MARKETING &
SOCIAL MEDIA BOOTCAMP

8:30 AM – 9:30 AM

The ABCs of Marketing: Simple Strategies with Serious Impact
Kate Virzi

In today’s crowded marketplace, marketing can feel overwhelming, but it doesn’t have to be complicated to work. The ABCs of Marketing breaks effective marketing down to its simplest, most practical building blocks: Audience, Brand, and Channels. This one-hour interactive session helps small business owners, entrepreneurs, and new marketers cut through the noise with actionable strategies they can implement right away — without big budgets or complex campaigns. Participants will learn how to clearly define their ideal audience, craft a compelling and consistent brand message, and choose the right channels to reach customers with confidence.

9:45 AM – 10:45 AM

How to Build a Personal Brand That Shines

Tyler Kemp

In the digital age, eye care professionals must recognize that they each have a personal brand — whether they actively shape it or not. This session empowers attendees to intentionally craft an authentic, strategic personal brand that boosts their professional reputation, visibility, and opportunities. Attendees will learn how to define their unique value, audit and improve their online presence, communicate their story effectively, and grow confidence in showcasing their expertise without feeling like they’re “bragging".

11:00 AM – 12:00 PM

Metrics That Matter: Stop Guessing, Start Measuring

Tyler Kemp

Metrics That Matter: Stop Guessing, Start Measuring is a practical, 60-minute presentation designed for business owners, managers, and team leads who want to run their practice based on facts — not guesswork. Too often, businesses track the wrong numbers or get overwhelmed by data they don’t use. This session shows you how to identify the key performance indicators (KPIs) that truly drive growth and profitability. Participants will learn the difference between vanity metrics and actionable metrics, how to align KPIs with business goals, and simple ways to track and interpret data without expensive software.

1:00 PM – 2:00 PM

From Click to Clinic: Mapping the Modern Patient

Wade Horb

In today’s digital-first world, the patient journey begins long before they enter your clinic, often with a simple search, a social media post, or an online review. From Click to Clinic is a 60-minute course designed for eye care professionals and practice managers looking to understand and optimize every stage of the modern patient experience. This session provides a clear, actionable framework to map the full patient journey — from online discovery to in-clinic engagement and post-visit retention. Learn how to identify high-impact touchpoints, reduce friction, and align your marketing, operations, and patient care strategies. Through real-world examples, proven best practices, and practical tools, you’ll walk away with a plan to attract, engage, convert, and retain patients in an increasingly competitive landscape.

2:15 PM – 3:15 PM

Lights, Camera, Conversion: Mastering Video Marketing in Eye Care

Lila Swiatylo

This course will guide eye care professionals through the essentials of using video marketing to grow their practices, educate patients, and build trust in a competitive digital landscape. Attendees will learn how to plan, create, distribute, and measure effective video content specifically for the eye care industry. Practical examples and strategies will help practices of any size implement video marketing to attract new patients, strengthen retention, and enhance their online reputation.

3:30 PM – 4:30 PM

Future Focused: AI and Marketing Trends in Eye Care

Alex Paisley

This presentation, "AI-Driven Marketing for Eye Care Professionals," explores the integration of artificial intelligence into marketing strategies for the eye care industry. It covers generative AI, AI applications in both eye care and marketing, and how to leverage AI effectively. The presentation also discusses the evolving landscape of online search and advertising due to AI, emphasizing the importance of human connection and understanding patient trigger points.