PRESENTATION CATALOG
Whether attendees are new to the industry or seasoned professionals, Samantha’s presentations offer relevant, practical education for business owners, leaders, marketing professionals, and support staff at every level. All presentations are approved for continuing education credit for optometrists (COPE), spectacle opticians (ABO), contact lens technicians (NCLE), and paraoptometric professionals (CPC) through various accredited organizations. For accreditation details, please contact us.
AI for Independent Eye Care, 1 hour
Artificial intelligence is changing the way independent eye care practices work, but knowing where to begin can feel overwhelming. This practical course takes AI out of the abstract and puts it to work inside the practice. Through optical-specific examples and real-world applications, attendees will learn how to use AI to save time, improve communication, create better marketing, streamline everyday tasks, and support practice growth, regardless of their experience with AI.
The Modern Eye Care Marketing Playbook, 1 hour
Effective marketing requires more than a collection of disconnected tactics. It requires a strategy. This course gives independent eye care professionals a framework for connecting their website, social media, online reputation, digital advertising, patient referrals, and other essential marketing channels. Attendees will learn how to identify the right opportunities, prioritize where to invest their time and resources, create a consistent presence, and measure what is actually driving practice growth.
Building the Systems Behind Great Teams, 1 hour
Strong teams don’t happen by accident. They’re built through intentional systems that create consistency, accountability, and growth. This course examines the infrastructure behind successful teams, from hiring and onboarding to communication, training, coaching, and performance management. Attendees will discover how clear expectations, repeatable processes, and intentional employee development can reduce management frustration, strengthen accountability, and create an environment where both employees and the practice can thrive.
Designing a Private-Pay Practice, 1 hour
What would your practice look like if insurance didn’t exist? From scheduling and pricing to product selection, patient communication, and technology, this course challenges attendees to rethink practice design through the lens of a private-pay model. Whether or not they currently participate in managed vision care, attendees will explore how to build a practice around the experience they want to deliver, the value they provide, and the profitability required to sustain it.
The Customer Experience Gap, 1 hour
Your patients’ expectations aren’t shaped by eye care alone. Amazon has redefined convenience, Costco has influenced perceptions of value and transparency, and Zenni and Warby Parker have changed how consumers shop for eyewear. Through real-world examples, including online eyewear purchases and virtual eye exam experiences, this thought-provoking course explores the growing gap between what today’s consumers expect and what traditional eye care delivers, and what independent practices can learn from it.
The Psychology Behind the Purchase, 1 hour
Why do patients choose one frame over another, notice certain displays, or hesitate when presented with too many options? This course explores the science behind how people shop and the psychology that influences eyewear purchasing decisions. Attendees will discover how product placement, merchandising, choice, perceived value, and trusted recommendations shape buying behavior, and how to design an optical environment that makes shopping easier, more engaging, and more effective.
Beyond the First Pair: Creating Complete Visual Solutions, 1 hour
One primary correction method rarely addresses every visual situation. This course challenges attendees to look beyond a patient’s first pair of glasses or contact lenses to understand their complete visual needs. Attendees will learn to identify unmet needs for work, technology, driving, outdoor activities, hobbies, and more. They will also discover how to confidently recommend multiple solutions that work together, improving vision and the patient experience while creating opportunities for practice growth.
EXPANDED OFFERING
Cherry Optical Lab believes the best way to help patients is to empower the people who serve them, so they partnered with Samantha Toth to develop a series of unique, CE-approved courses for events nationwide. These presentations are exclusive to events sponsored by Cherry Optical Lab. Please contact us for more information.
The True Cost of Managed Vision Care, 1 hour
Managed vision care can affect far more than reimbursement. It can influence profitability, patient choice, product strategy, and long-term practice sustainability. This course examines the financial realities behind third-party plans, including write-offs, reimbursement pressure, and hidden costs. Attendees will learn how to evaluate the true impact of managed vision care on their practice and identify where profitability may be lost before deciding what strategic changes make sense.
Work Happy: The Culture Behind Memorable Experiences, 1 hour
Exceeding patient expectations starts with a thriving team. This course explores how a strong company culture improves patient outcomes, increases employee satisfaction, and strengthens overall practice performance. You’ll learn how to align values, motivate your team, and lead with purpose. Happy teams = loyal patients, and every memorable patient experience starts with people who love where they work.
Prescription to Purchase: Increasing Capture Rate, 1 hour
Increase your optical capture rate with proven strategies that connect clinical care to confident eyewear recommendations. This course explores the impact of doctor-to-optician handoffs, value-based communication, and objection-handling techniques that build patient trust and drive purchasing decisions. Ideal for optometrists, opticians, and optical teams, you’ll learn how to turn prescriptions into purchases while delivering a seamless, patient-centered experience that supports practice growth.
Engineering Memorable Experiences at Every Touchpoint, 1 & 2 hr version
Today’s patients expect more than good service. They expect to feel seen, valued, and cared for at every step. This course will help you design intentional, loyalty-building experiences by identifying patient types, closing the expectation gap, and elevating each interaction. Learn how to turn ordinary moments into powerful brand impressions that drive satisfaction, referrals, and long-term retention.
Mastering SWOT for Practice Growth, 1 hour
Unlock your team’s potential with a fresh perspective. This course introduces a powerful, practice-wide approach to growth using SWOT analysis. Identify what’s working, what’s holding you back, and where your biggest opportunities lie, then turn those insights into action. Designed for every role in the practice, this session provides clear steps to align your team, elevate the patient experience, and lead with greater purpose.
From Story to Strategy: Marketing Your Practice, 1 hour
Your brand is more than a logo. It’s the story patients remember and the reason they choose you. This course teaches eye care professionals how to define their brand, craft a compelling story, and utilize digital tools such as social media, websites, and online advertising to attract new patients. Learn practical strategies to increase visibility, build trust, and grow your practice in a competitive, digital-first world.