The Case for Ideopia Medical Marketing

Volk Optical

Pictor, the World’s First Portable Retinal Camera

Brand Strategy, Research, Print Advertising

Situation: Volk Optical is known worldwide for its high-quality diagnostic and surgical lenses, but not for high-tech imaging.

Challenge: Doctors were skeptical about the quality of a portable retinal camera.


  1. Focus on markets outside of ophthalmology, such as emergency medicine, mission work and nursing homes, where the retinal camera’s portability was crucial.
  2. Leverage Volk’s sterling reputation for fine optics.
  3. Offer use of the instrument on a trial basis.

Results: The program generated nearly 500 leads, and dozens of trial instrument placements over several months.