Transitions Star Partner Marketing Handbook

Transitions Optical Star Partner

Marketing HandbookShoot for the Stars

Transitions and the swirl are registered trademark of Transitions Optical Inc. ®2012. Photochromic performance is influenced by temperature, UV exposure and lens material.

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Congratulations

You’ve just joined an exclusive group of eyecare practices, the top performing Transitions Optical Star Partners! The Star Partner program is designed to focus our resources on those practices that share our commitment to providing the best care and products to patients.

What to Expect

This isn’t just another loyalty program. As a Transitions Optical Star Partner, you will have access to exclusive marketing tools to engage your patients and to build your practice. And the program is designed to evolve, offering new and more compelling benefits as we move forward together.

Meet the Latest Marketing Tools!

To maximize the benefit of being a Star Partner, get acquainted with our suite of marketing tools, and see how these tools work together to support your practice.

Using the Marketing Handbook

The handbook helps you create your marketing plan. It walks you through the process of deciding which strategies can achieve your practice’s goals. It provides specific information on both how to get your plan started, and then, how to implement the plan and track your results.

Look for this symbol for Star Partner exclusive benefits.

Welcom

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Get Acquainted with the Latest Tools

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Get the most out of being a Star Partner

Want to maximize the benefit of your partnership? Take full advantage of the tools that are designed to help you analyze your trade area, develop a practical and powerful plan, create customized materials, and uncover patient preferences before they come in for their appointment.

These tools are designed to integrate with each other, so take some time to explore each. The chart on the next page provides a quick overview of what does what.

To access any of your tools, start at TransitionsPro.com. You just log in once, and from there you move around to other sites without having to log in again. And the Pro site is a great place to keep up to date on all of the latest products, programs and news that can help you engage patients and market your practice. Our suite of tools is without parallel in the optical industry, and as a Star Partner, you are positioned to leverage these tools better than anyone!

Looking for added value? Maximize the value of being a Star Partner! Our tools are being developed to provide a higher level of value as your practice achieves higher levels within the Star Partner program. It’s an incredible value!

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ProMAPWizTOMEyeglassGuide

ProMAPWizTOMEyeglassGuide

Get Acquainted with the Latest ToolsAccess all Transitions marketing resources

Review latest eye health programs and news

Find no and low cost education options

Explore the demographic profi le of your market

Develop marketing tactics for specifi c patient groups

Assess your practice marketing needs

Build a detailed marketing plan

Retain patients

Acquire new patients

Increase revenue per patient

Create custom materials for your practice

Educate patients on vision wear options pre-appointment

If you want to:

If you want to:

Go to:

Go to:

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Your tools

TransitionsPro.comOur eyecare professional portal to our marketing support and product information assets. And once you log onto the Pro site, you can link to all the other tools.

Transitions Market Area Profile (MAP) A truly unique tool that allows you to explore the demographic characteristics of your market, and develop messages and tactics to effectively reach your prime patient segments.

Transitions Marketing WizLooking for assistance to develop a full blown marketing plan? Or just for some fresh ideas to better market your practice? Visit the Wiz!

Transitions Online Marketing (TOM) ToolA long time favorite with savvy eyecare professionals, TOM helps you design in-office pieces, as well as direct mail, to target your personalized message to your patients. And as a Star Partner, you not only get free printing, you can use your points to offset mailing costs.

EyeGlassGuide.comThe Guide encourages patients to think about their vision care needs, and provides them with printouts of their preferences and needs that can expand your dialogue with them. And you can link to the practice version of the EyeGlass Guide (ecp.eyeglassguide.com) from your practice’s website for extra value!

My Multicultural ToolkitNew in spring 2012, this site can assist your practice in maximizing marketing to culturally diverse patient groups. And it’s full of the latest news on the vision care needs of ethnic minorities. Access through the Pro site or go to MyMultiCulturalToolkit.com.

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Integrate your tools

Each tool has value on its own, but to get the most value from the Transitions suite of marketing tools, take advantage of how they work together.

Earn points by linking your website to EyeGlassGuide.com, and at level 5, your practice will receive complementary use of an iPad for patients to experience EyeGlass Guide.

EyeGlassGuide: Uncover your patients’ preferences

Use the Market Area Profi le to identify and target your most valuable patients, and get direction on messages for these segments.

MAP: Explore your market

You can earn points when your register on the Pro site, and more when patients register Certifi cates of Authenticity! And the more you progress as a Star, the more prominent your practice will be on our practice locator!

ProSite: Access all your tools

Utilize the Wiz to better market your practice: you’ll grow your photochromic share and get some great new ideas how to leverage all your Star Partner benefi ts.

Wiz: Market your practice

MAP: Explore your market

You can put your Star Partner points to good use on TOM: pay for postage and mailing lists.

TOM: Create custom materials

level 5, your practice will receive complementary use of an iPad for patients to experience EyeGlass Guide.

You can put your Star Partner points to good use on TOM: pay for postage and

Create custom materials

to EyeGlassGuide.com, and at level 5, your practice will receive

You can earn points when your register on the Pro site, and more when patients register Certifi cates of Authenticity! And the more you progress as a Star, the more prominent your practice will be on our practice locator!

Access all your tools

Use the Market Area Profi le to identify and target your most valuable patients, and get direction on messages for these segments.

Explore your market

photochromic share and get some great new ideas how to leverage all your Star Partner benefi ts.

You can earn points when your register on the Pro site, and more when patients register Certifi cates of Authenticity! And the more you progress as a Star, the more prominent your practice will be on

your practice: you’ll grow your photochromic share and get some

identify and target your most valuable patients, and get direction on messages for these segments.

good use on TOM: pay for postage and

Create custom materials

the more you progress as a Star, the more prominent your practice will be on our practice locator!

the more you progress as a Star, the more prominent your practice will be on

Multicultural Toolkit

Look for the latest practice marketing tool from Transitions Optical early 2012. This site will provide up to date information on the growing ethnic minority populations, and provide a step by step path to successfully marketing your practice to culturally diverse patients.

The site is divided into 4 sections—My Community, My Practice, My Marketing and My Industry. You can determine your market’s multicultural makeup, prepare your practice to be more welcoming, make your marketing truly multicultural, and stay connected with other industry professionals who are promoting cultural competency.

One of the many uses of the Transitions MAP tool is identifying what demographic groups live in your area. Once you decide which ones are good targets for your practice, MyMultiCulturalToolkit.com will help you build a plan that successfully reaches them.

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TransitionsPro.com

The TransitionsPro site is a very powerful trade portal, it is the starting point for your marketing tools. You’ll want to visit the site frequently, as new and more powerful tools are being constantly added.

Whether it’s powerful point of sale materials, Transitions family of brands info, education, or just about anything that can help you help your practice thrive, you’ll find it on our Pro site.

Building a Marketing Plan

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Utilizing the Marketing Wiz is easy. You answer a series of questions to assess your practice. These questions will provide direction on where your practice is strong, and where it could use some improvement. From there, you can choose the best strategies to include in your practice marketing plan. practice marketing plan.

Go to TransitionsPro.com and

and select Marketing Wiz and

get started!

Why does my practice need a marketing plan?

The Transitions Marketing Wiz can help you identify your key marketing goals, and determine the best ways to reach those goals. All it takes is some time and some commitment to build and follow the plan.

You can assess your practice and start building a plan on the Wiz!


HOME PAGE FOR FIRST TIME VISITORS

Transitions and the swirl are registered trademarks and XTRActive and SOLFX are trademarks of Transitions Optical, Inc. © 2011 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material.

Other Helpful Sites:Explore Transitions Optical’s professional site. www.Transitions.com/Pro

Create and produce customized marketing materials—many at no cost!www.TransitionsTOM.com

Educate and support your community www.HealthySightForLife.com

Take advantage of well informed patients.www.EyeGlassGuide.com

Privacy Policy Terms & Conditions

Think you know your market area? This tool can help! www.TransitionsMAP.com

Are you a big fan of Transitions lenses? If youare, you’re a Star!www.TransitionsStarPartner.com

Additional Tools:

Sample MarketingPlan

Walk Around InYour Patient’s Shoes

Getting YourTeam on Board

How Does YourPractice Stack Up?

Budgeting YourMarketing Dollars

RecommendedReading

Getting YourTeam on Board

Walk Around InYour Patient’s Shoes

Additional Tools:

Sample MarketingPlan

Budgeting YourMarketing Dollars

RecommendedReading

Increasing RevenuePer Patient

Acquiring New PatientsRetaining PatientsFind out ways to keep your current patients happy and coming back to your practice year after year.

Find out how to ensure your practice is the first choice when patients are looking for an eyecare provider.

Find out how to consistently provide patients with their best recommended

Additional Tools:

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Need Help Marketing Your Practice?

With the wiz you can:• Assess the needs of your practice• Build an interactive marketing plan• Learn how to retain and acquire patients, and raise revenue per patient

You’ve come to the right place!Take Your Practice Assessment!

Your first step in building a marketing planfor your practice.

Get Started!

Things You Can Do Today! Tell Us What You Think!

Home Retaining Patients Acquiring NewPatients

Increasing RevenuePer Patient Additional Tools Need Help?

WIZMARKETINGWelcome, Jonathan Smith, Excellent Eyewear, LLC.

Return to Transitions Pro to logout

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First, what are your marketing goals?

Goals answer the question: “What do you want to happen?” Some common goals for eyecare practices are:

J Increase revenue per patient J Acquire new patients J Retain patients

STARTIP

Consider doing a SWOT

analysis to help identify

goals. Look at your

practice’s Strengths,

Weaknesses, Opportunities

and Threats. Practice Assessment: My Results

01/06/2012

Marketing Objectives Your Practice Assessment:

Your Practice Information:Practice Type: Single OD practiceNumber of Locations: One locationBusiness Structure: IndependentLocation Type: Medical center locationPractice Age: Building (1 to 5 years)Practice Volume: GrowingGrowth Goal: Moderate growth goal

Your Practice Positioning:Our practice provides:

l Broad range of products to patients that are:

l Stay at home seniors who are looking for vision care that is:

l High energy

Your Current Marketing:l Recall cardsl Websitel Yellow pages advertising l Community outreach l Trunk showsl Referral programl Demonstration tools l Internet advertising

Your budget is Under 3% of gross revenue.Your marketing plan budget to date is $1,600.

Your Practice Focus:l High performance lenses (AR, digital lens

technology, photochromics)l Sunwearl Managed care

Notes:


Helpfulto our practice’s health

Inte

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attri

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ur p

racti

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Harmfulto our practice’s health

Exte

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attri

bute

s of t

he e

nviro

nmen

t

Strengths

Opportunities

Weaknesses

Threats

SStrengthsSStrengths

OOpportunitiesOOpportunities

WWeaknessesWWeaknesses

TThreatsTThreats

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Second, who is your target?

Think about both your current patient base, and the patients you would like to acquire. A good tool to use is MAP (Market Area Profi le). This site gives you an overview of your market area, highlighting the largest and most high potential patients segments. Generally, you’ll want to think of your target markets in terms of straight demographics as well as behavioral characteristics that impact their vision care buying habits, e.g.:

Target 1 J Homebody seniors, 65+, lower income

J Interests include reading, gardening, cooking

Target 2 J Hispanic families, children under 18

J Involved in sports, children’s activities, value conscious

Visit MAP on TransitionsPro.com

STARTIP

Star Tip: Using MAP is as simple as 1-2-3.

1. Enter your zip code to fi nd your trade area.

2. Select different views of the map (fi nd large patient segments, highest value consumers, assess competitive landscape)

3. Explore insights and recommendations for your practice.


Visit MAP on TransitionsPro.com

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Third, how do you plan to meet your goals?

If an identifi ed goal is to acquire new patients among the active seniors demographic, what can you do to make that happen? What are your best strategies?

For each marketing goal, consider external communications, internal communications and education. Refer to these sections in the handbook to explore options.

Fourth, decide on your marketing budget

What are you willing to invest to achieve your goals? For maintaining your current market share, concentrate on affordable tactics. To drive growth, your investment should be more. Utilize a return on investment analysis to make an informed budget decision.

Sample return on investment calculationMarketing investment $2,500Revenue per incremental sale 250Cost per incremental sale (125)Profit per incremental sales 125Break even incremental sales volume 20 sales

Fifth, establish metrics

Each goal needs to have associated metrics. Be sure the metrics are specifi c and quantifi able. Regular review of these metrics should be part of your staff meetings.

Effective metrics are quantifi able, timely and achievable. For example, a good metric would be “increase second pair sales by 20% in the fi rst half of the year”. A poor metric would be “sell more second pairs”.

STARTIP

STARTIP

The AOA average

marketing budget is 5%.

To grow your practice,

a good rule of thumb is

to budget 10% of your

projected incremental

revenue.

Break-even sales volume

pays back your marketing

investment. But consider

the life-long value of a

customer when calculating

how much you can afford

in invest in attracting and

retaining patients.


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STARTIP

Include your practice’s

seasonal focuses on your

calendar. For instance,

you’ll want to line up

activities with your back

to school and sunwear

seasons.

Sixth, create a marketing calendar

The calendar is your yearly marketing “roadmap”, collecting all your marketing initiatives and displaying them on a calendar. This allows your entire offi ce to have a quick and comprehensive view of what’s going on in your practice—what you are trying to achieve and how you plan to achieve it—in one document.

Notes:

2012 Jan Feb March April May June July Aug Sept Oct Nov Dec

Sign up on Linkedin.com

Create a Twitter account

Implement email campaign

Create and schedule newsletter mailings to current patients

Walk Around in Your Patient's Shoes staff training

Implement patient satisfaction survey

Roles and responsibilities for Retaining Patients staff meeting

review

Set up metrics for Retaining Patients

Implement referral program

Send introduction letters

Schedule cross marketing meetings

Actions below do not have assigned dates. If you want these actions to appear on your marketing calendar, return to your marketing plan and assign dates.

Create and schedule newletter mailings to prospective patients Assign a date to this action

Create and schedule direct mail campaign to prospective patients Assign a date to this action

Develop MAP campaign Assign a date to this action

Create a calendar view of your plan on the Wiz


External Communications

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Weighing media options: A quick guide

The type of media you should consider depends on a lot of variables. For a quick overview of the relative strengths and weaknesses of media options, refer to this chart.

Media Strengths Weaknesses

Television

Radio

Internet

Reaches a large audience, quicklyLots of production flexibility (sound, motion, emotion, etc)Target selectivity (by day part, programming)

Can deliver a lot of impressions to a very well defined target, cost effectivelyFlexible format (30 seconds, 60 seconds)Short lead timesCheap production

FlexibleInexpensiveVery targetableEasy to track

High costHigh production costsCable option less expensive; need to look carefully at the buy: is the programming talking to your tar-get? Beware of media proposals that only speak to the number of “spots”; one spot on prime time is worth 100 spots at 3am.Long lead times

Less impactful than televisionLess staying power than print

IntrusiveLess proven media

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Before you invest significant dollars in any advertising plan, do your homework. u If you are working directly with an advertising sales person, ask for references from other advertisers. u Network through your local AOA, American Marketing Association, or other groups whose members would have experience advertising. Every market has its own unique qualities, and getting acquainted with those is advisable.

u First time advertisers can often get a reduced rate; don’t be afraid to ask!

Newspaper

Outdoor

Magazines

Direct mail

Loyal audienceTrusted formatShort lead timeLots of size optionsLots of room for copySuburban papers can offer affordable placement

Flexible placementContinual exposureStands outDelivers big audienceTargetedLoyal readersEditorial environment can enhance your practice’s imageVery targetableVersatile formats

Older audienceLarger (metro) papers can be very expensive

Costly

Long lead time

Quality target lists can be expensiveProduction and postage can be high

Media Strengths WeaknessesExternal Com

munications

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On-line: The new yellow pages

Your practice needs a website! There are low cost options available through numerous optical vendors (World Eye Web, Eyecarepro.net, Eyefi nity eWeb Extra) that allow you to select from a menu of formats. If you want a more unique site, contact a local advertising agency that specializes in web services.

Visit TransitionsStarPartner.com and talk with your Star Partner concierge to learn how you can get personalized web building assistance as a Four and Five Star Partner.

Collect patient email addresses as part of your standard patient information. Utilize for appointment reminders, special offers, and keeping patients informed of vision care related news.

Make sure you include your web address on all of your communications.

Designate an “owner” of your site within your practice. This is the person who keeps the site up to date and who replies to messages.

Keep your eyes open for free webinars offered by optical trade publications and other suppliers; lots of good advice on how to get the most from your site, including pointers on how to optimize local web searches on Google, Yahoo, Citysearch, etc.

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On-line tools available from Transitions Optical

Link to ECP.EyeGlassGuide.com from your practice website. So before patients even come in for their exam, you’ll have started a great dialogue with them on their vision wear needs.

You can earn Star Partner points by linking to EyeGlass Guide. Log into your Star Partner account to learn how. You can earn usage of an In-Office EyeGlass Guide iPad as a Five Star Partner!

Practice locator: Transitions Optical directs patients to your practice through all our consumer advertising.

As a Star Partner you’ll enjoy higher levels of visibility on the locator.

Produce a video for use on your website.

Star in your own practice video! At selected trade shows, visit the Transitions Optical trade show booth, and produce a video on the spot. AND you earn points towards your Star Partner level every time you visit our booth.

EYEGLASS GUIDE

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Social media: Low cost, immediate communication

Social media is exploding!

J 74% of online US consumers visit social media sites (e.g. Facebook) every month. J 22% of all time online is spent on social network or blog sites. J The average US visitor spends 6 ½ hours per month on social network or blogs, an increase of 66% versus a year ago!

Assign a staff member to be the practice “social media guru”. They will need to keep your site up to date and reply to questions and concerns that pop up.

Publicize your social media site: link it to your website, and promote it in all your communications.

Encourage patients who are big fans of your practice to post positive reviews on your page.

Social media tools available from Transitions Optical

Getting Your Practice on Facebook—a basic introduction on how to get going on the number one social site.

Your Guide to Social Media—if you’re confused about the different social media options, this is an excellent resource to make sense of all the choices.

As a Five Star Partner, you may receive consultation in social media,Pay-Per-Click or Search Engine Optimization.

your site up to date and reply to questions and concerns that pop up.

Publicize communications.

Encourage your page.

getting down to business

Personal vs. Professional PagesDeveloping a Facebook strategy is important. The content that goes into a profile will be able to be viewed by all users who you become friends with on the site. You are able to create different lists of friends that are then allowed access to different information on your personal page. For example, you may not want your colleagues or patients to see the same information as your spouse or other family members.

Facebook also allows users to create a sub-page for products, organizations, brands and more.

By creating a professional sub-page for your practice, other Facebook users – such as current patients who may be on Facebook – can become fans of your practice. Even though your practice page is a sub-page of your personal page, fans won’t be able to see your personal information. Through your practice page, you’ll be able to actively connect with your fans and share content that engages them in healthy sight.

Use Facebook to showcase everything you are doing in your community and in your practice – from events to promotions – by posting the details on your page.

Developing a Facebook strategy is important. The content that goes into a profile will be able to be viewed by all users who you become friends with on the site. You are able to create different lists of friends that are then allowed access to different information on your personal page. For example, you may not want your colleagues or patients to see the same information as your spouse or other family members.

Facebook also allows users to create a sub-page for products, organizations, brands and more.

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GETTINGSOCIAL

Social Media For Your Practice

Go to TransitionsPro.com to download these social media tools.

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Direct mail: Getting specifi c messages to specifi c patients

Direct mail is a great vehicle when you have a clear message with a timely associated call-to-action that you want to deliver to a specifi c audience. For example:

J Back to school products/services to parents J Sunwear promotion with limited time offer in early spring J “Be sure to use your benefi ts” to managed care patients

Design your direct mail campaign to new patients in three easy steps:

1. Visit MAP tool and decide what group of patients you want to target

2. Take a look at MAP messaging recommendations.

3. Go to TOM tool and create your direct mail communication.

As a Star Partner you may qualify for a paid direct mail campaign in your market.

Your mailing list can be built from your own patient list, or you can purchase a list based on your desired consumer characteristics.

Build a tracking device into your direct mail campaigns: ask patients to bring the mailing with them or to reference the mailing when making their appointments. This metric will help you evaluate your campaign success.

Coordinate an email and social media campaign with your direct mail campaign. Not everyone gets information the same way, and it never hurts to repeat your message.

Promote the direct mail message/offer in-offi ce. It’s another way to extend the message to your patients and will build awareness.

STARTIP

Not all messages will

be equally successful.

If you have the means

to carefully track, test

different messages to see

which ones are the most

successful.

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Direct mail tools available from Transitions Optical

Transitions Online Marketing (TOM) is a great resource to produce good looking and hard hitting direct mail pieces. You can build your own or select from lots of options. And TOM can provide you with an actionable mailing list, and even handle the mailing!

Consider a practice newsletter. You’ll fi nd templates on TOM that allow you to insert your practice specifi c messages with general vision care content: a great, professional looking piece that can keep you in touch with your current patients and build a relationship with them.

Because you’re a STAR PARTNER, you may qualify for free printing and mailing.

Transitions Optical’s unique MAP tool can help you identify what kinds of patients make up your market, and it can suggest marketing strategies and messages that appeal to those groups. Visit MAP on TransitionsPro.com, Marketing Tools.

DID YOU KNOW?Healthy sight is more than just vision correction, it also means enhancing your overall quality of vision, as well as protecting your long term eye health. Basically, seeing well now and for your future.

If you have children, then this time of year is especially important to them as they go back to school or start school for the first time. About 80% of learning in a child’s first 12 years comes through the eyes. Some children are labeled “learning disabled” or even “trouble-makers,” when all they need is an eye exam and appropriate vision correction! Good vision is fundamental to reading; it is vital to seeing the chalkboard, visual aids, computers and videos. In short, good vision– healthy vision – is as essential to learning as the ABC’s.

While many schools offer preventive vision screening programs, these

shouldn’t replace a comprehensive eye exam by an eye care professional. Problems including near vision, eye coordination and focusing ability may not be detected during screenings alone.

We are committed to providing you and your family the most comprehensive, professional vision care possible. We’ll take the time to ask the right questions and find the right solutions to meet all of your family’s vision needs today and tomorrow.

Make sure a comprehensive eye exam is part of your checklist this back to school season!

For more tips about healthy vision, interactive games and learning tools for kids, visit: www.eyedidntknowthat.com

Don't Fall Behind On UV Protection

Visit www.transitions.com to find out more.

It’s easier to remember to wear protection from UV rays when you are enjoying the bright, summer sun. But don’t forget that dangerous UV radiation is present year-round, and damage from UV exposure is cumulative, so protection should be top-of-mind in every season.

Transitions ® lenses, change from clear to dark in the presence of ultraviolet light, and block 100% of harmful UV rays. Make sure you ask about Transitions lenses during your visit.

Welcome our newest associate, Dr Harold Lee.

Trunk Show August 14th!

Boyd Eyecare Associates

Transitions and the swirl are registered trademarks of Transitions Optical, Inc. ©2010 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material.

We invite you and your family for an afternoon of fun and fashion! See all the latest, greatest fashion frames, in-cluding new kids collections. Snacks and games and doorprizes. August 14th, 2PM to 5PM. Free parking as always. We look forward to seeing you and your family.

600 Mary Street • Springfield • Indiana

Facts and Stats• More than half of all U.S. citizens test positive to at least one allergen.

• If one parent has allergies of any type, chances are 1 in 3 that their kids will have allergies too.

• If both parents have allergies, chances are 7 in 10 that their kids will have allergies.

• 25% of Americans who take medi-cations usually don t tell their eye

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Electronic media: Reach a broad audience with powerful media

The impact of television and radio is hard to beat. The cost is often daunting, but some tips to consider before you discard this option.

J Local cable TV and radio stations can provide less costly media plans. J Advise the station of your target demographic and request a plan that delivers at least 150 rating points over a two week period.

J Request spots on heavy day-parts—drive time for radio, prime time and news for television.

J Television production costs can be very high—explore co-op ads that your vendors offer. Your message will be only part of the spot, but it’s one way to get the costs into a reasonable range. Some radio stations will offer to read your spot on the air, often at no premium—a great way to eliminate the production cost.

J In electronic media, less is more. Keep your message simple, short and compelling. The more you try to jam into the message, the less effective it will be.

Visit TransitionsStarPartner.com and talk to your Star Partner concierge to learn how your practice can be tagged on Transitions lenses television ads.

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Newspapers: Reach an older audience with in-depth messages

Newspaper advertising can hit an older audience and include a lot of information—practice location, contact info, hours—and has staying power.

Major newspaper advertising can be expensive. A good alternative to consider are neighborhood/suburban weekly newspapers. Not only is the cost less, but the audience is more targeted to consumers in your practice’s neighborhood.

Neighborhood newspapers are good vehicles for “advertorials”. This format is more editorial, with information about your practice that would be of interest to local consumers. Contact your local newspaper for help on creating one.

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Public relations: Promoting your practice in your community

Develop relationships with other medical professionals—primary care physicians, pediatricians, pharmacists. It’s as simple as sending an introduction letter advising them of your practice and services you offer, and seeking referrals.

Establish relationships with key media outlets in your community. These outlets often need a professional to interview for comments on health related topics. Why not you?

Consider sponsorships and community outreach that make sense with your target patients. If you have lots of children and families, local sports teams are an option to consider. If your patient base is older, see what opportunities may exist with senior centers for speaking engagements or vision screenings.

Visit the Transitions Marketing Wiz (Acquiring New Patients/Professional and Community Outreach) to download sample letters to other medical professionals, media outlets and community infl uencers. You’ll fi nd guidelines on sponsorships as well.

B O N N E R E Y E C A R E

Dear Editor:

A recent study completed by the American Foundation for Blindness uncovered a rising concern regarding healthy sight.

A question in the survey asked: “ What is your greatest health fear as most negatively impacting your quality of life?” Two responses tied for the number one answer. Being paralyzed and loss of vision.

When did vision care become such a concern? Why? And what can be done to preserve vision?

As a Doctor of Optometry and member of the American Optometric Association, I would be interested in sharing some very important data that addresses these concerns.

The fastest growing age group in our country is the over-65 group.

People are living longer and many baby-boomers are faced with two problems:

• Caring for aging parents or in-laws. • Delay of their own retirement. Millions are care givers and it grows each year.

The boomer care giver soon realizes the difference in some cases between independent living and assisted living is having healthy sight.

Staying in the work place longer to shore up retirement funds is very common. And as anyone knows in today’s computer-internet world, good vision is a must.

I will call upon you later to see if this timely information would be useful to you for a future article.Sincerely, Dr. William Bonner

The boomer care giver soon realizes the difference in some cases between independent living and assisted living is having healthy sight.

retirement funds is very common. And as anyone knows in today’s computer-internet world, good vision is a must.

information would be useful to you for a future article.Sincerely, Dr. William Bonner

BONNER EYE CARE

ONNER EYE CARE NNER EYE CARE

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Public relations tools available from Transitions Optical

Any major changes to you practice—new products, new staff, new services—create a press release and distribute to local media (there are very inexpensive on-line services that can help you with this.) And don’t forget to update your social media pages with any news as well!

Eye Didn’t Know That is an outreach program for communities and schools that promotes healthy sight among children. A complete school program kit is available, including lesson plans for you, or for teachers, to present either individually or together at schools in their communities. Download at TransitionsPro.com in the Marketing Tools section.

WE L C O M E !

Dear Educators,

It is a daily challenge to ensure that your students are learning to the best of their abilities, especially ifthey suffer from a vision disorder that compromises their educational performance. Research has shownthat as many as one in four children has a vision problem that can interfere with his or her ability tolearn, resulting in stress and frustration. Early detection and proper diagnosis of vision disorders by an eye doctor are essential.

In an effort to raise awareness about the importance of eye health for children, the Vision Council ofAmerica, Scholastic Inc., and Transitions Optical, Inc., have developed Our Amazing Eyes, a cross-curricular language arts, science, and health program.This dynamic program will encourage your studentsto think seriously about vision care while they practice skills in reading, writing, and science and learnfascinating facts about the eye and the importance of vision health.

Please be sure to send home the reproducible Family Page, which provides parents with valuableinformation that can help them recognize vision problems in their children.

We hope that you and your students enjoy this program.

Sincerely,

Steve Palm William C.Thomas Richard C. EliasScholastic Inc. Vision Council of America Transitions Optical, Inc.

LESSON 2:LEARNING ABOUT LENSES

GOALS: Students will learn about the basicfunctions of the eye’s lens and how manufacturedlenses are used in other observational tools tohelp us learn more about the world.

TIME REQUIRED: 30–40 minutes

MATERIALS REQUIRED: Learning AboutLenses Student Reproducible 2, pencil, (optional:two magnifying glasses, 2 sheets of paper withwords printed on each, microscope, telescope)

DIRECTIONS:1. Tell students that our eyes contain many more

parts than the ones we can see by looking in amirror. Introduce students to the lens (sitsbehind the pupil) and the retina (the back ofthe eye). Explain that the lens focuses lightthat comes into the eye to form an image onthe retina, or the back of the eye.The imagethat the retina receives is actually upsidedown.The retina sends the image to the brain,which flips the image right-side up, allowing usto see. For an example, you can explain howthe human eye works much like a camera.Thepupil is similar to a camera’s opening that letsin light; the eye’s lens is like a camera’s glasslens, which focuses the light; and the retina is like film, which receives a picture.

2. Discuss that some people have trouble seeingclearly because their eyes cannot focus lightproperly onto the retina. Some people haveproblems seeing things that are close up(farsighted), and other people have problemsseeing things that are far away (nearsighted).Ask students if they see better close-up (suchas when reading a book) or far away (such aswhen looking at the blackboard).

3. Discuss how many other objects have lensesthat can help us learn more about the worldaround us.A manufactured lens is a curvedpiece of glass or plastic. Provide examples ofmanufactured lenses such as a magnifying glass(allows us to view small objects, like an insect,in more detail), a microscope (allows us toobserve very small things, such as tinyorganisms, that we cannot see with our eyes),and a telescope (allows us to see things thatare far away in outer space, such as stars or planets).

4. Distribute Learning About Lenses StudentReproducible 2 and allow time for students tocomplete the worksheet.

WRAP-UP: Show students how to create asimple microscope by using two magnifying glassesand a piece of paper with words printed on it.Hold one magnifying glass a short distance fromthe paper and have students look at the printedwords.The words look larger than without themagnifying glass. Now have students hold theother magnifying glass between the first magnifyingglass and their eye. Have them move the uppermagnifying glass back and forth to focus in on theprinted words. Students will observe that thewords look even bigger than with just the lowermagnifying glass.

LESSON 3:TRUE OR FALSE?

GOALS: Students will learn basicpersonal health skills, including how tokeep their eyes and skin protected fromultraviolet (UV) light.


MATERIALS REQUIRED: Trueor False? Student Reproducible 3,pencil

DIRECTIONS:1. Ask students if they have ever been

sunburned. If they have, explain that a sunburn occurs when our skin isexposed to UV light. UV light can burn our eyes as well as our skin.

2. Ask students what can be done toprotect skin and eyes from UV light.Explain that they should not lookdirectly at the sun, because the UVrays could damage their eyes. If theyare in the sun, they should wearsunglasses or photochromic lenses toprotect their eyes and sunscreen toprotect their skin. Have students thinkof other ways to protect themselvesfrom the sun. Explain that visiting aneye doctor is also an important way to keep their eyes safe.A doctor willcheck their eyes to make sure thatthey are working properly. Completethe first half of True or False?Student Reproducible 3 with students.(Answers: 1. false. 2. true. 3. true.4. false.)

3. Explain to students that it is alsoimportant to protect our eyes frominjury. Have them name the differentjobs for which people wear protectiveeyewear (answers may includeconstruction, medicine, sports, andscience). Complete the second half ofTrue or False? Student Reproducible3 and have students explain why eachtype of eyewear is important.

WRAP-UP: Reinforce the importanceof protecting our eyes. Have studentsmake a list of things they can do to protecttheir eyes from sun and injury.

Once you’ve completed theselessons, distribute StudentReproducible 4 and examine thefun optical illusions withstudents.

LESSON 1:OUR AMAZING EYES

GOALS: Students will use observationto learn about scientific inquiry and thebasic anatomy of the eye.


MATERIALS REQUIRED: OurAmazing Eyes Student Reproducible 1,mirrors, paper, pencil, flashlights

DIRECTIONS:1. Review the five senses with students.

Explain that sight is often thought of asthe most important sense because weuse our eyes constantly to learn moreabout the world around us. Havestudents discuss the ways in whichthey use their sense of sight every day.

2. Explain to students that scientists learnfacts about the human body by makingcareful observations. Next, review thebasic parts of the eye with students:

pupil: The black circle in the center ofthe iris that lets light enter the eye.The pupil gets bigger and smaller toallow different amounts of light intothe eye.

iris: The colored part of the eye thatcontrols the size of the pupil.

cornea: The clear covering thatprotects the iris and pupil.

eyelid: The eyelid covers the frontpart of the eye and helps keep the eyeclean and moist by blinking.

eyelashes: Curved hairs that grow onthe eyelid and help keep debris out ofthe eye.

3. Have students observe their eyes in a mirror and draw a picture of whatthey see. Have them compare theirdrawings to the diagram found onOur Amazing Eyes StudentReproducible 1 and label the parts of the eye.

4. Instruct students to observe theirpupils in the classroom.Then turn off the lights and have them hold aflashlight below their chins and look in the mirror again. Have themdescribe how their pupils change and write their observations on their worksheets.

WRAP-UP: Have students look atpictures of the eyes of different animals andcompare and contrast what they see. Foreach animal, discuss how its eyes help it tolive in a particular environment. Examplesmay include: eagles (able to see fromtrees/the air), fish (able to see underwater),and cats (able to see in low light).

MEETS NATIONAL STANDARDS IN: SCIENCE • LANGUAGE ARTS • HEALTH

GRADES 1–3

FREE TEACHING GUIDEAND POSTER FOR GRADES 1–3

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GENEROUSLY SPONSORED BY:

Lesson Overviews for TeachersThe following are teacher instructions for the lessons in this Teaching Guide.You mayshare the goals for each lesson with your students as you prepare to teach the unit.

Warning Signs and

Risks for Vision

Problems in

Children:

Squinting, closing, or covering

one eye

Constantly holding reading

materials close to the face

Tilting the head to one side

Rubbing eyes repeatedly

One or both eyes turn in

or out

Redness or tearing in eyes

Premature birth

Developmental delays

Family history of lazy eye

A disease that affects the whole

body, such as diabetes, sickle-cell

anemia, or HIV

■ Limit sun exposure during themiddle of the day.

■ Protect your eyes by wearingsunglasses that block 100% ofUV radiation, or photochromiclenses that change from lightto dark when dangerous UVrays are present.

■ Use sunscreen with aminimum sun protectionfactor (SPF) of 15.

■ Wear a hat with a brim thatcovers your eyes, ears, face,and neck.

Eye-Q Trivia Challenge!Take this fun quiz to test your family’svision knowledge.

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H AV E F U N I N T H E S U N !

Here are some ways that your family canprotect their eyes and skin from UV radiation:

1 Which of these foods canhelp improve youreyesight?

■ A. cheddar cheese■ B. carrots■ C. chocolate

2 How many times a minutedoes the average personblink?

■ A. 15■ B. 22■ C. 40

3 Lenses that get dark inthe presence of UV raysto protect your eyes arecalled what?

■ A. progressive lenses■ B. photochromic lenses■ C. sun catchers

4 How many yards awaycan an eagle see?

■ A. 10■ B. 100■ C. 1,000

Dear Family: In school, your child has been participating in Our Amazing Eyes, a language arts and scienceprogram about eyes and vision health created by Scholastic Inc. and generously sponsored by the Vision Council ofAmerica and Transitions Optical, Inc.

At home, you can ensure healthy vision for your child by scheduling regular comprehensive eye exams with an eye doctor andby being aware of the warning signs that may indicate a vision problem. Educational success begins with healthy vision—makesure that your child can see clearly toward a bright future!

We also encourage you to complete the Eye-Q Trivia Challenge! on this page with your child and discuss ways in which your entire family can protect their eyesight.

F A M I LY TA K E - H O M E P A G E

Sources: NCTE (National Council of Teachers of English), IRA (International Reading Association), McREL (Mid-Continent Research for Education and Learning).

Standards for Grades 1–3 Benchmark Lesson 1 Lesson 2 Lesson 3

Language Arts: Reading

Uses the general skills and strategies of the reading process

Uses mental images based on pictures and print to aid in comprehension of text • •

Uses reading skills and strategies to understand and interpret a variety of informational texts

Uses reading skills and strategies to understand a variety of informational texts • •

Language Arts:Writing Uses the general skills and strategies of the writing process Writes in a variety of forms or genres • •

Uses writing and other methods to describe familiar persons, places, objects, or experiences • •

Health

Knows environmental and external factors that affect individual and community health

Knows how personal health can be influenced by society and science • •

Knows how the physical environment can impact personal health •

Science

Understands the nature of scientific inquiry Knows that learning can come from careful observations and simple experiments • • •

Understands the structure and function of cells and organisms

Knows that plants and animals have features that help them live in different environments • •

OURAMAZINGEYESCross-curricular Lessons About Vision

Continue the learning online atwww.eyedidntknowthat.com/checkyearly

National Standards and Benchmarks

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Lenses Student Reproducible 2, pencil, (optional:two magnifying glasses, 2 sheets of paper withwords printed on each, microscope, telescope)


parts than the ones we can see by looking in amirror. Introduce students to the lensbehind the pupil) and the retina (the back ofthe eye). Explain that the lens focuses lightthat comes into the eye to form an image onthe retina, or the back of the eye.The imagethat the retina receives is actually upsidedown.The retina sends the image to the brain,which flips the image right-side up, allowing usto see. For an example, you can explain howthe human eye works much like a camera.Thepupil is similar to a camera’s opening that letsin light; the eye’s lens is like a camera’s glasslens, which focuses the light; and the retina is like film, which receives a picture.



4. Distribute Learning About LensesReproducible 2 and allow time for students tocomplete the worksheet.


mirrors, paper, pencil, flashlights












28

WE L C O M E !

Dear Educators,

It is a daily challenge to ensure that your students are learning to the best of their abilities, especially ifthey suffer from a vision disorder that compromises their educational performance. Research has shownthat as many as one in four children has a vision problem that can interfere with his or her ability tolearn, resulting in stress and frustration. Early detection and proper diagnosis of vision disorders by an eye doctor are essential.

In an effort to raise awareness about the importance of eye health for children, the Vision Council ofAmerica, Scholastic Inc., and Transitions Optical, Inc., have developed Our Amazing Eyes, a cross-curricular language arts, science, and health program.This dynamic program will encourage your studentsto think seriously about vision care while they practice skills in reading, writing, and science and learnfascinating facts about the eye and the importance of vision health.

Please be sure to send home the reproducible Family Page, which provides parents with valuableinformation that can help them recognize vision problems in their children.

We hope that you and your students enjoy this program.

Sincerely,

Steve Palm William C.Thomas Richard C. EliasScholastic Inc. Vision Council of America Transitions Optical, Inc.

LESSON 2:LEARNING ABOUT LENSES

GOALS: Students will learn about the basicfunctions of the eye’s lens and how manufacturedlenses are used in other observational tools tohelp us learn more about the world.


MATERIALS REQUIRED: Learning AboutLenses Student Reproducible 2, pencil, (optional:two magnifying glasses, 2 sheets of paper withwords printed on each, microscope, telescope)


parts than the ones we can see by looking in amirror. Introduce students to the lens (sitsbehind the pupil) and the retina (the back ofthe eye). Explain that the lens focuses lightthat comes into the eye to form an image onthe retina, or the back of the eye.The imagethat the retina receives is actually upsidedown.The retina sends the image to the brain,which flips the image right-side up, allowing usto see. For an example, you can explain howthe human eye works much like a camera.Thepupil is similar to a camera’s opening that letsin light; the eye’s lens is like a camera’s glasslens, which focuses the light; and the retina is like film, which receives a picture.



4. Distribute Learning About Lenses StudentReproducible 2 and allow time for students tocomplete the worksheet.


LESSON 3:TRUE OR FALSE?

GOALS: Students will learn basicpersonal health skills, including how tokeep their eyes and skin protected fromultraviolet (UV) light.


MATERIALS REQUIRED: Trueor False? Student Reproducible 3,pencil

DIRECTIONS:1. Ask students if they have ever been

sunburned. If they have, explain that a sunburn occurs when our skin isexposed to UV light. UV light can burn our eyes as well as our skin.

2. Ask students what can be done toprotect skin and eyes from UV light.Explain that they should not lookdirectly at the sun, because the UVrays could damage their eyes. If theyare in the sun, they should wearsunglasses or photochromic lenses toprotect their eyes and sunscreen toprotect their skin. Have students thinkof other ways to protect themselvesfrom the sun. Explain that visiting aneye doctor is also an important way to keep their eyes safe.A doctor willcheck their eyes to make sure thatthey are working properly. Completethe first half of True or False?Student Reproducible 3 with students.(Answers: 1. false. 2. true. 3. true.4. false.)

3. Explain to students that it is alsoimportant to protect our eyes frominjury. Have them name the differentjobs for which people wear protectiveeyewear (answers may includeconstruction, medicine, sports, andscience). Complete the second half ofTrue or False? Student Reproducible3 and have students explain why eachtype of eyewear is important.

WRAP-UP: Reinforce the importanceof protecting our eyes. Have studentsmake a list of things they can do to protecttheir eyes from sun and injury.

Once you’ve completed theselessons, distribute StudentReproducible 4 and examine thefun optical illusions withstudents.

LESSON 1:OUR AMAZING EYES

GOALS: Students will use observationto learn about scientific inquiry and thebasic anatomy of the eye.


MATERIALS REQUIRED: OurAmazing Eyes Student Reproducible 1,mirrors, paper, pencil, flashlights












MEETS NATIONAL STANDARDS IN: SCIENCE • LANGUAGE ARTS • HEALTH

GRADES 1–3

FREE TEACHING GUIDEAND POSTER FOR GRADES 1–3

Supp

lem

ent t

o Sc

hola

stic

Inc.

SCHO

LAST

IC a

nd a

ssoc

iate

d lo

gos

are

trade

mar

ks a

nd/o

r reg

ister

ed tr

adem

arks

of S

chol

astic

Inc.

0-43

9-88

531-

0©

Owe

n Ed

elst

en/M

aste

rfile

GENEROUSLY SPONSORED BY:

Lesson Overviews for TeachersThe following are teacher instructions for the lessons in this Teaching Guide.You mayshare the goals for each lesson with your students as you prepare to teach the unit.

Warning Signs and

Risks for Vision

Problems in

Children:

Squinting, closing, or covering

one eye

Constantly holding reading

materials close to the face

Tilting the head to one side

Rubbing eyes repeatedly

One or both eyes turn in

or out

Redness or tearing in eyes

Premature birth

Developmental delays

Family history of lazy eye

A disease that affects the whole

body, such as diabetes, sickle-cell

anemia, or HIV

■ Limit sun exposure during themiddle of the day.

■ Protect your eyes by wearingsunglasses that block 100% ofUV radiation, or photochromiclenses that change from lightto dark when dangerous UVrays are present.

■ Use sunscreen with aminimum sun protectionfactor (SPF) of 15.

■ Wear a hat with a brim thatcovers your eyes, ears, face,and neck.

Eye-Q Trivia Challenge!Take this fun quiz to test your family’svision knowledge.

Pho

tos,

top

to

bot

tom

: ©

Ble

nd Im

ages

/Jup

iterim

ages

; ©

Pau

l Avi

s/G

etty

Imag

es.

Ans

wer

s: 1

. B

, 2.

A,

3. B

, 4.

C

H AV E F U N I N T H E S U N !

Here are some ways that your family canprotect their eyes and skin from UV radiation:

1 Which of these foods canhelp improve youreyesight?

■ A. cheddar cheese■ B. carrots■ C. chocolate

2 How many times a minutedoes the average personblink?

■ A. 15■ B. 22■ C. 40

3 Lenses that get dark inthe presence of UV raysto protect your eyes arecalled what?

■ A. progressive lenses■ B. photochromic lenses■ C. sun catchers

4 How many yards awaycan an eagle see?

■ A. 10■ B. 100■ C. 1,000

Dear Family: In school, your child has been participating in Our Amazing Eyes, a language arts and scienceprogram about eyes and vision health created by Scholastic Inc. and generously sponsored by the Vision Council ofAmerica and Transitions Optical, Inc.

At home, you can ensure healthy vision for your child by scheduling regular comprehensive eye exams with an eye doctor andby being aware of the warning signs that may indicate a vision problem. Educational success begins with healthy vision—makesure that your child can see clearly toward a bright future!

We also encourage you to complete the Eye-Q Trivia Challenge! on this page with your child and discuss ways in which your entire family can protect their eyesight.

F A M I LY TA K E - H O M E P A G E

Sources: NCTE (National Council of Teachers of English), IRA (International Reading Association), McREL (Mid-Continent Research for Education and Learning).

Standards for Grades 1–3 Benchmark Lesson 1 Lesson 2 Lesson 3

Language Arts: Reading

Uses the general skills and strategies of the reading process

Uses mental images based on pictures and print to aid in comprehension of text • •

Uses reading skills and strategies to understand and interpret a variety of informational texts

Uses reading skills and strategies to understand a variety of informational texts • •

Language Arts:Writing Uses the general skills and strategies of the writing process Writes in a variety of forms or genres • •

Uses writing and other methods to describe familiar persons, places, objects, or experiences • •

Health

Knows environmental and external factors that affect individual and community health

Knows how personal health can be influenced by society and science • •

Knows how the physical environment can impact personal health •

Science

Understands the nature of scientific inquiry Knows that learning can come from careful observations and simple experiments • • •

Understands the structure and function of cells and organisms

Knows that plants and animals have features that help them live in different environments • •

OURAMAZINGEYESCross-curricular Lessons About Vision

Continue the learning online atwww.eyedidntknowthat.com/checkyearly

National Standards and Benchmarks

© P

ixla

nd/J

upite

rimag

es

External Comm

unications

Internal Communications

Product/service information: Providing patients with timely information

Your offi ce should refl ect your practice’s key products and services. Take advantage of materials that suppliers provide, but make sure that everyone in the offi ce is familiar with the materials and can answer questions and provide more information.

Think about where to place point of sale pieces. Where is the information most germane to your patient’s experience?

Product/service information tools available from Transitions Optical

Visit the Wiz and “Walk Around in Your Patient’s Shoes”—a walk through of the points of contact with patients in your practice, with advice on what should be communicated, and where.

Call Customer Service (800-848-1506 ext 3) to order our Business Resources Guide, an overview of the many tools and programs Transitions Optical offers to help your business thrive.

STARTIP

Keep your materials,

including any magazines/

newspapers, fresh and

current. Nothing makes

a worse impression

that having out of date,

tattered magazines and

out of date product info.

Assign a staff member to

keep your waiting areas

stocked with timely and

patient friendly reading

material.

30

Internal Comm

unications

To help educate your patients in an engaging way, take advantage of the POS pieces we’ve developed: dispensing mats, consumer brochures, in-offi ce videos and more. Lots of pieces can be customized with your practice’s specifi c message on TOM. And lots are free! Take a look at what’s available on TransitionsPro.com, where you can download our POS catalog.

Make certain your patients are aware of your satisfaction guarantee policy. Many suppliers offer their own guarantees and warranties, but your patients need to know that you stand behind all the vision care products you prescribe. See Retaining Patients/Increasing Capture Rate section of the Wiz for Guarantee Best Practices.

Transitions lenses come with a Certifi cate of Authenticity. You can earn Star Partner points by making sure you deliver the COA to every Transitions lenses purchaser. Advise patients to go to COA.Transitions.com to register their lenses and don’t forget to include your Location ID on the Certifi cate of Authenticity.

STARTIP

Have products you

consistently recommend

to patients? Wear them!

Nothing convinces your

patients of your belief

in a product like using it

yourself. Take advantage

of your Star Partner free

fi t voucher to get a pair

of Transitions® lenses or

Transitions® XTRActive™

lenses today!

31

Internal Comm

unications

Demonstration tools: Seeing is believing

Prominently display product demonstration tools. You’ll want to position tools where your staff can utilize them to explain product features and benefi ts.

Utilize tools that engage the patient—anything that is interactive and invites the patient to explore it is great.

Always talk lenses before you talk frames! You don’t want patients to decide on a frame that isn’t going to work with their Rx; nor should patients invest too much of their budget in frames at the expense of the lenses that are the real reason they’re in your offi ce!

Demonstration tools available from Transitions Optical

Is your offi ce taking advantage of our latest and greatest demonstration tools? We have a newly designed UV demo unit, lens demonstration slider and interactive consumer brochure. Order at TransitionsPro.com

Star Partners are eligible for some unique POS displays. Check it out at TransitionsStarPartner.com

You can redeem your Star points on TransitionsEstore.com for additional demonstration tools such as another UV demo unit or a lens voucher!

32

Internal Comm

unications

Education

Education: Keep reaching for the stars

Develop an education plan for every member of your staff. Look at technical skills as well as “soft” skills like listening and problem resolution.

Have skills “gaps”? Consider making those skills a requirement for your next hire: need someone who really understands coding, or someone who can maintain a website? Aggressively look for those skills. Alternatively, if new hires aren’t likely, encourage a staff member to obtain the necessary training, and reward them!

Each level of the Star Partner program entails passing an evaluation. This assures us that our Star Partners are the best informed and most motivated eyecare professionals. And every time you go up a level, you gain access to more great program benefi ts!

Education is a great way to earn more points. All of these earn you points, in addition to helping you keep your skills in top form:

J Transitions Optical sponsored webinars and seminars

J In-offi ce training by Transitions Optical personnel

J Tradeshow attendance

STARTIP

Recognize education

milestones that staff

members achieve by

posting individual

staff Star certifi cates

as evaluations are

passed. And earn more

Star Partner points by

encouraging participation

in the taking of the

evaluations. What gets

recognized, gets done!!

34

Education

Education tools available from Transitions Optical

Need ABO or COPE credits? We have lots of courses in a variety of multimedia formats. Go to: http://www.QuantumOptical.com/TransitionsCE/

Use your Star Partner CE voucher to take courses at no cost. And for each level you achieve, you’ll get another voucher.

Our “Basics” courses cover optical fundamentals, Transitions lenses and AR and the Transitions family of products. Download at TransitionsPro.com and click on the Education section.

Have a culturally diverse patient base? We offer an ABO course on dispensing to different cultures, as well as a clinical paper “Factors Impacting Vision Care and Vision Wear of Culturally Diverse Groups: Focus on Hispanics”. And make sure your offi ce has copies of our multi-cultural tools that can assist in providing better vision care to these populations.Visit TransitionsPro.com and click on Marketing Tools/Multicultural.

Team building is a critical part of your practice’s success. Check out “Getting Your Team on Board” on the Wiz home page.

Factors ImpactIng VIsIon careand VIsIon Wear oF culturally dIVerse groups:Focus on HIspanIcsCONSENSUS FROM ROUNDTABLE

Caleb R. Arias, Latino Health Access

Liany Elba Arroyo, National Council of La Raza

Emilio Balius, O.D.

Robert Feinfield, M.D.

Reyna Hernandez, O.D.

Lloyd Holness, Optician

Madeline L. Romeu, O.D., F.A.A.O.

Hector Santiago, O.D., Ph.D., F.A.A.O.

contrIButers

35

Education

Explore all our clinical papers on TransitionsPro.com; new ones are added frequently, and cover topics from exploring the healthy sight needs of children, to the diabetic, or at risk for diabetes, patient.

Visit TransitionsStarPartner.com and talk to your Transitions Star Partner concierge to learn how you can attend Transitions Academy as a Four and Five-Star Partner.

Advisory Panel:

Bruce Bode, MDPaul Brant, OD

Leila El Matri, PrSusan Stenson, MD, FACS

Gary Trick, PhD

Healthy Sight Counseling:Diabetes and the Eye

Healthy Sight: In Women and Their Children

A Roundtable on Healthy Sight in Women and their Children took place at the inaugural event for the Healthy Sight Institute at SILMO on October 31, 2008.Participants in this roundtable session included Drs. Robert Chappell, Joseph Colin, Pier Enrico Gallenga, John Marshall, Kovin Naidoo, Susan M. Stenson, and Jeffrey L. Weaver. This white paper represents an expanded version of that discussion.

Everyone has the right to Healthy Sight and a Healthy Life. The Healthy Sight Institute (HSI) shares the goal of such international groups as Vision 2020 to avoid preventable blindness and to allow all individuals, both sighted and non-sighted, to enjoy a Healthy Life and to achieve their full potential. The harsh realities of world medical economics, however, create certain priorities. Identifying populations at high risk for blindness and visual impairment, and concentrating on specific groups who stand to benefit the most from efforts to promote Healthy Sight, are important first steps in allowing the Institute to succeed in its mission of bringing Healthy Sight and improving life for people throughout the world.

There exist any number of groups at special risk for various vision-threatening ocular diseases. These can be geographically-based, e.g., the continuing scourge of the communicable disease trachoma in certain areas of the world, producing an estimated 3% of all cases of global blindness despite the availability of inexpensive and effective treatments (www.who.int/blindness/causes/priority); age-based, e.g., night blindness from Vitamin A deficiency, where the vision of an estimated 350 million children in developing nations could be potentially saved with Vitamin A supplements (Whitiker JP, Srinivasan M, Upadhyay MP. Bull World Health Organ 2001:79(3);214-221.); racially-based, e.g., the particularly virulent and unrelenting clinical progression of glaucoma among many black Africans; or disease-based, e.g., the alarming increase in the incidence of blindness and visual impairment associated with the current worldwide near-epidemic of diabetes and its ocular complications. There exists a common thread, however, among all of these potential risk groups. While there may be differing geographic, chronologic, racial, or systemic factors predisposing to eye disease, there is one additional risk factor shared by most of them: women are almost always affected in greater numbers and with greater severity than men. This serious and disturbing gender bias makes Healthy Sight in women a clear-cut priority. n

36

Education

January, 2012

Documents

Transitions Star Partner Marketing Handbook