About
IOL Business Experience. Patient Insight. Practical Implementation.
I'm Oleksii Sologub. I help cataract and RLE clinics improve premium conversion, and IOL companies grow adoption. My work combines hands-on ophthalmic business experience with years of direct patient conversations, education and research.
The work
Understand the Business. Understand the Decision.
One focus: premium-IOL growth through a better understanding of the patient and a programme the team can put to work.
I have worked inside ophthalmic equipment, application support, distribution and market development. That experience matters when a good product still needs a commercially workable route through the clinic.
I have also spent years hearing what patients ask, worry about and misunderstand. Direct conversations, YouTube education, questionnaires and analysis of public discussions bring another perspective into the project: how people actually approach a complex choice.
I work with your team on strategy, the patient pathway and implementation. Depending on the brief, that can include positioning, patient communication, training, roles and measurement. PDDA® connects that work; it does not replace a clearly defined business task.
The path behind the method
From Operating Rooms to Patient Decisions
Each stage added a different view of the same adoption problem: technology, implementation, business, clinics and, finally, the patient.
1996
Technical Foundations, Inside the Operating Room
Oleksii began as an ophthalmic surgical equipment service engineer in Kyiv, supporting surgeons as phacoemulsification began to spread in Ukraine.
1996–2018
From Clinical Application to Business Building
He moved into clinical application, surgeon education and clinic integration, then co-founded an ophthalmic distribution business. The lesson was practical: technology is adopted only when the people, workflow and business around it work.
Since 2018
A System That Continued Beyond Founder-Led Operations
Oleksii stepped away from day-to-day operations while remaining chair. The team continued elements of the operating model after his move out of daily management.
2019–now
Learning Directly From Patients
Direct-to-patient education grew to more than 15 million verified YouTube views across two channels, while 22,700+ IOL questionnaire records from 65+ countries and territories made patient priorities, fears and trade-offs visible at scale.
Today
Business Experience and Patient Insight, Put to Work
PDDA® Studio brings those perspectives into clinic and brand programmes: strategy, patient pathway, team implementation and predefined measures.
Commercial relationships and working boundaries
Commercial experience, with a clear boundary.
I co-founded and chair an ophthalmic distribution business operating in one European market; I have not been involved in its day-to-day operations since 2018.
I disclose relevant commercial relationships in every engagement and agree conflict boundaries before work begins. PDDA® does not prescribe a particular brand; product work is assessed against the approved evidence, patient needs and project brief. Brand-side advisory work excludes the distributor's market.
Patient intelligence
A First-Party View of Patient Decisions
The questions people ask outside the clinic can be as useful as the answers they give inside it.
Years of patient conversations and more than 22,700 IOL questionnaire records from 65+ countries and territories provide observations about visual priorities, expectations and trade-offs. They help form useful questions for a project; they are not a representative sample of every target market.
He also built a direct-to-patient educational audience with more than 15 million verified YouTube views across two patient-education channels, learning first-hand how to translate clinical complexity into language a patient can hold onto. Views describe audience reach, not unique patients or proof of a consulting outcome.
Credibility
Published and Invited Industry Work
Selected publications, conference presentations and invited industry appearances.
- The Ophthalmologist
- Cataract & Refractive Surgery Today
- Professional conferences
- Ophthalmic industry presentations
Working philosophy
Work Directly With Me—and Build With Your Team
Oleksii works mainly with owners, senior managers, medical directors and strategic teams — the people accountable for how premium decisions are made.
The intersection
What a project can include
I lead the agreed diagnosis, design and reviews personally. Your implementation lead owns day-to-day adoption with the team. We define responsibilities, working sessions, outputs and measures before the project begins.
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.