IOPtima
Medical Device
Services
Brand Strategy · Visual Identity · Website Design & Development · SEO
Medical device branding that made ophthalmic care feel human, and ranked #1 on Google in 3 months.
IOPtima is an Israeli medical device company developing innovative products for ophthalmic care across a wide range of ocular conditions. In a medtech category where every brand looks the same, clinical and cold by default, IOPtima made a deliberate choice to go the other way. The Bract Agency built a brand identity and website that made eye care feel accessible, even playful, without sacrificing the credibility that medical audiences require. Then we made sure the world could find it.
#1 position on Google in 3 months, 100% organically
→
Outcome
Full brand system, website, and SEO strategy for an Israeli ophthalmic medical device company, resulting in the top organic Google ranking for their core keywords in under three months, with zero paid acquisition.
Program
Rebrand
Timeline
8 weeks
Stage
Closed :(
A medical device brand in a category where every company looks identical
The problem
Ophthalmic medical device companies face a branding paradox: the people who most need to feel reassured by the brand are patients dealing with frightening eye conditions, yet the category defaults to cold, clinical aesthetics that optimize for credibility at the expense of approachability. IOPtima needed to solve both problems at once: build a brand that clinicians take seriously and patients find welcoming, in a competitive Israeli and international market where standing out is a genuine commercial advantage.
Everything we've done.
Our services
Brand Strategy
01
The medtech branding space has a conformity problem. Every ophthalmic device company uses the same palette of blues, the same stock imagery of eyes and lenses, the same clinical tone. IOPtima's strategic opportunity was exactly that gap: be the brand in the category that feels human. We built a positioning around accessibility and warmth that differentiates without undermining scientific credibility, giving IOPtima a brand that stands out in the room and stays in the memory.
Visual Identity
02
A visual system designed to feel warm and approachable in one of healthcare's most intimidating subcategories. The identity uses an unexpected palette, considered illustration language, and a tone that speaks to patients and clinicians alike without talking down to either. Built to hold across product packaging, trade show materials, digital, and the website, it signals that IOPtima is a different kind of medical device company.
Website Design & Development
03
A website built to serve two very different audiences simultaneously: the clinicians and procurement specialists evaluating the product, and the patients trying to understand their condition. Clear information architecture, clinical credibility where it matters, and an approachable tone throughout. Designed and developed end to end, optimized for performance on all devices.
SEO
04
An organic search strategy built to capture the specific, high-intent queries that drive real business for an ophthalmic medical device company. Technical SEO, content architecture, and on-page optimization working together. The result: position one on Google for IOPtima's core keywords in under three months, with no paid spend.
#1 on Google. And a brand that earns the click.
Results
IOPtima reached the top of Google's organic results in under three months, driven by the combination of a technically strong website and a content strategy built around the searches that matter. But the ranking is only half the story. The brand that greets those visitors when they arrive is one of the most distinctive in the ophthalmic device space, giving IOPtima a presence that converts attention into interest, and interest into trust.
Everyone told us medical device branding had to look a certain way. The Bract showed us what happens when you ignore that advice. The brand is different, and so are our results.
IOPtima
