Every touchpoint in an ophthalmic practice relates to marketing and brand loyalty in some way. These touchpoints have evolved significantly over the past decade, and, more recently, the global COVID-19 pandemic has introduced an anomaly of sorts: These touchpoints are becoming “touchless.” How do we best market our practices and retain our customers in an era of exploding technology, new platforms, evolving best practices, and changing consumer habits—and how do we adjust all of this (temporarily?) to stay relevant and remain successful during an unprecedented pandemic?