educate patients on the advantages of multiple pairs of eyewear and premium choices with pre-selected packages or custom lens packages tailored by the practice. Orders are easily confirmed and can be sent to the lab for processing.


i.Terminal 2

Carl Zeiss Vision
Description: Next-generation digital centration device
Features: i.Terminal 2 builds on the centration technology that debuted in Carl Zeiss Vision's pioneering i.Terminal by Zeiss device, which was launched in the U.S. in 2007. Like its predecessor, i.Terminal 2 takes all measurements necessary for standard and personalized lenses with 0.1 mm accuracy, and provides sophisticated try-on and consultation features.

According to Claude Labeeuw, Carl Zeiss Vision's vice president of marketing, improved technology and user feedback have led to dramatic improvements in i.Terminal 2 compared to its predecessor. "i.Terminal 2 has been redesigned both inside and out. Improvements in software and the user interface make it both faster and easier to use, so it integrates ever better with practice flow. Outwardly, the design is sleeker and fits more easiIy into a practice's layout. It also adjusts to a wider range of heights to readily accommodate more patients."

i.Terminal 2 includes a try-on system and a consultation mode featuring new demonstrations of the advantages of premium lens technology. Says Labeeuw, "With higher performance products such as customized lenses, it is critical to provide tools that help patients visualize how good their vision can be with the right eyewear. i.Terminal 2 uses the vivid, patient-friendly demonstration graphics used in our i.Demo app."
Availablity: The i.Demo app is available as a free download from the Apple Store for Carl Zeiss Vision accounts.


RxPertise | Understanding Digitally Enhanced Lens Performance

As an opticianry educator and trainer, I often ask eyecare professionals who attend my classes whether their patients are more satisfied with...

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Andrew Karp
Group Editor, Lenses & Technology

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