Year: 2015-16
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 patients. 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.