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Company > Avedro Inc: Business Model, SWOT Analysis, and Competitors 2023

Avedro Inc: Business Model, SWOT Analysis, and Competitors 2023

Published: Apr 26, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Avedro Inc, a prominent company in the medical technology industry. Avedro Inc specializes in developing and commercializing innovative corneal remodeling solutions for patients with various eye conditions. By exploring their business model, we aim to gain insights into their strategies, target market, and revenue streams. Additionally, conducting a SWOT analysis will uncover the company's strengths, weaknesses, opportunities, and threats. Finally, we will examine Avedro Inc's key competitors and evaluate their market position in 2023.

    What You Will Learn:

    • The ownership structure of Avedro Inc and who holds majority control over the company.
    • The mission statement of Avedro Inc and the core values that guide their operations.
    • The different revenue streams and business strategies employed by Avedro Inc to generate profits.
    • An in-depth explanation of Avedro Inc's business model canvas, highlighting the key components and how they contribute to the company's success.
    • An overview of the competitors in the market that Avedro Inc operates in, providing insights into the competitive landscape.
    • A detailed SWOT analysis of Avedro Inc, analyzing their strengths, weaknesses, opportunities, and threats, and how they impact the company's overall performance.

    Who owns Avedro Inc?

    Avedro Inc's Ownership Structure

    Avedro Inc, a leading ophthalmic pharmaceutical and medical device company, has a diverse ownership structure. Since its inception in 2002, the company has undergone several changes in ownership, ultimately leading to its current state.

    Founders and Early Investors

    Avedro Inc was founded by Dr. David Muller and Dr. David Tabak, two renowned ophthalmologists with a vision to improve the treatment of corneal diseases. Initially, the founders funded the company using their personal savings and grants from various research institutions. As the company gained traction, they sought external investments to accelerate its growth.

    Venture Capitalists and Private Equity Firms

    To fuel its expansion and product development efforts, Avedro Inc entered into partnerships with prominent venture capitalists and private equity firms. These firms recognized the potential of Avedro's innovative technologies and were eager to support its growth. Notable investors during this stage included OrbiMed Advisors, InterWest Partners, and HealthQuest Capital, among others.

    Initial Public Offering (IPO)

    In 2019, Avedro Inc made a significant move by going public. The company filed for an initial public offering (IPO) under the ticker symbol "AVDR" on the Nasdaq Global Market. This strategic decision allowed Avedro to raise capital from public investors and provided an opportunity for early investors and founders to monetize their investments.

    Acquisition by Glaukos Corporation

    In November 2019, Avedro Inc was acquired by Glaukos Corporation, a global leader in the treatment of glaucoma and corneal disorders. The acquisition was completed for a total consideration of approximately $450 million. Glaukos' acquisition of Avedro was driven by the shared vision of advancing ophthalmic therapies and expanding their product portfolios. Avedro now operates as a wholly-owned subsidiary of Glaukos Corporation.

    Current Ownership

    Currently, Glaukos Corporation is the sole owner of Avedro Inc. As a subsidiary, Avedro continues to operate under its own brand and leadership, benefiting from the resources and expertise of Glaukos. This acquisition has positioned Avedro for further growth and innovation in the field of corneal treatments.

    In conclusion, Avedro Inc has experienced a dynamic ownership journey, starting with its founders' investments and gradually expanding through partnerships with venture capitalists and private equity firms. The company took a significant step forward by going public before ultimately being acquired by Glaukos Corporation. This acquisition marks an exciting chapter for Avedro, as it continues to push boundaries in ophthalmic treatments under the guidance of Glaukos.

    What is the mission statement of Avedro Inc?

    Avedro Inc's Mission Statement: Transforming the Way the World Sees

    Avedro Inc, a leading ophthalmic pharmaceutical and medical device company, has a clear and compelling mission statement that guides its operations and goals. The company's mission can be summarized as follows:

    Visionary Innovation in Vision Correction

    Avedro's mission is to bring visionary innovation to the field of vision correction. The company is committed to creating advanced technologies and solutions that revolutionize the way the world sees. By pushing the boundaries of ophthalmic science, Avedro aims to provide patients with safe, effective, and life-changing treatments for various eye conditions.

    Empowering Eye Care Professionals

    Avedro recognizes the vital role that eye care professionals play in delivering exceptional patient care. Therefore, the company's mission also focuses on empowering these professionals. By providing cutting-edge tools, technologies, and training, Avedro aims to equip eye care professionals with the resources they need to enhance their practices and provide the highest standard of care to their patients.

    Improving Patients' Quality of Life

    At the heart of Avedro's mission lies the desire to improve patients' quality of life. The company believes that everyone deserves clear vision and aims to make this a reality for individuals suffering from conditions such as keratoconus and myopia. By developing innovative treatments that are safe, effective, and accessible, Avedro seeks to transform the lives of millions of people worldwide, enabling them to see the world with newfound clarity.

    Fostering Global Partnerships

    Avedro recognizes that collaboration and partnerships are key to achieving its mission. The company actively seeks to collaborate with leading eye care professionals, researchers, and institutions worldwide. By fostering these global partnerships, Avedro aims to drive advancements in the field of vision correction and expand the reach of its innovative solutions, ultimately benefiting patients across the globe.

    In conclusion, Avedro Inc's mission statement encompasses its commitment to visionary innovation, empowering eye care professionals, improving patients' quality of life, and fostering global partnerships. With a clear focus on transforming the way the world sees, Avedro strives to make a lasting impact in the field of ophthalmology and bring about positive change for patients and eye care professionals alike.

    How does Avedro Inc make money?

    Revenue Streams

    Avedro Inc, a leading pharmaceutical and medical device company, generates its revenue through several key streams. These revenue sources include:

    1. Sales of FDA-approved products

    Avedro Inc develops and manufactures innovative medical devices and pharmaceuticals, primarily focusing on treating corneal diseases and disorders. The company generates a significant portion of its revenue from the sales of its FDA-approved products. These products include corneal cross-linking systems, which are used to treat progressive keratoconus and corneal ectasia. Avedro's corneal cross-linking systems are considered a breakthrough in ophthalmology and have gained widespread adoption by eye care professionals worldwide.

    2. Licensing and partnerships

    Another revenue stream for Avedro Inc is through licensing agreements and strategic partnerships. The company collaborates with other pharmaceutical and medical device companies to develop and commercialize innovative products. Through licensing agreements, Avedro grants other companies the right to use its proprietary technologies or intellectual property in exchange for financial compensation, such as upfront payments, milestone payments, and royalties. These partnerships not only generate revenue for Avedro but also facilitate the expansion of its product portfolio and market reach.

    3. Research and development grants

    Avedro Inc actively engages in research and development (R&D) activities to advance its product pipeline and develop new treatment options. The company often receives grants from governmental organizations, research institutes, and foundations to support these R&D efforts. These grants provide financial support to Avedro's ongoing research projects and help cover a portion of the associated costs. By securing R&D grants, Avedro can continue its pursuit of innovative solutions without solely relying on its own financial resources.

    4. Services and support

    In addition to product sales, Avedro Inc offers various services and support to healthcare providers and patients. These services may include training programs, technical support, and educational resources. While these services may not be a significant revenue stream on their own, they contribute to the company's overall financial stability and enhance customer satisfaction. By providing comprehensive support to its customers, Avedro can build strong relationships and ensure the successful adoption and utilization of its products.

    Overall, Avedro Inc's revenue streams are diversified, with a primary focus on product sales, supplemented by licensing and partnerships, research grants, and additional services. This multi-faceted approach enables the company to generate consistent revenue while driving innovation and growth in the field of ophthalmology.

    Avedro Inc Business Model Canvas Explained

    What is a Business Model Canvas?

    A Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It consists of nine key building blocks that describe the company's value proposition, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The canvas helps entrepreneurs and managers understand and communicate how their business creates, delivers, and captures value.

    Avedro Inc's Value Proposition

    Avedro Inc, a leading ophthalmic pharmaceutical and medical device company, has a unique value proposition within the healthcare industry. The company specializes in developing and commercializing innovative corneal remodeling therapies for the treatment of various eye conditions, particularly focusing on corneal cross-linking (CXL) procedures.

    With its advanced technology and extensive research, Avedro offers safe and effective solutions that address the unmet medical needs of patients suffering from progressive keratoconus and corneal ectasia. By providing these treatments, Avedro helps patients preserve their vision, improve their quality of life, and reduce the need for invasive surgical interventions.

    Avedro Inc's Customer Segments

    Avedro Inc primarily targets two main customer segments: ophthalmologists and patients. Ophthalmologists, who are specialized eye doctors, play a crucial role in diagnosing and treating eye conditions. They are the primary users of Avedro's corneal remodeling therapies and rely on the company's products to enhance their treatment options and improve patient outcomes.

    Patients suffering from progressive keratoconus and corneal ectasia are another important customer segment for Avedro. These individuals are seeking effective treatments to slow down the progression of their condition, stabilize their vision, and avoid more invasive surgical procedures. Avedro's innovative therapies provide them with hope and a potential solution to their eye health concerns.

    Avedro Inc's Channels and Customer Relationships

    Avedro Inc utilizes a multi-channel approach to reach and serve its customers. The company engages in direct sales to ophthalmologists through its dedicated sales force, providing them with comprehensive product information, training, and support. This direct sales approach ensures that the ophthalmologists have the necessary knowledge and resources to effectively use Avedro's therapies.

    Additionally, Avedro maintains strong relationships with key opinion leaders (KOLs) in the ophthalmology field. These KOLs are influential figures who have significant expertise and credibility within the industry. Collaborating with KOLs helps Avedro raise awareness about its innovative therapies, build trust among ophthalmologists, and drive adoption of its products.

    Avedro Inc's Revenue Streams

    Avedro Inc generates revenue primarily through the sales of its corneal remodeling therapies. The company offers a range of products and treatment options tailored to different patient needs and conditions. By providing these innovative therapies, Avedro is able to capture value from ophthalmologists and patients who are willing to pay for effective and safe treatments.

    Furthermore, Avedro also generates revenue through licensing agreements and partnerships. The company collaborates with other pharmaceutical and medical device companies to expand its product portfolio and leverage their existing distribution networks. These partnerships allow Avedro to reach new markets and increase its revenue streams.

    Avedro Inc's Key Resources and Key Activities

    Avedro Inc's key resources include its advanced technology, extensive research and development capabilities, and intellectual property rights. The company invests heavily in research and development to continually innovate and improve its corneal remodeling therapies. These resources enable Avedro to stay ahead of competitors and develop cutting-edge solutions to address unmet medical needs.

    Key activities for Avedro include clinical trials, regulatory compliance, manufacturing, and marketing. The company conducts rigorous clinical trials to ensure the safety and efficacy of its therapies, complying with regulatory requirements in different countries. Avedro also focuses on efficient manufacturing processes to meet the growing demand for its products. Moreover, marketing efforts are crucial for raising awareness about Avedro's therapies and driving adoption among ophthalmologists and patients.

    Avedro Inc's Key Partnerships

    Avedro Inc strategically partners with various organizations to strengthen its business model. The company collaborates with research institutions, universities, and medical centers to conduct clinical trials, gather data, and validate the effectiveness of its therapies. These partnerships help Avedro gain credibility and access to a wider patient population.

    Furthermore, Avedro forms strategic alliances with other pharmaceutical and medical device companies to expand its product portfolio and enhance its distribution capabilities. By leveraging the existing networks and expertise of its partners, Avedro can reach new markets more efficiently and extend its reach to potential customers.

    Avedro Inc's Cost Structure

    Avedro Inc's cost structure primarily consists of research and development expenses, manufacturing costs, sales and marketing expenses, and overhead costs. The company invests significantly in research and development to fuel innovation and develop new therapies. Manufacturing costs include the production of medical devices and pharmaceutical products. Sales and marketing expenses encompass the costs associated with promoting and selling Avedro's therapies. Lastly, overhead costs cover administrative expenses, employee salaries, and other operational expenses.

    In conclusion, Avedro Inc's Business Model Canvas highlights the company's unique value proposition, target customer segments, channels, revenue streams, key resources, key activities, key partnerships, and cost structure. Understanding and analyzing these components provide a comprehensive overview of how Avedro operates within the ophthalmic pharmaceutical and medical device industry.

    Which companies are the competitors of Avedro Inc?


    When looking at the competitive landscape of the ophthalmic industry, it is essential to identify the key players that pose a challenge to Avedro Inc. As a leading medical technology company specializing in corneal remodeling, Avedro faces competition from various companies that offer similar products or services. This section will explore some of the major competitors of Avedro Inc.

    1. Alcon Inc.

    Alcon Inc., a global leader in eye care, presents significant competition for Avedro. With a wide range of products encompassing pharmaceuticals, surgical equipment, and consumer eye care, Alcon has built a strong reputation in the industry. They offer innovative solutions for corneal diseases and refractive surgery, including their FDA-approved corneal cross-linking system, which directly competes with Avedro's offerings. Alcon's established presence and robust product portfolio make them a formidable competitor in the market.

    2. Zeiss

    Zeiss, a renowned optics and optoelectronics company, is another prominent competitor of Avedro Inc. Their comprehensive range of ophthalmic solutions includes diagnostic and surgical equipment, refractive lasers, and corneal cross-linking systems. Zeiss has built a strong brand reputation based on their cutting-edge technology and precision in eye care. Their offerings directly compete with Avedro's corneal remodeling products, making them a key player in the market.

    3. Glaukos Corporation

    Glaukos Corporation, specializing in glaucoma treatment, also poses a significant threat to Avedro Inc. Although their primary focus is on glaucoma, Glaukos has recently expanded into corneal health and refractive surgery. With their FDA-approved iLink corneal cross-linking system, Glaukos directly competes with Avedro's offerings in the corneal remodeling market. The company's strong presence in ophthalmic care and their commitment to innovation make them a notable competitor.

    4. Johnson & Johnson Vision

    As a division of the multinational healthcare company Johnson & Johnson, Johnson & Johnson Vision presents substantial competition to Avedro Inc. Their extensive range of eye care products includes refractive surgery solutions, contact lenses, and other ophthalmic devices. Johnson & Johnson Vision's corneal cross-linking system, marketed under the brand name "Photrexa," directly competes with Avedro's offerings. With the backing of a global healthcare giant, Johnson & Johnson Vision holds a competitive edge in terms of resources and market reach.

    5. Bausch Health Companies Inc.

    Bausch Health Companies Inc., formerly known as Valeant Pharmaceuticals, is another significant competitor in the ophthalmic industry. Their eye health division, Bausch + Lomb, offers a diverse range of products, including surgical equipment, pharmaceuticals, and contact lenses. Bausch + Lomb's corneal cross-linking system, known as "KXL System," is a direct competitor to Avedro's offerings. The company's long-standing presence and strong brand recognition contribute to their competitiveness in the market.


    In the competitive landscape of the ophthalmic industry, Avedro Inc. faces formidable rivals that offer similar products and services. Companies such as Alcon Inc., Zeiss, Glaukos Corporation, Johnson & Johnson Vision, and Bausch Health Companies Inc. present significant challenges to Avedro's market position. Understanding the strengths and offerings of these competitors is crucial for Avedro to maintain its competitive edge and continue to innovate in the field of corneal remodeling.

    Avedro Inc SWOT Analysis


    • Innovative technology: Avedro Inc is known for its cutting-edge technology in the field of ophthalmology. Their unique corneal cross-linking platform has revolutionized the treatment of keratoconus and other corneal disorders.

    • Strong research and development capabilities: Avedro Inc invests heavily in research and development to constantly improve and expand their product offerings. This enables them to stay ahead of the competition and maintain their position as a leader in the market.

    • Established brand reputation: Avedro Inc has built a strong brand reputation over the years, with a track record of delivering high-quality products and exceptional patient outcomes. This has earned them the trust and loyalty of both patients and healthcare professionals.

    • Extensive network of partnerships: Avedro Inc has established strategic partnerships with various medical institutions, eye clinics, and research organizations. These collaborations enable them to access a wide network of experts and resources, further enhancing their research and development capabilities.


    • Limited product portfolio: While Avedro Inc's corneal cross-linking platform is highly successful, their product portfolio is relatively limited compared to some of their competitors. This narrow focus may limit their revenue potential and leave them vulnerable to market fluctuations.

    • High cost of treatment: Avedro Inc's innovative technology comes at a price, making the cost of treatment relatively high compared to traditional methods. This may restrict access to their products for certain patient populations, particularly those without adequate insurance coverage.

    • Regulatory challenges: The medical device industry is heavily regulated, and Avedro Inc is no exception. Compliance with various regulatory bodies and obtaining necessary approvals can be time-consuming and costly. Delays or failures in obtaining regulatory approvals could negatively impact their ability to bring new products to market.


    • Growing demand for ophthalmic treatments: With an aging population and an increasing prevalence of eye disorders, there is a growing demand for innovative ophthalmic treatments. Avedro Inc can capitalize on this opportunity by expanding their product portfolio and targeting new market segments.

    • International expansion: Avedro Inc has primarily focused on the US market, but there is a significant opportunity for international expansion. By entering new markets and forging partnerships with distributors in other countries, they can tap into a much larger patient population and increase their global presence.

    • Technological advancements: The field of ophthalmology is constantly evolving, and there are ongoing technological advancements that can further enhance Avedro Inc's product offerings. By staying at the forefront of these advancements and continuing to innovate, they can maintain their competitive edge and attract more customers.


    • Intense competition: The medical device industry is highly competitive, with numerous players vying for market share. Avedro Inc faces competition from both established companies and emerging startups. This intense competition can exert downward pressure on pricing and make it challenging to differentiate their products.

    • Economic downturns: Avedro Inc's products are considered non-essential and may be impacted during economic downturns. As patients face financial constraints, they may delay or forgo elective procedures, which could affect Avedro Inc's revenue and growth prospects.

    • Changing reimbursement landscape: Reimbursement policies and rates for medical procedures are subject to change, and Avedro Inc's profitability could be affected if there are reductions in reimbursement rates or changes in coverage policies. Keeping up with evolving reimbursement landscape and ensuring adequate reimbursement for their products is crucial for their success.

    In conclusion, Avedro Inc has several strengths that have contributed to their success, including their innovative technology, strong research capabilities, established brand reputation, and extensive network of partnerships. However, they also face weaknesses such as limited product portfolio, high treatment costs, and regulatory challenges. By capitalizing on opportunities such as growing demand for ophthalmic treatments, international expansion, and technological advancements, while mitigating threats like intense competition, economic downturns, and changing reimbursement landscape, Avedro Inc can continue to thrive in the market.

    Key Takeaways

    • Avedro Inc is owned by Glaukos Corporation, a global leader in the development and commercialization of surgical devices and therapies for the treatment of glaucoma.
    • The mission statement of Avedro Inc is to advance the science and technology of corneal remodeling through innovative products and therapies that treat corneal ectatic disorders.
    • Avedro Inc makes money through the sale of its proprietary medical devices and therapies for corneal remodeling, primarily used in the treatment of keratoconus and corneal ectasia.
    • Avedro Inc's business model is based on providing innovative and effective solutions for corneal ectatic disorders, focusing on research, development, manufacturing, and commercialization of its products.
    • Competitors of Avedro Inc include companies such as Alcon, Johnson & Johnson Vision, and Bausch + Lomb, who also offer products and therapies in the field of corneal remodeling and treatment of corneal ectatic disorders.
    • A SWOT analysis of Avedro Inc reveals its strengths in innovative technology and strong market presence, potential weaknesses in competition and regulatory challenges, opportunities for expansion and market growth, and potential threats from competitors and changing market dynamics.


    In conclusion, Avedro Inc is a leading company in the field of ophthalmology with a mission to improve and transform patient care. The company specializes in the development and commercialization of innovative treatments for corneal disorders. With a strong focus on research and technological advancements, Avedro Inc aims to provide effective and safe solutions for patients worldwide.

    In terms of ownership, Avedro Inc was acquired by Glaukos Corporation in 2019, further strengthening their position in the market. This strategic move allows Avedro Inc to benefit from Glaukos Corporation's resources and expertise, enabling them to expand their reach and impact.

    Avedro Inc generates revenue through various channels, including the sales of their medical devices, pharmaceutical products, and services. Their unique approach to corneal treatments, such as the FDA-approved corneal cross-linking technology, has contributed to their success and revenue growth.

    Analyzing Avedro Inc's business model canvas, we can see that the company focuses on key activities such as research and development, manufacturing, marketing, and sales. By leveraging their strong partnerships with healthcare providers and distributors, Avedro Inc ensures the accessibility and availability of their products and services to patients worldwide.

    In terms of competitors, Avedro Inc faces competition from other companies in the ophthalmology industry. Notable competitors include Alcon, Johnson & Johnson Vision, and Bausch + Lomb. However, Avedro Inc's unique and innovative technologies, combined with their strong market presence, give them a competitive edge in the industry.

    Lastly, conducting a SWOT analysis of Avedro Inc reveals their strengths in technological advancements and research capabilities, as well as opportunities for expansion in emerging markets. However, they also face challenges such as regulatory hurdles and potential threats from competitors. Overall, Avedro Inc's strategic positioning, strong leadership, and commitment to improving patient care make them a formidable player in the ophthalmology industry.


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