editor's letter

The power of…

by Stephanie K. De Long

the press. Sometimes, positive press about optical comes from unlikely sources. In the last few weeks, for example, Roman Catholic newspaper The Tablet reported that Pope Benedict XVI not only sports red Prada shoes, but "very expensive" sunglasses as well. And "American Idol" third place runner-up Danny Gokey told E! Online, "I want to come out with a line of eyeglasses."

Add that to all the celebs who wear great glasses (and who we feature every month on our Star Gazers page), and there's no question that, if I were an ECP, I'd frame pix of famous folks sporting eyewear that I carried. And, I'd make sure I kept both my selection and the pix fresh. What better way to show consumers how cool glasses really are?

Then there's the recent passage of the Vision Care for Kids Act of 2009 by the House of Representatives. That's certainly big news for optical, but now it's up to us to get word out to members of the Senate that we want them to support H.R. 577. The Act, which passed the House as part of a larger Public Health Week initiative, would provide children the follow-up care needed after being identified though a vision screening or eye exam as having a potential vision problem. To locate your officials and find out how to reach them, go to 20/20Advocacy.com and click "Get Involved."

And, speaking of press, if you are looking for new ways to get word out to patients and prospects about your practice, be sure to check out Marketing on Demand at our website, www.eyecarebiz.com. There you'll find several customizable marketing materials we've created for you. It's just one more way to help you stay in front of patients.

Stephanie K. De Long
Editor-in-Chief

P.S. Don't miss this month's PPG-sponsored CE, "Differentiate Your Practice with Trivex Material."

WHAT THEY SAID

65 Ad Expenditures 3%… average amount of gross sales spent on advertising/marketing in today's tough economy 5%… minimum percent of gross sales that should go to ad budgets in a healthy economy —Lisa Duncan 40 SERVICE CHECKLIST —Valerie Manso 48 RX RANGE 80%… of all Rx's fall between +/- 3.00D 42 GOO GOO "The marketing industry has found that babies are requesting brands as soon as they speak." —Susan Lind