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Home Case Study: Professional Association

Understanding optometrists’ needs

  • Challenge
  • Approach
  • Result

Challenge

To better serve its members through education and advocacy, a  national association wanted to understand why some doctors of optometry do not practice to the full scope authorized in their state.

Approach

We conducted one-on-one telephone interviews with 30 ODs. Interviews were designed to gain insights into their own medical practices and views on what the profession, as a whole, needs to thrive.  

Result

Our clients were surprised to learn that most optometrists’ top priority is not “scope of practice,” but communications promoting optometrists as “the primary eye care medical professionals”.

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