This article originally appeared in Vision Monday.
NEW YORK— Opti-Port, a national alliance of multi-office eyecare providers, will host its members at the semi-annual Spark Conference on March 19 at the start of Vision Expo East in New York. Former Google communications and strategy executive, Daniel Lemin, will give the keynote address. His message, “Helping patients, not hyping your practice, is the path to success,” is based on the marketing strategy detailed in The New York Times bestseller, “Youtility.” Lemin will also lead a workshop for developing customer loyalty in the current competitive landscape. The full-day conference will also feature sessions on preparing for this year’s ICD-10 changeover and optimizing frame boards for turn and profit. Jim Edwards, president and CEO of Opti-Port, said, “Each year at Opti-Port’s Spark Conference, our members gather to share the best practices for strategic growth and to hear from marketing and operations experts. Attracting more footsteps through the door is a goal for all eyecare providers, so we’ve designed this year’s agenda to help our members tackle this challenge, as well as to provide solutions for optimizing practice operations. When a room full of entrepreneurs from leading multi-office practices collaborate the results are often impactful for all of our members.” Networking opportunities will start with a complimentary breakfast at 8:30 am, continue informally throughout the day and conclude with a welcome reception of food, drinks and fun at 3 Columbus Circle overlooking Central Park. During the reception, attendees can tour “BrandSnap,” a social engagement tool that measures what's being said online about the optical industry.