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HEA and PECAA Unveil New Brand, Name and Member Program

The launch follows HEA’s 2021 acquisition of PECAA.




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

The brand launch follows HEA’s 2021 acquisition of PECAA, which for the first time combines the purchasing power and broad vendor program access of an eye care buying group with the peer networking and business advisory services of a doctor alliance into one membership.

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.

“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.”

New, All-in-One Membership Program: PECAA Max
To fulfill this mission, PECAA also today introduced 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, 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 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 eye care 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 or call 800.959.2020 and choose option 3.

Combined Leadership Team and Board Member Addition

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 eye care providers remain the preferred destination for exceptional eye care 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 eye care 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 4pm – 6 pm. 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, OWA champagne breakfast, Prevent Blindness Person of Vision dinner and Business Outside Connection hike.



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