Chicago, IL – I’ve been frustrated with the process of buying glasses for some time now. So, when I discovered the company Opternative, I was immediately intrigued, and it looks like I wasn’t the only one. Opternative doesn’t only have the consumers’ eyes on them either because on April 4th the American Optometric Association (AOA) filed a lengthy complaint against the company calling into question the accuracy of the test administered. The service that the AOA is upset about lets consumers give themselves a vision test with their smartphone, sends the results to a staffed doctor, and then sends the consumer a prescription. One of the larger issues the AOA has with this service is that the tests don’t account for the evaluation of “eye health” you would get from a traditional appointment.

Why it matters:

The service Opternative provides is novel, but the real trend here is that these types of companies are challenging industries to take a closer look at systems that have been in place for years. Technologies are enabling more convenient experiences that can save on costs, as well as, time for the consumer and doctor. More examples of this trend are being seen in the audiology space as well. And like the Optometry space, the Audiology space isn’t happy either.

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.