Optical Prescription Lab Named 2011 Transitions Lab of the Year

The Optical Journal - Optical News With Independent Views

ORLANDO, Fla., Feb. 1, 2012 – Transitions Optical, Inc. has honored Optical Prescription Lab (OPL) as the 2011 Transitions Lab of the Year. The coveted title was presented during an awards ceremony Tuesday evening at the 16th annual Transitions Academy in Orlando, Fla. A four-time finalist for the award, OPL is a family-run lab headquartered in Pelham, Alabama that provides premium optical products to eyecare professionals throughout the southeast.

“Year after year, Optical Prescription Lab has proven to be a dedicated partner and true Transitions Lab of the Year contender,” said Scott Betcher, associate director, U.S. ECP sales, Transitions Optical. “Throughout 2011, the entire OPL team remained motivated and set their sights high – taking full advantage of Transitions Optical’s programs and resources to exceed their goals. We congratulate OPL on their well-deserved win and thank them for their continued support.”


Brian Conley, marketing director, OPL, and Sherry Pugh, vice president, OPL, accepted the award on behalf of the lab.


“While I’ve been with OPL for just a short amount of time, I can truly say that Transitions Optical has been a big part of our lab for the past 15 years,” said Conley. “We find tremendous value in offering the Transitions family of products – with the benefits extending far beyond our lab to our customers and their patients. We couldn’t be more honored to take home the Transitions Lab of the Year title.”

Throughout 2011, OPL made education a priority and held regular staff meetings to get everyone up-to-speed on the products and programs available from Transitions Optical – from Eye Didn’t Know That! to the Transitions Online Marketing (TOM) tool. Twice a month, the lab also hosted in-office training sessions at different eyecare professional locations to talk about the Transitions family of products and make sure their customers were armed with the right resources to present Transitions® lenses to their patients.

To fully engage eyecare professionals and get them excited about dispensing Transitions lenses, OPL implemented the Performance Products Rewards Program (PPRP) – a year-long marketing strategy designed to reward customers for selling premium product combinations. The lab helped their customers keep track of their sales by sending monthly reports and making regular visits.

In addition to education and marketing efforts throughout the year, OPL remained active in their local community – helping more than 100 Alabama residents who had lost or damaged eyeglasses during the April 2011 tornadoes. The lab reached out to its eyecare professional partners to set the tornado victims up with a free eye exam, offering to provide the frames and lenses for free new pairs of eyewear. Everyone under the age of 25 was automatically given Transitions lenses, and those over 25 were given a choice of Transitions lenses or clear lenses.

Following a successful year despite tough economic times, Conley says he and his team are far from winding down and are already gearing up for 2012.

“We’re going to blow it out of the water,” said Conley. “If there’s one word that could describe everyone on our team, it’s driven. We have our year-long plan in motion and are already hearing the excitement from our eyecare professional customers. We’ll be back vying for the Transitions Lab of the Year title next year.”

As the 2011 Transitions Lab of the Year, OPL will be inducted into the Heritage Lab Ambassador’s Club, exclusively reserved for the current and past winners. Throughout the year, Transitions Optical will work closely with OPL to help them develop a strategic marketing plan for 2012, and will also provide the lab with exclusive marketing support.

Celebrating the Industry’s Finest

During Transitions Academy, Transitions Lab of the Year finalists Soderberg Ophthalmic Services and Toledo Optical Laboratory, Inc. were also recognized for their year-long efforts and dedication to the Transitions brand. Additionally, Transitions Optical honored Art Lens Laboratório Óptico as its 2011 Brazil Lab of the Year, and Vector Argentina as the 2011 Latin American Lab of the Year.

Joining them in the winner’s circle were the 2011 Transitions Regional Retailer of the Year winner, Eyear Optical; the 2011 Transitions National Retailer of the Year winner, Costco Optical; and the 2011 Transitions Vision Benefits Broker of the Year winner, Patrick Tibbs, Financial Services Representative of Everence Financial Advisors. For the first time, Transitions Optical also honored a 2011 Eyecare Practice of the Year, Preferred EyeCare Center. 

About the U.S. Transitions Lab of the Year Award

The Transitions Lab of the Year award has been awarded annually since 1991 to an independent lab that has shown the highest level of commitment to growing its business with Transitions Optical’s family of products and programs over the past year. Criteria include innovation and creativity in executing marketing programs and promotions; commitment to educating staff and customers; efforts to promote healthy sight to customers and within the lab’s local community; strong results and growth with Transitions lenses over the past year; and overall passion for and devotion to the Transitions brand.

Past Lab of the Year winners in the U.S. include: Toledo Optical (2010); Winchester Optical (2009); Balester Optical (2008); Soderberg Ophthalmic Services (2007); Toledo Optical (2006); Diversified Ophthalmics (2005); Jorgenson Optical Supply (2004); Toledo Optical (2003); 21st Century Optics (2002); Soderberg Ophthalmic Services (2001); Midland Optical (2000); McLeod Optical (1999); Balester Optical (1998); Walman Optical (1997); Three Rivers Optical (1996); Duffens Optical (1995); Benedict Optical (1994); Southern Optical (1993); Optical Supply, Inc. (1992); and W.O.S. (1991).

About Optical Prescription Lab

Since 1977, Optical Prescription Lab (OPL) – headquartered in Pelham, Alabama – has operated as a family owned independent laboratory. From its beginnings as a small, local optical lab in downtown Birmingham, OPL has become an advanced, highly capable lab that provides premium optical products to eyecare professionals throughout the southeast. To learn more, visit www.OpticalPrescriptionLab.com.