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

  • 10 Ways to Use Social Media to Grow Your Business
    Pending Approval for 1 credit hour with ABO, NCLE, CPC, COPE, and JCAHPO
    Length: 60 Minutes
    Discover proven techniques to grow your business using social media. Learn how to create a social media strategy, write engaging content, implement time-saving tools, and what metrics to track to measure your ROI. Training also includes proven ways to increase your followers and engagement that will result in existing patient retention and an increase in revenue per patient.

  • Create a Company Both Your Patients & Staff Love
    Pending Approval for 1 credit hour with ABO, NCLE, CPC and COPE
    Length: 60 Minutes
    Studies reveal it costs 6x more to acquire a new customer than to keep an existing one and happy patients are generated by a happy staff. Discover ways to build a positive company culture for your practice. Learn how to lead and implement change, create “can-do” attitudes, reward employees for performance and run effective team meetings while discussing KPI stats with your staff. You’ll walk away with the confidence to build your practice culture in a positive, meaningful, and profitable way so everyone benefits from the best patient care and experience.

  • Redefining the Patient Experience & Journey
    Approved for 1 credit hour with ABO, NCLE, CPC and COPE
    Length: 60 Minutes
    Your practice’s relationship with patients is built over time, nourished by online and physical experiences in their journey, grounded in expectations, and confirmed through repeated interactions. Identify specific checkpoints in the patient journey and discover ways to enhance their experience at each one. Training also includes strategies for creating contactless patient interactions, how to maximize the time spent with each patient, minimize their overall time in-office, and how to properly merchandise to attract new patients, improve existing patient retention, and help patients make better purchasing decisions.

  • Social Media 201: Advanced Tips for Growing your Audience
    Approved for 1 credit hour with ABO, NCLE, CPC and COPE
    Length: 60 Minutes
    Go beyond the basics and master advanced strategies designed to grow your social media following. Learn how to run contests, use hashtags, create engaging visuals, capture HIPAA compliant patient testimonials, and more. Training also includes instruction on the social media strategy, planning, and execution necessary to increase engagement, attract new patients, improve existing patient retention, and help patients make better purchasing decisions.

  • Bring your Patients Back Quickly & Efficiently
    Approved for 1 credit hour with ABO, NCLE, CPC, COPE Live or Internet Courses, NACOR and COO
    Length: 60 Minutes

    The eye care industry will never be the same after the COVID-19 pandemic. As practices begin to reopen, it’s important to do so safely and strategically. From sanitizing and social distancing protocols, to marketing and messaging tools, learn what you can do to bring your patients back quickly and efficiently.

  • Reboot your Practice: Getting Patients Back in the Chair
    Approved for 1 credit hour with ABO, NCLE, CPC, COPE, NACOR and COO
    Length: 60 Minutes

    As the country recovers from COVID-19, it’s important to plan for the future. Learn how to leverage various patient communication platforms and marketing strategies to help reboot your practice and promote the safe return of patients to your practice.

  • Social Media 101: Setting Up for Success
    Approved for 1 credit hour with ABO, NCLE, CPC, COPE, NACOR and COO
    Length: 60 Minutes
    Discover ways to enhance your practice’s online reputation and digital footprint. Learn how to get started on social media, the basic features and functions of each social network recommended for your practice, and how to use hashtags. Training also includes instruction for developing a social media strategy plan and the post content necessary to increase engagement, resulting in existing patient retention and increase in revenue per patient.

  • Increase Patient Loyalty and Overcome Purchasing Hesitation
    Approved for: 2 ABO Credits, 2 NCLE Credits, 2 COPE-PM Credits, & 2 CPC Paraoptometric Credit
    Length: 120 Minutes
    Patients have more choices for purchasing than ever before. It costs five times more to attract a new patient, than to keep an existing one, yet only 18% of practices focus on existing patient retention. For this reason, eye care providers need to focus on patient retention and overcoming purchasing hesitation to be successful. This course teaches your team how to listen and identify the most common patient purchasing objections, the skills necessary to overcome their purchasing fears, and strategies to retain and build loyal relationships with patients. Learn in-office patient experience strategies, as well as techniques to increase your average selling price (ASP) and the effectiveness of your practice’s marketing. Ideal for owners, managers, opticians, and marketing professionals.

  • Increase Profit Seeing the Same Number of Patients
    Approved for: 1 ABO Credit, 1 NCLE Credit & 1 COPE-PM Credit, 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-PM Credit, 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-PM 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-PM 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-PM 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.

  • 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 credit hour with ABO, NCLE, CPC, COPE Live or Internet Courses, NACOR and COO
    Length: 60 Minutes
    Competing with online retailers is becoming a challenge for many eye care professionals. This presentation provides first-hand insight into the online patient purchasing process and pricing available from top online retailers. Learn about the four pillars of marketing, how to implement important messaging throughout the patient journey, and tips for how to differentiate yourself from the competition to prevent patients from walking out the door with their Rx.

  • 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.