What have the Romans ever done for us?

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Not for Profit Association Members often ask what does my Association do for me? Particularly in the industry group sector. One answer is “provides advocacy”, but how can this be measured? Advocacy is a bit like advertising in this context. It definitely works but what part works best – no one really knows.

As the CEO of a small optical industry group with just 70 Members resources are limited and as a result, we need to choose wisely to advocate on behalf of and represent our members’ best interests.  

Recently in the space of two weeks, I attended these events to advocate for and represent the members of our Association:

1. UNSW SOVS Visiting Committee where discussion (amongst other matters) surrounded the selection of the new Head of School for the School of Optometry and Vision Science and access to optometry for underprivileged and rural communities.

2. Standards Australia’s Nominating Organisations Forum – Shaping the strategy in how Australian standards are formulated and funded into the future.

3. Macular Disease Foundation’s Australia National Action Plan Workshop – Developing plans for a united approach to assist the macular disease community. 

4. Optometry 2040 Workshop – Posing and answering the big questions ie, What might optometry and the sector look like in 2040?  

5. Australian Institute of Company Directors Annual Essential Director Update – looking at the latest challenges facing company directors and the endless compliance rules that are now applicable to our voluntary Board. Association Board Members are required to uphold the same standards as any director in a public company like BHP. 

How can our members measure the value and level of this advocacy?  

It might not pay off for 10 years and there will certainly be no change next week. Though things we have worked on over the years like removing duty on optical frames, our Start Your Own Practice models, and updating the Standard for sunglasses have benefited everyone.  

Association Membership should be a marathon, not a sprint.  So, should members be able to dip in and out when they perceive they can see results? Or when there is a big issue or cause?  Well yes, they should as membership is voluntary. However, Members that see the big picture and want to shape the future for their industry are the ones that understand the day to day value of lifelong membership. 

Without Associations voices and input at these types of meetings, who will represent an industry?, Who will see the big picture and shape that industry’s future?

These days when posed the question, What does my Association do for me? , I often just smile and think of the scene in the movie The Life of Brian from the brilliant Monty Python team – “What have the Romans ever done for us?” – before launching into my explanation.

HOYA Corporation announces a new product launch: MyoSmart with D.I.M.S. Technology to reduce myopia progression in myopic children and teenagers

ODMA Member, Hoya Lenses has announced a roll out of  “D.I.M.S. Technology”. Clinical research shows children wearing the lenses have significantly less myopia progression as compared with those wearing the single-vision lenses. WEB_HOYA_MyoSmart_Lens

 HOYA Corporation, a key player in the global market for ophthalmic lenses, is proud to announce a new product launch in the Asian Summer 2018: MyoSmart with D.I.M.S. Technology, a lens for myopia control in children and youth, developed in cooperation with their partner, The Hong Kong Polytechnic University. Wearing defocus spectacles daily significantly slows myopia progression and axial elongation in myopic school children aged 8 to 13, according to a two-year double-blind randomised clinical trial in which 160 Chinese myopic children in Hong
Kong participated.

Following the trial, which began in 2014, children wearing defocus lenses had 60 per cent less myopia progression and in 21.5 per cent of the children, the myopia progression halted completely. The findings provide strong evidence that defocus lenses are effective in reducing myopia progression. In 2012, HOYA Corporation and The Hong Kong Polytechnic University launched a cooperation with the focus on developing a new myopia control lens which is capable of preventing myopia from worsening or slowing down its progression.

Following years of academic studies, product design and clinical research, HOYA Corporation and The Hong Kong Polytechnic University developed a revolutionary spectacle lens, based
on a Defocus Incorporated Multiple Segments Technology or “D.I.M.S. Technology”, which just successfully won the Grand Prize, Grand Award and Gold Medal at the 46th International
Exhibition of Inventions of Geneva in April 2018. WEB_HOYA_MyoSmart_KeyVisual

The lens, which has a smooth surface and looks almost identical to a regular lens was presented on the 6 March at a symposium in Shanghai which was organized by Hoya. A second successful symposium for key opinion leaders, “Symposium of Defocus Theory and Clinical Results in Myopia Control”, was held at Hong Kong Hyatt Regency Hotel on 25 April,
organized by Hoya Lens HK Ltd. and the Global Marketing team. Both events were attended by over 30 key opinion leaders and the D.I.M.S. Technology was very well received.
MyoSmart lenses will be launched in Hong Kong and China in the summer of 2018. A broader, global launch is slated to begin in 2019/2020. At this stage, we do not have a launch date for Australia and New Zealand.

About HOYA
Founded in 1941 in Tokyo, Japan, Hoya is a global technology and med-tech company, and a leading supplier of innovative high-tech and medical products. Hoya is active in the fields of
healthcare and information technology, providing eyeglasses, medical endoscopes, intraocular lenses, optical lenses, as well as key components for semiconductor devices, LCD
panels and HDDs. With over 150 offices and subsidiaries worldwide, Hoya currently employs a multinational workforce of over 34,000 people. For more information, please visit http://www.hoya.com


About HOYA Vision Care
For over 60 years, HOYA Vision Care has been a global leader in the eyeglass lens business. With a presence in over 50 countries, Hoya Vision Care has a proven expertise in lens designs
and freeform surfacing technology combined with a leading position in high performance, quality AR coating. HOYA Vision Care’s solid market portfolio includes SEIKO and PENTAX
optical lenses, as well as innovative products such as Hoyalux iD MyStyle V+ progressive lenses and Yuniku, vision-centric 3D tailored eyewear. The company employs over 16,000
employees worldwide with mass production facilities in Asia & Europe and over 40 local Rx laboratories globally.

Australian Event for the industry by the industry – O-SHOW second showing confirms boutique event’s popularity!

The Australian optical industry has come out in support of the second edition of O-Show, which was held in Melbourne in July. At ODMA we believe in Australian run Events for the Australian industry = events for the industry by the industry.

Robert Sparkes Chairman of ODMA says “We have been delighted with the look and feel of the OSHOW, with excellent feedback from both visitors and exhibitors. This pop-up boutique event is what the independent optical industry asked for and is now a confirmed favourite.” He added, “this is the kind of show that could easily move to Sydney, Brisbane or other locations if there is a demand.”

If you are into stats, here are some facts and figures – OSHOW brought more than 702 industry visits over the 2 days from 640 individuals. Most of the visitors were from the host state of Victoria (77%) followed by New South Wales and QLD with 8%. There was also a small attendance of international visitors.

One thing we noticed was that 250 people who were pre-registered did not attend.  A post-show analysis of these names showed it is common for one staff member to pre-register everyone in a practice but not everyone goes. This is very disappointing, though when we cross-referenced this with attendees it showed someone from the practice usually attended. Perhaps it is something to be mindful of if you are RSVP’ing to attend events in the future to be realistic about attendees and that it is unlikely the whole practice may come.

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We look forward to seeing you at the next pop up OSHOW event – but the most important event to prepare for is O=MEGA19 on the 19th-21st of July 2019. Held at the new extension of the Melbourne Convention & Exhibition Centre. This is an exciting new collaboration between ODMA and Optometry Victoria and is the biggest ever seen in Australia. Supporting the Australian Optical industry by the Australian Optical industry!

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ODMA and Optometry Victoria launch O=MEGA19

ODMA and Optometry Victoria have announced the most significant change to the optometric
conferences and events landscape in Australia for many years. The two market leaders in optics
education and events have joined forces to launch O=MEGA19, a biennial event which will be the
largest education, eye care and eyewear event ever seen in Australia.
Replacing SRC and ODMA19, O=MEGA combines the most credentialed and largest annual
optometry conference in the Southern Hemisphere with the largest eye care and eyewear show in
Australia.
Speaking at the O=MEGA19 brand launch at OShow in Melbourne, ODMA Chairman Rob Sparkes
said “In the new global landscape of optics we cannot wait for change. We need to deliver change.
We hope the entire industry will embrace this united joint venture.”
Optometry Victoria President Murray Smith said “We think O=MEGA19 will be extraordinary.
O=MEGA19 brings the best of SRC and ODMAFAIR together. We think optometrists and others
involved in the optics industry will really love this opportunity to come together and learn, network,
and work with suppliers to help us all do our jobs better.”
O=MEGA19 will be held in the new expansion at MCEC which is fully integrated with the conference
space. It will have a new modern schedule including dedicated exhibition-only time to suit both
delegates and exhibitors alike. There will also be a 40 point CPD minimum, a new format including
lectures, sponsored sessions, team-based learning and small group workshops, a design junction
fashion eyewear area, and a cocktail party on the Saturday night.
Speaking about the legacy of SRC and ODMA Fair, Murray Smith said “Optometry Victoria is very
proud of SRC and the legacy it has built – many of our members love it. So do we. But the way
continuing education is being delivered is changing, and we need to be at the forefront of that
conversation. O=MEGA19 makes that happen. It’s really exciting and we thank ODMA for their work
with us on this project so far.”
Mr Sparkes concurred: “ODMA Fair and our other products have been the cornerstone of optics
events in Australia for as long as most people can remember. We’re proud of that legacy. In fact, it’s
only because of the strength of our events that we can be so forward-looking and ambitious with
O=MEGA19. It’s a truly exciting initiative and we can’t wait to bring it to market in 2019. ODMA looks
forward to working with Optometry Victoria to deliver an international world class event.”
O=MEGA19
Presented by ODMA and Optometry Victoria
An international event showcasing the best in education, eye care and eye wear
July 19-21 2019, Melbourne Convention and Exhibition Centre
For media enquiries: Pete Haydon 0428 650 254; Finola Carey 0416 007 919

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www.OMEGA19.com.au

July OSHOW Presentation – Social Media – Why Bother? – presented by Vivienne Forbes from Social Ties

There are many things to see and do at this years OSHOW in Melbourne, and we are looking forward to a presentation by Vivienne Forbes from Social Ties on Social Media for our industry.

Vivienne will discuss how the Social Media landscape changes daily, and everywhere we turn there is new information, stories on “fake news”, “data breaches” “algorithm changes” “lower reach for businesses.” and how that affects us and how can it work efficiently or should it be worth the bother?

During Vivienne’s presentation at OSHOW2018 she will be discussing these points, how to get around them and the ramifications for businesses if they don’t.

The Optometry business is a visual one, its fashion, and it’s trendsetting. With so many fantastic images available, how can they be utilised? Is there a need for social media for the Optometry business?, The presentation starts from the ground up and will help business owners feel more comfortable and in control.

Social Media isn’t for everyone, but the key is knowing who your customers or potential customers are.  Doing research and finding out –

  1. Do they have social media?
  2. How well does it work for them?
  3. Chances are if they are active in social media that is how they source information about businesses and products for their optometry practices.

Vivienne also will look at the keys to becoming socially media active by –

  1. Knowing your clients and what social media platforms they use
  2. Replicating those platforms so you can fish where the fish are
  3. Who are the movers and shakers in the industry?
  4. What social media platforms are they using?

With this knowledge businesses will discover that there’s no need to be on every platform, a targeted approach is more effective, which makes social media less daunting. Each Social Media platform has its benefits, and I will look at Facebook, Instagram, the power of video and touch on how to best use Twitter and LinkedIn. Australians are aware of the latest data breaches from Facebook. There were reports that more than 300,000 Australians had their personal information exposed in the Cambridge Analytica privacy scandal.

But what does it mean?

While this sounds bad, this data was used primarily for the USA elections. The ripple effect has now established that once this company received the data, it was out of Facebooks control and privacy was breached. This led to the latest Senate inquiry in the USA. The outcomes have brought about numerous changes to the data we provide knowingly and unknowingly to Facebook.

Previously the data was collected, and if you planned an advertising campaign on Facebook, this data was used to target the correct audience. The concern is this data may not be as readily available in the future. This issue is unfolding, and it is still unknown how it will affect targeted advertising campaigns.

To Find out more view the website – www.socialties.com.au

About O-Show

Held in the fashion capital of Australia, O-SHOW will deliver the latest industry technology showcase in the Southern part of Australia.

O-SHOW is owned by the Australian optical industry. It has been developed for the industry, by the industry. ODMA has been planning an event of this type in the alternate year to the ODMA Show for some years.

The latest offerings for the industry will be presented in a funky environment providing a relaxed opportunity to network and enjoy the ambience.

“O-SHOW timing fits perfectly well to be run in the alternate year to ODMAFAIR and will be a great resource for the industry” said Finola Carey, Chief Executive Officer of ODMA. “ It is a non CPD event with the emphasis on hands on demonstrations, and the opportunity to compare and contrast new products and equipment” .

O-SHOW will support new scholarships for the industry as well as providing funding support for Optometry Giving Sight.

 

 

OSHOW – SHOPPING WEEKEND in Melbourne with FREE AFL Tickets

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The fashion capital of Australia will not disappoint this July when OSHOW returns to Peninsula at Docklands. Organised and hosted by ODMA, more than 45 ANZ leaders in equipment, sunglasses, frames, and lenses are participating in the event. OSHOW will deliver the latest optical industry technology showcase in the fashion capital of Australia.
The line up includes all your favourite exhibitors in both equipment and frames – some of the latest to join the line up are MYM Group with Oliver Goldsmith Sunglasses and Claire
Goldsmith Eyewear, Nine Eyewear, Pro Optics with Empire New York and l.a. Eyeworks Matrix with Orgreen, Porsche Design & Trent Nathan, Noo with Masunaga and VMD with Bill
Bass and Dirty Dog. This pop-up boutique industry event will be full of energy and surprises and terrific learning opportunities with exciting new products on display from all our exhibitors.

No fashion event in Melbourne is complete without some of Melbourne’s mighty fleet of food trucks and these two will be serving the food at OSHOW. Toasta This ‘sandwich pressery’ on wheels serves up some pretty unusual toasties. Sure, you could keep it simple and grab a classic toasted cheese. Or, you could try something a bit different, like the ‘Russell’ (gouda, bacon, shaved brussel sprouts, walnuts) or the ‘Fonz’ (fontina, mixed sautéed mushrooms, english spinach, roast garlic and thyme butter). Served with a steaming cup of hot soup it will get you ready for your next round of the show.


Nem n Nem No event would be complete without a Vietnamese hawker kitchen. This one is a regular food truck at Yarraville Gardens, so if you’re after some beef in betel leaves, look
no further. Their mini banh mi sliders are perfection, as are their Vietnamese tacos. After that, all our visitors will be invited guests to a free cocktail party within the show from
5 pm till 6.30pm on the Saturday. 


REGISTER TODAY
Although entry is free if you pre-register and attend the event you will go in the draw to win $1000* to spend with the exhibitor of your choice. Register today at www.oshow.com.au/visitors
So why not make a weekend of it? Start making plans now! – The Sydney Swans are playing Nth Melbourne in the AFL on Sunday afternoon at Etihad after the show. Just email
marketing@odma.com.au to find out how to get a free ticket to the game.

Five creatures with the coolest eyes in the world.

You have to be impressed with the abilities of some animals eyes. We thought we would share with you some of the coolest and strangest eyes in the animal kingdom. This is a good one to share with your kids too.

CHAMELEON: These colourful reptiles have 360-degree vision. Their eyelids are fused to their eyeballs and can also change colour, giving them even better camouflage abilities. They have very sharp eyesight and can even see ultraviolet light.

CHAMELEON: These colourful reptiles have 360-degree vision. Their eyelids are fused to their eyeballs and can also change colour, giving them even better camouflage abilities. They have very sharp eyesight and can even see ultraviolet light.

DRAGONFLY: With eyes big enough to act like a helmet on their heads, it’s no surprise that dragonflies have a very good sense of sight. They also have 360-degree vision, are great at detecting different colours and can see polarised light.

DRAGONFLY: With eyes big enough to act like a helmet on their heads, it’s no surprise that dragonflies have a very good sense of sight. They also have 360-degree vision, are great at detecting different colours and can see polarised light.

LEAF-TAILED GECKO: These incredible-looking creatures have eyes to match. They look like marbles. This helps them disguise themselves better. Leaf-tailed geckos have eyesight 350 times better than ours, making it one of the best pairs of eyes in the world. They have no eyelids, just protective membranes which they clean with their tongues.

LEAF-TAILED GECKO: These incredible-looking creatures have eyes to match. They look like marbles. This helps them disguise themselves better. Leaf-tailed geckos have eyesight 350 times better than ours, making it one of the best pairs of eyes in the world. They have no eyelids, just protective membranes which they clean with their tongues.

MANTIS SHRIMP: Not actually a shrimp, but a crustacean, this creature has the most complex eyes of all. Whereas humans have three colour receptors in their eyes, mantis shrimp have 12. They can also see ultraviolet, polarised and infrared light.

MANTIS SHRIMP: Not actually a shrimp, but a crustacean, this creature has the most complex eyes of all. Whereas humans have three colour receptors in their eyes, mantis shrimp have 12. They can also see in ultraviolet, polarised and infrared light.

TARSIER: This is the only primate that is fully predatorial, even though it looks like a cute and harmless animal. They have enormous eyes compared to the rest of their body – the biggest eyes relative to body size of all mammals. Each eye weighs more than its brain!

TARSIER: This is the only primate that is fully predatorial, even though it looks like a cute and harmless animal. They have enormous eyes compared to the rest of their body – the biggest eyes relative to body size of all mammals. Each eye weighs more than its brain!

Are celebrities normalising wearing glasses?

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At the Oscars in early March, many of the Actors on stage were wearing glasses. American social media was abuzz with it, and we optical wholesalers thought – Hallelujah, at last! – But do we now wonder why?

Glasses have been around for a long time – Why has everyone not noticed people wearing them? Why was everyone aflutter? For years sunglasses have been sexy but spectacles not. Go figure!

The questions that need to be asked are these – Why are spectacles not perceived as a fashion item that celebrities should have adorning their faces all the time?   Why are glasses for indoors and only for outdoors when they are sneaking out for a coffee or grocery shopping and accidentally snapped by the paparazzi – a more downmarket look?  Glasses = ordinary, yet sunnies = sexy. This differentiation has had the optical industry perplexed for years. Good quality glasses also protect eyes from the sun.

Let’s delve into this further in the realm of movies and TV shows. If you think about it – how often does the lead actor in a film ever wear glasses? (Superman doesn’t count)  Glasses seem only to be used by actors if they are playing a serious role, a nerd, or in disguise. So this gives younger people a poor impression of wearing glasses. They associate it with unattractiveness.  That is why we in the optical industry love events like the Oscars that have such an impact on the younger generation.

Basically, all the hoo haa comes down to this, seeing celebrities in glasses normalises them to an extent. They are like the rest of us, they have poor eyesight and wear glasses, and they are not just wearing them for a fashion shoot. The movies are the movies, and we can’t normalise people on screen as they all live in a make-believe world of 20/20 vision.

Until glasses make the step from the red carpet into movies and TV in a significant way, this writer worries there will still be a stigma to wearing glasses, which as an industry we are working hard to eliminate.  Admittedly wearing spectacles is perceived a lot better nowadays than when l started wearing them in year 4 and getting called “Four Eyes”’, but there is still a long way to go.  The Oscars were a step in the right direction, – Or you could say – one small step for actors and a giant step for glasses.

Why Australian Optical Trade Shows are a MUST for both practitioners and exhibitors!

At ODMA we believe that locally organised Australian Trade Shows are very important for the industry.  With such a diverse industry spread across our wide brown land, our trade shows bring the industry together. We run these events because we continually hear how beneficial they are, and we plough the proceeds back into the industry to assist eyecare practitioners is to prove their retail skills.  The old adage is true “it’s important to work on your business, not in your business” and exhibitions are the best way to do that for exhibitors and visitors alike.

The responses from visitors in post-event surveys reinforce how important our shows are.

Comments like:

“I did not realise how much I could learn by simply talking to exhibitors”

“We have freed up important time in our practice by doing our key buying at the Fair”

“It is a fabulous way to get updated on the latest equipment and technology under one roof so we can choose the best pieces for our business”

”We picked up lots of merchandising tips from the Fair which we will be implementing as soon as we get home”

Target market

Optical trade shows exclusively target our specialised industry; the attendees are all interested and work in the industry.  It is a fantastic opportunity for both exhibitors and attendees, to ask questions and discuss issues in a relaxed environment.   If you think about it, where else do industry prospects give up their time so readily and enthusiastically?

For the manufacturers and suppliers, these events are the most cost effective way of advertising en masse to the optical industry to create brand awareness. They can also provide personalised customer education with on-stand presentations and demonstrations.  For eyecare practitioners they have the opportunity to contrast and compare all the latest fashions and technology under one roof and to be educated free of charge by experts.

Sales

One Rep can see more people in one exhibition day than in a month on the road. Face to face meetings at events provide the opportunity to create sales, introduce sales staff, set up future meetings and create brand awareness.

This allows exhibitors to get ahead of their competitors. The more often you and your brand are seen, the more likelihood you are top of mind when people are looking for optical products. You may even encounter the person you have been trying to connect with for months ready to spend time with you!

Practitioners have the chance to review products and services without worrying about customers waiting for an appointment.  They can source new products and suppliers and have the time to network and socialise with their peers.

Trade shows are the perfect venue for new product launches and are also a way to glean the industry’s opinion prior to a full release.

Competition

What are your competitors up to? This question is for both the exhibitor and visitor.  This is your opportunity to see first-hand the latest releases, what other businesses are focusing on, and trends in the marketplace.  You can learn what’s hot and what’s not by simply observing the exhibition traffic.

Networking

Our events are an opportunity to learn about the direction of the Optical industry as a whole. Exhibitors and attendees have more time to talk to each other, share experiences and expertise, discuss market trends, brain storm,  problem solve and exchange contact information for the future. Our next event is OSHOW18 in Melbourne from 14-15 July at Peninsula in Docklands.  Make sure you get out of your business and maximise the opportunities that presents. www.oshow.com.au

 

 

 

 

ODMA Trivia:

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The invention of eyewear cannot be attributed to a particular person.
As early as 700BC, ancient Assyrians, Egyptians, Babylonians, Romans and Greeks were using different objects for magnification. For example, according to Glasses Crafter an eyewear company, ancient Assyrians used polished crystal while ancient Romans and Greeks filled glass spheres with water.
Pictured is The Assyrian Nimrud lens – 3,000 years old and is believed to have been used as a magnifying glass or as part of a telescope. (British Museum)