BELLEVUE, Wash.—PECAA, a nationwide doctor alliance group for independent doctors, held their Business Symposium Nov. 6 to 9 at the Westin Bellevue here. The three-day meeting was attended by 170 PECAA member doctors and 130 staff members from across the U.S.

PECAA’s Business Symposium is a national member event, dedicated to providing business-focused education and solutions centered around the group’s mission to promote and protect independent eyecare. The event presented a host of learning options for the members, ranging from clinical information to industry topics and practice management subjects.

PECAA’s leadership team, from left: (L-R) David Wolf, OD, Lance Anderson, OD, Chris Millet and Bradley Smith, OD
This included two-hour COPE approved CE course on Ocular Surface Disease Management presented by PECAA’s director of education, Paul Karpecki, OD, FAAO. The day’s general session also featured “The Affordable Care Act,” sponsored by VSP Global, “Educating Your Patients on UPP,” sponsored by Vistakon, “A Focus on Kid’s Eyewear,”sponsored by Luxottica, “Maximizing The EyeMed Patient Experience,” sponsored by Hoya, “Marketing to the Millennial,” sponsored by Zeiss and “Hiring & Firing,” sponsored by Bausch + Lomb.

Michael Friedberg, OD, executive director of Optical Professional Network (OPN), who will serve as PECAA’s director of professional relations starting in January, noted, “Everyone seemed intent on helping each other to be smarter and more efficient in the way they run their practices.” Friday and Saturday sessions also featured Peer-to-Peer breakouts. Attendees were divided into small groups designed to facilitate in-depth conversation and idea exchange on the topics presented during the meeting, grouped with colleagues who have similar practice demographics to their own and were given the opportunity to meet with doctors from different regions across the country.

Sixty staff members also took part in PECAA’s Optical Merchandising Workshop, a three-day immersion experience designed for optical staff to learn the importance of branding and how to effectively merchandise their products and their practice. The workshop first launched at the group’s 2014 Annual Meeting in San Antonio, Texas.

Doug Martin, PECAA’s Director of Membership, led the workshop which included two, one-hour ABO courses, “Merchandising 101: The Seven Fundamentals of Great Merchandising” and “Optical Budgeting & Frame Board Management,” both presented by Martin. Other presentation topics included “Helping Patients Buy,” presented by Marchon, “The Art of Retailing,” presented by Luxottica, “Strategies for Exceptional Vision,” presented by Zeiss, “Two is the New One: Increasing Multiple Pair Sales in the Optical,” presented by Europa, “Profiting With Vision Care Plans”, presented by PECAA, “Interpreting the Numbers,” presented by PECAA, and “The New Rules of Optical Retailing: Why it’s Time for a Change,” presented by OMG! Optical Marketing Group, who is a new PECAA Vendor Partner.

The meeting concluded on Saturday afternoon with the Industry Leadership Discussion Panel, moderated by Marge Axelrad, SVP and editorial director of Vision Monday. Axelrad asked questions related to the upcoming challenges and opportunities for independent optometry, product innovation, and strategies and plans for future growth through acquisitions and industry consolidation.

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Welcome Reception at Lucky Strike.

Bill Gerber of OMG! Optical Marketing Group presents during the PECAA Optical Merchandising Workshop

PECAA’s leadership team,(L-R) David Wolf, OD, Lance Anderson, OD, Chris Millet, Bradley Smith, OD inform members about the group’s financial backing from RevOptix, a newly formed eye care practice solutions provider.

PECAA's Director of Education, Paul Karpecki, OD.

Chief Operating Officer, Chris Millet addresses the general session.

Members shared ideas and winning practice tactics in Peer-to-Peer Breakout sessions.

Doug Martin leading the Optical Merchandising Workshop through Bellevue Square.

Optical Merchandising Workshop attendees meeting the Store Manager at Williams Sonoma.

Josh Sears presents "Hiring & Firing".

Industry issues and trends were discussed at a Leadership Panel moderated by Vision Monday’s Marge Axelrad. Execs taking part included leaders from Luxottica, Bausch + Lomb, Hoya Vision Care, VSP Vision Care, Zeiss and Vistakon.

PECAA Member Richard Kenny, OD asks a question during general session.

The Mike Chow Band performs at the Saturday night dinner and celebration.

PECAA member, Mike Chow, OD, on lead guitar.



The six panelists included: Barney Dougher, president, CEO, Hoya Vision Care; Steve Mitrakos, SVP, U.S Customer Development, Zeiss; David Venner, VP, U.S. Sales North America Region, Vistakon; Al Schubert, senior vice president/general manager - Health Plans, VSP Global; Alessandro Baronti, VP Sales, Western Region, Luxottica;and Tony Sommer, U.S. head of sales, Bausch + Lomb.

During the meeting, PECAA introduced a new Billing & Coding program, an in-house consultation and education service available to PECAA Members. The program helps with proper billing and coding of medical and vision services in order to improve claim efficiency, revenue cycle management and practice profitability. In October of this year, PECAA hired a new Billing and Coding manager, Teri Thurston.

PECAA also announced it will be expanding its existing digital marketing program to encompass a broader marketing offering including in-house logo design and branding services for its members.

PECAA’s three founding doctors, Bradley Smith, OD, Lance Anderson, OD and David Wolf, OD, as well as COO Chris Millet, announced during the event that the group has secured financial backing from RevOptix, a newly formed eyecare practice solutions provider. "RevOptix has a compelling long term vision to develop services and work with third-party vendors to advance patient care and increase the value of eyecare practices,” according Lance Anderson, OD, who will serve on the RevOptix corporate board.

PECAA is currently planning for their 2015 Annual Meeting, scheduled for May 14 to 17, 2015 at the Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch in Scottsdale, Ariz.

PECAA acknowledges event planning firm NKilter (www.nkilter.com) and photographer O’Malley Photographers (www.omalleyphotographers.com) for their contributions to the meeting.