(L to R) Howard Purcell, Essilor of America; Holly Rush, Luxottica Wholesale North America; and Julian Gangolli, North America, Allergan.
NEW YORK—In the State of the Optical Industry Address yesterday at Vision Expo, three industry executives spoke of the changes needed within the eyewear and eyecare market to adapt to the rapidly changing landscape and help strengthen optical’s position for the future. Panelists included Julian Gangolli, corporate vice president and president, North America at Allergan, Howard Purcell, senior vice president of customer development at Essilor of America, and Holly Rush, president at Luxottica Wholesale North America.  

Gangolli, the first of the panelists, began by explaining that the current state of the industry indicates that patient volume is present in OD offices. He said there will be an increasing demand for eyecare services now that Americans are living longer and there is a projected increase of diseases such as AMD, diabetic retinopathy and glaucoma. He pointed to this gap in the eyecare space that will allow optometrists to assert themselves.

Purcell elaborated on this topic by explaining just how optometrists can better optimize their practices for this growing demand. During the panel, he said that the demands on the human visual system have changed since the mid-1800s when the Snellen Visual Acuity chart was first created. This outdated method causes people with visual problems to be missed because the methods of testing are too easy.

“20/20 is not good enough,” Purcell said. He continued to urge optometrists to push the limits to better optimize vision care practices by emphasizing the scientific aspects of the spectacle lens industry.

Rush finished off the discussion with the perspective of the consumer. She explained the power shift in recent decades from a seller’s market to a buyer’s market. The industry, which is still focused on the golden age, needs to shift to now accommodate the informed buyer. To better do this, she broke down how retail today should function in the lens and frame realm. The seller needs to create the experience, have the right balance of price, inventory and merchandising. Sellers need to create a positive culture, implement 360 marketing and be active and engage staff.

“What I’d like to do today is start a movement around the consumer,” Rush said.