Vision Benefit Managers (VBMs) have quietly reshaped the economics and operations of optometry — controlling prices, influencing supply chains, and dictating patient access. For many practice owners, this has meant shrinking margins, restricted choices, and growing frustration. But the tide is shifting. 

In this rare behind-the-scenes episode of Power Hour, host Eugene Shatsman is joined by an all-star panel from the American Optometric Association — Dr. Thomas A. Lucas, Jr. (Director of Advocacy, Texas Optometric Association), Dr. Jacqueline M. Bowen (President, AOA), and Dr. Jon F. Pederson (Trustee, AOA). Together, they pull back the curtain on the legislation, advocacy strategies, and state-level victories that are beginning to rebalance the power dynamic in eye care. 

VBMs: What’s Changing and Why It Matters 

The panel dives deep into what VBMs are, why they matter, and how they impact your bottom line. From limiting lab choice to dictating non-covered service fees, VBMs exert significant influence over both patient care and profitability. The AOA leaders outline how their advocacy is targeting these constraints, and why now is a pivotal moment for change. 

Legislative Wins and the Texas Playbook 

Texas has become a model for fighting back. The discussion highlights HB 3211, a landmark bill that curtails VBM overreach in the state, inspiring similar action in Oklahoma, Arkansas, and Illinois. This “Texas playbook” offers a blueprint for other states to follow — showing how grassroots optometrist involvement, combined with coordinated lobbying, can deliver real legislative results. In the past year alone, two states successfully expanded optometric scope of practice, proving that targeted advocacy can move the needle at the state level. 

Federal-Level Advocacy — Lab Choice, Non-Covered Services, and Scope Expansion 

Beyond the state wins, the AOA is pushing for broader federal protections. The Lab Choice Bill and Non-Covered Service Protections are front-and-center in their Washington agenda, aiming to preserve professional autonomy and ensure patients have access to the care they need. The conversation also covers how these efforts intersect with ongoing scope expansion initiatives, which are gaining traction nationwide. 

VBMs have long operated in the shadows of the eye care industry, but change is on the horizon. Through state and federal advocacy, the AOA is taking decisive steps to protect professional autonomy, improve patient access, and create a more balanced playing field. Whether you’re a seasoned practice owner or a new OD, this conversation is a must-hear roadmap for understanding the battles ahead, and the victories already within reach. 

• How Vision Benefit Managers (VBMs) Operate: Get a clear understanding of what VBMs are, how they influence pricing, lab choice, supply chains, and patient access, and why they’ve become such a powerful force in eye care. 

• Proven Legislative Strategies That Work: Learn how Texas passed HB 3211 to curb VBM overreach, and why states like Oklahoma, Arkansas, and Illinois are using the same playbook. 

• The Federal Advocacy Agenda: Discover the AOA’s top priorities in Washington, including the Lab Choice Bill, Non-Covered Service Protections, and scope expansion initiatives. 

• Real-World Impact on Your Practice: Understand how these legal and policy changes can directly affect your profitability, patient care quality, and operational freedom. 

• How to Get Involved Without Overcommitting: Find out practical, low-effort ways to support advocacy efforts that protect optometry’s future, even if your schedule is packed. 

• 00:00 – Introduction 
• 03:21 – VBMs Explained 
• 08:46 – Texas as the Model: Texas’ legislative success with HB 3211 
• 15:33 – The Hidden Power of Vertical Integration 
• 20:51 – Lab Choice Bill, Non-Covered Service Protections, and Scope Expansion 
• 27:46 – Scope Expansion Success Stories 
• 32:11 – What the Recent Legislation Really Means 
• 37:21 – How to Advocate Without Burning Out 
• 42:56 – Looking Ahead 
• 47:16 – United Advocacy is the Profession’s Strongest Defense 

Connect with Dr. Jacqueline M. Bowen (President, AOA) 

Jacqueline M. Bowen, O.D., was officially recognized as the president of the American Optometric Association (AOA) on June 28 at Optometry’s Meeting, the profession’s premier annual event, in Minneapolis, Minnesota. Jacquie Bowen, OD, FAAO, has dedicated her career to advancing the field of optometry, not just in the exam room, but also through advocacy and leadership at every level. As she looks to the future, Dr. Bowen is passionate about encouraging the next generation of optometrists to get involved. Dr. Bowen looks forward to building on the AOA’s progress in enhancing patient care and expanding the scope of practice for today’s optometrists. 

LinkedIn: https://www.linkedin.com/in/jacquie-bowen-1140182a/  

Website: https://www.aoa.org/  

Connect with Dr. Jon F. Pederson (Trustee, AOA) 

Dr. Pederson has dedicated more than 20 years of volunteer service to the Colorado Optometric Association, AOA, and his community. He has held many positions within the COA, most notably as co-chair of the legislative committee since 2015. He was instrumental in passing both vision plan and scope legislation in Colorado. He has assisted many other states in their legislative efforts as a member and vice chair of AOA’s State Government Relations Committee. Dr. Pederson was on the COA Board of Trustees for 9 years and served as president 2017-2018. He is a past recipient of the Young Optometrist of the Year, Key Person of the Year, and Optometrist of the Year awards from the COA and was awarded Optometrist of the Year by both GWCO and AOA in 2023. He has served as a Federal Keyperson, AOA-PAC representative, and on the AOA House of Delegates Resolutions Committee. 

Website: https://www.aoa.org/  

Connect with Dr. Thomas A. Lucas, Jr. (Director of Advocacy, TOA)

Dr. Thomas A. Lucas, Jr., O.D., is a seasoned Texas-based optometrist with nearly 20 years of experience — graduating from the University of Houston College of Optometry in 2006 and serving his community since then Licensed in the state of Texas, he also holds designation as an Optometric Glaucoma Specialist, Texas’s highest level of optometry licensing. 

Beyond clinical care, Dr. Lucas has established a distinguished record in advocacy and professional leadership. He currently serves as the Director of Advocacy for the Texas Optometric Association and previously held leadership roles as President of both the Heart of Texas Optometric Society and the Texas Optometric Association. He also contributes to profession-wide outreach through the AOA-backed “Think About Your Eyes” public awareness campaign. 

LinkedIn: https://www.linkedin.com/in/talucasod/  

Website: https://texas.aoa.org/ 

Connect with Eugene Shatsman (Managing Partner, NSG) 

Website – https://www.eugeneshatsman.com/

LinkedIn – https://www.linkedin.com/in/eugeneshatsman