BostonSight is a growing non-profit eye care company that makes specialty lens implants, known as scleral implants. They were looking to buy a 5-axis CNC machine to expand their manufacturing operation and learned that they were eligible for a state grant for capital equipment if they worked with the Massachusetts Manufacturing Extension Partnership (MassMEP), which is part of the MEP National Network™.
While BostonSight had an immediate need for the new machine, they also wanted to make sure they were investing wisely and could find new markets. For example, they wanted to assess whether they should expand into new markets. They were looking for help with a growth plan.
First, MassMEP worked with BostonSight to acquire the new equipment. Then they conducted an enterprise assessment – a systematic evaluation of the organization’s overall health, performance, and potential for growth. Their assessment involved many aspects of the business, from operations and finance to technology and workforce skills.
The assessment identified an opportunity to review and update their marketing plan and strategy.
BostonSight needed expertise in the prosthesis sector, so MassMEP turned to one of their peers in the MEP National Network, the Delaware Valley Industrial Resource Center (DVIRC), which is a network leader for specialty market scouting. DVIRC has significant resources for market scouting, including two people with related expertise and experience in the prosthesis sector.
By combining their resources with DVIRC, MassMEP provided BostonSight with a value-based, proven third party to do the work at a fraction of what private consultants would charge.
BostonSight brings a non-profit approach to eye implants
BostonSight was founded in 1992 as a non-profit company by doctors who thought it was possible to provide better treatment options for patients who needed specialty scleral lens implants. They compete with Alcon, Inc., Johnson and Johnson Vision Care, Inc., and Bausch & Lomb Incorporated, all large companies with massive budgets in comparison to BostonSight’s resources.
The BostonSight Center of Excellence includes a clinic, research center, state-of-the-art manufacturing lab, and patient and family support center. The clinical staff and manufacturing lab are continually researching innovative treatments to address the needs of patients. Each year, BostonSight receives multiple requests for financial assistance.
BostonSight has developed a medical treatment that uses highly customized scleral lens devices to restore visual and physiological function in patients with ocular surface disease, corneal disease, injury, or damage. The company has expanded global access to scleral lens technology, optimizing scleral lens fitting, and increasing satisfaction for patients and practitioners. Practitioners can quickly and effectively help patients achieve optimal vision and comfort with a ready-to-fit scleral lens option.
DVIRC provides expertise and structured process to market scouting
DVIRC brings a systematic approach for developing a new growth plan, along with a team of marketing specialists. They work with manufacturing clients like BostonSight to identify target audiences for the companies they would like to do business with, as part of their marketing consultation services. This includes planning sessions, which include developing “personas.” Personas are representations of the people that would be engaging with on the client or prospect side. DVIRC’s team gathers data on targeted customers, competitors, industries, markets, and trends.
This robust process includes homework for the manufacturing client before each planning session. For example, DVIRC and BostonSight met half a dozen times to go over the vision and plans, and DVIRC identified gaps and benchmarks for moving forward.
MEP Centers supply BostonSight with roadmap and affirmations
In addition to providing BostonSight with a roadmap for their new growth vision and plan, DVIRC also helped the client affirm their marketing strengths and capabilities.
For example, one of the affirmations was that BostonSight wisely enlisted the expertise of optometrists and academia to champion their brand. DVIRC told BostonSight that their marketing kits sent into the field were generally on target, but there were some gaps to address.
DVIRC helped BostonSight account for different components of growth, such as what would be required for exporting their product if they were going to expand into Brazil or South America. Thanks to DVIRC’s marketing recommendations, along with MassMEP’s growth plan recommendations, BostonSight had a strong roadmap for how to efficiently manage and operate their company for new growth. Plus, they gained these resources without having to turn to a high-cost major consulting firm.
How multi-Center projects reflect the power of the MEP National Network
Local MEP Centers focus on strengths most relevant to their local constituents and the nuances of their regions. Fortunately, they do not have to be consulting experts in everything. When a prospect or client presents them with a challenge outside of their expertise, local MEP centers know they can rely on other Centers in Network because:
- The MEP National Network is based on a mission to help small and medium-sized manufacturers thrive, so they can provide more value-based consulting than a transactional for-profit vendor.
- Local MEP Centers provide trustworthy advice based on core values, expertise and experience.
- Manufacturers with a presence in multiple states can rely on their “home” local MEP Center for strategic support to create continuity across operating companies, while they use local Centers throughout the country for specific operational needs such as workforce training and lean manufacturing initiatives. The client benefits from a trusted advisor and a trusted organization.
Your local MEP Center can provide you with expertise in marketing scouting and other growth areas. Give them a call to get the conversation started.