About The Workshop

It costs five times more to attract a new patient than to keep an existing one, yet only 18 percent of practices focus on existing patient retention. Learn the four fundamental marketing strategies every eye care professional needs to retain existing patients, generate new patients, and increase the revenue per patient, and frequency of visits.

This workshop provides practices with a major growth opportunity and is designed to teach the science behind compelling merchandising of displays, vendor negotiation techniques, inventory management, as well as in-office strategies to improve your overall marketing, and increase your profit-per-patient and capture rate.

The workshop is open to Members and prospective Members and is free to attend.

Attendees Will Learn:

  • Generate New Patients
  • Increase Capture Rate
  • Improve Your Marketing
  • Create Compelling Displays
  • Manage & Evaluate Inventory
  • Benchmark Using KPIs

Who Should Attend?

  • Owners, Administrators, Managers
  • Optometrists (3 COPE-PM)
  • Spectacle Opticians (3 ABO)
  • Contact Lens Technicians (3 NCLE)
  • Paraoptometric Technicians (3 CPC)


2020 Workshop Schedule

Save the date for the following 2020 workshops (subject to change):

  • January 29: Charlotte, NC
  • February 12: Austin, TX
  • March 4: Los Angeles, CA
  • March 5: Honolulu, HI
  • May 20: Tulsa, OK
  • June 18: Indianapolis, IN
  • October 7: Detroit, MI
  • November 10: Boise, ID

Downloadable Course Notes:

Please fill out the form below if you wish to download course notes after your event.



Workshop Speakers:

Samantha Toth

Samantha Toth, ABOC

Samantha is a professional speaker and marketing rockstar for Innereactive, located in Grand Rapids, Michigan.  She grew up in an optical practice with multiple family members in the industry.  An ABO certified optician herself, Samantha worked as a dispensing optician for eight years, as well as managed an independent optometric practice.  In 2003, she started Innereactive, a full-service marketing company that specializes in the optical industry.  Her experience as a certified optician, along with her formal marketing education has given her a unique perspective on marketing, design, and website solutions for the optical industry.

Samantha lectures internationally, teaching optometrists and opticians proven strategies for marketing and enhancing the patient experience. Her niche expertise led her to be named one of the “Most Influential Women in Optical,” and her company was named one of Michigan’s Top 50 Companies to Watch in 2016.  She and her team work with laboratories, frame and lens manufacturers, and eye care practices across the country.


Doug Martin

Doug is the owner of Optical Solutions consulting company and a professional speaker for Innereactive. With over 35 years of merchandising and management experience, he started his career on the loading docks of Neiman Marcus and worked his way up to managing the stores of this high-end, luxury retailer. He also worked for I. Magnin and finished his retail career with Macy’s where he was responsible for 18 stores in five states.

In 1999, Doug transitioned into the optical industry where he served as President of a two-office, five-doctor practice that under his leadership, became a market leader with 16 locations and 25 doctors. In 2009, he started his consulting company Optical Solutions. Since that time, Doug has used his expertise to advise and help lens manufacturers, a doctor alliance group, and over 100 eye care practices. He lectures across the country teaching eye care professionals how to expertly integrate purchasing, merchandising, and selling into their business.

Download Our Ultimate Checklist for Running a Successful Optometry Practice

This checklist will help audit key areas of your practice and guide you toward sustainable, long-term success and growth.

Please complete the following form to download the ultimate checklist for running a successful optometry practice

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