FIRST PERSON

5 Questions for…

The Vision Council’s Mike Daley

mike Daley is the new CEO of The Vision Council, following the retirement of Ed Greene. Daley comes to group after 34 years with Essilor. Since his retirement from Essilor, he has worked in several optical philanthropic and support organizations, including serving as Lab Division liaison and as past chairman of The Vision Council.

eb: You’ve worn a lot of hats in the industry throughout your career, mostly on the lens and lab side. What is it about this role that attracted you to the position?

md: The Vision Council, to me, serves a larger purpose within the industry than any one organization. The collaboration it evokes among member companies has always been something I’ve respected and admired—bringing together multiple players for the sole purpose of advancing the industry as a whole. I think that the optical industry is heading in a very exciting direction, and I’m looking forward to bringing a fresh perspective to The Vision Council’s overall programs and services.

eb: How has the association’s mergers with other industry associations impacted its operations or goals?

md: Each new merger has aided in The Vision Council’s overall goal of bringing the industry together and moving forward in a way that benefits everyone involved. By adding different perspectives from new areas of the industry, we’re able to see the bigger picture in a whole new way.

eb: The Vision Council has invested a lot of time and attention to targeting the consumer. Will we be seeing more of this, and in what form?

md: Through media relations, marketing and advertising campaigns, online outreach, special events, and partnerships, we make sure that all consumers hear about the importance of taking care of their vision and are educated about the variety of eyewear options available to them. Our biggest initiative right now is supporting Think About Your Eyes­—a national advertising campaign that works to educate consumers about the importance of annual eye exams. With more organizations signing on to support the campaign, it has really enabled us to increase the breadth of our advertising and reach more consumers with this important message.

eb: What do you wish the average ECP knew about The Vision Council, but probably doesn’t?

md: I don’t think many ECPs know that their attendance at Vision Expos each year is directly contributing to the number of informed customers who walk through their doors. All of The Vision Council’s consumer-focused educational campaigns—whether it’s promoting annual eye exams, the latest in lens trends and technology, or the importance of UV-protective sunglasses—are funded by these two yearly events.

eb: What will be the biggest challenge facing ECPs in the coming years, and how can they best position themselves to succeed?

md: An ongoing challenge is staying at the forefront of industry trends. The Vision Council does our best to educate ECPs on the latest in disease diagnosis, treatment, business solutions, and the clinical application of products through our Continuing Education offerings at Vision Expo. ECPs have an opportunity to learn about and source the most products in one place, compare and test drive the equipment, and implement new ideas and technology into their practice.