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Business Strategy

Optos’ strategy is to make the optomap® Retinal Exam part of the comprehensive eye care examination practitioners offer their patients. Optometric and general ophthalmic practitioners within the primary level or preventative eye-care market currently represent a key target market, as do ophthalmic practitioners offering secondary level care. Optos is focused on four strategic goals:

Increase Market Penetration in Existing Markets

Optos intends to continue to increase market penetration in its existing markets (USA, Canada, UK and Germany) by winning new customers and increasing the number of installed Panoramic200 Scanning Laser Ophthalmoscope devices within those markets and by increasing the total number of optomap® Retinal Exams performed within its existing customer base. It intends to attract new practitioners through highly targeted marketing campaigns and continue to provide a value added service to its existing practitioner customers. The company also intends to increase the use of its Panoramic200 device amongst existing practitioner customers through improved technology platforms, the introduction of new retinal imaging products and by offering updated training programs to the practitioners and their staff.

Enter into New Markets

The company intends to expand into new, targeted geographical markets in which it believes that the fundamentals for growth are most favorable, and where uptake is expected to be the highest. The company currently operates in the United States, Canada, the UK and Germany and plans to launch in France and Spain within the next 18 months. Additionally, the company’s research indicates that the addressable market in Japan could present a significant opportunity within the next two years, and is consulting with regulatory officials on clarifying timing and approval to market.

Maintain Customer Satisfaction

Optos believes that the strength of its relationships with practitioners impacts the level of revenue of each installed device and increases the likelihood of the practitioners extending their contracts beyond the initial three-year term. Maintaining customer satisfaction helps to strengthen the practitioner customer relationship. The company supports its customers through online training courses to help practitioners maximize the utility of the company’s technology and retinal image products, improving the real time response to customer service calls and improving the overall quality of the company’s patient education materials. The company believes this support will enhance existing customer satisfaction levels, increase the level of optomap® Retinal Exam sales and increase the number of contract extensions, which the company believes will serve to increase company revenues.

Broaden Product Offering

Optos intends to continue to invest in research and development in order to strengthen and expand upon its existing product range and to provide practitioners with more advanced diagnostic capabilities. These diagnostic capabilities are intended to assist the practitioner in detecting conditions that are evident from the retina, such as age-related macular degeneration, diabetes, glaucoma, hypertension and certain cancers. The company’s core product, the Optomap Retinal Exam, is used for preventative care and is generally paid for by the patient without being reimbursable by insurance or other third-party providers. The company has recently added two further products to its initial optomap® Retinal Exam product with the addition of its optomap® plus Medical Retinal Exam and optomap® fa Dynamic Ultra-widefield Angiography products. These products are intended to be reimbursable procedures covered by insurance or other third-party providers.