Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019

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Progressive Thinking - Eliminate Past Negative Experiences with Progressive Lenses Phernell Walker, II, MBA, ABOM International Speaker & Author About the Speaker Phernell Walker, II, MBA, NCLC, ABOM

Bruneni Award in Optics, Association of Schools Colleges of Optometry Beverly Meyers Achievement Award in Ophthalmic Optics Contact Information Phernell Walker, II, MBA, NCLC, ABOM www.pure-optics.

1 Progressive Thinking - Eliminate Past Negative Experiences with Progressive Lenses Phernell Walker, II, MBA, ABOM International Speaker & Author About the Speaker Phernell Walker, II, MBA, NCLC, ABOM Master in Ophthalmic Optics Master in Business Administration Bachelor of Science in Business Associate of Science in Opticianry ABO Certified NCLE Certified Author of text-book, Pure Optics Joe Bruneni Award in Optics, Association of Schools Colleges of Optometry Beverly Meyers Achievement Award in Ophthalmic Optics Contact Information Phernell Walker, II, MBA, NCLC, ABOM phernell@pure-optics.com Copyright , Phernell Walker, II, MBA, ABOM References: Pure Optics by Phernell Walker, II, MBA, ABOM Copyright , excerpt from Pure Optics textbook by Phernell Walker, II, MBA, NCLC, ABOM

COURSE OBJECTIVES: Digital Free form technology Digital personalized progressive technology Apply the features and benefits of lenses created with Free form technology Recognize and communicate the

s love. There s been a quiet revolution in progressive lens design over the past 32 years.

2 COURSE OBJECTIVES: Digital Free form technology Digital personalized progressive technology Apply the features and benefits of lenses created with Free form technology Recognize and communicate the patient benefits of Free form lenses Identify the benefits of progressive lenses Progress in Progressive Lens Designs We ve come along way from lenses of yester-year to remarkable lenses that patient s love. There s been a quiet revolution in progressive lens design over the past 32 years. 6 7 Origin of Wavefront in Astrophysics Wavefront was used in astronomy to neutralize optical aberrations seen through telescopes Astronomical aberrations occur due to earth s constant moving atmosphere The technology was adapted to other optical lenses and the human eye Aberrations were an early Hubble challenge

star burst patterns, comet s tails around lights at night Compromised far and near vision What is Aberration?

3 Wavefront Distortions Blurred Image Antiquated Means of Measure Evidence of Non-Optimized Vision Diplopia (Double Vision) Low contrast, lack of crispness Lack of color perception Glare sensitivity Night driving problems Halos, star burst patterns, comet s tails around lights at night Compromised far and near vision What is Aberration? Answer: Aberration is the failure of lens system (a mirror, lens, or the human eye) to bring light rays to a single focal point.

. Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019 Types of Aberration: Lens Aberration Chromatic (Transverse) Spherical Coma (Comatic Flare) Radial Astigmatic Error Curvature of

4 . Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019 Types of Aberration: Lens Aberration Chromatic (Transverse) Spherical Coma (Comatic Flare) Radial Astigmatic Error Curvature of Field Distortion (Barrel and Pincushion) 3rd 14 Quantifying & Classifying Aberrations Lower Order Aberrations Spherical component Astigmatism Higher Order Aberrations Measured as Zernike polynomials (modes) Compromised 20/20 vision Higher Order Aberrations Higher Order Aberrations: any refractive error that cannot be measured and addressed with conventional systems Examples include coma, spherical aberration, trefoil. Higher order aberrations make up approximately 20% of total refractive error.

5 Chromatic Aberration Chromatic aberration or chromatism is the dispersion of white light into it s natural component colors: Red = 656n Orange = 610n Yellow = 588n Green = 510n Blue = 486n Indigo = 410n Violet = 380n

6 Barrel (Minus Lens) 21 Pincushion (Plus Lens) 22 Three Views of Higher Order Aberrations Perfectly Correctable Eye (Defocus) Coma Spherical Aberration Trefoil Zernike Polynomials Point Spread Function Retinal Image 23 24

7 25 Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019 WHAT IS FREE-FORM TECHNOLOGY? Free form lens surfacing allows the placement of complex, nonsymmetrical optical surfaces directly onto lens blanks - one lens at a time Sometimes described as Direct Surfacing or, Direct Digital Surfacing Produces progressives, and aspheric and atoric single vision lens designs BENEFITS OF FREE-FORM TECHNOLOGY Free form allows for the production of more sophisticated lens designs with extensive customization for the wearer - one lens at a time Improved designs with no compromises Improved designs with no averaging Improved lenses with fewer defects - Free-form lenses are formed with an accuracy within 1/1000th of a mm. WHAT IS FREE-FORM TECHNOLOGY? Free form can offer various manufacturing efficiencies - one lens at a time No costly inventory sitting on a shelf - just in time manufacturing Create the lens as needed - Never out of stock

Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019 DIGITAL SURFACE The lens surface may be generated using a three axis, computer numerically

to Polish The precise generating process yields a lens surface that is ready for polishing without the need for traditional fining. High Definition vs.

8 Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019 DIGITAL SURFACE The lens surface may be generated using a three axis, computer numerically controlled (or CNC) generator CREATING A MIRROR DESIGN SURFACE Three-Dimensional cuts across the lens surface Flawless Replication of the target design 30 Generate to Polish The precise generating process yields a lens surface that is ready for polishing without the need for traditional fining. High Definition vs. Low Definition Mass production process that imposes significant development costs and inventory requirements, particularly for progressive lenses Limits innovation and improvements

DIGITAL LENSES The most complex, customized, atoric and symmetric lens designs can be created to include: Back surface

Free Form a Design? Free form Technology is a manufacturing process to replicate the target design.

May be used simply as a substitute for traditional semi finished lens surfacing The design must be sophisticated to

9 DIGITAL LENSES The most complex, customized, atoric and symmetric lens designs can be created to include: Back surface progressives; enhanced vision Longer corridor progressives; slow rate of peripheral astigmatism Dual Surface Designs Is Free Form a Design? Free form Technology is a manufacturing process to replicate the target design. It is not a design itself. Rather it is a method to create the design. May be used simply as a substitute for traditional semi finished lens surfacing The design must be sophisticated to produce premium results Embrace Technology in your optical 35 Copyright , Phernell Walker, II, MBA, ABOM Technology Driven Solutions - Embrace it Copyright , Phernell Walker, II, MBA, ABOM 36

Copyright 2003-2018, Phernell Walker, II, MBA, ABOM Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019 Digital Measuring System Measures Pupillary

motivated to do business with you for only one of two reasons they make either: Intellectual Decisions Emotional Decisions If you deliver premier patient care, maybe

10 Copyright , Phernell Walker, II, MBA, ABOM Phernell Walker, MBA, ABOM Heart of America Eye Care Congress 2019 Digital Measuring System Measures Pupillary Distance (Distance and Near) Vertex Distance Pantoscopic Tilt Face Form (Frame Wrap) Box Dimensions - A, B, DBL and ED 38 Motivating Factors of Business Patients are motivated to do business with you for only one of two reasons they make either: Intellectual Decisions Emotional Decisions If you deliver premier patient care, maybe they will do business with you for both reasons. Intellection Decision Stimulating a response based on factual information such as statistical data, price, feature focused.

Emotional Decisions Stimulating a response based on a feeling or emotion such as the experience, trendy, warm and fuzzy, benefit focused. 41 Which is More Powerful?

11 Emotional Decisions Stimulating a response based on a feeling or emotion such as the experience, trendy, warm and fuzzy, benefit focused. 41 Which is More Powerful? The emotional motivator is far more powerful than the intellectual response. Lost Opportunity Every time we fail to reach a patient on a deeper emotional level, we increase the risk of losing the patient to someone who will. COMMUNICATING WITH PATIENTS Real time customization based on Use; lifestyle activities Prescription Position of wear The "best customer for the best lens approach through customization

It should be in the form of an Open Ended Question. Meet Why do we ask open ended questions?

12 Do You know Your Patient? 1) Greet 2) Meet 3) Seat Know Your Patient How many of you really know your patients? Greet The greeting should have nothing to do with the Eye Care Business. It should be in the form of an Open Ended Question. Meet Why do we ask open ended questions? Allows us to elicit verbal responses and build a report. The patient should be doing 80% of the talking and the Eye Care Professional should be doing 20% of the talking.

Seat Creates a comfortable, relaxing environment and

Your seating area should reflect current times, clean and

Selling Lenses First Lenses First Frames Next What Do Our

13 Seat Creates a comfortable, relaxing environment and allows the patient to feel welcome. Your seating area should reflect current times, clean and inviting. Selling Lenses First Lenses First Frames Next What Do Our Patient s Think of Us? Trust Me No Solutions Experience I recently went shopping for a new scanner for my computer. What s the difference?

I Knew More About The Product Than the Salesman!

00 People Understand Technology Compare technology that people

Analog Price is what you pay for something.

14 I Knew More About The Product Than the Salesman! I asked what s the difference, he said, About $20.00 People Understand Technology Compare technology that people understand and value: HD Television ipad Retina Display Digital vs. Analog Price is what you pay for something. Value is what you get after you ve paid. Price Vs. Value These are at odds in the patient s mind. Don t Play the Price Game

Define and Create Value in Free Form Technology How can you put a finite price on the value of vision? Never apologize for your Usual and Customary Fee for Progressive lenses you offer.

15 Define and Create Value in Free Form Technology How can you put a finite price on the value of vision? Never apologize for your Usual and Customary Fee for Progressive lenses you offer. Benefits Sell, Features Don t! Questions and Answers Progressive Thinking - Eliminate Past Negative Experiences with Progressive Lenses Phernell Walker, II, MBA, ABOM International Speaker & Author

Optical Connection, Inc. and Ophthonix, Inc.

Optical Connection, Inc. and Ophthonix, Inc. Partners in the delivery of nonsurgical vision optimization www.opticonnection.com www.ophthonix.com The human eye has optical imperfections that can not be