Perfecting Patient Communication Workshop

This half-day workshop provides practices with a major growth opportunity and is designed to improve oral communication skills, listening skills, and will help eye care professionals identify the most common patient purchasing hesitations and offers specific strategies for success.

Free to attend for Members & Non-Members.


Increasing Patient Loyalty & Profits Workshop

This half-day 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.

Free to attend for Members & Non-Members.


The Art of Billing & Coding Workshop

PECAA’s all-new, two day Billing & Coding Workshops are designed to teach attendees the life cycle of a claim, billing metrics, claim denial management, hands-on interactive application of claim submissions & coding scenarios as well as the ability to participate in a round table discussion with their fellow attendees.

Free to attend for Members, Non-Members pay $450.


Workshop Schedule

The following workshops are planned for Q1, 2020 (subject to change):

  • January 28: Nashville, TN (Selling Workshop)
  • January 29: Charlotte, NC (Selling Workshop)
  • February 11: Baton Rouge, LA (Selling Workshop)
  • February 12: Austin, TX (Merchandising Workshop)
  • February 20-21: Portland, OR (Billing & Coding Workshop)
  • March 4: Los Angeles, CA (Merchandising Workshop)
  • March 5: Honolulu, HI  (Merchandising Workshop)
  • March 10: San Diego, CA (Selling Workshop)
  • March 11: San Jose, CA (Selling Workshop)
  • March 19-20: Portland, OR (Billing & Coding Workshop)

Workshop Speakers:

Samantha Toth

Samantha Toth, Marketing Rockstar – Innereactive Media

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 Martin, Master of Management – Innereactive Media

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.

Teri Thurston, Billing & Coding Manager – PECAA

PECAA’s Billing and Coding Manager Teri Thurston has over twenty years experience in the Eye Care industry and has held various positions within the industry. Teri has over 10 years experience as the Billing Manager for a 10 location ophthalmology and optometry practice. She has extensive experience with all claim management processes and is knowledgeable in both medical and vision coding. She has implemented various billing workflows and technologies including several practice management conversions and a recent implementation of a paperless PM/EHR system. She has a solution-focused approach to change and devises billing processes that have sustainable outcomes. She is passionate about developing methods that increase time efficiencies and reduce costs. Her patient and kind approach to problem solving make her easy to work with and approachable.


Get started today and start realizing the benefits of PECAA membership in your own practice.

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