Samantha Toth, ABOC, HFOAA

Samantha is a professional speaker and marketing consultant 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. During this time, she realized there were very few people, or marketing firms, 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, JCAHPO, 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 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 frame and lens manufacturers, laboratories, and eye care practices all across the country.

In between flights and lectures, Samantha always finds time to indulge in her intense love for sports on the nearest screen. When at her home, she loves to ride her motorcycle in the summer, and hike the trails with her best pal Zoe, her black lab.

Professional Certifications

  • American Board of Opticianry (ABO) Certified Optician
  • ABO Level I & II Approved Speaker
  • NCLE Level I & II Approved Speaker
  • COPE Approved Speaker (Practice Management)
  • JCAHPO Approved Speaker
  • Commission on Paraoptometric Certification Approved Speaker

Areas of Expertise

  • Lens Technology
  • Frame Buying
  • Inventory Management
  • Dispensing to Patients
  • Business Operations
  • Company Culture
  • Leadership & Change
  • Practice Management
  • Staff Training
  • Marketing Strategy
  • Graphic Design
  • Social Media
  • Websites

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

  • Increase Profit Seeing the Same Number of Patients
    Approved for: 1 ABO Credit, 1 NCLE Credit & 1 COPE Credit
    Pending for: 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    It costs five times more to attract a new patient than to keep an existing one. Unfortunately, only 44 percent of practices have focused on new patient acquisition versus the 18% that focus on existing patient retention. This course illustrates how the most important marketing focus for any successful practice is to understand how retaining and building loyal relationships with patients is essential to the success of any practice. Learn in-office patient experience strategies, as well as sales training designed to increase your average selling price (ASP) and the effectiveness of your business’s marketing. Ideal for owners, managers, opticians, and marketing professionals.

  • Identifying & Overcoming Patient Objections
    Approved for: 1 ABO Credit, 1 NCLE Credit & 1 COPE Credit
    Pending for: 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Patients have more options from which to purchase eyewear than ever before. When they decide not to purchase eyewear from you, it’s important to understand the real reason why they didn’t purchase. Is it price? Selection? Are they going to buy online instead? This course teaches your team how to listen and identify the most common patient objections to purchasing eyewear, how to set your office up for success, and the skills necessary to overcome their purchasing fears. Great for owners, managers, and staff of all experience levels.

  • How to Get the Most Out of Your Marketing
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 CPC Paraoptometric Credit & 1 COPE Credit
    Length: 60 Minutes
    Owners and managers now have more choices than ever to market their businesses. From social media and online advertising with Google AdWords, Facebook, and Yelp, to community events and local publications, how can you be sure your marketing message is reaching the right people? When a patient is in the practice, is your staff properly trained on how to talk about specific promotions or events. This course highlights the fundamentals of effective marketing and provides industry-specific ideas and tools you can use to get the most out of your marketing.

  • Planning a Successful Optical Event
    Approved for: 1 ABO Credit, 1 CPC Paraoptometric Credit & 1 COPE Credit
    Length: 60 Minutes
    Optical events are a great way to promote your practice, bring in new patients, launch a new product or brand, and increase your sales. Events also help to strengthen your position as a leading source for eyewear in your community. There’s a lot that goes into the planning of a successful optical event. Complete with timeline and checklists, this course will provide the information you need and the skills required for proper planning, promotion, and staff training to help you reach and exceed the goals at your next optical event.

  • Stop Selling and Help Your Patients Buy
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 CPC Paraoptometric Credit & 1 COPE Credit
    Length: 60 Minutes
    Patients don’t like to be sold, but they love to buy! The motivation behind why patients buy eyewear and contact lenses is important to understand in order to recommend the best vision solutions without being “salesy.” Why should they purchase from you versus going online to a possible cheaper alternative? This course provides insight into why people buy but also illustrates their purchasing fears that hold them back from premium eyewear lens options. The discussion will also include recommendation strategies designed to overcome patient purchasing fears and how to increase word-of-mouth testimonials about your practice.

  • Warranties & Remakes: Are They Damaging Your Practice?
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Often times, if an optical professional is not comfortable presenting the features and benefits of premium lens options, they resort to selling the patient on the warranty of the lens product. In many cases, selling the “warranty” may actually damage the practice as it has shown to prevent the patient from returning to that ECP until their lens warranty has expired. This course is designed to empower opticians with the knowledge necessary to reflect on their own office warranty and remake policies in an effort to create practice growth.

  • Sell Something More Profitable Than Low Price: Positioning Your Practice
    Approved for: 1 ABO Credit, 1 NCLE Credit,1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    A private practice without a marketing plan or unique selling position is in a commodity-like business, where the only basis for choice is price. The result is a default strategy of becoming the “low-cost provider.” This course is designed to assist eye care professionals in determining their Unique Selling Position and provide examples of how to effectively differentiate themselves from their competition.

  • Secrets to Generating New Patients Online
    Approved for:1 ABO Credit, 1 NCLE Credit, 1 COPE PM Live Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Websites that generate new patients require more than putting up a few pages of text and pictures and hoping people visit. Knowing what your website should include and how to interact online with your patients and prospective patients is critical to your practice’s growth. This course will provide an introduction to website features designed to enhance communication with existing patients and generate new ones.

  • Beyond Clear – Five Latest Innovations in Photochromic Lens Technology
    Approved for: 1 ABO Credit
    Length: 60 Minutes
    Despite incredible advances in technology and availability, many eye care professionals still perceive the performance of photochromic lenses as they did 5, 10, or even 15 years ago. Advances in visible light activation, variable polarization, production processes, and testing methods have led to an expansion in photochromic availability in lens materials, designs, and colors as well as unique performance capabilities unheard of just a few years ago.

  • Making the Impossible Possible. Transitions® VantageTM Lenses with Variable Polarization
    Approved for: 1 ABO Credit
    Length: 60 Minutes
    Light is essential to vision. By controlling the amount of light, direction of light and color of light that reaches the eye, eye care professionals can enhance vision in powerful ways. For the first time ever, new technology enables us to prescribe a lens to a patient that helps their eyes do something it cannot to on its own with Transitions® VantageTM lenses; the first ever variable polarizing photochromic lens. This course illustrates the new technology behind this lens and illustrates how to provide a superior wearer experience and increase patient satisfaction by understanding how these products work, how they address glare and how to position the right product to the right patient.

  • Setting Up Your Office for Social Media Success
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Social media outlets such as Facebook and Twitter are the fastest growing resources for creating brand awareness and communicating with your patients. Beyond simply creating a page or account, this course provides key information for designing an effective social media strategy, as well as helpful tips for crafting more effective posts that foster patient conversations.

  • Top 10 Marketing Mistakes to Avoid
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Many eye care professionals commonly ask the question, “What do I need to do to increase my number of new patients?” Unfortunately, this question is often tied to common marketing mistakes many of the same practices are making. This course is designed to illustrate the top ten most costly marketing mistakes and provide insight on how to avoid them.

  • Secrets to Effective Optical Marketing
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    More than 90% of local business owners are disappointed with the results they get from their marketing. Yet close to the same amount of business owners do the same thing over and over and expect a different result. This course is designed to convert marketing skeptics into believers by teaching them easy-to-implement marketing secrets that will provide optical professionals with a competitive edge.

  • Increasing Capture Rate, One Patient at a Time
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Whether you’re considering the addition of an optical dispensary, or seeking to improve one that is already in operation this course is essential. Learn strategies design to help integrate the medical eye examination and the optical dispensary into one seamless business rather than two operating as separate entities. This course provides guidance on creating a team environment where the staff’s ultimate goal is patient care excellence. Don’t miss this opportunity to learn how each member of your staff can contribute to enhance the overall patient experience and your practice’s growth.

  • Combating Online Eyeglass Sales
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit Live or Internet Courses, or 1 CPC Paraoptmetric Credit
    Length: 60 Minutes
    Online eyeglass sales are becoming more and more of an obstacle for independent eyecare professionals. This presentation provides research information and actual hands-on examples of what eyewear solutions are available online to your patients. Additionally, online pricing examples, online website features and strategies will also be discussed. This presentation is designed to help your office increase your capture rate and combat the low cost, online eyeglass retailer alternative.

  • Tips To Building A Positive Online Reputation
    Approved for: 1 ABO Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Many aspects of online communication can either help your reputation or hurt it. This course outlines specific strategies to help always hold your to the highest standards of conduct, keep your private information separate from your practice, and know what you can and can’t say as an eye care professional. Easy to implement tips for participating in Facebook and LinkedIn groups, as well as online forums will equip you with the knowledge and confidence to participate in conversations with your peers and patients! This course is ideal for anyone who wants to start building their practice’s positive online reputation as well as enhancing their own digital footprint.

  • The Future of Social Media: What’s Now & What’s New
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    You’ve heard of Facebook, Instagram, and Twitter, but how about Latergramme, LinkedIn, and Periscope? Using social media is a daily habit for many individuals regardless of age, and the benefits go far beyond its “friend-making” and “tweet-worthy” features. Bring your smart phone, tablet, or laptop for hands-on, indispensable tips for using various social media networks to connect with and influence patients, as well as increase revenues. Great for marketing managers, practice owners and anyone engaged in social media efforts.

  • Secrets to Leading & Implementing Change
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Whether you’re introducing a new product or updating processes in your office, introducing and implementing change is an uphill battle. No matter how necessary the change or how seemingly evident the need, change demands continuous hard work and a different way of thinking about processes and company culture. Leaders must find ways to help their team see the need for change and then inspire them to move toward it with confidence and urgency. This course is designed to help eye care professionals understand specific strategies to overcome the difficulties involved with implementing change in their practices.

  • Responding to Online Patient Reviews
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Learn how great practices respond to the good, the bad and the funny reviews on their Yelp, Facebook, and other social media pages. Sometimes the best way to learn is by hearing from your peers. This course will highlight several great review responses from business owners across the country both in optical, and outside our industry. We’ll show you how to tackle negative reviews, promote more positive reviews, and provide strategy on how to drive more patients online to leave reviews. This course is ideal for a novice all the way to an expert at social media.

  • Creating Remarkable Patient Experiences
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    While most practices talk about the importance of taking care of their patients and their focus on customer service, very few REALLY create and deliver remarkable patient experiences. A remarkable experience is so different that anything else a patient has encountered that it makes them want to tell their friends and or family about it. Word-of-mouth referrals are the most powerful form of advertising. This course will step through each touch point of a patient’s visit with your practice, and provide strategies and tactics to transform each touch point into something remarkable. You’ll learn how taking a fresh look at those you have the privilege to serve can change everything.

  • Strategies for Marketing in a Digital World
    Approved for: 1 ABO Credit, 1 NCLE Credit, 1 COPE PM Credit, or 1 CPC Paraoptometric Credit
    Length: 60 Minutes
    Marketing is fundamentally changing. Never before has it been so important to evaluate the money you’re spending on advertising and measure the results you’re achieving. While in-office brochures and printed PDFs are important, if you are relying only on these tactics, you’re missing out on the excellent opportunities the digital world has presented for connecting with and educating your patients. From email marketing and texting, to social media, websites and a marketing plan, now is the time for eye care professionals to rethink, experiment and innovate the way they market their practices. This course is designed to provide you with proven strategies and tools to help you achieve your practice growth goals.

  • Using Creativity To Differentiate Yourself From “Me Too” Practices
    Approved for: 1 or 2 ABO Credit(s), 1 or 2 NCLE Credit(s), 1 or 2 COPE PM Credit(s), or 1 or 2 CPC Paraoptometric Credit(s)
    Length: 60 Minutes or 120 Minutes
    Differentiating your practice is all about creativity. Will you sit back and rely on your past success, or are you willing to take a hard look at your practice and find creative ways to differentiate yourself from your competition? This course provides proof that creativity produces growth. It dissects each point of patient interaction with the staff, and illustrates how practices can differentiate from their competition and other “me too” practices to create truly remarkable patient experiences. Great for owners, managers, and your entire staff to attend.