ABOUT

Joining Forces To Create The Only Membership Group Of Its Kind

PECAA was founded in 2006 by three independent ODs in the Pacific Northwest looking for ways to better serve the independent eye care community. Over the years PECAA has become the preeminent alliance organization in vision care, hosting hundreds of local/regional networking opportunities nationwide and the most respected national alliance event in the industry. As we’ve grown, we have expanded offerings such as consulting services, vendor discounts and a Cold Start program for new independent eye care professionals.

Healthy Eyes Advantage (HEA), the nation’s largest buying group, was formed through the integration of four firms founded in the early 1980s to provide independents with the buying power to compete with retail optical. HEA built relationships with more than 250 vendor partners and has expanded services to offer business and technology support. The time-saving convenience and efficiency of consolidated billing is among the hallmarks of our service.

As the needs of the independent eye care professional have evolved, the advantages of combining a buying group and an alliance became clear. In 2021, PECAA and HEA joined forces to create the nation’s largest community of independent eye care professionals, a true breakthrough. PECAA now serves more than 12,000 members and provides a comprehensive array of services and solutions in one, simple membership called PECAA Max. Combining all the peer networking, staff training, advisory services and best-in-class purchasing programs of an alliance with the broad array of vendor partners and consolidated billing efficiencies of a buying group, the new PECAA Max suite of services is a game-changer for independents and a membership not available through any other group.

Leadership

Jim McGrann

Jim McGrann

Chairman and CEO

Jamie-Hughes-Chief-Operating-Officer

Jamie Hughes

Chief Operating Officer

Lance-Anderson-OD-Chief-Strategy-Officer

Lance Anderson, OD

Chief Strategy Officer

Justin-Manning-OD-Chief-Member-Experience-Officer

Justin Manning, OD,
MPH, FAAO

Chief Member Experience Officer

Stephanie-Lucas-Chief-Growth-Officer

Stephanie Lucas

Chief Growth Officer

Stephanie-Lucas-Chief-Growth-Officer

Keith McAuliffe

Chief Technology Officer

John-Martin-Chief-Financial-Officer

Michael Freiburghouse, CPA

Chief Financial Officer

Stephanie-Lucas-Chief-Growth-Officer

Bryan Hoban

Executive VP & General Manager of Member Business Advisory

John-Martin-Chief-Financial-Officer

Sara Campbell

Executive VP & General Manager of Member Services

Stephanie-Lucas-Chief-Growth-Officer

Laura Dorris

Executive VP & General Manager of Strategic Sales

Stephanie-Lucas-Chief-Growth-Officer

Josh Mesirow

Executive VP & General Manager of Strategic Partnerships

Stephanie-Lucas-Chief-Growth-Officer

Diane John

Executive VP & General Manager of Marketing

Stephanie-Lucas-Chief-Growth-Officer

Traci Paris

Executive VP & General Manager of Platform Technology

Stephanie-Lucas-Chief-Growth-Officer

Tin Le

Executive VP & General Manager of Application Technology

John-Martin-Chief-Financial-Officer

Roman Golubev, CPA

Controller

FAQs

Current HEA Member FAQs

HEA joined forces with PECAA in July 2021 to broaden its already vast array of services that support the independent eye care community. PECAA is well known for its networking, peer-to-peer events, staff training and educational offerings, as well as a suite of financial and practice operations advisory services.

These benefits are a valuable complement to HEA's industry-leading purchasing programs and time-saving consolidated billing feature. The combination of buying group and alliance resources into one simple membership experience is a game-changer for independents and is unlike anything offered by other groups.

After coming together with PECAA, we conducted a thorough strategic analysis to determine our long-term branding strategy. The analysis revealed that PECAA — Professional Eye Care Associates of America — is the best name to represent how we comprehensively serve independent eye care professionals. The PECAA name is also steeped in tradition and well respected in vision care.

To reinforce the additional benefits that HEA brings to the table, we added the endorsement line, ‘Delivering more with HEA.’ The combination of the PECAA brand and the HEA endorsement speaks to the unmatched new suite of services and benefits now available to all HEA and PECAA members.

Your HEA membership is still active and there is no change to the discounts and rebates you currently receive. We encourage you to take advantage of the many new benefits now available to you through our exciting new PECAA Max program. To learn more, please contact your HEA Solutions Specialist or call 800.959.2020 and press Option 3.

Our consolidated billing service is a hallmark of our program that is highly valued by our members so please be assured that it remains in place. All vendor programs that you currently bill through your HEA account will remain on consolidated billing.

We encourage you to also consider the benefits of our many alliance-type vendor programs, with purchases that are billed directly by the vendors. Many members find that they like direct billing for their lab and contact lens purchases, with consolidated billing serving as a convenient way to streamline their frame billing and payment. One of the biggest advantages of the new PECAA Max program is your ability to take advantage of a wider array of vendor programs and choose how you would like your purchases from each vendor to be billed — consolidated or vendor direct.

HEA members have asked for more practice-building and networking support. By joining forces with PECAA, we now offer the strength of a connected community and alliance resources, including:

  • Industry-leading events and programs that promote peer networking, idea exchange and camaraderie
  • Results-driven advisory services to assist with practice operations and financial strategies, including assistance with billing and coding, practice marketing and more
  • Staff training for your entire team to keep them growing and focused
  • Continuing education options — in-person and on-demand — that help you stay in-the-know and on the leading edge

The best way to learn more about our new, next-level membership option — PECAA Max — is to contact your HEA Solutions Specialist or call 800.959.2020 and press Option 3.

There is no impact to your HEA membership fees or payments. We regularly review our fees to make sure that we are providing value to your business. If changes occur, we will communicate them to you immediately. For specific questions, please call 800.959.2020, Option 3.

Please begin remitting payment to ‘PECAA.’ But don’t worry, payments issued to ‘HEA’ will continue to be accepted.

The entire HEA team remains part of our new organization. As always, you may contact your HEA Solutions Specialist or call 800.959.2020, Option 3, and we will be happy to answer your questions.

Access to your membership information remains the same currently. Click here to access and log into your HEA member portal.

Yes! We encourage you to schedule your complimentary business review to ensure you are taking advantage of all current benefits and to learn how our new PECAA Max program can deliver even greater value to you. Contact your HEA Solutions Specialist directly or call us at 800.959.2020 and press Option 3.

Current PECAA Member FAQs

PECAA joined forces with HEA in July 2021 to broaden our ability to serve the independent eye care community. HEA is recognized as a leader in the eye care space through its industry-leading vendor partner programs.

The HEA + PECAA combination provides PECAA members with an even larger peer network and advanced practice management services and solutions. It also offers the option to take advantage of consolidated billing in which ophthalmic purchases from many vendors are combined into a single statement, greatly simplifying the reconciliation and payment processes.

The combination of buying group and alliance benefits into one simple membership experience is a game-changer for independents and is unlike anything offered by other membership groups.

After coming together with HEA, we conducted a thorough strategic analysis to determine our long-term branding strategy. The analysis revealed that PECAA — Professional Eye Care Associates of America — is the best name to represent how we comprehensively serve independent eye care professionals. The PECAA name is steeped in tradition and well respected in vision care.

To reinforce the additional benefits that HEA brings to the table, we added the endorsement line, ‘Delivering more with HEA.’ The combination of the PECAA brand and the HEA endorsement speaks to the unmatched new suite of services and benefits now available to all HEA and PECAA members.

Your current PECAA membership is still active, and there is no change in the benefits you receive now. We encourage you to take advantage of the many additional vendor programs and resources now available to you through our exciting new PECAA Max program. To learn more, please call 503.670.9200

PECAA members asked for more purchasing power with a wider array of vendors. By joining forces with HEA, the new PECAA now offers:

  • Access to more than 250 vendor partners for maximum purchasing power with the largest selection of vendors and programs
  • Consolidated billing that combines your ophthalmic purchases on one, easy to understand statement
  • Business and technology services that help you make informed decisions and maximize efficiencies

The best way to learn more about our new, next-level membership offering — PECAA Max — is to call 503.670.9200.

Please be assured that there is no need to change the way in which you purchase or are billed for vendor programs aligned through PECAA. They will continue to be billed directly from the vendors.

We encourage you to consider the benefits of consolidated billing for some of your purchases. Many members find that they like direct billing for their lab and contact lenses, with consolidated billing serving as a convenient way to streamline their frame billing and payment. One of the biggest advantages of the new PECAA Max program is your ability to take advantage of a wider array of vendor programs and to choose how you would like your purchases from each vendor to be billed — vendor direct or consolidated.

At this time, there is no impact to your membership fees or payments. We regularly review our fees to make sure that we are providing value to your business. If changes occur, we will communicate them to you immediately. For specific questions, please call 503.670.9200.

The entire PECAA team is part of our new organization. As always, you may contact the team at 503.670.9200. We will be happy to answer your questions and assist you in any way possible.

Access to your membership information remains the same at this time. Click here to access and log into your PECAA member portal.

Yes! We encourage you to schedule a Refresher Overview call to ensure you are taking advantage of all PECAA benefits and to learn how our new PECAA Max program can deliver even greater value to you. Just click here to schedule a Benefits Refresher or call us at 503.670.9200.