Company: Abbott Medical Optics
Liaison(s): Philippe Adam
Abbott Medical Optics Inc. is a leading provider of
refractive technologies for patients suffering from
myopia, hyperopia, astigmatism, presbyopia, cataract,
spherical aberration, and corneal health problems.
The 2016 TMP focuses on AMO’s cataract division
which offers lens removal systems, viscoelastics
and intraocular lenses (IOLs) that deliver improved
functional vision by reducing image blur caused by
refractive error, and multifocal IOLs that significantly
reduce or eliminate the need for eyeglasses.
Basic cataract surgery is largely a Medicare-reimbursed
procedure but there are significant opportunities
—with additional out-of-pocket payments—for
patients to opt for advanced technology lenses.
These not only address cataracts but also aim for
spectacle independence by correcting astigmatism,
presbyopia, etc. AMO is interested in knowing how
cataract surgery providers and other similar medical
service providers in this environment manage their
marketing strategy in regards to regulatory and ethical
restrictions. AMO would also like to understand
marketing regulations and social media guidelines for
medical device/equipment vendors in this space. In
particular they are interested in mixed reimbursement/
cash-pay specialties and any implications for the
company’s strategy involving medical providers and
The AMO TMP team produced a written review of
marketing regulations and guidelines that impact
ophthalmologists and comparable medical specialists.
Students bolstered the findings with primary
interviews conducted in the first semester at the 2015
American Academy of Ophthalmology conference.
An email survey was also sent to over 500 practicing
clinicians. Analysis revealed that there are significant
discrepancies between marketing regulations for
specific medical specialties, with regulation most highly
correlated with medical necessity and specialty history.
The team thoroughly analyzed all regulatory bodies
that impact medical providers, including the FTC,
CMS, FDA, states, and professional organizations.
Implications for AMO’s marketing strategy were
focused around social media marketing opportunities
and adherence to existing regulations and guidelines.
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