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 different states.

In 1999, Doug transitioned into the optical industry where he served as President of a two office, five doctor practice that started in 1952. During the next ten years of his leadership he developed the practice into a market leader with 16 locations and 25 doctors. He built the business infrastructure and systems needed to support ten new “cold start” offices and bought and merged five offices into the organization.

In 2009, he started his consulting company Optical Solutions. Doug has consulted for over 100 practices, advising optometry on how to expertly integrate purchasing, merchandising, marketing, and selling into their practices. In 2010, Doug joined Hoya as Vice President of Key Accounts and called on all the major Doctor Optical Alliance Groups, and in 2012 joined PECAA as the Director of Membership. Doug helped PECAA grow from a Northwest based Regional Alliance Group with 200 member doctors into a national alliance groups with over 2,200 member doctors in just four years.

Using his retail and management experience he developed an optical workshop, a full day educational COPE/ABO/NCLE/AOA approved education experience that he co-presents with Samantha Toth.

Professional Certifications

  • ABO Level I Approved Speaker
  • NCLE Level I Approved Speaker
  • AOA Approved Speaker
  • COPE Approved Speaker (Practice Management)

Areas of Expertise

  • Retail Merchandising
  • Business Operations
  • Inventory Management
  • Practice Management
  • Staff Training


Optical Course List

For more information, or course recommendations for your upcoming event, please email our Executive Coordinator Emily or call 888.869.6675.

Search by Certification

  • Sell More Lenses: Five Steps to Increasing Your Len’s Capture Rate
    Approved for: 1 or 2 ABO Credit(s), 1 or 2 CPC Paraoptometric Credit(s) & 1 or 2 COPE Credit(s)
    Length: 60 Minutes or 120 Minutes
    The goal of this course is to teach doctors and staff how to develop a comprehensive selling system by identifying and understanding each patient’s lifestyle needs and budget constraints. Then to use space planning, staffing, pricing and benchmarking techniques to sell more lenses, increasing the practice’s revenue and patient satisfaction.

  • Improving Your Practice Using Key Performance Indicators
    Approved for: 1 ABO Credit & 1 COPE Credit
    Length: 60 Minutes
    The Key Performance Indicator presentation is designed to give doctors, Administrators and Optical managers better insight in how to manage their practices.  Better information means better decision making and this presentation show the attendees how to take the data from their practice management systems and turn it into powerful analytics they can use to measure, monitor and evaluate to maximize their productivity, systems effectiveness and profitability.  This presentation identifies the important KPI’s to monitor, how to calculate them and what the industry norms are and finally how to communicate and reward improvement.

  • The New One Minute Manager
    Approved for:1 ABO Credit or 1 COPE Credit
    Length: 60 Minutes
    This presentation teaches the simple, but highly effective management techniques from the series of books called “The One Minute Manager” and “The New One Minute Manager” written by Ken Blanchard, PHD, and Spencer Johnson, MD. In today’s fast paced optical practices, managers need simple strategies and techniques to help effectively manage their direct reports. The course will teach them three simple, but highly effective managerial techniques: goal setting, praising and re-directs. The goal of this course is to remind managers to take a minute out of each day to look into the faces of the people they manage and lead and realize they are the most important resource the practice has to offer. Help people reach their full potential by catching them doing something right because people who feel good about themselves produce good results!

  • Selling Satisfaction
    Approved for:1 ABO Credit, 1 NCLE Credit, 1 CPC Paraoptometric Credit & 1 COPE Credit
    Length: 60 Minutes
    This course teaches doctors and staff how to build an effective, comprehensive communication strategy designed to deliver a consistent patient experience and superior business results. Practices today are inconsistent on how they gather and use information to help patients achieve the best vision possible in all facets of their daily life. “Selling Satisfaction” teaches doctors and staff their respective roles, how to systematically gather information and collectively use it to prescribe and sell multiple products to meet the lifestyle needs of each patient. This course teaches doctors and staff how to positively handle many common, everyday patient encounters thereby enhancing the overall patient experience. Practice’s that focus on “Selling Satisfaction” generate long-term patient satisfaction and superior business results.