Bringing Brand Positioning Into Focus


  • 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


  • 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


  • 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
  • Revenue grew 37% and net income increased 200%, leading to company’s acquisition by Advanced Medical Optics for $800 million


Case Study Intralase BuyWay