John Sailer

John Sailer, Senior Editor

John covers news and feature coverage of national and regional optical retailers, managed vision care organizations, software systems and technology. He works closely with other members of the VM editorial staff to monitor developments in online optical retailing and other industry issues. John is the editor for dba, a monthly e-newsletter profiling successful local and regional retail/optometric businesses while addressing their decision-making needs. He is also a Co-Editor, for High Visibility, with Deirdre Carroll, on Contact John at

ICD-10: Y2K All Over Again?

By John Sailer
Tuesday, October 27, 2015 2:00 PM Predictions of the chaos that would result from the switch to ICD-10 were greatly exaggerated, with many health care professionals calling it Y2K all over again. Insurers and medical professionals alike agree that the transition has been smooth with few glitches so far, so dba reached out to optical retail chains that also have a medical component to find out how they fared during the switch to ICD-10.

Vision Insurance Influences the Eyeglass Purchase Location for a Majority of Patients

By John Sailer
Tuesday, October 27, 2015 1:55 PM LAS VEGAS—The continued increasing influence of managed care on the purchase of eyeglasses was demonstrated by statistics shared by Vision Monday’s Marge Axelrad at the recent Alcon-sponsored Corporate Optometry Reports presentation at the start of Vision Expo West here last month.

And Now, A Word from TV’s Sponsors

By John Sailer
Monday, October 19, 2015 12:20 AM Even while it’s clear simply by looking around that more and more people are choosing to watch video and “television” programming on their mobile devices, the large segment of the population that still enjoys traditional TV are being reached with television commercials. This remains true among optical retailers, according to the national and regional groups VM spoke with for this article.

LensCrafters (Luxottica Retail North America)

By John Sailer
Monday, October 19, 2015 12:19 AM Demographic: With almost 1,000 stores in the U.S., Canada and Puerto Rico, we reach a broad demographic. Our media buying target is 25-to-54, but because television is watched across all demographics, we do know we also reach the 18-to-24 and 55-plus markets.

Clarkson Eyecare

By John Sailer
Monday, October 19, 2015 12:18 AM What’s the Message: We focus on the medical model rather than offering discounts.


By John Sailer
Monday, October 19, 2015 12:17 AM Media Outlets: Visionworks utilizes national television as a campaign base to generate efficient mass reach against their target audience. Relevant programming at the local level is used to enhance this connection with consumers.

Virginia Eye Institute

By John Sailer
Monday, October 19, 2015 12:16 AM Return on Investment: One of the hardest things to measure for any marketing is ROI. We put different phone numbers on television advertisements so we know when the call is coming in that they got it from the ad.

Crown Vision Centers

By John Sailer
Monday, October 19, 2015 12:15 AM Takeaways: We use 10-second spots, not exclusively, but they help extend our effectiveness by increasing the frequency that our ads run in the local market. Television is a very cost-effective means of delivery with a low cost per impression.

Original and Targeted, Georgetown Opticians’ Mini-Movie Is Trendy But Quirky

By John Sailer
Monday, October 19, 2015 12:14 AM WASHINGTON, D.C.—The U.S. is watching more videos online than ever before, according to Forbes in its article, “5 Online Video Trends To Look For In 2015.” Georgetown Opticians’ recently released mini-movie is the perfect example of those trends.

Made Eyewear Taps Its Partners’ Individuality in Online Video Collaboration

By John Sailer
Monday, October 19, 2015 12:13 AM The Made Eyewear brand exudes individuality, allowing those who visit the online eyewear retailing site to build their own custom pair from thousands of options. That independent spirit is reflected in a recently released online video created to promote Made Eyewear’s collaboration with record label Burger Records.


By John Sailer
Monday, October 19, 2015 12:00 AM “In a world of smart glasses, we need our vision to be functional.” David Wolynski, OD, FAAO

The ‘State of the Eyecare Industry’ Is ‘Change,’ Vision Expo Panelists Say

By John Sailer
Monday, October 19, 2015 12:00 AM LAS VEGAS—“Never before have I seen so much change in our industry,” said Kirk Smick, OD, FAAO, to introduce the “State of the Eyecare Industry” presentation at Vision Expo West, held here last month at the Sands Expo & Convention Center. As the owner/operator of Clayton Eye Center in the Greater Atlanta Area for over 40 years and chairman of the International Vision Expo’s Conference Advisory Board, his experience in the optical field over the past few decades provided broad perspective on the discussion that followed.

In Operation for More than a Century, Standard Optical Plans More Growth Under Third and Fourth Generation Leadership

By John Sailer
Tuesday, October 6, 2015 12:30 PM SALT LAKE CITY, Utah—Standard Optical is one of those rare companies that not only has passed the 100-year milestone but also remains in the hands of family members. Founded here in 1911 by Henry Schubach, Standard Optical is currently under the management of third and fourth generation family members, Stephen and Aaron Schubach, respectively.

How Digital Technology’s ‘Tech’s Appeal’ Can Seduce Customers at VM LIVE Event

By John Sailer
Thursday, September 24, 2015 10:16 PM LAS VEGAS—A standing-room-only crowd of representatives of leading optical businesses attended VM LIVE’s presentation of “Tech’s Appeal—Digital Tools to Seduce the Savvy Retail Customer” to learn what mobile technology can do for their businesses.

CooperVision Launches Nationwide Search for ‘Best Practices’

By John Sailer
Wednesday, September 23, 2015 12:15 PM

PLEASONTON, Calif.—CooperVision is leading a nationwide search to discover and recognize U.S. eyecare practices that have found unique ways to make their businesses thrive.