Selling Strategies For Success Workshop

PECAA is introducing brand-new, one-day Selling Workshops which 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 one-day Optical Merchandising 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, which piloted this year, 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 Spring, 2019 (subject to change):

  • February 26: Raleigh, NC (Selling Workshop)
  • February 27: Jacksonville, FL (Selling Workshop)
  • March 6: Oklahoma City, OK (Selling Workshop)
  • March 7: Nashville, TN (Merchandising Workshop)
  • April 17: Cleveland, OH (Merchandising Workshop)
  • April 18: Kansas City, MO (Selling Workshop)
  • April 27: Vancouver, WA (Selling Workshop)
  • April 29: Baton Rouge, LA (Merchandising Workshop)
  • April 30: San Antonio, TX (Selling Workshop)
  • June 5: Spokane, WA (Merchandising Workshop)
  • June 6: Seattle, WA (Selling Workshop)

Workshop Speakers


Doug Martin, Master of Management – Innereactive Media

Doug has been in management for over 33 years, 18 years in the retail industry working for Neiman Marcus, I Magnin and Macy’s. In 1999, Doug entered the optical industry where he served as President of a two office, five-doctor practice. Over the next ten years he developed that practice into a regional powerhouse with 25 doctors and 16 locations. Doug then developed a consulting program called the Optical Performance Review and has helped both domestic and international independent practitioners improve the look and performance of their optical boutiques.

Samantha Toth

Samantha Toth, Marketing Rockstar – Innereactive Media

Samantha is a professional speaker and resident “marketing rockstar” for Innereactive Media, located in Grand Rapids, Michigan. She grew up in an optical practice with multiple family members in the industry including her mother, father, sister, uncle and grandfather. An ABO certified optician herself, Samantha worked as a dispensing optician for eight years, as well as managed an independent optometric practice. During this time, she realized there were very few people, or marketing companies, that understood the unique marketing needs of the optical industry.

With a strong passion for marketing and design, Samantha pursued and completed her bachelor’s degree at Michigan State University. In 2003, she started Innereactive Media, 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 is an ABO, NCLE, AOA, and COPE approved speaker and she lectures across the country teaching optometrists and opticians best practices for marketing their practices. Her niche expertise led her to be named one of Vision Monday’s “Most Influential Women in Optical,” and has enabled her to work with various optical practices, laboratories, frame and lens manufacturers.

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