Welcome to PECAA’s Virtual Annual Meeting Event Series!

PECAA has planned a robust 6-month virtual event series that will help your practice build a more unified team and acquire practical business management tools to propel your practice forward in the new year.

It’s time to refocus, come together and start refining our path to success in 2021.

Schedule of Events:

  • Keynote Speaker Kickoff & Panel Discussion
    Wednesday, January 27: 12:00pm – 2:00pm Pacific
    Intended for doctors and staff.
  • Practice Transitions Series Kickoff
    Thursday, February 18: 12:00pm – 1:30pm Pacific
    Intended for owners, doctors and managers.
  • Vendor Exhibit Showcase
    Friday, March 26: 11:00am – 3:00pm Pacific
    Intended for doctors, managers and staff.
  • Round Robin Practice Management Education
    Thursday, April 15: 11:00am – 4:00pm Pacific
    Intended for doctors, managers and staff.
  • Keynote Speaker & Small Group Role Play
    Wednesday, May 12: 12:00pm – 2:00pm Pacific- Intended for doctors & managers only.
    Thursday, May 13: 9:00am – 10:00am Pacific – Intended for staff only.
  • Medical Coding for Optometry.
    Saturday, June 12: 8:00am – 12:00pm Pacific
    Intended for doctors, managers and billers.



COPE ID #: 70632-PM

*This event is live-only. This session will not be recorded.


Attend sessions, ask questions, connect with your peers, visit vendor booths, join a roundtable discussion group and much more to earn engagement points!

Prizes will be awarded at the end of each event for our highest engaged Members, and we’ll be hosting a grand prize ceremony at the end of the 6-month series where you could earn an iPad or a $500 Amazon gift card! Prizes for individual events range from gift cards, to product and service giveaways, to discount offers, and much more.


How do you make a strong team even stronger? How do you become even more aligned? How do you work as great collectively as you do individually? How do you do all this in the midst of growth, challenges, and change?

After leading her company for more than a decade in an extremely challenging industry that is known for its culture, our keynote speaker Kristen Hadeed has learned what it takes and what it means to be a strong team.

She’s learned that things like trust, collaboration, and connection aren’t simply boxes you can check off — it takes intentionality and daily effort on everyone’s part to build a team that can truly withstand anything. The more intentional we are, the more trust we will build, and the more we will be able to navigate extreme periods of change, challenges, and transformation.

In this session, Kristen will inspire you to reimagine the possibilities that await you as a team in 2021. She’ll teach you how to take your trust and teamwork to another level so that you can elevate one another, and in turn, elevate your practice and those you serve.

Following the keynote session, join us for a panel discussion as Members Dr. Chris Cooper, Dr. Kerri Ann Hodge, Sylvia Torres and Jenny Wiley of PECAA brainstorm ideas and answer all your burning questions related to building a team, boosting morale, fostering camaraderie and much more!

This event kicks off a three-series practice transition discussion where Members, Vendor Partners and the PECAA Team weigh in on what’s happening in the industry and how it affects your independent practice.

This first event will provide an overview of the private equity landscape, understanding EBITDA and how is it measured, exit strategies, and more. The second event will discuss the process of a sale, how to measure and maximize your value, things to consider in the short term and long term, and how to set yourself up for success when transitioning. The third event will focus on major players in the private equity space, key considerations, a Member panel featuring those that have sold to private equity and those who decided against it, and more.

Join PECAA’s Member Business Manager Bryan Hoban and PECAA Co-Founder Lance Anderson, OD as they provide the PECAA point of view on practice transitions.

Registration will be made available for events 2 and 3 in the series following this kickoff event.

Event Sponsored By:

The Vendor Exhibit Showcase is an opportunity for Members to connect, browse, explore and purchase from our lineup of PECAA Vendor Partners, many of which are making available exclusive offerings and promotions for this particular showcase event.

The event runs from 11:00am – 3:00pm Pacific and is open house style, so stop by at a time that is convenient to you.

You can pre-book appointments with your vendor reps during the event if you have open items you need to discuss, or simply stop by the vendor booths you are interested in to browse, view demos, ask questions, and much more.

Our Vendor Partners have several prize opportunities available during the event, more details coming soon!

Intended for your entire team, we’ve got education for everyone! There will be 2 speakers per hour from 11:00am – 4:00pm. Attend as many sessions or as few sessions as you’d like.

11:00am – 12:00pm

  • Maximizing Your Profitability Through Real Estate
    COPE ID:71715-PM
    -Jeremy Burroughs, CARR Realty
  • Implementing a Blue Light Practice COPE Pending
    -Valerie Manso, ABOC

12:15pm – 1:15pm

  • Hire Right, Hire Once!
    -Gale Stoner
  • Essential Practices for Managing Employee Risks
    -Sharon Jutila, AmeriBen

1:30pm – 2:30pm

  • Top 10 Employment Issues for 2021 and Beyond
    -Sharon Jutila, AmeriBen
  • Maximize Every Patient Encounter COPE ID: 71617-PM
    -Valerie Manso, ABOC

2:45pm – 3:45pm

  • Simplifying HIPAA Compliance
    -JD Davidson, Abyde

May 12 Event – Doctors and Owners only.

Have you ever told someone what they needed to change only to find them quickly reverting to old ways? Ever wished you knew just what to say to make change happen without making people feel small or insignificant? How can you motivate an office to create a culture that is what you want? Are you tired of people complaining about each other and you just want everyone to do their job?

Anne Warfield of Impression Management Professionals will show you how to have some of these tough conversations in such a way that you build the individuals self esteem, get them to understand why they are doing what they are doing and what needs to change, and lastly, create the office that operates on high trust, confidence, and accountability.

May 13 Event – Managers and Staff only.

Have you ever had to deliver bad news to a patient and not known how to do it so they don’t get angry? Ever had to correct a co-worker on something and felt awkward doing it? Would you love to be able to share information with patients in a way so they embrace it and act on it?

There is a way to deliver news without making people feel anger, fear, frustration, or shame. Anne Warfield will show you how to use Outcome Thinking® in order to have these tough conversations so they are welcomed and embraced.


*This event is live-only. This session will not be recorded.

COPE ID #: 70632-PM

This 4-hour event presented by Eric Botts, OD is designed primarily for Billing Specialists, Office Managers and Doctors.

This session will show how to accurately code and submit claims to medical insurance carriers and much more. Using detailed patient examples it will demonstrate how to code for glaucoma, dry eye, cataract co-management, epilation, FB removal, high risk medication use, macular degeneration and diabetic retinopathy. It will also explain when to use S-codes, 92000 and 99000 exam codes as well as supplementary test codes. A detailed explanation on how to use the ICD-10 codes will also be included.

Attendees will receive an OBC Medical ICD-10 Coding Book, seminar handouts, powerpoint slides, examples of patient encounter documentation and coding as well as continued support with the OBC team.

Download Our Ultimate Checklist for Running a Successful Optometry Practice

This checklist will help audit key areas of your practice and guide you toward sustainable, long-term success and growth.

Please complete the following form to download the ultimate checklist for running a successful optometry practice

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