Contributor Profile

Samantha Toth

Job TitleABOC

Company NameInnereactive


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 companies, 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, 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. In 2009, Samantha’s company launched Innexus®, an all-in-one, don’t-do-it-yourself website, social media, and marketing solution. Designed by certified eye care professionals with extensive experience in optometry and ophthalmology, three programs help eye care professionals generate new patients online, stay connected on social media, and reactivate patients with unlimited email, text, and voice calls. 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 laboratories, frame and lens manufacturers, and eye care practices all across the country.