Photo Credit: Kiati Plooks Photography. Dr. Natalie Sukontasup is seen in here in her practice’s optical. She shares how PECAA Max helped her in jump-starting optometry practice growth.
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Jump-starting optometry practice growth
By Natalie Sukontasup, OD
Sept. 3, 2025
Five years after launching my practice, First Sight Vision Care, I was eager to shift my attention from survival mode to creating a long-term thriving practice.
A key way I furthered this effort and gained valuable support for my practice was through my membership with Professional Eye Care Associates of America (PECAA).
Admittedly, I was with a different doctor alliance group when I first opened and wasn’t aware of PECAA’s cold start program, PECAA Launch, a special membership designed to support doctors opening new.
However, as I transitioned to practice growth, I began looking for an organization with practice management resources and vendors that aligned with my goals—PECAA was a perfect fit. After learning about their core benefits and large selection of strategic vendor partnerships to help private practices maximize their potential, I joined PECAA Max.
The support, resources and expertise I’ve gained through PECAA Max have paved the way for us to scale up and strengthened my vendor partnerships. I’m thankful for PECAA’s ongoing support and critical role in our success.
Leveraging PECAA Max Benefits to Overcome Early Challenges
A major roadblock on my practice growth path was the lack of human resources and staff training. PECAA Max solved this quickly. Their HR support, and specifically the Resource Center Hotline, helped us stay compliant and update our employee handbook with confidence.
The robust training materials for new hires, especially those new to eye care, helped my staff get up to speed fast—which made a big impact on our efficiency. Additionally, our managers have taken the Office Manager Certification Course, expanding their leadership and financial skills.
This kind of practical support is essential for long-term practice success.
IncentivEYES: A Unique Program to Maximize Profitability
PECAA’s IncentivEYES® Member Rebate Program—which consolidates all your vendor rebates into one quarterly check—is a real, practical demonstration of PECAA’s value to private practices.
A unique benefit of IncentivEYES to PECAA Max members is the Vision Exam Rebate, now increased to up to $15 per VSP commercial eye exam through June 2026 and up to $10 the remainder of next year. It has had a measurable effect on our profitability. This extra revenue covers the cost of my PECAA Max membership and provides funds for additional team training and morale-boosting activities.
Peer-to-Peer Power: Real-World Guidance and Community Support
PECAA Max’s Peer-to-Peer meetings have played a critical role in our growth. Connecting with colleagues in my area allows me to troubleshoot real issues, share strategies and gain new ideas with like-minded practice owners who are in my shoes. When I added intense pulsed light and radio frequency therapy to our dry eye clinic, advice from fellow PECAA Max members—and real, hands-on support for my staff—made for a smoother, more confident rollout.
When I was considering anterior segment cameras, a fellow PECAA Max member invited me to try the tech firsthand. Guidance from experienced peers, facilitated by PECAA, has been truly transformative.
Bringing Home Lessons from the PECAA Annual Meeting
The PECAA Annual Meeting, held in person in a different city each year, is one of the best resources for private practice owners. Breakout sessions let me learn directly from other ODs about what’s working for them and what isn’t. I always leave with new ideas I can apply right away.
General sessions spotlight business trends and leadership advice. One highlight from the 2025 Annual Meeting was keynote speaker Matthew Luhn’s (The Simpsons, Pixar veteran) presentation on using storytelling to inspire and lead. That session motivated me to become a better communicator with my team and patients.
Additionally, the PECAA Gives charitable initiative at the Annual Meeting reinforces the PECAA community’s shared purpose and generosity, further setting the organization apart.
Expert Guidance from PECAA Business Advisors
PECAA’s business advisory team has had a direct impact on our growth. Their expert guidance in finance and strategy, billing and coding, and optical management has led to actionable financial improvements, better cash flow and billing, and a better-balanced optical selection, higher capture rates and improved product turnover. Advisors are also just a phone call away for business operations and marketing insights, and access to the entire team is included with PECAA Max membership.
Daily Value from PECAA Max Resources
I use so many PECAA Max resources throughout my day that it’s hard to say which has had the greatest positive impact on us. Still, the ability to connect with fellow members for feedback has been extremely valuable. Hearing from other private practice ODs who understand optometry practice growth gives me confidence in both my clinical and business decisions.
What Makes PECAA Max Stand Out
PECAA Max delivers more than discounts and advice. The sense of meaningful connection—with members across the country, regardless of rural or urban location—creates an inclusive, supportive environment.
Advice for Colleagues: Make the Most of PECAA Max
If you’re seeking optometry practice growth, join PECAA Max – and don’t just scratch the surface. Prioritize attending the PECAA Annual Meeting and other networking events; many of my most valuable insights have come from casual conversations with other PECAA Max members working through similar challenges.
Overall, take time to explore every resource—advisory services, vendor tools, team training and especially peer networking. The value, in my experience, easily offsets the membership cost.
Read another success story powered by PECAA here.
Photo credit: Kiati Plooks Photography
Natalie Sukontasup, OD, is the owner of FirstSight Vision Care in Fulton, Maryland. To contact her: drsukon@firstsightvisioncare.com
