The Myopia Bet: Inside the Stellest Launch with Matthew Jackson

💡 Episode Summary Healthcare marketers launching a brand new product category treat "we can't measure it" as a blocker. Matthew Jackson, Director of Americas - Consumer Media & Digital at EssilorLuxottica, treats it as a puzzle worth solving. In this episode, Matthew shares what it's actually like to launch Stellest — the first FDA market-authorized spectacle lens to slow myopia progression in children — into a market that barely knows the condition exists. He breaks down how you build consumer demand when there's no search intent to capture, why the independent eyecare distribution model creates a measurement black hole, and how his team has stitched together foot traffic data, web signals, and long-tail attribution windows to give leadership a grounded picture of what's working. 👉 Check out the actionable guide based on this episode: https://www.freshpaint.io/podcasts/the-100m-myopia-bet-with-matt-jackson ------------------- ⏱️ Episode Timestamps 00:00 - Cold open 03:37 - Myopia explained: why pediatric nearsightedness is surging and what parents need to know 11:00 - Launching Stellest: balancing consumer activation with independent practice distribution 16:43 - What happens when your customer becomes someone else's patient 25:00 - Building a 60-day attribution model from foot traffic data, store locator clicks, and "book now" button taps 29:03 - How CTV and digital audio evolved from impression machines into conversion channels for a zero-awareness brand 34:13 - The next frontier: measuring creator and influencer impact in a space where you can't track the sale ------------------- 💬 Quotes “  If it takes 30 days for someone to take action after being exposed to the media, and then it takes maybe another 30 days, we'll just say, to account for those sales. We're looking at a 60 day window of the return on our media investment. Trying to fill those gaps in with say, the store traffic piece, with understanding how people are visiting, when they're visiting, how long it's taking to visit, helps us then to continue to refine that modeling and the analysis we're doing to really understand. That's where it becomes a, Well, now we can give to leadership an expectation. It's a little bit more grounded in the data that we do have and then constantly trying to iterate and get more realistic, whether it's market testing, where we'll do a market with media on, or a different media mix than another, and start to look at ways that we can pull those levers to just really decrease that timeline.” – Matthew Jackson ------------------- ‍🔗 Links: Connect with Matt on Linkedin: https://www.linkedin.com/in/heismatt/ Connect with Ray on LinkedIn: https://www.linkedin.com/in/raymina/ Learn more about Freshpaint: https://www.freshpaint.io/ Learn more about Caspian Studios: https://www.caspianstudios.com/