Transitions Academy is one of the most recognized educational events in the optical industry, providing a unique hands-on experience for those in attendance. Each year, hundreds of industry professionals from across North America and around the world gather in Orlando, Fla. Here, attendees are able to participate in professional development and product technology workshops, hear from experts on marketing and industry trends, and learn from peers during panel discussions.
The 22nd annual Transitions Academy
was held February 11-14 at the Walt Disney World Swan Hotel. This is the first year the University’s Pennsylvania College of Optometry (PCO)
sent representatives to participate.
Salus PCO faculty representatives Dr. Maria Armandi, instructor, and Dr. Rachel Brackley, assistant professor, along with essay winner student representative Heidi Olean, ’20, Private Practice Club Member, and selected Transitions Student Ambassador from PCO, Emily Seitz, ’20, Private Practice Club President, also attended the event.
Both students and faculty were given an opportunity to network with other eye care professionals in addition to manufacturing and marketing executives. Each student received a mentor and had the chance to meet fellow students as well as optometrists from all over the country. Students were motivated through involvement in personal development workshops and were inspired by stories shared from practices excelling in the marketing and practice management aspects of independent optometry.
“It was a meeting like no other that I have attended,” said Dr. Maria Armandi. Attendees were able to hear from high-level executives within Transitions, including national and international marketing directors, about new products, merchandising materials, impressive television and social media ads. Internationally renowned marketing experts and researchers presented generational data that has been influential in helping Transitions appeal to their new target audience: millennials.
“We heard from motivational speakers about goal-setting, how to be a persuasive speaker, and how to not only spot trends, but become
a trendsetter. It was fascinating!” said Dr. Armandi.
Without a doubt, Transitions Academy will likely become an annual outing for both PCO faculty and students.
“It was a great experience for the students to be exposed to so many eye care practitioners from around the world, and realize the vital role of prescribing the best lenses for their patients, and that this will benefit their patients in so many ways as well as create a successful practice.” said Dr. Maria Armandi.