SPOTLIGHT ON… Transitions Academy

By Labtalk Staff

ORLANDO—More than 650 industry professionals gathered at the Swan Resort here in February for the 21st annual Transitions Academy organized by Transitions Optical.

During the two-day event – themed “My Light” – attendees took part in professional development and product technology workshops, heard from experts on marketing and business trends, and interacted their peers from both North and South America.

Darragh O’Connor, vice president of global marketing, and Patience Cook, director of North America marketing, also previewed a new consumer marketing campaign for the Transitions brand, which has the tagline “Live the Good Light.”

The industry elective breakout session options included:

  • Dollars and Sense: Profiting with Vision Care Plans is a course presented by Jay Binkowitz, president and CEO of Gateway Professional Network. Following the course, Binkowitz will moderate a panel featuring John Lahr, OD, VP Provider Relations/Medical Director, EyeMed Vision Care; Scott Hamey, CFO, Davis Vision and Daniel Mannen, OD, Chairman of the Board, VSP Global
  • Mastering the Selling Process and Overcoming Objections from Tina Graziotto, Dale Carnegie
  • Finding the Style in Lenses, a guide to style trends led by Coco & Breezy, founders of Coco & Breezy; Sheena Taff, partner/optician at Roberts & Brown

The final evening of the Academy was highlighted by the presentation of the annual Innovation Awards and a post-dinner night of music and dance. Transitions honored Professional VisionCare, Westerville, Ohio with the 2016 Best in Patient Experience. Raquel Miller, Practice Director at Professional VisionCare, accepted the award on behalf of the practice at Transitions Academy. Best in Patient Experience finalists Costco Optical (Canada) and Visionworks were also recognized for their commitment to providing patients the highest level of support and protection.

"We extend our warmest congratulations to Professional VisionCare on the programs they initiated in 2016 that helped the company grow and continue to innovate,” said Drew Smith, director, North America Channels, Transitions Optical. “Professional VisionCare smartly asked all staff members to help define what a great patient experience would look like in their office. Thanks to this process, they employed new strategies for improving patient experience with the best products, including Transitions® lenses.”

Transitions also honored Pacific Eye Care of Port Orchard, Wash. with the 2016 Best in Growth Achievement. Jamie Nelson, Practice Manager at Pacific Eye Care, accepted the award on behalf of the practice, which includes Earl Buchanan, OD, and Joseph Trull, OD. Best in Growth Achievement finalists Henry Ford OptimEyes and National Vision, Inc. were also recognized for their commitment to Transitions lens growth.

Both Pacific Eyecare and Professional VisionCare were brought to Transitions Academy by Walman Optical, which serves as the lab for both practices.

Meanwhile, Transitions also recognized Transitions Value Optical of Trinidad as Best in Marketing for 2016; New Look Eyewear of Québec, Canada, as Best in Training for 2016; and Sheena Taff of Roberts & Brown Opticians in Vancouver, British Columbia, Canada as Transitions Brand Ambassador for 2016.

Reporting provided by Mark Tosh of Vision Monday.


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May/June LabTalk 2017