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Are You Paying Attention to One of the Most Important Pages on Your Website?

Are You Paying Attention to One of the Most Important Pages on Your Website?

We all know that the most visited page on any practice website is the Home Page and how important it is to your web presence. And, of course, the second most viewed page is the Hours and Location page … most visitors need that information! But, what’s the third most popular page on a practice’s website? It’s the ‘Doctors’ page. If you’re an existing patient, your eye doctor’s bio and qualifications make not be so interesting to you, but for a potential patient, this is often the place you look to make a final decision about booking an appointment. Unlike a traditional doctor’s office, the optometry practice dangles somewhere between “medical” and “commercial” meaning your branding requires attention to medical qualifications and chair-side manner as well as great prices and quality retail if you sell optical, contacts or elective treatments. Potential patients want to know about the qualifications of the optometrists who run the practice even if they are only coming to buy a new pair of glasses. They want to know not only about your professional qualifications and expertise, but also about the kind of person you are, how you engage...
Are Your Website Images Legal?

Are Your Website Images Legal?

You could be fined thousands of dollars for your website without you even realizing it! We’ve seen it dozens of times. An OD finds some nice images on the web to spruce up his site and suddenly receives a threatening letter from a stock photography company asking for thousands in back pay for usage rights. There’s no doubt that high quality images are an absolute must for your website, but the price you could pay for obtaining them illegally is steep and highly unnecessary. Knowing the basics of how online image copyright works can save you a lot of headache. Can I use a photo I found online? While it can be tempting when you find the perfect image just floating around unclaimed on the internet, it may not be advisable to use this on your website. Unless you have permission from the photographer or find the image on a site that explicitly states that you are allowed to use it (usually with proper citations), it is best to steer clear. General image searches such as Google Images will bring up a large range of photos, including licensed stock images that may not have a watermark indicating that you are required to pay for use. Where should I look for legal images? Original photos:...
Let Your Creative Out With A&A’s DIY Display Guides

Let Your Creative Out With A&A’s DIY Display Guides

A&A Optical announces the release of a series of DIYD (Do It Yourself Display) Guides. In an effort to increase our customers’ product insight and ultimately market their optical dispensary as a retail space, A&A offers helpful and creative merchandising tips in a series of easy to use “how-to-guides.” DIYD Guides feature a themed display and a corresponding list of props (including price and suggested place of purchase). In addition, the guides offer ideas for recycling and reusing the purchased props. The guides are an ultimate source for inspiration and point of reference for DIY merchandising ideas. The first set of guides spotlights Jimmy Crystal ophthalmic and sun frames for year-round and summer displays. The Carnival DIYD Guide offers a bright and colorful season-less display inspired by the Carnival eyewear and accessory collection. Gold accents and masquerade props complete the storyline in this fun and aesthetic display idea. Dazzle in the Sun showcases a garden themed display to romance and reinforce the Jimmy Crystal brand by planting the brand seed in the end consumers’ minds. Incorporating glass, white props, green hues, and floral accents, this display...
Essilor Introduces Xperio Sunwear Conversation Training Series

Essilor Introduces Xperio Sunwear Conversation Training Series

DALLAS – Jan., 2012 – Essilor of America, the nation’s leading manufacturer of optical lenses, today announced the all-new Xperio® Sunwear Conversation training series for eyecare providers (ECPs). The program, which includes a series of webinars, will provide ECPs with continued training on how to talk with patients about the need for sunwear. Xperio lenses are known among ECPs and their patients to deliver superior UV protection, optics and the industry’s most durable polarized lens, allowing wearers to experience the best vision under the sun. Webinars will be offered to ECPs on Tuesday, Feb. 21 and Wednesday, Feb. 22. Content will include how to demonstrate the benefits of Xperio in an impactful way as well as how Crizal SunShield™ can take Xperio to the next level of comfort and protection for patients. Insights on how to medically prescribe Xperio to patients with medical conditions that can impact pupillary function will also be an integral part of the 2012 program. During each live webinar, participants will have an opportunity to win a computer tablet and Xperio with Crizal SunShield complimentary vouchers by correctly answering questions related to the webinar...
200+ Of New Mexico’s IEP’s Attend Largest Optical Event in State History

200+ Of New Mexico’s IEP’s Attend Largest Optical Event in State History

LEWISVILLE, TEXAS, (December, 2011) “This is great! I have learned so much already and we aren’t even halfway through!” noted Dr. Brent Shelley in a text message. Doctors and staffers from Dr. Shelley’s practice were among the 200 people from more than 40 practices that participated in The Business of Eye Care Forum© on Thursday November 10th. “This is by far the largest stand‐alone event for eye care professionals in the history of New Mexico,” exclaimed Eric Irons, Territory Sales Manager for HOYA. He continued, “For practices to shut down on a Thursday, drive three hours and join us here is amazing! These practices are really excited about improving their businesses and their offerings to their patients.” Developed and Produced by Cleinman Performance Partners and exclusively sponsored by The HOYA Free‐Form Company, the Forum is a practice leadership university comprised of five programs designed to help independent eye care practices improve their business and patient care. More than 3,000 people have attended a HOYA sponsored Forum in 2011. “Through our continued support of the Business of Eye Care Forum©, thousands of independent practices have a valuable...
200 Of Seattle’s Independent Eye Care Professionals Learn About…

200 Of Seattle’s Independent Eye Care Professionals Learn About…

LEWISVILLE, TEXAS, (December, 2011) “Thanks for a great day of education and fun! We appreciate your investment in private practice and newest technologies in lenses. We only offer our patients the best. Thanks for helping us make that possible,” said a post from Snoqualmie Valley Eyecare Associates on HOYA’s FaceBook page. Doctors and staffers from Snoqualmie Valley were among the 226 people from 62 practices that participated in The Business of Eye Care Forum©. Developed and Produced by Cleinman Performance Partners and exclusively sponsored by The HOYA Free‐Form Company, the Forum is a practice leadership university comprised of five programs designed to help independent eye care practices improve their business and patient care. More than 3,000 people have attended a HOYA sponsored Forum in 2011. “Through our continued support of the Business of Eye Care Forum, thousands of independent practices have a valuable resource visiting their back yard,” said Barney Dougher, President of HOYA Vision Care. “Mark Mattison‐Shupnik from Jobson is part of the curriculum. His presentation on the impact of free form and patient benefits is just one example of the amazing...
How to Increase Profits and Services for Your Optical Business

How to Increase Profits and Services for Your Optical Business

As an independent eye care professional and business owner you don’t always have time to find the best deals for your business. Good deals may be out there but your customers come first, followed by the responsibilities of your business and if you have a family you don’t want to have to show an ID to get in the door. You can get help finding deals that will increase your profits and give you a wide range of services without spending hours searching for them. Many independent eye care professionals don’t know they can get the same deep discounts on purchases, as the chains and franchises, by purchasing through an optical buying group. There are a number of buying groups available and each has their own deal structure and services; this means you need to compare to be able to make an informed decision. First of all, what is an Optical Buying Group? An Optical Buying Group is a 3rd party billing service that uses the purchasing power of its members to negotiate discounts, which allow its members to compete effectively with the big chains and franchises. Some buying groups may not pass the entire discount back to you, so the percentage of discount offered varies between the buying...
The Secret of Hiring in the Eye Care Profession

The Secret of Hiring in the Eye Care Profession

August 30, 2011 (RALEIGH, NC)—Optimize, a selection and hiring company, announce s the launch of a new partnership with t wo leading national buying groups–C&E Vision Buying Group and Vision West. C&E and Vision West have signed on to become Optimize’s exclusive partners among buying groups in the eye care industry, beginning August 2011. With a growing US customer base, Optimize offers a complete hiring solution to help eye care professionals select and hire staff more effectively. Their secret? Optimize offers scient ific assessments including: cognitive ability, motivation, personality, and situational judgment tests created by Dr. Adam Grant, an award-wi nning teacher, researcher, and tenured management professor at The Wharton School of the University of Pennsylvania and Chief Consultant at Optimize. To tailor their assessments to eye care jobs, Optimize asked employees at over 100 eye doctor offices across the US to take their assessments and then linked employees’ test scores to their actual performance data including sales revenue and supervisor ratings. Dr. Grant and Optimize found that employees who scored high on the scientific assessments generated,...
Wiley X® Unveils Blue Print For Business Growth

Wiley X® Unveils Blue Print For Business Growth

Wiley X’s new Blue Print provides eye care professionals with the product knowledge, sales information and specific steps they can follow to expand sales in the important industrial safety market.  Designed to help ECPs build a “bullet-proof” profit center — a take on Wiley X’s ballistic eye protection and military heritage — the Blue Print includes an informative white paper and tri-fold brochure designed to look (not surprisingly) like an industrial blue print. This valuable information is available to ECPs for free, as is the support of Wiley X’s team of safety/sales experts. “There are many factors that negatively impact the bottom line of eye care professionals today — Internet sales, managed care reimbursements and the overall economy among them,” said Wiley X Co-Owner Myles Freeman, Jr.  “As experts in eye safety for a quarter century, we see a growing demand on the horizon for state-of-the-art protection in the American workplace.  We believe that businesses and workers will respond to the availability of comfortable, stylish eyewear that still provides the highest level of protection.  Wiley X glasses deliver this and more, and eye care professionals...
C&E Vision Creates Social Media Center for Members

C&E Vision Creates Social Media Center for Members

San Clemente, CA. June 1, 2011 C&E Vision Services, Inc., a leading national buying group dedicated to Inspiring Profitable Eye Care Practices™, has announced the introduction of its Social Media Center on the member’s only section of its web site.  The Social Media Center will initially include step by step guides for ECP’s to easily create, grow and be successful using their own Facebook, Twitter, YouTube and Blog sites for their practices and to take advantage of Social Check-In sites such as Foursquare, as well as a selection of videos that will enable ECP’s to become more familiar with social media generally.  C&E plans to gradually add content to and update the Social Media Center over time and expects that it will become a “go to” social media resources for ECP’s.  Additionally, the Forum section will provide members the opportunity to ask questions about using social media in their practice and to learn from the sharing of other members’ experiences.  The Forum will be moderated by CESSON 3.0, a leading social media and marketing firm to ensure members have access to professional expertise.  Brad Shapiro, C&E Principal stated that “it is imperative...
More Than Just A Buying Group

More Than Just A Buying Group

Welcome to my first C & E blog posting.  As you know, C & E was founded more than 25 years ago as a buying group and remains one of the leading buying groups in the nation.  Together with my partners, Steve Wagner and Harvey Yamamoto, O.D., we have worked tirelessly to create services and programs to assist you and your colleagues in building successful eye care practices.  I am pleased to report that C&E has evolved into so much more than a billing service.  Our core focus today can be grouped into five key areas: Increasing back-office administrative efficiencies Assisting ECPs to adapt to a changing market Offering services to increase patient revenue & traffic Educating practice and staff Responding to margin compression: saving ECPs $$$ In the coming months, together with my partners and colleagues, we will be highlighting the services offered by C & E in each of these areas and we will be inviting your questions and comments.  The first topic we will address is how C & E plans to assist our members with understanding and integrating social medial tools into your marketing and communication programs.  I believe that...
The Truth about Impulse Buying

The Truth about Impulse Buying

Retailers are smart to focus their time and energy to encourage impulse buying, it is very lucrative business. Savvy retailers use a number of strategies to encourage impulse buying through attractive displays in strategic locations, pleasant sights, smells and sounds in the store and online through web pages that allow shoppers to browse categories of products,  just to name a few.  Entire marketing research studies detail strategies to encourage impulse buying. Impulse buying is defined as unplanned purchases and can range from the pack of gum you throw in your cart at the grocery store checkout to looking at a new car and driving it off the lot and many purchases in between. Best estimates are that about 40% of consumer spending is impulse buying.  The list of the reasons consumers purchase on impulse are feeling good in the moment, social interaction, finding that truly irresistible bargain and many more. The most significant motivation for impulse buying, which accounts for 88% of the impulse purchases, is that the item is on sale. Whether it is a real or perceived sale, consumers like to get a deal.  The impulse purchase of a sale item may or may not have long term benefits....
Vision Expo East Courses to Help ECPs Build Business Strategies

Vision Expo East Courses to Help ECPs Build Business Strategies

NORWALK, Conn.—Vision Expo’s innovative business-focused continuing education program is back again this year with the Visionomics program offering ECPs more than 55 hours of courses on managing for profitability and using technology to grow their business. “The value of the continuing education programs offered at Vision Expo East is what sets it apart from other conferences in the field,” said Kirk Smick, OD, FAAO, chairman of the International Vision Expo Conference Advisory Board. “The programs offered provide individuals and practices innovative business strategies that help maintain and grow their business success.” This year’s show offers more than 60 new and exclusive courses. Visit the Vision Expo website for details on CE credit approved classes including business-oriented ABO and/or COPE approved courses. Also new this year to Expo is the Management & Business Academy (MBA) created by CIBA Vision and Essilor and endorsed by the American Optometric Association (AOA). The acclaimed MBA program utilizes quality content and dynamic speakers and will now be available to all eyecare professionals—and their staff—at the show....
Optometrist Perspective by Harvey Yamamoto, OD

Optometrist Perspective by Harvey Yamamoto, OD

During this special time of the year, the entire staff at C&E would like to say: HAPPY THANKSGIVING! We have seen so many of our patients during this past year lose their jobs, cars & homes.  Of Course these events will eventually trickle down to affect everyone sooner or later.  It is our hope that your patient base remains strong for the remainder of this year and well into 2011. Reflecting back on the year, I have some thoughts that I would like to share with my readers.  Our practice located just east of Los Angeles had a very good year for the most part.  June was practically a dead month but from that point on – it was business as usual.  Having things humming everyday is one of my challenges which I have faced for the past 45 years.  It doesn’t seem to get any easier as the cost of staying in practice just keeps getting more costly.  Why?  We love gadgets and hi-tech equipment and thus our world revolves around machinery and equipment.  That is what keeps us going day in and day out, year after year after year.  The main target of our efforts is our patients.  Our patient base has remained loyal for decades and they are pleased to send us their colleagues...
Academy for Eyecare Excellence Expands Online Education Offerings for ECPs and Staff

Academy for Eyecare Excellence Expands Online Education Offerings for ECPs and Staff

DULUTH, GA—CIBA Vision’s Academy for Eyecare Excellence has expanded the reach of its professional education programs with three new online learning modules, the company said. “We continue to receive outstanding feedback from ECPs and staff members who are utilizing the Academy for Eyecare Excellence e-learning modules,” said Dwight Akerman, OD, FAAO and director of professional affairs & programs for CIBA Vision North America. “In fact, many ECPs have made these e-learning modules the cornerstone of their non-CE education as well as staff training activities,” he added. According to a statement, more clinical content will be added over the next few months to include modules that cover corneal staining, contact lens induced dry eye and lens care. Additional business and management content will also be added and include patient communication strategies, business simulation exercises and guidance on how to maintain patient loyalty. The modules, 16 in all, cover topics both advanced and basic from multifocal soft lens fitting to ocular anatomy and are separately designated for ECPs and staff members who request flexible learning, an announcement said. Each...
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