About
First a Business Builder. Then a Strategic Advisor.
Oleksii Sologub has worked inside ophthalmology since 1996 — building businesses, working with private clinics, and speaking directly with patients about how they understand and choose premium IOL solutions.
The work
Strategic Advisory, Singularly Focused
One focus: helping private eye surgery clinics and IOL brands make premium adoption more predictable — and the experience behind it.
PDDA Studio is the strategic advisory practice founded by Oleksii Sologub, creator of Patient Decision Design Architecture™ (PDDA®). It continues the advisory and publishing work previously presented under AVSologub.
The work sits at the intersection of ophthalmology, business strategy, patient psychology and decision design. The focus is singular: redesigning the patient decision journey so premium technologies reach the patients who would genuinely benefit from them.
This is senior, strategic work — diagnosis, architecture, strategy, narrative, decision logic, implementation planning and senior-level guidance. It is not marketing, sales training or copywriting.
The foundation
Built in the Real World
Oleksii's understanding of premium IOL adoption did not come from theory. It came from doing the work.
In ophthalmology since 1996
Experience built inside the industry since 1996, from the ground up.
A business builder
Founded an independent ophthalmic surgical distribution business.
Decades with private clinics
Long-term work alongside the clinics where decisions are actually made.
Deep premium IOL experience
First-hand knowledge of how premium technologies move — and stall.
Patient intelligence
A Rare Body of Patient Insight
Beyond the industry side, Oleksii has spent years on the patient side of the last mile.
Years of direct conversation with cataract and refractive surgery patients taught him how people actually understand — and misunderstand — premium options. That experience was formalised through IOL decision research, drawing on approximately 9,000 unique patient responses.
He also built a substantial direct-to-patient educational audience with more than 20 million YouTube views, learning first-hand how to translate clinical complexity into language a patient can hold onto. That patient-level fluency is what makes the strategic work grounded rather than abstract.
Credibility
A Respected Industry Voice
Editorial and speaking work that reflects standing within the ophthalmology community.
- The Ophthalmologist
- Cataract & Refractive Surgery Today
- Professional conferences
- Ophthalmic industry presentations
Working philosophy
Calm, Senior, Focused
Oleksii works mainly with owners, senior managers, medical directors and strategic teams — the people accountable for how premium decisions are made.
The intersection
What this work is not
His strongest role is diagnosis, architecture, strategy, narrative, decision logic, implementation planning and senior-level guidance — helping leaders make premium adoption a predictable part of how their business operates.
Start the conversation
Work with Someone Who Understands Both the Industry and the Patient.
Tell me briefly what you are trying to improve, and I will respond personally.