Selling Strategies For Success Workshop

PECAA’s half-day Selling Workshops are designed to give attendees a better understanding of the patient experience, learn how to listen and communicate effectively with patients and ultimately, improve selling techniques to increase profitability and patient retention.

To learn more about the Selling Strategies For Success Workshop, please click on the link below.



Optical Merchandising Workshop

PECAA’s popular half-day Merchandising and Marketing Your Optical Workshops are designed to give attendees a better perspective on the process of merchandising, creating compelling frame displays and managing frame inventory in order to maximize profitability.

To learn more about the Optical Merchandising Workshop, please click on the link below.



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.


Workshop Schedule

The following workshops are planned for Fall, 2019 (subject to change):

  • September 10: Atlanta, GA (Selling Workshop)
  • September 11: Philadelphia, PA (Merchandising Workshop)
  • September 25: San Jose, CA (Merchandising Workshop)
  • September 26: Portland, OR (Selling Workshop)
  • October 1: Milwaukee, WI (Selling Workshop)
  • October 2: Chicago, IL (Selling Workshop)
  • October 15: Dallas, TX (Selling Workshop)
  • October 16: Salt Lake City, UT (Selling Workshop)
  • October 24-25: Portland, OR (Billing & Coding Workshop)
  • November 6: Phoenix, AZ (Selling Workshop)
  • November 7: Las Vegas, NV (Merchandising Workshop)
  • November 7-8: 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.

Johnson & Johnson Vision