| | About Us
 About UsThe American Academy of Ophthalmic Executives (AAOE), a partner of the American Academy of Ophthalmology, offers practice management information, programs, products and services designed to address the roles of ophthalmic administrators, office managers, managing physicians and billers/coders. The business of medicine will continue to increase in complexity and sophistication, requiring greater experience, knowledge, and skills on the part of practice managers. AAOE is developed around seven Key Competencies (Business Operations & Finance, Coding & Reimbursement, Compliance & Risk Management, Marketing & Business Development, Human Resources, Information Technology, Professional Growth) to provide our valued members with the most relevant and reliable information needed to manage a successful practice. Back to Top
Mission Statement To anticipate and meet the business needs of ophthalmogy practices. Values - AAOE strives to maintain the trust and confidence of its members.
- We seek AAOE members’ opinions and offer advice and programs responsive to their stated needs.
- We treat AAOE members as we do Academy ophthalmologist members.
- We anticipate the future need for ophthalmic services and the future needs of AAOE members and develop programs and services in response.
Meet the 2009 Board of Directors
 | Traci Fritz, COE — Chair
Administrator
Fite Eye Center
Traci has worked in ophthalmology for 13 years with the last nine being in management. Since 2001, she has managed the new practice of a young ophthalmologist with two locations and seven employees. During her career in ophthalmology she has performed the duties of every position, and utilizes those skills as the manager of a small practice. She co-founded and organizes the Michigan Society of Ophthalmic Administrators |  | Sandra Farr CPC, CCS-P, OCS — Past Chair
Lead Coding/Reimbursement Specialist
Texas Tech University Health Science Center
Sandra has worked for the Texas Tech University Health Sciences Center, Department of Ophthalmology for 15 years. She currently supervises Coding & Billing, Managed Care and Medical Records in the Department of Ophthalmology. She holds physician-based coding certifications with both AHIMA and AAPC. She is currently Co-Chair of the Billing & Coding Team at TTUHSC. | | 
| Gregory S. Brinton MD, MBA
Founding Partner
Retina Associates of Utah, PC
Dr. Brinton is the founding partner of Retina Associates of Utah, PC, a practice comprised of four ophthalmologists and five offices. He completed an ophthalmology residency at the Bascom Palmer Eye Institute and a vitreoretinal fellowship at the Medical College of Wisconsin. He is board certified by the ABO, a clinical professor at the University of Utah School of Medicine, a former president of the Utah Ophthalmology Society and a former council member of the AAO. He is listed in Best Doctors in America, Guide to Top Doctors, and America’s Top Ophthalmologists. He is an expert in office efficiency and has spoken throughout the country on this topic. |  | Albert Castillo
Director of Finance
Ophthalmology Associates of San Antonio
Albert is the Director of Finance for Ophthalmology Associates of San Antonio and serves as the Assistant Administrator for San Antonio Eye Center, the Administrator for South Texas Total Eye Care. In addition, Albert consults and manages various Ophthalmology and other medical practices throughout the state of Texas. Albert works at different levels with over 20 general and multi-specialty ophthalmologists, one optometrist, eight practices, five optical shops, and an ASC. Albert’s contributions to these groups are in the all areas of practice management, information technology, operations, managed care, and financial management and performance analysis. |  | David Durfee, MD
Dr. Durfee serves on the Academy Strategic Assessment Planning Task Force and is the current Secretary for Practice Management to the Academy Board of Trustees. He has served the American Academy of Ophthalmology since 1981. He last served as the Senior Secretary for Ophthalmic Practice. Dr. Durfee practiced comprehensive ophthalmology in the Portland, Oregon for 21 years. He has served on the AAOE Board since 2001. |  | Julia Lee, JD
Executive Director
Ophthalmic Partners of Pennsylvania, P.C.
Ophthalmic Partners of New Jersey, P.C. Julia is the Executive Director for Ophthalmic Partners of Pennsylvania, P.C. and its affiliated corporation, Ophthalmic Partners of New Jersey, P.C. The group is a large multi-subspecialty practice consisting of 11 ophthalmologists, with locations throughout the Metro Philadelphia area. Julia received her B.A. with Honors from Brown University in 1991 and received her J.D. from Northeastern University School of Law in 1994. She worked as an attorney in the areas of commercial litigation and complex insurance coverage disputes before finding her way to ophthalmology and the challenges of managing a large group practice. |  | Elise Levine, CRC, OCS
Administrator/Clinical Research Coordinator
North Valley Eye Medical Group, Inc.
Elise has worked in an administrative capacity in the medical field since 1989 in both physician offices and in Medicare benefit development and implementation for a large California health insurer. Since 2006, she has been the Administrator & Clinical Research Coordinator for North Valley Eye Medical Group, a comprehensive ophthalmology group located in a suburb of Los Angeles. Elise provides oversight of the practice including the management of 23 staff, an optical shop and the development of a clinical research area within the practice. |  | Dianna L Seldomridge MD MBA
Mobile, Alabama
Dr. Seldomridge is a private practice sub-specialist in cornea, cataract and refractive surgery in Mobile, AL. She received a combined MD, MBA at Columbia University in New York, NY in 2000. She then went on to residency training in ophthalmology at Duke University Eye Center in Durham, NC, after which she completed fellowship training in cornea, cataract and refractive surgery at Chicago Cornea Consultants, Chicago, IL. She is board certified by the ABO. Dr. Seldomridge began serving the Academy in 2002 as a member of the Young Ophthalmologist (YO) Committee. She now serves on the AAOE Board as a representative for YOs and has a particular interest in YO issues. | Back to Top
Contact UsAmerican Academy of Ophthalmic Executives 655 Beach Street San Francisco, CA 94109 aaoe@aao.org415.561.8500 Meet the AAOE Staff
Key Competencies AAOE's tools and professional development programs are designed around seven key competency areas of office management, each with information and links to resources that will help you solve a myriad of daily challenges. A short synopsis of each competency is listed below. Please click on the image icons below for additional information. | Business Operations & Finance
This comprehensive competency provides you with the tools to manage an efficient and financial sound practice. Topics include benchmarking, A/R management, budgeting, practice valuation and income division, patient flow, managed care and equipment contracting, management of an optical dispensary, ASC and more. | | Coding & Reimbursement
Accurate coding and reimbursement is essential for practice income as well as adherence with federal regulations. AAOE provides information and resources you need to address all aspects of coding & reimbursement. | Compliance & Risk Management
AAOE's Compliance and Risk Management tools can help assure that your practice is fully compliant with all regulations for HIPAA, employment law, patient privacy and protected health information, as well as insurance coverage. | Marketing & Business Development
Strategic planning, marketing and assessing the marketplace are integral parts of maintaining or developing a successful practice. Topics covered in this competency area range from adding new services to opening new offices. | Information Technology
Learn about trends, computer systems and software specifically designed for today's ophthalmic practice. Learn more about EMR systems, HIPAA requirements and tips to maximize the functionality of your practice Web site. | | Human Resources
Choosing, retaining and motivating staff is critical to every practice. Review job descriptions, find links to federal and state employment laws and peruse resources to provide you with the tools to manage a high performance team. | Professional Growth
Improve your leadership and communication skills, take advantage of networking opportunities and learn better time management skills. |
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