THE CLIENT
BostonSight is a leader in the design and manufacturing of specialty contact lenses and innovative treatments and services. Its customized scleral lenses help patients with complex corneal conditions achieve exceptional vision and comfort. Known for pioneering lens technologies and for FitConnect®, an advanced ordering and fitting platform, BostonSight combines clinical innovation with practical tools that support optometrists and their patients.
BACKGROUND
To support the growth of its commercially available scleral lens, BostonSight SCLERAL, BostonSight set out to gain a clear, research-based view of how optometrists make decisions about scleral lenses. The goal was to identify the factors that drive brand selection and loyalty, influence trials of new products, and shape switching behavior. Leadership recognized that understanding these dynamics was critical for refining marketing, strengthening practitioner relationships, and sharpening brand messaging in a competitive market.
SOLUTION
Protagonist designed a multi-stage Audience Listening Analysis tailored to BostonSight’s goals. The process began with an interview outreach plan, utilizing scheduling tools to recruit and manage conversations efficiently. Carefully crafted interview questions followed the practitioners’ customer journey, uncovering motivations, pain points, and decision factors.
These interviews with 23 optometrists provided in-depth understanding of daily workflows, perceived barriers, and the underlying motivations that guide adoption or resistance. BostonSight’s team could access and listen to each recording since it was posted on a shared digital platform, creating transparency and immediate visibility.
Insights and hypotheses from these interviews then shaped the design of a survey of 120 optometrists that quantified key decision factors such as fitting efficiency, patient outcomes, cost considerations, and ordering preferences. The combined analysis revealed how practitioners prefer to learn about new products, what they expect from support, and how they use digital tools.
Findings were distilled into clear segmentation analysis and actionable marketing and product recommendations that could be implemented right away and that continue to guide BostonSight’s planning for BostonSight SCLERAL.
RESULTS
The Audience Listening Analysis uncovered the real motivations and challenges behind scleral lens adoption. It illuminated barriers to ordering, identified what messages resonate most, and clarified the factors that inspire practitioners to try or switch products. These insights gave BostonSight a sharper view of customer behavior and informed a 2025 growth strategy focused on clear, practitioner-centered communication.
The report also became a foundation for ongoing marketing efforts. Protagonist applied its findings to support the marketing of BostonSight SCLERAL with targeted print advertising, new landing pages, drip email sequences, and interactive tools such as the Scleral Lens Breakup Quiz and the Chair Time Saver Calculator.
Laurel Villers, Chief Business Development Officer at BostonSight, observed:
“The depth and care that went into this report made it invaluable across our organization. Protagonist was able to see through technical details to uncover what our practitioners truly care about and to segment those motivations into clear, actionable groups. The insights have been shared company-wide and continue to guide how we understand customer behavior and shape our growth strategy.”
By grounding strategic planning in the authentic voice of optometrists and extending those insights into multiple marketing channels, the Audience Listening Analysis strengthened customer relationships, accelerated product adoption, and reinforced BostonSight’s leadership in the specialty contact lens market.
