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Healthy Eyes Advantage (HEA) and Professional Eye Care Associates of America (PECAA) Launch Unified Brand and New Membership Experience

March 23, 2022

BOCA RATON, Fla.—Healthy Eyes Advantage (HEA) and Professional Eye Care Associates of America (PECAA) are launching a unified brand today, bringing together the now-combined organization under one name, PECAA.

Integral to the new name is the endorsement, “Delivering More with HEA,” signifying the unique and complementary features that both organizations bring to their union, and the tagline, “The Power of Independence,” affirming PECAA’s advocacy for each independent’s unique practice modality and the power of the independent channel. 

Collectively, these brand assets underscore the organization’s mission of bringing greater power to independents in an increasingly competitive landscape, the company added.

“A unified brand brings to life our purpose of powering the independent,” said Jim McGrann, chairman and CEO of the new PECAA, who also served in that role for HEA.

“I’m honored to lead this organization into its next chapter as we provide IECPs with exponentially more resources and support and increase the value we deliver to our strategic partners with this breakthrough partnership.”

To fulfill this mission, PECAA also today is introducing PECAA Max, a comprehensive, fully customizable new membership experience that lets each member select from a combined suite of buying group and alliance services only available through PECAA to maximize the membership benefits that align with their unique business goals.

Specifically, the company said, PECAA Max offers industry-leading benefits, including access to more than 250 vendor partners, connection to the largest community of peers in the industry, leading business management services and the advantage of the combined purchasing power of more than 12,000 IECPs.

“PECAA Max delivers renowned peer networking and idea exchange, unmatched practice management services and solutions, the purchasing power of our 12,000+ members and more than 250 vendor programs.

We are bringing together in one simple membership the absolute best of what the independent eyecare community has asked for to connect with their peers, build their practices, and prosper in an ever-evolving market,” said Lance Anderson, OD, chief strategy officer.  

“Until now, many independents have felt the need to belong to both a buying group and an alliance. With PECAA Max, we have brought the best together to provide our members with full practice support in a single membership.”

Members of both HEA and PECAA, and IECPs interested in learning more about the game-changing PECAA Max program, are encouraged to visit PECAAMax.com or call 800.959.2020 and choose option 3.

Reflecting the unified brand launch and approach, PECAA’s leadership team, led by McGrann, is comprised of principals from both organizations, including optometrists and experienced industry professionals attuned to the needs and goals of independents. The team includes the following:

- Jim McGrann, Chairman and Chief Executive Officer

- Jamie Hughes, Chief Operating Officer

- Lance Anderson, OD, Chief Strategy Officer

- Justin Manning, OD, MPH, FAAO, Chief Member Experience Officer

- Stephanie Lucas, Chief Growth Officer

- Keith McAuliffe, Chief Technology Officer

- Michael Freiburghouse, Chief Financial Officer

PECAA also recently welcomed a new board member, Dave Delle Donne, who leads Gunnar Optiks’ prescription eyewear business.

Delle Donne is an accomplished, growth-oriented leader with a strong track record of success in rapid growth environments and a focus on enhancing customer relationships.

"Independent eyecare providers remain the preferred destination for exceptional eyecare services in the U.S.," said Delle Donne, "I am honored to join PECAA’s board at this pivotal moment in the company’s evolution, and I look forward to contributing to the new PECAA's passionate quest to support and elevate independent eyecare in the market."

“Dave is a proven and highly respected leader in the eye care industry, and he will be a key voice as we grow and serve more independents across the country,” said McGrann.

PECAA will further unveil its new brand at Vision Expo East, March 31-April 3, through a variety of activities, including serving as the sponsor of the OPTImum Lounge, where it will host a cocktail reception on Friday, April 1 from 4 p.m. – 6 p.m. 

PECAA will also sponsor the annual "ODs on Facebook" party to end the first night of the exhibition. Members and vendor partners can also connect with the PECAA team at the Vision Monday Summit, the Optical Women's Association (OWA) champagne breakfast, Prevent Blindness Person of Vision dinner and the Business Outside Connection hike.