Project Overview

A leading global ophthalmic company engaged us to explore how Chinese patients and high-volume ICL surgeons perceive a forthcoming refractive device portfolio. The study combines first-hand perspectives from ~30 LASIK-open patients and 15 ophthalmologists who routinely perform implantable collamer lens (ICL) procedures. Insights will guide product positioning, messaging and market-development strategy within Mainland China.

Key Learning Objectives

• Patient Lens

  • Capture attitudes toward refractive surgery, including safety and outcome concerns.

  • Identify barriers and motivators that influence LASIK, SMILE or ICL consideration.

  • Clarify which device attributes translate into tangible consumer value.

• Physician Lens

  • Map current ICL practice patterns, surgical drivers and pain points.

  • Gauge receptivity to new models—e.g., larger-optic ICLs designed for wider pupils—and surface adoption hurdles.

• Commercial Lens

  • Define a differentiated value proposition that resonates with both patients and surgeons.

  • Estimate the potential uplift in procedure volumes enabled by the new portfolio.

Methodology

• Face-to-Face Depth Interviews:

  • ~30 patients segmented into three cohorts: current contact-lens wearers, spectacle users no longer wearing contacts, and post-LASIK/SMILE consumers.

• Web-Based One-on-One Interviews:

  • 15 high-frequency ICL surgeons across major eye centers.

• Integrated Analysis:

  • Thematic coding of qualitative data, triangulated with adoption-journey mapping to pinpoint leverage points for messaging and education.

Key Deliverables

• Patient Journey Map spotlighting decision triggers, anxieties and information needs.

• Surgeon Insight Deck detailing clinical drivers, perceived device advantages and latent barriers.

• Value Proposition Blueprint aligning product features with patient-surgeon benefit statements.

• Market Development Roadmap outlining education tactics and demand-generation milestones to accelerate uptake in the coming years.