Understanding Ophthalmologist Preferences for Intraocular Lenses to Guide Product Development

Overview

A leading medical device company that produces intraocular lenses partnered with Phronesis Partners to better understand ophthalmologist preferences and perceptions across different types of IOLs.

The company needed this understanding to inform its product development and marketing strategy.

Objective

Their primary objectives were to:

• Uncover the factors that influence IOL selection
• Understand the perceived benefits and drawbacks of different IOL types
• Identify unmet needs and challenges related to IOL implantation procedures

Approach

Phronesis Partners employed a structured methodology to meet the client's objectives:

• Recruitment: Selected 20 ophthalmologists across different US regions, chosen for their cataract surgery experience and diversity of practice settings
• Interview Design: Conducted 60-minute semi-structured video interviews led by experienced qualitative moderators
• Digital Ethnography: Incorporated images and videos from participants' own surgeries to ground feedback in real clinical moments
• Data Analysis: Applied coding and thematic analysis to identify common patterns across interviews

Business Outcome

• Identified visual outcomes, patient satisfaction, and surgeon control as the key drivers of IOL selection
• Revealed a surgeon preference for multifocal and toric lenses over monofocal options
• Surfaced specific challenges with implantation precision and post-operative patient compliance
• These findings gave the client concrete direction for improving device technology, materials, and surgeon support resources tied to better patient outcomes