For many independent optometrists, the path to practice ownership is driven by a desire to provide the best clinical care on their own terms. For KerriAnn Coombs, OD, her commitment to excellent patient care began when she was a registered nurse, well before she graduated from the University of Houston College of Optometry in 2009. She is now owner of De’Cordova Eyewear, where she is “Enlightening Eyes” — the practice mission and her personal goal for each patient — in Houston, Texas.
“The impetus for my practice was our passionate and sincere desire to help our patients find their full vision and purpose in life, holistically starting with the eyes,” Dr. Coombs says. “Giving the absolute best care has always been at the top of my priority list, and my background as an RN reinforced my holistic approach to patient health.”
Transitioning from a dedicated clinician to a business owner came with a steep learning curve. After sharpening her clinical and patient management skills through a sublease arrangement, Dr. Coombs took the leap to open her cold start private practice in 2017. She quickly realized that excellent patient care is only one side of the coin — a practice also requires focus on business operations, marketing and sales. To bridge that gap without sacrificing her clinical independence, Dr. Coombs joined Professional Eye Care Associates of America (PECAA).
THE JOURNEY TO PRIVATE PRACTICE OWNERSHIP
When looking for business support, Dr. Coombs sought an organization that aligned with her values, fostered collaborative learning and protected her autonomy without demanding a massive portion of her monthly revenue. PECAA checked all those boxes. Attending her first PECAA Annual Meeting — the organization’s signature event which offers three days of education, resources and networking — solidified her decision to join.
“I found a community where I felt I truly belonged,” she recalls. “PECAA is a doctor-founded organization committed to independents, where members support each other’s growth while navigating challenges and celebrating opportunities together.”
As she prepared to open her practice, Dr. Coombs maximized the resources available through PECAA Launch, the organization’s no-cost membership designed to support independent doctors opening a cold start. As her business evolved, she transitioned to PECAA Max, PECAA’s premier all-in-one resource for thriving in private practice.
For Dr. Coombs, PECAA provided support through every stage of ownership — from opening the doors of her new practice to building long-term growth and profitability — while allowing her to deliver the kind of patient care in the way that initially drew her to private practice.
OPERATIONAL EFFICIENCY AND EXPERT SUPPORT
Early in her practice ownership journey, Dr. Coombs learned how easy it is to lose sight of the bigger business picture while managing daily patient flow. PECAA Max provided the guidance, direction and accountability she needed to step confidently into her role as a business owner.
Dr. Coombs works closely with PECAA Business Advisors across key areas of practice management, including optical, billing and coding, marketing, finance and operations support.
“At least once a year, my team does a major fine-tuning session where we review our office policies and procedures virtually with the PECAA team,” Dr. Coombs says. “In between, if my team has questions about complex claims or reimbursements, we reach out directly to the PECAA billing and coding team for support.”
Dr. Coombs says one of the biggest influences on her journey has been the Business Advisory team. “They have shared their knowledge, offered guidance and have always been willing to answer my questions. Their support has been invaluable as I’ve continued to learn and grow in the industry, and I’m grateful to have had them as trusted mentors.”
Beyond advisory services, maximizing the business tools available through PECAA Max membership has allowed Dr. Coombs to save both time and money. A major driver of that efficiency is the HEA Advantage buying group, included with PECAA Max at no additional charge. Through access to an extensive network of vendor partners and consolidated billing options, the program simplifies expense tracking, streamlines payments and improves visibility into practice spending and cash flow.
Additionally, Dr. Coombs’ practice is benefiting from the Vision Exam Rebate, which enables eligible PECAA Max members to receive up to $15 per VSP Vision commercial eye exam. “It’s a complete win-win because it rewards us for things we are already doing in the practice,” she notes.
BUILT ON COLLABORATION
“Practice growth goes hand-in-hand with team growth,” says Dr. Coombs. PECAA Max provides and that help shape a positive internal office culture. She regularly utilizes online education opportunities and regional training events to keep her staff engaged and aligned with the practice’s standard of care.
As the healthcare landscape evolves, PECAA also helps members stay informed on emerging industry shifts, from updates in billing and coding to new technologies like AI influencing patient care and practice operations.
One of the most impactful elements of Dr. Coombs’ nearly decade-long relationship with PECAA has been the peer connection. Through local quarterly, regional events and the national Annual Meeting, she remains connected to a community of independent doctors who understand the realities of private practice ownership.
“In the local Peer-to-Peer groups, you are in a room with doctors who face the exact same market challenges. The environment is warm, welcoming and never competitive,” Dr. Coombs says. “Sharing ideas and solutions reminds you that you aren’t alone. The Annual Meeting then reinforces that education and motivation on a larger scale, merging fun with professional growth.”
Dr. Coombs notes that while her journey in independent practice wasn’t always straightforward, it was always intentional.
“I used to think that hitting business goals as quickly as possible was the ultimate measure of success, but I’ve learned that the experience of getting there is just as important,” Dr. Coombs reflects. “PECAA provides the right combination of education, connection, support and independence. Joining PECAA Max has been one of the best decisions I’ve made for both my personal fulfillment and my business growth.”
This article is sponsored by PECAA.
