Case Studies

Bringing Brand Positioning Into Focus

Intralase is an Irvine, CA based company that designs, develops and manufactures ultra-fast femtosecond laser technology for use in ophthalmology. IntraLase FS laser technology created the first bladeless and most accurate mode for corneal flap creation.

Challenges

IntraLase wanted to know what motivates purchase of IntraLase technology among MD’s and how the technology should be positioned IntraLase was also interested in how to position their technology with MD’s potential patients and needed to determine what motivated them to purchase Lasik surgery Based on the potential positioning, IntraLase needed to determine what segment of MD’s was in their sweet spot

Approach

Conducted primary research to determine stated and derived importance of benefits for MD’s and patients Analyzed research and created key themes to address targeted Acceptor and Rejector MD segments Developed architecture and positioning to communicate key motivating messages that would produce preference for the IntraLase technology Developed positioning and materials for MD use with patients to drive practice growth

Results

Created targeted positioning for MD’s that communicated crucial benefits and developed a medical practice growth value proposition to drive purchase behavior Developed positioning for use with patients to build preference for MD’s with IntraLase technology

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