Optometry’s ‘pioneers’ come together to advance the profession

AOA President Steven T. Reed, O.D., likened the nearly 300 volunteers at the 2025 AOA Leaders Summit  to the fur traders who first settled St. Louis, Missouri. 

The volunteers—doctors of optometry, paraoptometrics, educators and students in the AOA’s robust committee structure— enthusiastically sacrificed their weekends for hard work and huddles with their colleagues to map the AOA’s 2025 strategic direction. Although the volunteers are not fur traders like those early St. Louis settlers, Dr. Reed said, they are industrious and trailblazers. 

“Optometry leadership is not for the faint of heart,” Dr. Reed said. “So, I want to congratulate you for stepping up and being the pioneers to help our profession.” 

AOA and affiliates break new professional ground 

For inspiration for their planning and collaborations, Dr. Reed went through a list of wins and what he termed “near misses.” 

Wins listed by Dr. Reed: Physician-level recognition of VA doctors of optometry; returning more than $2.9 million back to optometric practices by curbing vision and health plan abuses: modernization of state optometric practice acts; defeat of not-a-doctor bills; and raising public awareness about the essential role of doctors of optometry. 

Near misses: Fix to Medicare cuts and reimbursements and coverage fairness. He noted that several states are expected to seek scope expansion in 2025 after a historic 12 states now have granted doctors of optometry laser authority. 

“We continue to fight for what's right for our profession and for the patients across our country,” Dr. Reed said. 

Key takeaways from Leaders Summit 

Competing for patients in the digital space 

How are consumers making decisions when it comes to their eye care? Strategic marketing consultant and podcaster of “The Power Hour,” Eugene Shatsman started his presentation by reminding summit attendees about the impact 16 years ago when 30% of the population carried the iPhone. That moment forever changed how consumers—humans—related to technology, Shatsman observed.  

“At that point, we now had information in our pockets at all times,” Shatsman said.  “Long gone were the conversations where we weren’t really sure and had to look it up. And really more importantly, we had the perception that we had information in our pockets at all times.” 

Today, an estimated 98% of Americans have mobile phones, presenting great opportunities—and heightened competition—for practices online. Artificial intelligence also is bringing transformative changes. 

Optometric practices need to consider consumer behavior, as patients search and pick their eye care provider online, Shatsman says. Doctors also need to keep them coming back, he says. 

For instance, he noted the importance of being among the top three listings in web search results. “The “snack pack,” as he called it, is the “most valuable real estate” in search results and a desired placement, he said. Based on his firm’s research (National Strategic Group), 84% of conversions occur among three listings.  

“Showing up in that particular area really, really works,” Shatsman said.  

Other drivers of engaging consumers via the web, according to Shatsman? Creating content that is authoritative, trustworthy and of high quality, for instance. By phone or email, regular but fresh communications help engage patients. Shatsman also encouraged practices to consider following and tracking trends in their online public reviews and coaching the individuals who answer the phone in their offices. 

A new path to independent optometric practice

Applications are now being accepted for the inaugural Independent Practice Institute, a 10-month free program of the AOA Center for Independent Practice (CIP). An AOA member benefit, the institute is aimed at engaging and equipping the upcoming generation of doctors of optometry with the business basics of running an independent practice. Through a combination of virtual and in-person training, networking opportunities and small-group discussions led by trusted experts, the upcoming generation of doctors will be equipped with the practice management and business basics of running an independent practice. 

Applications are due Feb. 28 for the 2025-2026 program. The Independent Practice Institute is open to active AOA members, including optometry students and doctors of optometry, particularly optometrists in their early careers through 10 years. Learn more and apply. 

Advocacy Network Partner Program 

The AOA announced its inaugural Advocacy Network Partner Program and recognized Alan Glazier, O.D., the influential founder of ODs on Facebook, as its first advocacy network partner.  

“The only thing that was intentional about ODs on Facebook was to create the highest-quality conversation and connect our colleagues in an area where they could feel safe to share clinical and practice management information but not at anyone’s expense,” said Dr. Glazier, who thanked the AOA Board of Trustees for the recognition. “…  I want all leaders in this room to know that this is their community, too.” The online community was founded in 2011 and has grown to more than 46,000 members. 

InfantSEE® marks a milestone 

The AOA Foundation announced InfantSEE® and its volunteer doctors in 2024 reached 172,000 assessments since the program's inception in 2005. The program, which provides a no-cost comprehensive eye and vision assessment for infants within the first year of life regardless of a family’s income or access to insurance coverage, will celebrate its 20-year anniversary this year. 

Additionally, The AOA Foundation’s Optometry’s Fund for Disaster Relief awarded more than $250,000 to over 200 doctors across 40 states to help with rebuilding after disasters.

“These endeavors have not only uplifted countless lives, but they have elevated the role of optometry in public health,” said Belinda R. Starkey, O.D., president of The AOA Foundation.

Future AOA clinical practice guidelines

The AOA Evidence-based Optometry Committee reported that it was currently working on two clinical practice guidelines: a new guideline on dry age-related macular degeneration and a five-year review of its Comprehensive Pediatric Eye and Vision Examination guideline, which is likely to be finished first.

The AOA acknowledges and thanks its industry supporters for this event, including Johnson & Johnson, CooperVision, Health Care Alliance for Patient Safety, Avulux and Orasis Pharmaceuticals.