About The Workshop

We have become a connected and on-the-move society. Not only is today’s mobile technology stressing our eyes, it’s also resulting in people who are multitasking and more connected with their devices than ever before. As a result, patients are having their eye exam at their independent eye care professional’s office, but purchasing their eyewear and contact lenses elsewhere. These declining capture rates of frame, lens, and contact lens sales account for 60 percent of an independent optometry practice’s total revenue.

This workshop provides practices with a major growth opportunity and is designed to teach the science behind compelling merchandising of displays, as well as in-office strategies to help eye care professionals identify the most common patient purchasing hesitations, and techniques to differentiate your practice from online retailers.

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

Attendees Will Learn:

  • Generate & Connect With Patients
  • Increase Capture Rate
  • Differentiate Your Practice
  • Recommend Digital Vision Solutions
  • Create Compelling Displays
  • Overcome Purchasing Hesitations

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):

  • May 12: Columbia, SC
  • May 13: Alexandria, VA
  • May 19: Orlando, FL
  • June 3: Seattle, WA

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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