What is Sales and Marketing Strategy of Glaukos Company?

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What drives Glaukos's market approach?

Glaukos Corporation is a leader in ophthalmic medical technology, focusing on innovative treatments for chronic eye diseases. The company's strategy centers on pioneering new delivery platforms that improve patient outcomes and advance the standard of care.

Glaukos's sales and marketing strategy is deeply intertwined with its product innovation, particularly with the introduction of iDose TR. This sustained-release drug implant represents a significant shift from traditional treatment methods.

What is the sales and marketing strategy of Glaukos Corporation?

Glaukos's go-to-market strategy emphasizes the benefits of its novel, dropless platforms, contrasting with the complexities of traditional eye drop regimens and more invasive surgical options. The company's focus on interventional glaucoma and its expansion into novel therapies for corneal and retinal diseases underscore a commitment to addressing unmet needs in eye care. The commercial launch of iDose TR in 2024 has been a significant catalyst, with U.S. glaucoma sales seeing a 41% year-over-year increase in Q1 2025, driven by approximately $21 million in iDose contributions. This product's performance indicates a strong market reception and effective commercialization efforts, contributing to an annualized run rate of $85 million. The company's strategic positioning and product development, including advancements in areas like the Glaukos BCG Matrix, aim to solidify its leadership in transforming vision care.

The company's sales strategy heavily relies on a direct sales force to engage healthcare professionals, particularly ophthalmologists and surgeons, in the United States and internationally. This direct approach is complemented by a network of distributors, ensuring broad market reach for its innovative medical devices and pharmaceutical products. The core of the Glaukos business strategy involves cultivating new market categories and enhancing physician and patient care globally.

Direct Sales Force Engagement

A dedicated direct sales team is fundamental to the Glaukos sales strategy, providing specialized knowledge and support for advanced ophthalmic solutions. This allows for deep engagement with key opinion leaders and surgeons.

Global Distribution Network

Beyond direct sales, the company utilizes a network of distributors to extend its market presence and product accessibility across various international regions. This dual approach supports the Glaukos marketing strategy for global expansion.

Pioneering New Ophthalmic Categories

The company's business strategy is characterized by its focus on creating and leading new procedural pharmaceutical categories. The commercial launch of iDose TR in 2024 exemplifies this, following a proven playbook to build durable ophthalmic markets.

Market Access and Patient Services

Initiatives like 'Glaukos Patient Services (GPS)' are integral to the Glaukos marketing strategy, offering market access solutions and reimbursement support. This is crucial for product adoption and patient access to treatments.

Sales Performance and Growth Drivers

The company has demonstrated significant sales growth, particularly in its U.S. glaucoma segment, driven by new product introductions. International sales also show robust expansion, supported by strategic market entries and regulatory achievements.

• In Q1 2025, U.S. glaucoma sales experienced a 41% year-over-year increase, largely attributed to the performance of iDose TR.
• iDose TR alone generated approximately $31 million in sales during Q2 2025.
• International glaucoma sales grew by 20% year-over-year in Q2 2025, bolstered by regulatory progress and launch execution, including EU MDR clearance for iStent Infinite.
• Strategic acquisitions, such as Mobius Therapeutics, have strengthened supply chains and physician relationships, supporting the overall Glaukos sales strategy.
• Future sales and marketing activities are projected to increase in line with overall operational growth and new product launches.

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Glaukos employs a comprehensive marketing strategy focused on educating the ophthalmic community and driving adoption of its innovative treatments. The company prioritizes building awareness and generating leads for its pioneering 'dropless' therapies, such as iDose TR, by highlighting benefits like continuous drug release and improved patient adherence. This approach is central to the Growth Strategy of Glaukos.

Educational Initiatives

Glaukos heavily invests in educational programs to inform ophthalmologists about its advanced therapies. These initiatives are crucial for expanding the base of trained surgeons and active accounts for products like iDose TR.

Digital Marketing Presence

The company utilizes its website to provide detailed financial information and updates, serving as a key channel for investor relations and market communication. Investor presentations from 2025 detail their strategy centered on innovation and commercial excellence.

Industry Event Participation

Participation in major industry conferences is a cornerstone of their marketing efforts. The upcoming EU MDR clearance and ESCRS Annual Meeting in September 2025 for the iStent Infinite demonstrate the importance of these events for market penetration.

Patient Services Programs

Glaukos engages in community-focused marketing through patient services. An example is the expansion of support to nearly 5,000 keratoconus patients in 2024, fostering goodwill and brand loyalty.

Data-Driven Approach

The company's marketing relies on clinical evidence and surgeon feedback, particularly for products like iDose TR. This suggests a robust, data-driven approach to validating and promoting their offerings.

Regulatory Compliance

All marketing materials undergo a rigorous review process by medical, legal, and regulatory (MLR) teams. This ensures compliance and accuracy, safeguarding the brand's integrity and the information provided to healthcare professionals.

Key Marketing Tactics

Glaukos' marketing tactics are designed to build awareness, generate leads, and drive sales within the ophthalmic sector. Their strategy emphasizes the unique benefits of their products and their commitment to advancing glaucoma treatment.

• Focus on educational initiatives for novel therapies like iDose TR.
• Leverage digital platforms for investor relations and market communication.
• Actively participate in key industry conferences for product launches and visibility.
• Implement patient services programs to build community and brand trust.
• Maintain a data-driven approach, utilizing clinical evidence and surgeon feedback.
• Ensure strict adherence to regulatory standards through MLR review of all marketing materials.

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Glaukos has established itself as a leader in ophthalmic medical technology by focusing on innovation and transforming the standard of care for chronic eye diseases. Their brand positioning centers on developing novel, dropless, and micro-invasive solutions that offer distinct advantages over traditional treatments. This approach, encapsulated by their motto; 'We'll Go First,' highlights their commitment to pioneering advancements in glaucoma, corneal health, and retinal disease management.

Pioneering Innovation in Ophthalmology

The company's core strategy revolves around creating 'novel, dropless platforms' and micro-invasive surgical devices. This focus differentiates them by offering less invasive alternatives to established treatment methods for conditions like glaucoma.

Disrupting Legacy Treatment Paradigms

Glaukos actively seeks to disrupt existing treatment paradigms by developing innovative solutions. Their commitment to pushing scientific and technological boundaries is central to their brand identity and market approach.

Unique Selling Proposition for Stakeholders

The company appeals to ophthalmic surgeons and patients by emphasizing innovation, improved patient outcomes, and a reduced treatment burden. Products like iDose TR aim to address issues such as patient non-adherence with topical medications.

Commitment to Research and Development

A significant reinvestment of approximately 30% of all sales back into R&D reinforces Glaukos' position as an innovation leader. This dedication fuels their expanding pipeline of new product introductions.

Glaukos' brand consistency is maintained through an unwavering focus on its mission to alleviate the burden of glaucoma for both patients and the healthcare system. This commitment is further evidenced by their robust R&D pipeline, which is crucial for generating new product introductions and ensuring long-term growth. For example, the iStent infinite is positioned as the first micro-invasive standalone implantable alternative for patients with refractory glaucoma, addressing a significant unmet need. The company's 2024 Sustainability Report also underscores their dedication to corporate social responsibility, including product donations and philanthropic efforts, which contribute positively to their brand perception. This strategic focus on innovation, patient outcomes, and sustainability underpins the entire Glaukos sales strategy and Glaukos marketing strategy.

Addressing Unmet Needs

Glaukos identifies and addresses critical unmet needs within ophthalmology. Their product development is geared towards providing solutions that offer tangible benefits over existing treatments.

Focus on Patient Adherence and Outcomes

Products like iDose TR are designed to improve patient adherence and reduce chronic side effects associated with traditional topical medications, offering continuous drug delivery.

Market Leadership in MIGS

The company holds a significant market share in Micro-Invasive Glaucoma Surgery (MIGS) devices, demonstrating the success of their innovative approach and effective Glaukos business strategy.

Reinforcing Brand Identity

Consistent messaging around innovation and patient benefit reinforces Glaukos' brand identity as a leader in the ophthalmology market, supporting their Glaukos sales performance by product line.

Strategic R&D Investment

The substantial investment in R&D ensures a continuous flow of new products, crucial for maintaining a competitive edge and driving long-term sustainable growth in the glaucoma market.

Corporate Sustainability Impact

Commitment to corporate sustainability, including product donations, positively influences brand perception and aligns with evolving consumer sentiment, contributing to their overall Glaukos brand positioning in ophthalmology.

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Glaukos has implemented several key marketing and sales campaigns to drive adoption of its innovative glaucoma treatments. These initiatives focus on product launches, market expansion, and disease awareness, underscoring a comprehensive Glaukos business strategy.

iDose TR Launch Campaign

The commercial launch of iDose TR, a novel intracameral sustained-release drug implant, began in early 2024. This campaign aimed to establish a new standard in interventional glaucoma care.

iDose TR Sales Performance

iDose TR significantly contributed to U.S. glaucoma sales, achieving nearly $21 million in Q1 2025, representing an $85 million annualized run rate. Q2 2025 sales reached approximately $31 million, demonstrating strong market reception and a positive Glaukos sales strategy.

iStent infinite EU MDR Clearance

With EU MDR clearance in June 2025, the iStent infinite campaign targets European market expansion. The goal is to position it as a leading standalone option in the $400 million European MIGS market.

Global Interventional Glaucoma Drive

The company's marketing strategy emphasizes driving interventional glaucoma globally as a proactive approach to disease management. This aligns with their broader Glaukos marketing strategy for glaucoma devices.

Beyond product-specific initiatives, Glaukos also engages in broader educational efforts to support its portfolio. These campaigns highlight the company's commitment to patient well-being and market development, contributing to the overall Glaukos sales and marketing approach for iStent.

iDose Your Dose Initiative

This initiative demonstrates corporate social responsibility by donating iDose TR units for qualifying charitable requests globally, reinforcing brand values.

iStent infinite European Launch

Planned for the ESCRS Annual Meeting in September 2025, this launch aims to capture significant market share in Europe, showcasing Glaukos iStent sales potential.

'The Rub' Educational Campaign

Launched in May 2023, this campaign raises awareness of keratoconus and its link to eye rubbing, indirectly supporting corneal health products like the iLink system and demonstrating Glaukos patient education initiatives.

Medicare Coverage Expansion

Securing Medicare coverage across various MACs is a critical part of the sales strategy, ensuring broader patient access to iDose TR.

Surgeon Training and Account Expansion

Direct sales efforts are focused on expanding the base of trained surgeons and active accounts, a key component of Glaukos distribution channels for medical devices.

Physician Feedback and Utilization

Positive physician feedback and anticipated continued sequential growth highlight the effectiveness of the marketing campaigns and the company's understanding of the Competitors Landscape of Glaukos.

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