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How Optomed Achieved 10X ROI on Outbound in 90 Days
Optomed had already proven itself as a global player. Its handheld fundus cameras were used across Europe and Asia to make retinal screening more accessible. But when it came to the United States, Optomed faced an uphill climb.
Optomed had already proven itself as a global player. Its handheld fundus cameras were used across Europe and Asia to make retinal screening more accessible. But when it came to the United States, the vision care startup faced an uphill climb.
“We knew the U.S. market was critical, but we didn’t have the local footprint or bandwidth to break through. Powerplay gave us the entry strategy we lacked.”
— Theresa Matson, Marketing Director, Optomed US
The startup
Optomed is a Finnish startup pioneering handheld fundus imaging devices that make retinal screening more accessible. Their devices combine high-quality imaging with portability, enabling eye exams in primary care clinics, optometry practices, and even mobile health settings. With FDA clearance in hand, Optomed was ready to make the U.S. its next growth market.
The opportunity
Unlike smaller startups, Optomed wasn’t validating product-market fit — it already had FDA clearance and global adoption. The challenge was market penetration in a crowded, mature environment:
How do you win attention from U.S. buyers who already have vendor relationships?
How do you educate primary care and hospital leaders on the value of handheld screening?
And how do you do it with a lean U.S. commercial team, without waiting years to build local infrastructure?
Powerplay’s approach
Powerplay treated Optomed’s U.S. entry as a campaign of credibility and focus, not just lead generation.
Credibility: Built messaging that leveraged Optomed’s international track record — 60+ countries of adoption — while tailoring proof points to U.S. priorities like diabetic retinopathy screening and CMS quality metrics.
Focus: Instead of boiling the ocean, we zeroed in on two entry points: optometry/ophthalmology clinics eager to differentiate, and hospital systems looking for lower-cost imaging solutions.
Outreach wasn’t spray-and-pray. It was signal-based: targeting buyers showing recent expansion, funding, or new diabetic care initiatives.
Here's a look at the ICP/TAM map we leveraged for Optomed's campaign.
ICP Segment | Buyer Role | Region Focus | TAM Estimate |
|---|---|---|---|
Ophthalmology Clinics | Ophthalmologists, Clinic Owners | United States | ~12,000 clinics |
Optometry Practices | Optometrists, Practice Managers | United States | ~33,000 practices |
Primary Care Networks | PCPs, Preventive Care Directors, Procurement Leads | United States | ~50,000+ practices with screening programs |
Hospital Systems | Procurement Directors, Department Heads | United States | ~6,000 hospitals with ophthalmology departments |
Cross-platform demo generation at scale
Powerplay designed Optomed’s U.S. outbound to do one thing: fill calendars with qualified meetings. Both LinkedIn and email worked in tandem, powered by AI and enrichment, to maximize timing, relevance, and scale.
Active Buyers on LinkedIn → Outreach synced to when prospects were online and active, boosting acceptance and reply rates.
Website Visitor Matching → Anonymous visitors to Optomed’s site were matched to LinkedIn profiles and prioritized for outreach while interest was high.
External Triggers → Funding rounds, new clinic openings, and leadership changes were pulled in as personalization hooks.
Narrative-Driven Engagement → Instead of leading with specs, every touchpoint emphasized outcomes: broader access to retinal screening, lower costs, better adherence.
Thousands of Buyer Signals → Our AI-driven messaging system scanned thousands of real-time data points like industry tailwinds, profile activity, press releases, and more. This information was distilled into one-line insights that could be woven directly into outreach.
Results in the first 90 days
Powerplay’s outbound engine gave Optomed immediate traction in the U.S. market:
62 demos booked with optometry practices, ophthalmology clinics, and hospital departments.
$310K in near-term pipeline created
$2.7M+ in long-term pipeline identified, as multi-site systems and primary care groups evaluated larger rollouts.
$95K in closed revenue in the first 90 days, as early demos converted directly into paid device sales.
10X return-on-investment on their engagement with Powerplay
“We knew the U.S. market was critical, but we didn’t have the local footprint or bandwidth to break through. Powerplay gave us the entry strategy we lacked.”
— Theresa Matson, Marketing Director, Optomed US
What’s Next
With U.S. entry secured, Optomed is now extending its outbound into payer networks and telehealth providers, positioning handheld fundus cameras as the go-to technology for scalable diabetic retinopathy screening at population level.