What can the AOA do for you?

Excerpted from page 28 of the Winter 2025 edition of AOA Focus. 

There are many benefits that come along with being an AOA member. But perhaps most valuable of all is having a trusted partner to support you in your career. Let’s face it: The day-in, day-out responsibilities of running a practice are challenging without some assistance. 

“My pain points every day are very familiar to those of our members: the constant awareness of low reimbursement from vision benefit middlemen (VBMs), the ever-present threat of Medicare cuts and shifting regulations, and the constant song and dance surrounding contact management weigh heavily on my brain and my attitude,” says AOA President Jacquie M. Bowen, O.D. “There is simply too much to keep track of that disrupts my ability to deliver the best care to my patients. If I also felt as though I had no voice or advocate in these arenas, burnout would have overwhelmed me years ago!” 

The good news is you do have an advocate working on your behalf. So just what is the AOA doing for you on the daily? The AOA Board of Trustees—11 member doctors with practices like yours—answers common questions about the value of AOA membership. 

Q. HOW DOES THE AOA SUPPORT MY PRACTICE AND PATIENTS?

A. We address anti-doctor,anti-patient VBM abuses. 

Roughly 200 million Americans have preventive eye exam and materials benefits administered by a vision benefit middleman (VBM)—the two most dominant of which cover as much as 85% of the market. But years of strategic, vertical integration by these conglomerates mean VBMs can exact an oversized role in the market, controlling patient choice and squeezing independent optometry practices ever tighter. Plans’ stagnant pay scales and anticompetitive policies have placed optometrists in a bind as they grapple with the increased costs and challenges of delivering care.  

The AOA and its affiliates continue to push for VBM reforms that curb costs and bolster the doctor-patient relationship, all the while building a coalition of advocates who demand attention from Congress. Bolstering state efforts to pass VBM reforms, the AOA is championing VBM reforms through: 

Federal legislation. The AOA supports H.R. 1521 (the Dental and Optometric Care Access Act), as well as S. 1716 (the Vision Lab Choice Act). Both bills look to outlaw VBMs’ controlling, care-limiting policies. 

Federal investigations. The AOA has spurred at least three Congressional investigations into VBMs and their policies and market actions. 

Direct plan advocacy. Doctors can email stopplanabuses@aoa.org with a health or vision plan challenge and the AOA will help fight on their behalf. This direct advocacy has already had an effect, restoring more than $12 million in reimbursements to optometrists since 2023. The AOA also offers resources to empower doctors in taking on these issues, including guidance on how to respond to automatic downcoding programs. 

“As an AOA member, I know the sharpest minds are on the front lines fighting against all these offenders, and I rest easier knowing I don’t have to go it alone,” Dr. Bowen says. 

A. We are fighting for long-term Medicare pay and fairness. 

Following an intensive, last-minute advocacy push by the AOA and other physician organizations, the One Big Beautiful Bill Act secured a 2.5% pay increase in 2026 for Medicare physicians. This allayed what was poised to be yet another statutory reduction in Medicare physician pay; however, Medicare’s broken payment system still requires a permanent fix to avoid the threat of annual cuts.  

“The cost of running a practice has increased dramatically, and yet Medicare providers don’t receive a payment update tied to inflation. That means every year it becomes harder to keep the doors open while continuing to provide high-quality care,” says AOA Vice President Terri A. Gossard, O.D., M.S. “The AOA is fighting to change this inequity so that optometrists are treated fairly, practices remain financially stable and America’s seniors can continue to count on receiving the full scope of eye health and vision care they deserve.” 

The AOA and other physician organizations continue to advocate for a permanent fix tied to an annual positive pay update. 

A. We are fixing the contact lens prescription verification system. 

Popular with over 45 million Americans, contact lenses are a safe and effective vision-correction option when worn and cared for properly. But poor-fitting or improperly used contact lenses can result in serious eye and vision harm, which is why the U.S. Food and Drug Administration (FDA) regulates contact lenses as Class II and III medical devices that require an eye doctor’s prescription and oversight. Both the FDA and Centers for Disease Control and Prevention advise consumers that contact lenses are not “one size fits all” and that regular comprehensive eye examinations are necessary for ensuring optimal eye health.  

Despite these health and safety concerns, some online contact lens retailers not only permit consumers to purchase these medical devices using expired prescriptions but also sell different brands or types of contact lenses than were prescribed by the patient’s doctor. Although outlawed by the Fairness to Contact Lens Consumers Act (FCLCA) and Contact Lens Rule, retailers commonly take advantage of the law’s interpretation to subvert its intent.  

The AOA, in partnership with the Health Care Alliance for Patient Safety, is advocating for the doctor-patient relationship, including through legislation to make the prescription verification process simpler and safer. Introduced by Rep. Morgan Griffith, R-Virginia, H.R. 4282, the Contact Lens Prescription Verification Modernization Act, would: 

• Require retailers to use direct communication to confirm prescription accuracy. 
• Require retailers to offer a HIPAA-compliant method for allowing patients to upload a copy of their prescription directly. 

The AOA Health Policy Institute has reported that as many as 89% of optometrists providing contact lens services have received verification calls for invalid prescriptions and more than half have received calls for an altogether wrong patient. The AOA and Health Care Alliance for Patient Safety continue to speak out against patient safety problems precipitated by direct-to-consumer internet mass retailers, already resulting in major federal action. 

“Patients shouldn’t have to worry that their eye health and safety is compromised by an outdated and broken contact lens prescription verification system. The current process is antiquated, relying on loopholes and robocalls instead of real safeguards that protect patients. It leaves too much room for error and puts purported convenience ahead of safety,” says Dr. Gossard. “The AOA is leading efforts in Washington to modernize this system—closing gaps that jeopardize patient care and ensuring that prescriptions are verified accurately, efficiently and with the protections patients deserve.”

A. We support scope expansion.

The AOA is dedicated to ensuring patients have access to primary eye health care across the country. That’s why we’re taking assertive steps to support states in expanding optometry’s scope of practice and ensuring doctors can practice to the full extent of their education and training. 

“As a doctor in a state that allows us to practice to the level of our training and education, I have appreciated the support and guidance AOA provided in getting there,” says AOA Trustee Jon F. Pederson, O.D. “There will continue to be an increased need for our skills, and every state that has modernized its scope of practice has demonstrated superior safety and outcomes.” 

As steadfast champions of affiliate advocacy, the AOA’s State Government Relations Committee (SGRC) volunteers and staff provide affiliates with the resources, strategies and connections they need to advance meaningful legislation. For three years, the AOA SGRC has convened optometry’s leaders, grassroots advocates and volunteers in workshop-style events, called Regional Advocacy Meetings, to facilitate firsthand collaboration and strategy-building behind optometry’s statehouse advocacy. Meeting topics include scope expansion and not-a-doctor efforts, providing advocates a direct opportunity to plan for future success. 

The SGRC also seeks to build awareness for issues where state legislators look to collaborate. In July 2024, SGRC members presented at the American Legislative Exchange Council (ALEC) meeting, a national forum where state legislators draft and share model legislation. The presentation to ALEC’s Health and Human Services Task Force centered on how VBM policies undermine the doctor-patient relationship, harming both consumers and optometry practices. Later that month, advocates met with a bipartisan group of state legislators who serve on insurance-related committees to continue discussing these critical issues.  

By elevating concerns with influential policymakers, the AOA and its affiliates are expanding the visibility into needed changes. 

“The AOA was instrumental in providing resources to Colorado and many other states as they navigated the modernization of their practice acts,” Dr. Pederson says. “AOA resources include model practice act language, talking points, testimony training, lobbying support, public relations documents and much more. Additionally, AOA continues to host Regional Advocacy Meetings yearly, offering panels and workshops to support state affiliates looking to advance legislation of all types. 

Q. HOW DOES THE AOA HELP ME PROVIDE THE BEST CARE FOR MY PATIENTS?

A. We offer practical clinic guidance. 

From comprehensive exams to the latest disease-specific protocols, the AOA offers evidence-based guidelines to support patient care.  

“The AOA is a never-ending resource for clinical information to help elevate patient care,” says Paul M. Barney, O.D., AOA trustee. “The Evidence-based Optometry Committee produces evidence-based clinical guidelines, which provide doctors with the latest research and treatment protocols for common disease processes. The guidelines are reviewed and updated every two to five years, which helps keep doctors up to date on the best treatment strategies and complications associated with the diseases they cover.” 

AOA Trustee Karoline L. Munson, O.D., points to the latest clinical report from the AOA’s Evidence-based Optometry Committee. 

“The AOA’s strong commitment to maintaining a high level of clinical competency for its members and the profession has most recently been highlighted with the GLP-1 report,” she says. “Primary eye care has been inundated with patients on this new class of medicines, and we lack data to accurately address potential ocular side effects. The position paper succinctly allowed me to become knowledgeable about the impact of these medicines on my patients. I feel more confident advising a patient on the ocular side effects and potential risks of starting these medications.” 

Guidance such as The AOA Policy Statement on Telemedicine in Optometry reflects evolving technology and physician perspectives. First issued in 2020, the policy statement is continually updated with input from leaders in eye health, vision care, artificial intelligence, telehealth platforms and practicing physicians, most recently in summer 2025. 

“Telemedicine and AI are a rapidly changing area of health care; it can be difficult for individual practitioners to stay on top of this changing landscape,” Dr. Barney says. “Knowing this, the AOA Board of Trustees has devoted time and resources to stay on top of this field and provide our members with a policy on how to best use telemedicine and AI to maintain a level of care that is on par with in-person care.” 

Q. HOW DOES THE AOA HELP ME PROMOTE OPTOMETRY AND COMPREHENSIVE EYE CARE IN MY COMMUNITY?

A. Our approach to media advocacy is ‘always on.’

The AOA has collaborated with national media, including ABC News, CNN and People magazine, to tout the value of doctors of optometry and the unique benefits of in-person eye exams.  

Since 2021, the AOA’s media advocacy efforts have been guided by Eye Deserve More, a national campaign that promotes the importance of in-person, comprehensive care from an AOA doctor and drives patients to the AOA’s doctor locator tool.  

Teri K. Geist, O.D., AOA president-elect, says the campaign has amplified public awareness about the vital role optometrists play in detecting serious health conditions beyond vision correction. 

“We used the AOA’s patient education materials, digital and social media to engage our audience, particularly around issues such as digital eyestrain, children’s eye health and the limitations of online vision screenings,” she says. “We also drew inspiration from the campaign’s real patient stories to educate the public about the essential care we provide to our patients every day. The messaging provided by the AOA helped us build trust with the public and reinforce the importance of annual, in-person, comprehensive eye exams.” 

Amy A. Puerto, O.D., AOA trustee, adds that by prioritizing videos, short clips and multiple social media platforms, Eye Deserve More meets the public where they already spend their time—online.  

“These tools have the power to reach millions, ensuring that the message of comprehensive eye care is modern, visually enticing and heard in spaces with far more reach than what my local efforts could achieve,” she says. “For a doctor of optometry like me, living in small-town America, that means the comprehensive eye care we provide from our exam lanes is strategically elevated nationally, creating opportunities for awareness and driving patients back into our practices so doctors of optometry can provide the essential eye care every person deserves.”

Q. HOW CAN THE AOA HELP ME GROW AS A DOCTOR OF OPTOMETRY?

A. We host meaningful events and networking opportunities. 

When you join the AOA, you become part of a nationwide family dedicated to advancing optometry—from your first days as a student through each stage of your career, all the way to retirement. AOA membership connects you to a powerful network of more than 50,000 doctors of optometry, optometry students and paraoptometric professionals, united through 51 affiliated state associations, student chapters and armed forces affiliates. Through these affiliates, members gain access to local societies and specialty groups that foster deeper, more meaningful connections within the profession. The AOA also hosts hundreds of national, regional and local meetings and events each year, all designed to support our mission: empowering doctors of optometry to meet the evolving health and vision care needs of the public. 

“AOA events are some of the best opportunities we have to grow as doctors of optometry. At Optometry’s Meeting®/AOA+, we gain access to world-class CE, connect with colleagues, students and industry partners, and see firsthand what’s new in our profession,” says Marrie S. Read, O.D., M.B.A., trustee. “AOA on Capitol Hill provides another unique opportunity to meet directly with legislators, help them understand who we are and what we do, and advocate for the issues that matter most to our patients and our practices. These experiences keep us sharp clinically, connected as a community and strong as a profession.” 

AOA Secretary-Treasurer Curtis A. Ono, O.D., says he values connecting with colleagues and mentors at AOA events over the years.  

“They have challenged me to grow, inspired me with their stories, shared best practices and reminded me why I chose this profession,” he says. “The conversations, workshops and sessions give me tools I can bring straight back to my practice, and the advocacy updates reassure me that while I’m focused on patients, the AOA is focused on protecting and advancing our profession.”

A. We offer convenient continuing education. 

EyeLearn, the AOA’s exclusive online education platform, provides a comprehensive library of continuing education (CE) modules, on-demand webinars and valuable resources. Whether you’re looking to sharpen your clinical skills, explore the latest  

advancements in eye care or enhance your practice management expertise, AOA EyeLearn helps you stay current and meet your CE and certification requirements. Designed for doctors of optometry, students and paraoptometric staff, this dynamic hub supports lifelong learning at every level of your career. 

“EyeLearn is more than just convenient CE for doctors; it is a platform that strengthens the entire care team,” Dr. Read says. “The quick, easy access to high-quality CE helps doctors stay current while the education and certifications available for paraoptometrics give staff the tools they need to better support doctors and patients in the clinic. When our paraoptometrics expand their knowledge, our practices thrive and patient care improves. Combined with the CE offered at Optometry’s Meeting/AOA+, EyeLearn ensures AOA members are always learning, growing and leading the way in eye care.” 

For Dr. Ono, AOA membership isn’t just about individual benefits.  

“It’s about being part of something bigger, something that truly makes a difference for our profession and for the patients we serve,” he says.  

“Most importantly, membership has given me a sense of belonging. I know I’m not alone—I’m part of a community that shares my values, supports one another and is working together to build a stronger future for optometry.”

Q. HOW DOES THE AOA HELP ME KEEP MY PRACTICE RUNNING SMOOTHLY?

A. We provide staff training and continuing education.

As the scope of practice expands for doctors of optometry across the country, the need for skilled, dependable paraoptometric support continues to grow. Increase your practice’s success by investing in your team by empowering them with training, resources and recognition. All staff of AOA-member doctors are eligible to join as AOA associate members for free. 

“The benefits of AOA membership are numerous, and almost infinite if you include the calculated, the tangible and the intangible. In my opinion, the most underutilized AOA benefit is paraoptometric certification,” says Tad R. Kosanovich, O.D., AOA trustee.  

Developed by a panel of AOA doctors and paraoptometrics, paraoptometric certification ensures practice staff stay up to date in contemporary continuing education and professional development. Each level of certification requires successful completion of an exam prepared and administered by the Commission on Paraoptometric Certification, with the assistance of Professional Testing Corporation, to ensure mastery of specific skillsets.  

“The program provides everything from the basics to advanced optometric staff education. It can apply to all staff members; not only clinical staff but also front office and optical departments,” Dr. Kosanovich says. 

Steven T. Reed, O.D., AOA immediate past president, seconds this. 

“The AOA is extremely valuable in the day-to-day operations of my practice. Of particular value is the paraoptometric certification program. In today’s world of patient care, it is important that we provide the most comprehensive, personalized and efficient patient care possible. Delegation to a well-trained staff is the key.” 

A. We provide safety nets for practices in crisis. 

When the unexpected occurs—whether a cyberattack or a natural disaster strikes your practice—AOA members have an immediate place to turn.  

AOAExcel® provides personal and professional resources that allow doctors of optometry to practice and flourish with confidence. Products and services are available from AOAExcel’s endorsed business partners, who have been carefully vetted to meet the unique needs of AOA members nationwide. This includes everything from business and cyber liability insurance to disability and life insurance. 

“I sleep better knowing that my professional liability is with a company that knows the scope of practice in my state and covers all potential exposure,” Dr. Kosanovich says. 

Additionally, Optometry’s Fund for Disaster Relief is always poised and ready to help provide immediate financial relief for critical and urgent needs, such as food, clothing, shelter and other infrastructure needs.