LAB INNOVATOR OF 2010 - Luzerne Optical Labs

LAB INNOVATOR OF 2010LUZERNE OPTICALLABORATORIES, LTD

A Modelof InnovationWITH THIS, our annual LabInnovator of the Year award, we honor thecore of our industry. Without innovation,the independents could not compete (withapologies to the corporate labs, of course).In order to succeed, an innovative lab musthave a complete understanding of our industry,from vendors through internal needs tocustomers’ desires.This year’s recipient, Luzerne OpticalLaboratories, Ltd., located in Wilkes-Barre,PA, epitomizes all that is necessary for success.Without relying on outside consultantsor business experts, this independentwholesale optical lab has established aculture for success based upon using technologyto serve its customers needs. If Ihave heard it once from Luzerne Optical,I have heard it again and again, “We oweit to our customers.”That focus, established by the founderJohn P. “Jack” Dougherty and his wifeLorraine, then carried on by the next generation,Neil, John, Renee, and Yvonne,and Neil’s wife Elizabeth, continues tobuild on that success. With almost 200employees, it is still a family business,now an extended family! Jack still worksdaily and even on weekends, edging jobsand checking work on his Vertometer.As Neil Dougherty said, “Even withall our technology, our primary strength isour people. I can’t say enough about ourpersonnel and the great job that they do.They’re a big part of why we’re successful.”Certainly technology is a constantemphasis, investing early to be the first inthe market, and establishing the learningcurve for labs that follow. Luzerne was thefirst lab in the U.S. to invest in a Schneidergenerator…way back when Zeiss was thedistributer. It was also the first independentlab (along with Walman) to install the Crizal ®process. While new technology can be disruptiveto the business, Dougherty said, “Weowe it to our customers.” The proof is in thelab. For example, its belief in state-of-the-artdigital technology has led it to install threeautomated, self-contained free-form lines, twoin production and a third, fully operational linewaiting for demand to increase and occasionallyput into use for excess production!Luzerne Optical is also proactive indeveloping private label products, again,because “We owe it to our customers.”These include house brand progressives,free-form single vision and progressives,photochromic and polarized lenses,house brand AR, and premium asphericand plasma-treated contact lenses…allproducts to help its customers compete.Additionally, Luzerne Optical is agood citizen, garnering a variety ofawards for itscommitment to thecommunity and, ofcourse, a worthyrecipient of thisyear’s Innovator ofthe Year award.JIM GROOTEGOEDProfessional Editor, Optical Lab ProductsOur Heartfelt Congratulationsto Luzerne OpticalInnovative surfacingproducts for theophthalmic andprecision-optic industryNamed “Lab Innovator 2010” by Optical Lab ProductsYour Friends atSchneider Optical Machines, Inc.SCHNEIDER Optical Machines • 972-247-4000 • www.schneider-om.com

LAB INNOVATOR OF 2010HISTORY‘Lab Man’ Maintains Lab’s IndependenceJohn P. Dougherty, self-proclaimed ‘lab man,’ went independent in 1973 by founding Luzerne Optical,a wholesale optical lab that is still family-owned and operated with the help of the second generation.PERHAPS it’s no coincidence that LuzerneOptical was named after the Pennsylvania county inwhich it is located, itself named for a man whocame from France to help the colonies gain theirindependence during the American Revolution—Chevalier de la Luzerne.Growth has been steady,and today the lab producesan average of 1,800 jobsper day.In 1973, when corporate lens manufacturersstarted buying up independently owned labsacross the country, John P. “Jack” Doughertyleft his position as production manager foranother lab in Wilkes-Barre, PA, to gain his ownindependence with the founding of LuzerneOptical Laboratories, Ltd. Since then, growthhas been steady, and today the lab produces anaverage of 1,800 jobs per day for sale throughoutthe United States.Founded in the days before plastic lenses, Luzerneat first sold glass lenses and the frames to go withthem. At the beginning, Luzerne employed three people,Jack and his wife Lorraine and his business partner/brother-in-lawGeorge Albert.The business eventually outgrew the first buildingit shared with some other local businesses, and in1984 Luzerne built a million-dollar, 20,000-sq.-ft.,state-of -the-art laboratory facility in the downtownWilkes-Barre Industrial Park. In 1985, the companyadded gas permeable contact lens manufacturing onsite, and now it distributes soft contact lenses as well.To expand its surfacing area, automate its inventoryroom, and add a Crizal anti-reflective facility,Luzerne knocked out the walls to its garage in 2002,and then in 2009, the company started processingfree-form lenses in-house.Today Luzerne Opticalprocesses an average of 1,800jobs per day. After half acentury in the business,Dougherty still comes intothe lab and manages along with his wife andsons. He calls himself a “lab man,” and these days hespends a lot of time at the lensometer, personally checkinga couple hundred jobs every day.When Luzerne Optical Laboratories, Ltd. was profiledin a report on local companies entitled, TheWyoming Valley: An American Portrait, Dougherty said,“Over the years, I’ve heard again and again that developmentswould be the end of the independently owned lab.With every change, however, came opportunity.”CLOCKWISE FROM TOP LEFT:Luzerne Optical’s first location shared abuilding with a sewing factory, pool hall, andPennsylvania State liquor store. Mayor Lee A. Namey (r)named March 2, 1995 “John P. Dougherty Day” in Wilkes-Barre, PA. Construction began in 1983 on a new 20,000-sq.-ft. plant in the downtown Wilkes-Barre Industrial Park.John P. Dougherty (l) receives the Wilkes-Barre Chamber ofBusiness and Industry’s “2001 Small Business of the Year”Award from the 2000 winner, Chuck Lawson, president ofthe Lion Brewery.18 november/december 2010

HISTORY LAB INNOVATOR OF 2010TIMELINE – THE HISTORY OF LUZERNE OPTICAL LABORATORIES, LTD.1960John P. “Jack”Dougherty joinsBalester Optical Co.after four years in theAir Force.1973Jack and LorraineDougherty foundLuzerne Optical withJack’s business partner/brother-in-lawGeorge Albert.1984Luzerne Optical breaksground on a million-dollar,state-of-the-art,20,000-sq.-ft. laboratoryin Jack’s hometown ofWilkes-Barre, PA.1985Luzerne Optical startsproduction of custommade hard and gaspermeable contactlenses.1988Jack and his wifeLorraine purchaseGeorge’s share of thebusiness.1992Luzerne Optical isnamed U.S. Varilux ® Labof the Year.1994Luzerne Optical investsmore than one milliondollars to install inhouseanti-reflective(AR) facilities.1995Jack Dougherty isnamed president of theOptical LaboratoriesAssociation (OLA).1995Wilkes-Barre MayorLee A. Namey proclaimsMarch 2d asJohn P. Dougherty Day.1997 TOPRESENTLuzerne Optical isawarded the ContactLens ManufacturersAssociation manufacturingSeal of Excellence.2000 & 2001Luzerne Optical isnamed a Crizal ®Champions lab.2001Luzerne Optical ishonored as the 2000Corning Laboratoryof the Year.2001Jack Dougherty ishonored as an OpticalPioneer Visionary atthe OLA’s OpticalPioneers Banquet.2001The Wilkes-BarreChamber of Businessand Industry selectsLuzerne Optical asSmall Business ofthe Year.2002Luzerne Optical is presentedthe first everEssilor Lenses Lab ofthe Year Award.2002Luzerne Optical isauthorized to produceCrizal AR lenses.2003Luzerne Opticalemploys 180 peoplewith a multi-milliondollarpayroll.2006Luzerne Optical is honoredas Crizal Lab of theYear by Essilor.2009Luzerne Optical isnamed The Leader’sChallenge award winnerby Essilor/Transitions.2009Luzerne Optical beginsproducing free-formlenses in house.2010Luzerne Optical ishonored as theVisionWeb Lab ofthe Year.

LAB INNOVATOR OF 2010Q&A WITH NEIL DOUGHERTYBuilt on an Independent FoundationNow run with the help of the second generation of the Dougherty family, Luzerne Optical of Wilkes-Barre, PA,continues its tradition of growth as an independent wholesale optical lab.JIM GROOTEGOED: Please tell usabout the history of Luzerne Optical.NEIL DOUGHERTY: The company wasstarted in 1973 by my mother and father.When my father got out of high school, hewent into the military. His first job out waswith Balester Optical in Wilkes-Barre. Hebecame their production manager. He wasthere for 13 years when a large corporationstarted buying independently owned laboratoriesacross the country, and Balesterwas one of those. He saw what was goingon and said, “This is a good time to get outand start my own business.”He felt there was a need for a locallyowned independent wholesale lab thatcould provide personalized service for itscustomers. Most people thought he wascrazy. They said, “You have this great job,five children, why would you want to leavethis position?” But my mother encouragedand supported him, so they started LuzerneOptical in 1973.The name came from the countywe’re in, Luzerne County, named afterthe French nobleman and minister tothe U.S., Chevalier de la Luzerne, whowas sent to help the American Revolution.Plastic hadn’t arrived yet, so it was glasslenses and frames. The business grewsteadily over the years. We outgrew ourfirst building and in 1984 built a new,20,000-sq.-ft., state-of-the-art facility inthe downtown Wilkes-Barre IndustrialPark. In 1985, we added gas permeablecontact lens manufacturing on site, and in1994, we were the first lab in Pennsylvaniato manufacture anti-reflective (AR) in-house.In 2002, we were so tight we knockedout the walls to our garage and expandedour surfacing room. We also automatedour inventory room, installing Lektrieversystems interfaced with our DVI LMSsoftware. In 2002 we also added the CrizalAR facility, which was the first non-Essilorownedlab installation along with WalmanOptical.Then, in 2009 we began processingfree-form lenses in house. With the firstSchneider generator distributed at thattime by Zeiss, we probably had free-formequipment before anybody in the U.S.Now we’re on our fourth generation ofSchneider equipment. We were waitingfor the free-form manufacturing processto come along. The software wasn’t ready.The equipment manufacturers weren’tready. So even though we had the technologysitting there years earlier, wecouldn’t implement it until all of thosepieces fell into place around 2009.JG: Why did you choose Schneider?ND: Gunter was so committed to hismachinery, plus they were the first withproven and productive machinery in thefree-form category worldwide before itcame to the U.S.JG: I noticed your product list is verycomprehensive in terms of the manufacturersyou support.ND: We have a vast array of products, justabout every lens line or treatment.That’s one of the things that givesLuzerne a competitive advantage.JG: That’s a challenge with new technologies—ARand now free-form.ND: We’re well positioned in AR and freeform.We have two different AR labs withfour AR systems. If one goes down, wehave backup and support. We were one ofthe first with the Zeiss process in 199420 november/december 2010

Q&A WITH NEIL DOUGHERTY LAB INNOVATOR OF 2010when we combined our plastic and glasssurfacing and finishing areas to make roomfor AR facilities. Then in 2002 we installedCrizal, and they required a Class 100,000Clean Room with a specific footprint, sowe took space from our old glass surfacingarea along with part of our data entry,stockroom, and customer service areas tosatisfy the requirements.Regarding our capacity planning forfree-form, we have three lines. Two are upand producing, and one is on standby in caseone goes down or until production increases,so we’re prepared with a free-form lineready and waiting to put into production.JG: Are you still doing frames?ND: Both dress eyewear and industrialeyewear. We offer package programs anddistribute an array of products—sunglasses,optical supplies, pharmaceuticals, andspecialty products such as binoculars,telescopes, and rifle scopes.We have a nice niche in the low visionarea with all kinds of devices and magnifiersand glasses. That’s a niche my father developedmany years ago with prismatic spectaclesfor people who were considered legallyblind. There were a lot of nice stories overthe years from doctors and their patientswho were so thankful to just havesomething that could help them see.JG: How did the second generationget involved?ND: We’re a family of five kids, and ittruly is a family-owned and operatedbusiness. We started out in the lab asyoung kids helping assemble boxes forshipping. In the summers during ourhigh school years we would work invarious positions in the lab. My fatherJohn (aka Jack/Jake) Dougherty ispresident, my mother Lorraine is vicepresident, my brother John is vice president/purchasing,I am the generalmanager, and my sisters Renee andYvonne along with my wife Elizabethhelp with accounting and payroll.NATIONAL MARKETJG: What about your sales force?ND: We have a large sales force throughoutthe country, most on the East Coast.JG: Where are your primary target areas?ND: Luzerne has accounts nationwide.Primarily in the Mid-Atlantic states andwhere we have representation in the sixNew England states, New York, Pennsylvania,New Jersey, Delaware, Maryland, WestVirginia, Virginia, DC, Ohio, North Carolina,South Carolina, Tennessee, Georgia, Florida,Mississippi, Arkansas, Louisiana, Oklahoma,Texas, Nebraska, Wyoming, Colorado,Utah, and California. We expand a littleeach year, but we’re careful about growthso we don’t sacrifice service.JG: How many jobs do you do in a day?ND: Right now, it’s averaging about1,800 jobs a day.JG: How much is finished versus uncut?ND: Pretty close to 50/50, however, we’reseeing the trend changing. More accountsare sending us the complete job to beedged because of the cost involved withdrill mounts, free-form lenses, and AR.JG: That’s a healthy trend for the labs.ND: In the East Coast in particular. Thispart of the country is known to be thebiggest for uncut lenses. More practices haveedgers in this area than in any other region.PRODUCTS AND PROMOTIONSJG: Does your sales force carry aframe bag as well?ND: Some do, some don’t. All of them promoteour frame and lens packages, but thereare many of them who focus on the lenses andtreatments. There are some nice frame linesavailable, and we do support them such asNouveau Eyewear and McGee Eyewear. -november/december 2010 21

LAB INNOVATOR OF 2010Q&A WITH NEIL DOUGHERTYThis part of the countryis known to be thebiggest for uncutlenses. More practicieshave edgers in thisarea than in anyother region.JG: What kind of promotions do you run?ND: We participate in manufacturersponsoredprograms, and we haveunique Luzerne promotions. We don’twant to be a “me too,” so we come upwith things other labs haven’t done.Our “Luzerne Millennium MaximumDiscount Program” is geared towardVarilux ® and Zeiss premium progressivelenses and their AR that we do in-house.There’s a one-time membership fee forECPs. It’s like a Wholesale Club, buy amembership to get the best possible pricingon commonly used items. Members getentered to win money or lunch for theoffice or a travel certificate to go anywherethey want to go. When ECPs join,Luzerne gives them certificates to try afree pair of progressives with AR andgas-permeable contact lenses.JG: What percentage of your customersparticipate?ND: Of the customers using those products,99%. It’s been very successful.We also have in-house graphic designcapabilities and will customize brochuresand presentations for our customers.JG: How much do you charge for that?ND: We don’t. It’s based on feedbackfrom our field consultants. It’s how wehelp practices grow.Several trademarked products help usstand out as well, such as our SightStar progressive lenses and our Photo.Fashion photochromics. Shortly, we’re going to bereleasing a new product that is also exclusiveto Luzerne—a new free-form product thatis going to be our SightStar 365 free-formlenses available in both progressive andsingle vision.JG: You mentioned your proprietaryPhoto.Fashion lenses. What are those?ND: They are a series of six fashion colorsthat stay the same color but get muchdarker outdoors. We add mirror treatmentsthat turn into a solid mirror outdoors.JG: Any other unique products?ND: Our Polar365 polarized is a seriesof different colors with a special warranty,our house brand EVC (Enhanced VisualClarity) is a premium AR with a twoyearwarranty at a competitive price,our gas-permeable (GP) DuraCurve aspheric contact lens designs are trademarked,and our FeelSoft PlasmaTreatment GP contact lenses provide amore comfortable fit. We’re proud to beone of a select group of contact lens labswho have the Contact Lens ManufacturersAssociation Seal of Excellence Award forthe manufacture of our contact lenses.MANUFACTURING TECHNOLOGYJG: You’re running both Zeiss andEssilor AR plus your own house brand?ND: Yes, plus KODAK, Zeiss Teflon ® ,and Zeiss mirror coatings as well.JG: For standard production, whatkind of generators?ND: We’re using V-Pros and Schneider.We’re constantly upgrading. We justadded a couple new Satisloh PRAblockers in the last two years and a couplenew backside coaters from Satisloh.About two years ago, we installed the“Control and Blocking Unit” fromAutomation & Robotics in Belgium[A&R, U.S. headquarters in Milwaukee].22 november/december 2010

Q&A WITH NEIL DOUGHERTY LAB INNOVATOR OF 2010It checks powers, curves, thicknesses, placesyour polarized lenses on axis, and then itwill place finishing pads and blocks on thelenses for edging. You program all your lensstyles, and it takes photos of the lenses torecognize them. We installed a separate,interfaced, intelligent conveyor line thatsorts the work. If it’s blocked for edging,it’ll go down one conveyor line. If it’suncut and ready to go out the door, it’ll godown another conveyor line. If it needs tobe inspected before AR, it’ll send it downanother conveyor line. If it doesn’t meetthe standards or is rejected for any reason,it’ll go down another conveyor line.JG: How about edgers?ND: Primarily National Optronics 7Es.We have a robotic edger, the NIDEK/Santinelli AES-1500 system, which is awet cut edger. The NIDEK probably putson the best high luster polished edgethan any other edger.JG: What are your plans for the future?ND: Further automating the finishing roomis definitely in our plans. We beta testedsome systems in the past, and they weren’twhere they needed to be, so we said, “Onthis one we’ll let the other labs work out thebugs.” When it’s where it needs to be, thenwe’ll commit.JG: That’s quite an investment.ND: It’s unbelievable what new technologycosts. Fortunately we’re a beta site formany equipment manufacturers. Weworked with many of them over the yearsto beta test their equipment because wedo such a vast array of lens styles andmaterials in-house. It’s not always easy,but sometimes it’s worth it to get in onthe curve earlier on these technologies.STRENGTH IN EMPLOYEESEven with all our technology, our primarystrength is our people. We have approximately200 employees. I can tell you wehave many people at Luzerne who havebeen in the business 20, 30, 40, 50 years.We even have one guy who has been inthe business for 60 years who is still workingfor us. Our in-house lens consultant,Charlie, amazes me. He has worked onthe dispensing side, so he understands itwell. He has eyecare professionals callhim every day from across the country. Hecan answer the most difficult fitting ordispensing questions or give guidance onwhat lenses to use. Of course, my fatherhas been in the business for 50 years now.JG: When Jack comes in, what doeshe do?ND: He loves processing lenses; he’s a labman. These days he spends a lot of time atthe lensometer ensuring quality. He personallychecks a couple hundred jobs himselfevery day. On the weekends he’ll come in,watch sports, and edge a hundred jobs! Justbecause that’s what he loves to do!JG: To me, Jack established the culturethat has made Luzerne successful.ND: Absolutely!E-Z Pack Congratulates Luzerne Opticalas Lab Innovator of the Year“E-Z Pack’s custom opticalpackaging helps us promoteour image and adds value toour products by representingour vision of exceptionalquality to our customers.”— Luzerne OpticalE-Z PACKOPTICAL PACKAGING & PRINT SPECIALTIES5 DECADES OF SERVICE1-800-950-1351www.ezpack.comdina@ezpack.comnovember/december 2010 23

LAB INNOVATOR OF 2010TECHNOLOGYEarly AdoptersAmong the first to install anti-reflective systems and digital surfacing, Luzerne Optical continuesleading the way in the technology for wholesale optical labs.THE LEVEL of technology variesfrom lab to lab and is dependent upon thenumber of jobs and revenue. What is differentabout Luzerne Optical is its historicand continuous focus on technology andits willingness to invest and be an earlyadopter. As general manager Neil Doughertysaid, “We learned the hard way. We wentthrough a learning curve and made it easierfor those labs that followed us. It’s not easy.It can really disrupt an organization whenyou install new equipment and systems,but it’s well worth it. We owe it to our customers.”While he said this specificallyabout his lab’s installation of its Crizal ®coating system, these comments couldalso pertain to many of its other “adventures”into new technologies as well.AR & DIGITAL LEADERIn 1994, Luzerne installed the Zeiss B-12bell jar anti-reflective (AR) coater, one ofthe first in the U.S. and the first in Pennsylvania.A Satis MC-380 AR coater was added in2002 to support Crizal, making Luzernethe first independent wholesaler (alongwith Walman Optical) to install the Crizalcoating system. Additionally, Luzerne nowprocesses its own AR house brand, EVC (Enhanced Visual Clarity), along withKODAK and Teflon ® . The space andinstallation needs of Crizal required thelab to totally rework its layout, ending upwith two, separate AR facilities. “It wasn’tplanned that way,” said Dougherty, “butthe redundancy is welcomed.”As another illustration of the lab’sredundancy, Luzerne now runs two automatedfree-form lines separate from normalproduction, and a third, fully operationalline is waiting for demand toincrease and is occasionally used now forexcess production requirements for eitherstandard or free-form jobs. All of thesefree-form lines are based on generatorsfrom Schneider Optical Machines (HSC101, HSC Master, and HSC Smart XP)along with polishers and the CCLC*Mark laser, also from Schneider.Luzerne Optical’s “standard” workis efficiently handled by PRA blockers,generators (V-PROs, ToromaticCNC-E, and a V95 for glass), andToro-X polishers, all from Satisloh.SURFACING & FINISHINGWhile over half of Luzerne’s jobs have traditionallybeen uncuts, the lab’s emphasishas been on surfacing, but with finishedwork growing yearly to about 57% now,future developments will center aroundTechnology in use at Luzerne Opticalincludes (clockwise from top) an automatedControl and Blocking Unit fromA&R, rimless lens tape invented by JackDougherty, trays which indicate rightand left lenses, and two coating units.finishing. Currently, Luzerne Optical isrunning National Optronics 6ESs, 7Es,and a 7E-HLP along with a Santinelli/NIDEK AES-1500 robotic edging system.The first step toward automated finishingwas two years ago when the labput in a Control and Blocking Unitfrom Automation Robotics in Belgium(A&R, U.S. headquarters in Milwaukee,WI). It checks powers, curves, andthickness, places polarized lenses onaxis, and then places finishing pads andblocks on lenses for edging. You programall your lens styles, and it takesphotos of the lenses to recognize them.A separate, interfaced, intelligent conveyorline sorts the work. If it’s blockedfor edging, it will go down one conveyorline. If it’s uncut and ready to go outthe door, it will go down another conveyorline. If it needs to be inspectedbefore AR, it will send it down anotherconveyor line. If it doesn’t meet ANSIstandards or is rejected for any reason,The commitment todigital processingcame early. In 2009Luzerne began processingfree-formlenses in-house.it will go down another conveyor line.Some techniques seem basic yet stillimprove efficiency. For example, the locationof left and right lenses are marked oneach tray. In addition, founder Jack Doughertyinvented lens tape specifically for rimlessjobs that is now sold by consumables suppliersto other labs.Luzerne Optical has a long historyof working closely with suppliers, testing,evaluating and giving feedback onnew products. The lab has beta testedseveral finishing products and is nowin the process of analyzing its experiencesas well as looking at other finishingoptions before committing to itsnext technology “adventure.”Whatever the choice, it will be to providebetter products and service to its customers.As Neil Dougherty stated, “Ourcustomers deserve the best.”24 november/december 2010

SALES & MARKETING LAB INNOVATOR OF 2010Slow and Steady SalesWith its own promotional programs, in-house graphics department, and quality proprietary products,Luzerne Optical’s sales and marketing efforts have achieved continuous growth.Luzerne Optical maintainsits own in-housegraphic design capabilitiesto design andproduce customizedmarketing materials.TO HAVE GROWN from athree-person operation to one of thecountry’s largest labs in the last fourdecades, Luzerne Optical must be doingsomething right when it comes to salesand marketing. With a salesforce that spans the countryand marketing techniques thatencourage the sale of bothnational brands as well as private-labelproducts, Luzerne is currentlyaveraging about 1,800 jobs per day.To make sure that it’s not a “me too”lab from the viewpoint of eyecare professionals(ECPs), Luzerne Optical notonly participates in specials sponsoredby all the major lens manufacturers, butit also creates its own unique promotionalprograms. “We try to come up withthings that we haven’t seen out therebefore, that other labs haven’t done,”said general manager Neil Dougherty.MEMBER DISCOUNT PROGRAMFor example, the “Luzerne MillenniumMaximum Discount Program” is modeledafter a Wholesale Club. ECPs pay a one-timemembership fee and get the best possiblepricing on commonly used items. This particularprogram is geared toward Varilux ®and Zeiss premium progressive lenses andtheir anti-reflective (AR) treatments thatLuzerne Optical saved the shovel used by the mayor of Wilkes-Barre,PA, to take the first scoop when ground was broken on its newbuilding in 1984.Luzerne applies in-house. Members are alsoentered to win money or lunch for the officeor a travel certificate to anywhere they wantto go. In addition, when ECPs join, Luzernegives them certificates to try a free pair ofprogressives with AR as well as gas-permeablecontact lenses.Over the years, growth has been steadyfor Luzerne Optical. “We expand a little biteach year,” said Dougherty, “but we’re verycareful about our growth to make sure wedon’t sacrifice our service.”IN-HOUSE GRAPHICSTo further support its customers, LuzerneOptical maintains its own in-house graphicdesign capabilities to design and producecustomized marketing materials at no chargefor ECPs. By helping its customers succeed,Luzerne increases its business as well. Salesconsultants in the field let Luzerne Opticalknow which ECPs could benefit from thecreation of customized marketing materials,and the lab’s in-house graphic designers dothe rest. It’s a win-win situation.In some cases, sales and marketingtools come from organizations other thanLuzerne Optical itself. For example, onthe contact lens side, Luzerne Optical is amember of the Contact Lens ManufacturersAssociation and is among a select groupof contact lens labs across the countrythat have achieved the Seal of ExcellenceAward for the manufacture of its contactEmbedded in the pavement, Luzerne’s logogreets those entering the building, and it alsoadorns mouse pads as a marketing tool.lenses. Luzerne has achieved this statusby having the contact lenses that itmanufactures put through an array ofdifferent tests by an independent companyconducting an anonymous studywith ECPs to ensure that it meets thehighest quality standards.PROPRIETARY PRODUCTSIn addition, with a catalog of its own uniqueproducts, Luzerne Optical is able to differentiateitself from the labs it competes with.These trademarked products include Sight-Star progressive lenses, new SightStar 365free-form lenses in both progressives andsingle vision, Photo.Fashion photochromics,Polar365 polarized lenses, the housebrand EVC (Enhanced Visual Clarity)premium AR, DuraCurve aspheric contactlenses, and FeelSoft PlasmaTreatment GP for contact lenses.By combining quality products withproprietary promotions, Luzerne Optical’ssales and marketing efforts have paid offsubstantially both for itself and for its ECPcustomers throughout the country.november/december 2010 25

CongratulationsLuzerne Opticalon being theLab Innovatorof 2010Transitions Optical recognizes Luzerne Optical’s dedicationto cutting edge technology, superior availability of AR, digital products,and their superior nationwide distribution.Transitions and the swirl are registered trademarks, and XTRActive is a trademark of Transitions Optical, Inc. © 2010 Transitions Optical, Inc.Photochromic performance is influenced by temperature, UV exposure and lens material.