From LA with love – the ASOA annual meeting

July 23, 2025 Shellene Garofalakis

With a mix of nervousness and anticipation, I stepped into the vast atrium of the Los Angeles Convention Centre for the 2025 annual meeting, hosted by the American Society of Ophthalmic Administrators (ASOA). Running alongside the American Society of Cataract and Refractive Surgery (ASCRS) scientific programme from 25–28 April, this four-day event was a deep dive into the business of ophthalmology and an invaluable opportunity for learning, reflection and connection.

 

As the strategic partner of ASCRS, ASOA is a guiding force for ophthalmic administrators, managers, clinical directors and practice leaders, with a mission to empower us through education, innovation, support and collaboration. It delivered just that.

 

With an overwhelming variety of breakout sessions and speakers, the biggest challenge was narrowing down which ones to attend, especially when trying to identify those most relevant to the New Zealand market. It was quite an experience to be surrounded by leaders from across the US, many managing large, multi-site, high-volume practices. Though the scale was impressive, the principles were familiar: patient-focused care, operational excellence and adapting to change.

 

The accompanying trade show added even more value, offering hands-on interaction with vendors showcasing the latest in ophthalmic technology, software and service solutions. From AI-assisted diagnostics to patient-engagement platforms, the meeting was a front-row seat to the future of ophthalmic practice.

 

Of the 14 sessions I attended, three stood out for their practical insights and immediate applicability.

 

Patient engagement across the generations

This session was a fascinating look at how different generations engage with healthcare. From Baby Boomers to Gen Z, each cohort brings unique expectations around communication, sustainability, technology and service. The key message? One size does not fit all. While technology enhances relationships, it doesn't replace them. We were reminded to tailor our approach, not just in messaging but in tone, language and even delivery channels. Building loyalty means knowing your audience and adjusting accordingly.

 

…But did you document it?

This compelling presentation focused on the importance of robust documentation across all areas of practice. It emphasised handling incidents involving upset patients. Clear, factual, professional records not only protect the practice but help identify recurring issues and training needs. Takeaway tips included using objective language, avoiding opinion or emotion, recording accurate dates and times and ensuring information is stored securely. The take-home: “If you didn’t document it, it didn’t happen.”

 

Mitigating risk: strategies for handling upset patients

 

Building on the previous session, this presentation introduced the ‘risk reducer framework’ for managing conflict:

 

• Recover: listen actively, acknowledge feelings, apologise and offer a solution
• Respond: stay calm, respectful, empathetic and clear
• Resolve: identify root causes (eg. wait times), communicate effectively and document thoroughly.

 

This framework provided a practical toolkit (see Fig 1) for turning potentially negative experiences into opportunities to learn and preserve trust with patients.

 

 

Fig 1.

 

Outside of the ‘classroom’, the schedule offered the chance to explore the vibrant culture of Los Angeles. Dr Penny McAllum (attending the ASCRS sessions) and I made time to sample some iconic local eats, including a pilgrimage to the legendary Langer’s Deli, famous for its pastrami sandwiches and rye bread. With a queue snaking down the street, it was clear this LA institution, now celebrating 77 years in business, still delivers on its reputation. An additional highlight was dining in the Polo Lounge at the iconic Beverly Hills Hotel, devouring its world-famous soufflé.

 

 

Dr Penny McAllum (left) and Shellene
Garofalakis outside Langer’s Deli

 

Attending the 2025 ASOA annual meeting was a privilege and an eye-opener. The professionalism, generosity and openness of the speakers and delegates made for an inspiring few days. There is so much value in stepping outside your day-to-day environment and learning from peers around the world. I returned home with fresh ideas, practical tools and a renewed appreciation for the global community we’re part of.

 

 

Shellene Garofalakis has been Eye Doctors’ practice manager since 2021.