Photography by Peter Baker, Hair & Make-up by Alicia Kochis, Model: Susan Marshall from McDonald/Richards CT

As someone who is often asked about the hows and whys of the optical industry, I have been puzzled why more people do not take advantage of the Optical Laboratories Association (OLA). The OLA's Mission Statement gives us a beginning insight into the organization: The Optical Laboratories Association is dedicated to helping eyecare practitioners prepare for and provide necessary eye/vision care that is accessible, quality oriented and a good value in today's market.

The entire eyecare industry is changing and the OLA is committed to helping the eyecare professions cope with these changes without compromising the high level of quality eyewear to which eyewear consumers in this country have become accustomed.

Frames allow the wearer to make a statement of style, whereas the lens features and specialized lens treatments benefit the wearer for appearance, visual acuity, and lifestyle. To assure you are giving your patient the ultimate in premium lenses, consider these practical benefits from OLA member labs:

The Truth About Lenses

To begin with, the OLA can provide many educational supplies for your staff. One of the best resources for training is the Perspective on Lenses booklet. Currently in its ninth edition, this easy-to-read booklet provides the beginner with the very basics about lenses enabling them to begin discussing lenses with the patient immediately. For the seasoned dispenser, each new edition provides the latest information available on new lens styles. If your office develops its own marketing materials, such as newsletters, brochures, or benefit cards, this resource is invaluable.

In addition, the handbook includes a special section covering frame materials, Website addresses for many industry organizations, listing of ANSI Standards and serves as a refer-ence source for both doctors and dispensers.

Perspective on Lenses can assist you in developing a lifestyle dispensing program for your office. You can use the "what to say" portions as they are, or to develop scripts to describe the benefits and features for specialty lenses that will quickly inform your patients of options to enhance their lifestyle.

There are "quick tips" that will make dispensing easier, and keep beginning dispensers out of trouble. The "benefits" portion will guide the dispenser in making smart selections for the patient.

Understanding how lens treatments are used will help the dispenser increase your bottom line, especially in an environment of managed care. This booklet can even assist in studying for certification, by defining technical topics can vernacular used in the optical industry.

Making your life easier is an important goal of the OLA. They have several pre-printed materials designed to interest your patients in various lens styles as they wait to be seen by the doctor. Its Lens Menu is a tri-fold, consumer-focused brochure that helps patients link lifestyle to lens selection. It also allows the doctor to lend credibility to a lens treatment being considered by the patient. This is a very professional way to market lens options and offer your patients the very best in eyewear. The OLA aids include a lifestyle questionnaire that may be used as is, or modified for the particular needs of the office. It can become a part of the permanent patient record and provide valuable information for the doctor and dispenser.

Lens Booklets, Lens Videos

Many OLA laboratories have developed their own marketing aids. Bud Bargman of Hawkins Optical in Topeka, Kan., relates that OLA "Options and Benefits" reading cards have made a real difference for their accounts. Placed in the waiting room, these cards prompt questions from the patients and lead to increased sales of premium product. Your laboratory may have developed other marketing aids, or will be eager to help you develop your own.

Video Tutorials are alsdo available through your OLA laboratory. The videos "Fitting Progressive Addition Lenses" and "Anti-Reflective Coatings"were produced by the OLA to inform and help train doctors and their dispensing staff on important dispensing issues. These videos teach personnel how to reduce costly redos, answer patient questions and promote the use of premium lens products. Education through the OLA videos saves money and time for the doctor's office and the lab-time and money needed elsewhere.

The Progressive Identifier(tm) is widely recognized as the authoritative industry resource for addressing progressive addition lenses. Using this resource, you can quickly identify any lens. There are 142 currently available PALs, as well as those discontinued in the past five years, and all are listed. A diagram for each lens is given, suitable for re-establishing factory markings. Location of the fitting cross, add power, available materials, identifying symbol or company logo, and recommended fitting heights are listed for easy comparison. It is available exclusively through OLA member laboratories.

A booklet titled Spectral Transmittance of Lens Materials provides information on UV, visible, and infrared transmittance of the most commonly used lens materials and treatments. It lists index of refraction, Abbe number, and density, visible light transmittance, UV radiation transmittance, infra-red transmittance, which lenses pass ANSI Z80.3 requirements for non-prescription sunglasses, and which lenses pass ANSI Z87.1 requirements for welding filters. Updated information on this material will be distributed as new lens materials are developed.

Making Managed Care Work For You is the result of a three-year partnership between OLA and Transitions Optical. This package brings the ophthalmic community the information and materials needed to not only survive, but thrive in a managed care environment. The managed care package includes: the Making Managed Care Work For You handbook; a doctor's training video, "How to Use This Handbook;" and a copy of the patient brochure, How to Get the Most From Your Managed Care Plan. Together, the package provides dispensers with resources, education, and personnel training to help guide patients into selecting the right managed care plan.

Education, for Lenses Sake

Many OLA labs also offer their own educational programs. Some are done in group settings at the lab or a hotel, some are done in your office.

One advantage of a large group is the sharing of ideas. Even if the lab you use does not have a specific educational program, this philosophy permeates the OLA labs and you will find help when you need it. All OLA labs have access to the "Core of Knowledge," a training program for lab personnel.

The OLA legal department is always on the watch on behalf of the ophthalmic community. The "Duty To Warn" kit provides information to help the practitioner make sure each patient is knowledgeable regarding his/her vision safety. The kit contains ready-to-print forms to advise patients of the level of protection offered by various eyewear alternatives. Knowing the dispenser's duty to warn may save your office from a lawsuit. The OLA also provides a vision safety notice that can be prominently displayed in the waiting room, or used as a handout for patients.

AND THERE'S MORE

If you would like to enhance the appearance of your reception area, ask your lab about posters available from OLA. The first, Evolution of Optometry, was created as a commemorative poster celebrating the American Optometric Association's Centennial Congress. The second, Honoring Our Heritage, displays eyewear from the past. Both are suitable for framing.

The OLA has a comprehensive Website (www.ola-labs.org) where members of the optical community can find the most recent member mailings, technical topics, press releases, and the OLA member list in alpha/state order. Website visitors can obtain a summary of the latest ANSI Z80 standards to ensure their prescriptions are up to snuff.

The OLA serves many purposes, but one of the most important is to offer a deep well of lens-related resources to the optical community. Talk to your OLA member lab, and start taking advantage of it all.

To order any of the materials mentioned here, visit the OLA Website (www.ola-labs.org) or call 800-477-5652. EB