Case Study
Designing an Advisory Board That Challenges, Not Confirms
When Hasa Optix needed to know whether their clinical positioning would hold up under real scrutiny, they brought in ArtiaCo. to design an advisory board built to challenge, not to confirm. What followed was a project that delivered strategic clarity, new clinical relationships and a suite of content assets — all from a single, well-structured engagement.
Working with ArtiaCo. has been one of the most refreshing professional experiences I’ve had. As a marketing officer at a small company, I don’t have the luxury of a big team behind me, and need collaborators who can jump in, share the load, and genuinely invest in the outcome.
That’s exactly the spirit they brought. Collaborative, flexible, and deeply experienced in the ophthalmic space, they understood my vision from the get-go and always came back with expert insight. It truly felt like they cared as much about the result as I did.
Anne
Marketing Officer, Hasa Optix
The Client
About Hasa Optix
Hasa Optix is an ophthalmic instrumentation company with a specific positioning in the market: precision, reusability and responsible design. Their products are built for cataract surgery and related procedures, and their sustainability credentials are a genuine part of their commercial identity — not a marketing add-on.
As a smaller company, they operate without the large internal medical affairs or marketing teams that bigger players take for granted. When they need specialist support, they need people who can step in and deliver without a lengthy handover.
The Brief
The Challenge
Hasa Optix had a clear question they needed honest answers to: does their positioning actually resonate with clinicians in practice?
Precision and reusability sound compelling on paper. But the company wanted to know how those messages land when surgeons are making real decisions under real system pressures — in busy theatres, cost-constrained hospital departments and sustainability-focused clinics across Europe.
There was a second dimension too. They wanted to go beyond their existing clinical relationships. The company had KOLs they worked with regularly, but they recognised that relying entirely on established contacts risked producing comfortable feedback rather than genuinely useful challenge. To get that, they needed new voices in the room.
Their objectives going into the project were threefold: test how their positioning holds up in real clinical practice, generate practical insight to shape future engagement and strategy, and build new relationships with thought leaders who could matter to them going forward.
What We Did
The Solution
ArtiaCo. designed and managed a curated virtual advisory board of ten clinicians from across Europe, structured to produce genuine strategic insight rather than validation.
Moderator Selection
Miss Radhika Rampat (UK) was chosen to lead the discussion. She brings strong clinical credibility in cataract surgery, experience facilitating peer-level debate and a practical understanding of the system pressures surgeons face day to day. She is familiar with Hasa Optix instrumentation but was not selected because of that familiarity. Her role was to draw out real views, not steer the conversation toward a comfortable conclusion.
Advisor Selection
The ten participants were chosen against a structured set of archetypes rather than a list of names. Each archetype reflected a specific type of insight the project needed. The discussion was structured around real clinical scenarios rather than abstract positioning questions, keeping the conversation grounded in how decisions actually get made.
What It Delivered
The Outcome
The advisory board delivered across four distinct areas, turning a single engagement into a lasting strategic asset.
For a small marketing team working without deep internal resource, that breadth of output from one well-designed project is exactly what efficient advocacy should look like.
Anne
Marketing Officer, Hasa Optix
Stop Validating What You Already Think
ArtiaCo. helps life sciences companies design expert engagement that delivers real insight, not just activity. If you’re planning an advisory board or KOL programme, we’d love to hear from you.
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