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Exploring the Market Hero Image
Drivers and Barriers of Treatment Options

Exploring the Market

Healthcare

An estimated 1 billion people in the United States have presbyopia. While there are several solutions for patients, much of the presbyopic market is underdeveloped using eyeglass technology. To grow and increase adoption of different presbyopia treatments we first needed to explore and define the overall practitioner attitudes and behaviors when recommending presbyopic solutions to patients.

The eye care professional is a trusted resource for any potential treatment and solution. We started by building foundational knowledge about practitioners’ point-of-view in treatment discussions and decisions. This empathy phase included group discussions and in-depth immersions with several practitioners to gain insight into their treatment decision processes, and gain a multi-layered understanding of barriers, value drivers, and opportunities to specific presbyopic treatments. We then quantified and validated these insights. This validation phase included quantitative questions and modeling to provide more context around barriers and opportunities to increasing adoption of specific treatments. We included emotional/tension mindshare in the treatment decision, choice-based modeling approach to understand the patient profile levers that influence decision making, and assessment of potential tactics that could change behavior.

Ultimately, we uncovered both practical and emotional barriers to specific treatment types. This directly led to the ability to profile distinct types of practitioners based on current behavior. By gaining this deeper understanding we were able to collaborate with our client on strategies and tactics that could be most effective at addressing specific barriers with the goal of increasing adoption.