Power Hour Optometry – Episode Summary

Podcast: Power Hour Optometry

Host: Power Practice
Episode: Behind the Scenes at the Heart of America Eye Care Congress with Dr. Suzy Lake & Dr. Jeff Gerson
Date: October 16, 2025

Episode Overview

In this episode, Power Practice takes listeners behind the scenes of the Heart of America Eye Care Congress, one of optometry’s longest-running and best-attended meetings. Recorded live at the conference, Dr. Suzy Lake and Dr. Jeff Gerson—both organizers and leaders of the event—share what makes “Heart” unique, how programming is curated, innovations in optometric education, and strategies attendees can bring back to their practices. The conversation covers major educational trends, tips for growing an optometry practice, highlights from recent conference topics, and plans for the 2026 Congress.

Key Discussion Points & Insights

What is the Heart of America Eye Care Congress?

• Annual, Doctor-Led Conference: Now in its 64th year, the Heart of America Eye Care Congress is a major, doctor-led annual event held in Kansas City, attracting over 1,000 attendees from across the U.S. and internationally.
  • Dr. Susie Lake [02:56]: “It's actually the 64th annual Heart of America Eye Care Congress. It is a premier education here in the middle of the country, in the heartland, which is where we get the name. ... It's a very OD centric and focused.”
• Wide Range of Education: Offers more than 100 hours of continuing education, balancing cutting-edge, clinical, and hands-on workshops for doctors, paraprofessionals, and students.

Unique Elements of the Conference

• Doctor-Run, Doctor-Focused: Dr. Suzy Lake [04:50]: “It's a volunteer board of optometrists. We have no staff ... Every single one of us has been either a private practice doctor or an employee in an office. We are very well aware of what everyday ODs need...”
• High Engagement and Networking: Dr. Jeff Gerson [04:03]: “We actually have over 1,000 people in attendance... But it feels much smaller because of how much everybody connects with each other.”
• Practical, Immediately Applicable Education: Dr. Jeff Gerson [07:38]: “It's very practical ... people can go to their practices on Monday and do something differently because of what they heard here.”
• Intimate Yet Large-Scale: Despite its size, the meeting maintains a “Midwest nice” atmosphere—welcoming, collegial, and supportive.

Content and Topic Selection

• Curated by Practicing ODs: Board members are all practicing or have been practicing optometrists, ensuring content is relevant and actionable for both private practitioners and staff.
• Rigorous Speaker Vetting:
  Dr. Jeff Gerson [06:16]: “We avoid lousy education. ... We're really careful about who we invite... so we can be very confident every year that the level of education will be really high.”
• Diverse Educational Tracks: Sessions span cutting-edge technology (e.g., AI in optometry), advanced and basic contact lens fitting, macular degeneration, thyroid disease, pediatrics, aesthetics, surgical assisting, and more.

Major Insights and Memorable Moments

AI in Optometry Panel [08:41–10:10]

• Discussions ranged from current applications to future disruptions.
• Host [09:06]: “Somebody talked about the clinical side... what are they using in clinic right now and what are they hoping to use in clinic this year?”
• Dr. Jeff Gerson [08:41]: “What your course showed is [AI is] here and it's going to be even more. I think that's an incredibly practical takeaway.”

Practice Growth & Management

• Future events will focus further on marketing, practice growth, and management—responding to a clear desire from attendees.
  • Host [25:04]: “What we hear in terms of feedback ... is strategies, ideas, tips, anything to do with increasing number of patients ..., increasing the number of dollars..., or increasing the frequency with which those patients come back.”

Hands-On and Niche Workshops

• Surgical assisting workshops for paraprofessionals, with live demonstrations [13:02].
  • Dr. Susie Lake [13:02]: “We offered a surgical assisting for the per optometric at this, at this course with an on site laser. So it was a really fun class.”
• Commitment to both entry-level and advanced workshops for new and returning staff [15:10].

Student & Resident Engagement

• Massive, high-quality poster sessions allow students to present research and network with doctors [16:16].
  • Dr. Jeff Gerson [16:16]: “I've never seen anything that compared to what I saw last night... it was the quality and it was how engaged people were.”
• Organized student-doctor networking events to facilitate job placements and mentorship [22:17].
  • Dr. Susie Lake [22:17]: “We decided to include ... a student doctor meet and greet... if you are either looking for a doctor ... or you're someone who's looking for a new job, we have a reception where people can ... set up perhaps future job opportunities.”

Exhibit Hall Experience

• Over 80 vendors with interactive and fun booths; designed to foster real conversations, not just sales pitches [19:44].
  • Dr. Susie Lake [20:18]: “Popping popcorn. Yeah. Just lots of great stuff that goes on.”

Midwest Camaraderie & Culture

• Attendees repeatedly noted the friendly, welcoming environment unique to this conference [29:16–29:36].
  • Dr. Susie Lake [29:16]: “It is the Midwest. It's Midwest. Nice. ... it just has such an incredibly good feeling for this conference.”
• Many attendees are repeat visitors, reflecting on experiences stretching back decades [29:58].

Planning and Trends for the 2026 Congress

• Expanding Content for Office Managers: Extensive programming for management and practice growth.
• Continued Emphasis on Quality Education and Networking
• More interactive panel discussions and practical tracks.
• Continued focus on legislative advocacy and profession-sustaining activities.
• The event retains a strong mix of clinical, management, and hands-on education, aiming to be useful for all practice roles and experience levels.

Notable Quotes

• Dr. Jeff Gerson [13:02]: “The paraprofessional courses we offer are not an afterthought... It's really on the forefront. ... It's important that it's not just the doctors that know what they're doing, but it's the staff as well.”
• Host [11:48]: “We're already all in the aesthetics business. ... whether we're selling contact lenses or glasses ... that's also a fashion accessory ... we just have to learn to take that to the next level.”
• Dr. Jeff Gerson [31:17]: “I don't know if I would call this conference the biggest small meeting or the smallest big meeting, but either way it's something right in between.”
• Dr. Susie Lake [32:37]: “I think that the Heart of America at its core is dedicated to preserving the future of the profession of optometry... we are dedicated to making sure that ... legislatively we're protected, educationally we're protected.”

Important Timestamps

• [02:56] – What is the Heart of America Eye Care Congress?
• [04:03] – Event size, structure, and culture
• [06:16] – Vetting speakers and ensuring high-level continuing education
• [07:38] – Practicality and real-world application of education
• [09:06] – AI in optometry panel discussion and takeaways
• [12:20] – Cross-training sessions for doctors and paraprofessionals
• [13:02] – Surgical assisting workshops for paraprofessionals
• [15:10] – Workshops for basic and advanced optical skills
• [16:16] – Poster sessions and student engagement
• [19:44] – Exhibit hall structure and vendor interaction
• [22:17] – Student-doctor networking/recruitment events
• [25:04] – Future plans: office management, marketing, and practice growth
• [29:16] – The unique culture and lasting appeal of the event
• [31:17] – The meeting’s unique size and intimate culture
• [32:37] – Dedication to profession preservation and legislative advocacy

"Should I Attend Heart of America?" – Key Questions

As Dr. Jeff Gerson summarizes [34:04]:

1. “Do I want to get really good education?”
2. “Do I want to meet some other really friendly colleagues from different parts of the country?”
3. “Do I want to have an incredible, almost academic experience because of the poster session?”

If so, this meeting is likely a fit—regardless of your location or practice type.

How to Learn More

• Google “Heart of America Eye Care Conference”
• Check their website for updates on the 2026 schedule
• Expect program announcements and registration info several months in advance

Episode Takeaways:
If you’re seeking a conference with diverse, practical education; opportunities to network with friendly, engaged colleagues; and a robust, hands-on experience across clinical, optical, and practice management topics, Heart of America should be on your list for 2026.

(Summary faithful to tone, spirit, and content of the original discussion. All quotes and timestamps attributed accurately.)