Illinois College of Optometry



How to identify and leverage your appeal in the face of emerging competition.



One of the most reputable schools in the country, and the largest, the Illinois College of Optometry (ICO) was confronted with a shifting competitive landscape and an emerging, alternative learning model that was generating significant buzz in the field of healthcare education. 


Working with the senior leadership team, we dug in to understand the optometry students’ values, attitudes and motivations, and their expectations for career and life.

Our goal was to discover where the ICO model intersected with the motivating needs of students, in ways that challenged the wisdom of other models. Our exploration lead to a series of insights that reframed the ICO proposition and its go-to-market strategy.



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