Saturday, October 2, 2010

Lecture: The Great Debate - Is It Time to Sell Eyewear on the Internet (9:00 AM - 11:00 AM)
Sponsored By: Transitions
Con Ed Credits: 2 EC (MB, NL, NS, BC, AB); 1 EC (SK, NB, PE); T.B.A. (ON)

As prescription eyewear sales continue to increase over the Internet, opticians everywhere are asking themselves what they should do about it and how they should respond.

Ed De Gennaro will be facilitating an interactive panel discussion to discuss the issues including the following:
• Contact lenses have been sold on the Internet for over a decade yet that practice did not trigger as much pushback from opticians as the more recent provision of eyeglasses.  Why is that?
• Do we have any data regarding risk of harm as it relates to the history of online contact lens sales?
• Should you join in and sell eyewear this way?  Is it ethical? 
• Will it kill the professionalism in our profession?
• Can the Internet be used to increase business while at the same time respecting the vision health issues that concern opticians?

Leading eyecare professionals and respected industry suppliers alike have begun to leverage the consumer inclination to buy on the Internet.

• Was the decision to take this direction strictly based on commerce?
• Were the traditional concerns of the profession factored into the business model?
• Is this business model best suited for large companies?
• What of the specialty requirements for eyewear?
• Can the Internet seller provide a full range of powers?
• Can the Internet seller make any pretense at considering fit?

Do the Internet sellers believe there can be a partnership with traditional vision care providers so that regulated professionals are not left to do the actual physical dispensing work while the Internet seller walks away with the financial cream?

Audience participation will be an important element in this discussion with both an opportunity for questions to the panel along with the ability of the audience to participate through individual electronic response devices in opinion polls on themes generated by the discussion.  The audience will be able to view the results of those polls immediately on screens.

Facilitator: Ed De Gennaro - Mr. Ed De Gennaro is a noted authority on practical optics, dispensing, sales, management and training. He lecturers extensively at national, state and local optical meetings, and has presented in Europe, Canada and Puerto Rico. 

Formerly a Professor and Program head of the Opticianry Program, and the Dean of the School of Health Sciences at J. Sargeant Reynolds Community College in Richmond, Virginia, he is currently the Director of Professional Content for First Vision Media Group, a consultant to the ophthalmic professions and the industry, and a member of the Vision Expo Advisory Committee.

Panel Members:

Howard Purcell, O.D., F.A.A.O., Dipl., Vice President of Customer Development, Essilor of America, Inc.
Dr. Purcell joined Essilor in 2008 as Vice President of Customer Development. Prior to joining Essilor, he served as Senior Director of Professional Affairs for Johnson & Johnson Vision Care. He was with Vistakon since February 1995. A graduate of the New England College of Optometry in 1984, Purcell participated in a group optometric practice for 11 years. While in private practice, he served as clinical investigator and consultant to the contact lens industry. He is a Diplomate in the Cornea and Contact Lens Section of the American Academy of Optometry.

Hal Wilson, Co-Founder & President of CyberImaging
Co-Founder and President Hal is a seasoned technology executive and co-founder of CyberImaging. As president, Hal is responsible for overseeing the company's internal
operations, focusing on the development and delivery of new products and services that ensure both customer satisfaction and operating efficiency. Prior to joining CyberImaging, Hal held executive management positions in finance with Exide Electronics and NetEdge Systems. Hal is also CPA and CMA certified.

CyberImaging Inc. helps the global optical industry gain a competitive advantage through the use of measurement and imaging technology.  The company has emerged as the market leader by enabling optical retailers to cost-effectively increase revenue, enhance image, promote premium products and differentiate their businesses. Founded in 1996, CyberImaging develops and markets an innovative digital measurement and imaging process driven by proprietary imaging techniques and technology that create realistic simulations on real people in real time.   The process has received rave reviews from industry professionals and is proven to generate revenue and provide value to clients immediately.

Lecture: Tax Benefits of RIC (11:00 AM - 12:00 PM)
Spnsored By: Regard-Action

This lecture is offered in french only and is offered to all optical professionals (opticians, optometrists and ophthalmologists) and staff employees who own or work in an optical practice in the province of Quebec.

This lecture will expose tax benefits of RIC and will focus on the following areas :

• To whom the RIC is offered?
• What are the tax benefits of the RIC?
• How to become a shareholder?
• Duration and time for detention of shareholdings?
• I practice in society or company, how it affects me there?
• What are the returns and benefits of Cooptic shareholdings?

Speaker: Mr Marc Fortier, Accountant

Lecture: Surviving & Thriving in the New Economy
 (3:00 - 4:00 PM)
Spnsored By: Transitions
Con Ed Credits: 1 RF (AB, BC, MB, NB, NL, NS, PE, SK); T.B.A. (ON)

There are many reasons why it is increasingly important for licensed opticians to engage in best practice communication with their clients. 

• Because there are many unregulated options for consumers opticians must demonstrate to prospective clients the value of choosing a regulated provider.  Polls have shown that what consumers are saying is “Don’t sell me – educate me”.
   
• The entire world has experienced an economic downturn during the last two or three years and people are generally being more careful about how they spend their money.  There is consequently a value shift whereby consumers want to know they are getting the most value for the money they spend.  They are still prepared to spend money but want assurance that they really need what opticians are recommending for them.

The registrants to this lecture will learn about the shift in buying trends since the economic tumble began and will also learn how to better understand and interpret the dispensing conversation.  The client’s stated objections to buying products that opticians know will best serve them don’t always reflect the underlying reservations they may have.  Opticians who may have previously been able to easily get clients to act on their recommendations now have to be able to clearly demonstrate the fundamental reasons why they are making the recommendation.  To do this the opticians must truly understand the optics of the product as it relates to the client’s needs and in addition must be able to translate that understanding to the client.

The primary goal of the optician is to make sure each client is dispensed a product that will provide maximum vision, maximum comfort and maximum overall satisfaction.  If we believe that the vision health is best protected by using licensed opticians as providers we must analyze both the logical and emotional needs that trigger the client’s understanding and respect for the professionalism of the optician and the wisdom and usefulness of the recommendations made.

Speaker: Tim Fortner, Manager of Trade Development, Transitions
Drawing on more than 30 years experience in the optical industry, Tim Fortner is a veteran professional.  A frequent lecturer in both the United States and abroad, Fortner delivers insightful, forward-thinking lectures and seminars addressing the industry’s latest challenges and opportunities.

In July, Fortner joined Transitions Optical as manager of trade development.  Tim is no stranger to Transitions, having formerly held the director of training and education position.

Fortner comes to Transitions from the Southern College of Optometry in Memphis, Tennessee, where he was on staff as Chief of Ophthalmic Services.  Fortner was a founding partner of Streamline Communications, a marketing company that specializes in professional retail training and education for optical professionals.  Streamline introduced the first private label credit card designed specifically for independent eyecare professionals in the U.S. market, endorsed by the Optical Laboratories Association.

Fortner has also served as vice president of Muller Optical and Progressive Lens Laboratory, president of Creative Concepts, and director of training and education for Transitions Optical.  He has held leadership positions in the Optical Laboratories Association (OLA), and has served on the National Panel of Presbyopia. Fortner is on the editorial advisory board of Eyecare Business magazine, and is co-author of “Making Managed Care Work for You.”

Lecture: Troubleshooting Progressive Addition Lenses (4:00 - 5:00 PM)
Sponsored By: Essilor

Con Ed Credits: 1 EG (AB, BC, MB, NB, NL, NS, PE, SK); T.B.A. (ON)

This lecture will supply the Optician with a standard process of assessment for progressive lens and the wearing interaction.

The lecture will begin at the basics of reinforcing the importance of proper measuring, fitting and adjustment of the frame and lenses. It will then move into the trouble shooting portion of the seminar. The participant will follow through a series of assessment tools in the form of questions posed to the client. The answers will guide the Opticians direction of investigation of the client’s troubled vision. Is it the frame adjustment? Is it the height of the progressive corridor? Is it the panoscopic tilt of the frame? Is it lens design? Is it the inter pupil distance? All these issues and more will be considered and ruled out one at a time using the methods taught by this lecture.

Once completed the Optician should be completely familiar and comfortable with performing diagnostic tests on progressive lenses and solving vision problems generated by the incorrect fitting of a progressive lens. This lecture is quite relevant in today’s market of internet purchased eyewear.

Speaker: Ali Badreddine, Registered Optician
Ali Badreddine graduated from the Georgian College Opticianry Program, with Honors, in 1984 and from the Georgian College Refracting Program in 2006.  Ali has worked for independent optical dispensaries his whole career, and has operated a successful dispensary since 2002. Ali played an active role on the Ontario Opticians Association (OOA) board from 2003 – 2009. His last three years on the board was in the role as President. While acting on the OOA board, Ali presented to insurance companies, Ontario politicians, Ontario Opticians and Student Opticians. Ali has also had a number of articles published for the OOA In Focus newsletter. Ali was also awarded 2010 Optician of the Year by the Ontario Opticians Association.

Sunday, October 3, 2010

Lecture: Not So Pretty In Pink: Anatomy of An Angry Eye
(9:45 AM - 10:30 AM)
Sponsored By: Vision Canada
Con Ed Credits: ON - 1 CL; All Other Provinces - T.B.A.

Lecture outline coming soon.....

Speakers:

Heather Power and Sandra Blanchette

• What do we define as culture and what is the function of culture?
• How can we tell when we’re dealing with a problem that at its root is based in a cultural difference
• Where is the boundary between culture and personality?
• How can we avoid stereotyping people?
• How do cultural differences have an impact on a technical profession?
  • When the provider and the client have different cultural backgrounds
  • When the provider and his/her professional colleagues have different cultural backgrounds
    
• Clarifying terminology
• What are signs of cross-cultural communication issues?
• What can you do to overcome cross cultural challenges?

Speaker: Lionel Laroche, Ph. D., P. Eng.
Over the past ten years, Lionel Laroche has provided cross-cultural training, coaching and consulting services to over 15,000 people in nine countries (Canada, the U.S., Bermuda, Mexico, Peru, France,
Belgium, Switzerland and China). Lionel specializes in helping professionals and organizations reap the benefits of cultural differences in their work.

Lionel is a very dynamic, entertaining and educational speaker / facilitator who presented at over 150 conferences and venues, organized by a wide range of business, government, academic, professional and non-profit organizations. Recently, he was the keynote speaker at the Internationally Educated Professional Conference in Toronto. His presentations have been equally well-received by the members of business associations, professional associations and non-profit organizations.

He is the author of over 100 publications examining the impact of cultural differences on business in general and technical functions (engineering, science, and software) in particular. His publications have appeared in over 30 trade magazines published in eight countries (Canada, U.S., U.K, Netherlands, France, Mexico, Peru and Australia). He has written two books: 

• Managing Cultural Diversity in Technical Professions, which has sold 2,200 copies.
• Recruiting, Retaining and Promoting Culturally Diverse Employees, which came out in December 2006.

Throughout his training, coaching and consulting practice, Lionel makes use of his 15 years of international engineering, management, sales and human resources experience, working with people from over 60 countries. He has worked in eight different countries (Canada, the U.S., France, Germany, Italy, Belgium, Denmark, and the Netherlands,) for several multinational companies, including Xerox, Procter & Gamble, British Petroleum, and Jeumont-Schneider.

Born in France, Lionel obtained his “Diplôme d’Ingénieur Polytechnicien” from the Ecole Polytechnique de Paris, France and his Ph. D. in Chemical Engineering from the California Institute of Technology in Pasadena, California, USA.

Lecture: Adult Strabismus: Some Things CAN Be Done!
(1:30 PM - 2:30 PM)
Sponsored By: Vision Canada
Con Ed Credits: Pending

This lecture will discuss the different origins of and the different types of strabismus occuring in adults. The lecture will focus on demystifying some misconceptions about strabismus in adults and assist attendees to understand the treatment options available to adults wishing to correct their strabismus.

Speaker:  Dr. Annick Fournier, MD FRCSC

Lecture: Grasp the Opportunity! Grow Your Business
(2:30 PM - 3:15 PM)
Sponsored By: Coopervision
Con Ed Credits: Pending

This lecture will focus on growing your business by focusing on the fundamentals of selling, overcoming barriers and discussing products to grow your practice, with emphasis on multifocal contact lenses.

Attendees will leave the lecture with a better understanding of how to relate to their customers, how to identify and clarify their customers needs and how to confidently help solve a customers problems. Focus will also be placed on the importance of overcoming barriers and how to open opportunities with your customers by providing a wide range of contact lens choices. The lecturer will discuss the benefits of product knowledge and being able to educate customers on the features and benefits. The lecturer will also be discussing the benefits and proper fitting techniques of multifocal Contact Lenses, such as Proclear EP and Proclear Multifocal Toric.

Speaker: Janice Schmidt
As program co-ordinator for the Opticianry program, Janice manages the on-site contact lens clinic, teaches contact lens theory and instrumentation, and guides student research. She’s also an educational consultant with Coopervision and an active member and strong voice in several other professional associations. Janice is currently a member of the Canadian Association of Opticianry Educators, which represents members of opticianry schools and is chair of the Opticians Council of Canada. In the 23 years Janice has worked for Georgian, she has helped develop the program into one of the most popular in the region. She is a perennial favourite with her students and as a lecturer of continuing education.

Lecture: The Good, The Bad and The Ugly: Discussion on the Recent Ontario HPRAC Report and An Update on Sight Testing Across the Country
(3:15 PM - 4:15 PM)
Sponsored By: Vision Canada
Con Ed Credits: ON - 1 CL; All Other Provinces - T.B.A.

The Ontario Health Practices Regulatory Advisory Committee (HPRAC) recent report to the Minister of Health on collaboration amongst the vision care professions offers new opportunities for Ontario opticians should the Minister choose to implement the recommendations.  As with all reports of this nature each stakeholder tends to focus first on what its members were hoping it would say versus what it does say.  In most cases there will be initial disappointment because we most usually don’t get exactly what we want.  But with measured reflection there is also usually something positive on which to build.  A report to the Minister is also instructional.  Each stakeholder makes its case as best it can and HPRAC – designed to be an objective panel, weighs the research on its merits.  Accordingly we are able to understand how others view our profession – where our case has been accepted and where we have missed the mark. Such is the case with the HPRAC Report.
Some elements of the report are good, others bad and yet others are downright ugly.  We can build on the good.  We can work optimistically with the bad but if we don’t deal with the ugly we will see our profession gradually become a subset of another profession. The focus of this lecture is to provide it’s attendees with an overview of what the report says and give context to how the recommendations made can enable opticians to move forward pursuing their scope of practice goals.  The end of this presentation will provide an update of Sight Testing across Canada.

Speaker: Lorne Kashin, Registered Optician
Lorne Kashin has been a Registered Optician in the province of Ontario since 1975. Lorne is also registered with the College of Opticians of Ontario as a Refracting Optician. Lorne owns and operates a successful optical practice since 1977, and has many young clients referred to him from optometrists, ophthalmologists and The Hospital for Sick Children.

Lorne was president of the Ontario Opticians Association (OOA) from 2001 until 2007 and from 2009 until the present.  He was also president of the Opticians Association of Canada (OAC) from 2005 to 2008. He currently sits as Past-President on the Executive Committee of the OAC.

Lorne has worked closely on legislative and regulatory matters with the Ministry of Health (MOHLTC), the Health Professions Regulatory Advisory Council (HPRAC), the College of Opticians of Ontario (COO), the OAC and the Opticians Council of Canada (OCC), and brings depth of understanding to the challenges faced when trying to stimulate action initiatives.

Lorne is also an educator and has given lectures across Canada on advanced practice themes such as refracting and techniques of fitting Rigid Gas Permeable lenses. Lorne is also a mentor to many Student Opticians.