IN THIS EPISODE OF BEST PRACTICES, Steve Alexander sits down with Samantha Toth, President and Founder of InnerReactive, to explore how independent eyecare practices can intentionally create moments patients feel compelled to share.
Steve and Samantha unpack the difference between reactive customer service and a deliberately designed patient experience, reframing “wow” moments as outcomes of thoughtful planning rather than luck. From first impressions online to the way frames are presented in the optical, they examine how each touchpoint shapes perception and signals what a practice truly values. The discussion encourages owners to look beyond efficiency and instead consider how every interaction feels from the patient’s perspective.
They also highlight practical ways to make those experiences more memorable, including authentic digital presence, curated storytelling in the optical, and proactive follow up after dispensing. By treating the patient journey as something to refine continuously rather than manage passively, practices can create environments that spark word of mouth and build loyalty that compounds over time.
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ABOUT THIS PODCAST: Tune in to Best Practices twice a month as we deliver practical, actionable insights for eye care professionals seeking to elevate practice performance, patient satisfaction, and clinical outcomes. Each episode features experts sharing their insights about the most pressing issues facing independent eye care practices today.
Learn the strategies that the Best Practices have used to build out the eye care business of their dreams. From building a new specialty in neuro optometry, myopia management, dry eye, to optimizing for practice efficacy, patient engagement, and profitability.
Designed with busy optometrists, opticians, and staff in mind, the podcast focuses on steps you can implement immediately to improve care and grow your practice; all it should cost you is a little time and effort.
STEVE ALEXANDER has been in the eye care industry for over 20 years and has worn many hats including optician, ophthalmic tech, lab tech, practice manager, regional manager, operations consultant, CE certified speaker and other in both private and corporate eye care settings. Over the last 8 years, he has been consulting with practices to find ways to better understand their patients, the ecosystems in which they work, and how to create a practice of which they can be proud.
