WoW Woman in Health Tech I Phoebe Yu, Vice President of Marketing at EyeQue

Phoebe Yu is the Vice President of Marketing at EyeQue. EyeQue is on a mission to revolutionize the future of eye care with innovative products and services that empower consumers to take care of their vision. Based on MIT and EyeQue patented technologies, EyeQue has developed a portfolio of intelligent vision solutions that allow people to test their vision at home and order glasses online with their results. 

Phoebe, tell us a bit about your background and your projects so far.

I have always had an entrepreneurial spirit, in fact, I started my own small business when I was a kid. I also have an insatiable desire to learn and value formal education. I attended UC San Diego where I studied economics. I then worked as a research assistant at Stanford where I learned to juggle many things simultaneously and wore many different hats – all of which shaped my work ethic and approach to business. I have been with EyeQue for almost six years now, and am proud to have contributed to every product launch to date for our suite of smartphone-powered vision tests - leading the market introduction through six successful crowd-sourcing campaigns. I have worn glasses since I was a child - without them, I cannot drive, see the computer screen, or function in my daily routine. I love thinking about how what I do every day could improve the quality of life for people around me. 

How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?I fell into the eyecare industry by accident. I actually studied consumer psychology and economics, and because my family is in the food and restaurant business, I expected to follow suit. After feeling burnt out from my job as an operations manager for a small chain of restaurants, I joined EyeQue as an Administrative Assistant. The company was in its infancy with just a handful of people developing the first smartphone powered vision test device. As is true of many high-tech silicon valley startups, despite the job description, I was encouraged to contribute and participate across the company, helping to define and launch the first EyeQue website and eventually the first product. 

I still have so much to learn about the eyecare industry and marketing in general. Marketing is both all-encompassing and ever-evolving, and I recognize that I will never know all there is to know. So, I strive to do the best I can with my skills, learning as much as I can along the way, while also developing a strong team who can lean on each other for complementary skills and experience. 

Marketing new personal healthcare technology to consumers presents its own challenges. We’re defining an entirely new category, and that requires a level of consumer education. We’re also working with eye care professionals to introduce this innovative technology into their practices. 

How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?

It took me 30+ years to get here! EyeQue has a culture and leadership that encourages growth and enables success, so I feel fortunate to have been presented with this opportunity and proud of my contributions and successes so far. The one obstacle that I think is constant for many women (and men) in technology is believing in yourself along the way. Experts can give you input, but you have to realize that you are capable of things experts cannot tell you. Within the industry, there are several challenges. As a startup, we are creating a new solution to eye care and the eyecare industry is extremely cautious when it comes to new innovation and technology. Essentially, we are creating a new market and there is no roadmap to follow, so it is so important to have confidence and flexibility in all that you do. Another challenge is that we are both hardware and software which adds more complexity to having new technology adopted within this industry. 

What are your biggest achievements to date?

I am proud to have led six successful crowdsourcing campaigns, earned five innovations awards from the Consumer Electronics Association, as well several other prominent technology awards. I have played a significant role in every product launch at EyeQue and have developed the marketing strategy and communications programs for the company since its inception. In a startup environment, you are involved in every aspect of product development so these launches feel like my babies and they have been some of my proudest achievements to date. 

I will also be attending the MBA program at UC Berkeley this year, and very excited to go back to school and further my education. The entire team at EyeQue was incredibly supportive of this decision so I am pleased to have been accepted and excited to apply what I learn in real-time. 

What are the projects you are currently working on?

Currently, the entire team at EyeQue is busy preparing for the consumer availability of VisionCheck 2 this summer. We have several announcements this year as it relates to expanding our services and offerings for consumers and expanding our relationships with eye care professionals. It’s a very exciting time to be part of this company. 

Is the #WomenInTech movement important to you and if yes, why?

Yes, the #WomenInTech movement is extremely important to me. I am fortunate because at EyeQue, we are very diverse in terms of gender and background. Everyone I have worked with is stellar, smart, and capable. I feel privileged to be surrounded by such incredible people. I have noticed when I connect with a new woman in the tech space, they are so excited to hear from another woman in tech. I wish they had more support and seeing another woman in the field wasn’t such a novel concept. Overall, I think we have made huge strides and are moving in the right direction. 

What will be the key trends in your industry in the next five years and where do you see them heading?

In the next 5-10 years, I see telehealth and virtual health continuing to take off, particularly with the state of the world, people do not want to leave their house or travel often. If there is a solution from home, that is preferable. I think we will see a growth in highly accessible health platforms because the pandemic has pushed things forward. It’s really convenient for both patients and doctors. Once you go tech, you never go back.

What is the most important piece of advice you could give to anyone who wants to start a career in this industry?

One of the biggest pieces of advice I can give is to find your passion - or be open to your passion finding you. I really thought I was going into the food industry because of my family’s business. But I got burnt out pretty quickly and needed a change of pace. My passion found me and it drives me to be better every single day. 

Also, be flexible and proactive. Especially in the eye industry, it is important to be prepared for any questions or conversations that may arise. There is always value to your ideas. Be flexible, persistent, and willing to compromise. I have to deal with a lot of people that think very differently from me. It is not always easy, but it’s important to learn to tailor your message to them – having the confidence to be heard and the humility to listen.

Finally, find a supportive environment - even if it takes a lot of trial and error. There are plenty of ways to make a meaningful life. I have fulfilled my own purpose by helping people improve their quality of life and giving them access to affordable eye care. Seeing people happy makes me happy. 

Who are three inspirational women in your respective industry you admire?

Malala, Jane Goodall and Angela Merkel are all women I respect and admire, though not necessarily in my industry.

Find out more about EyeQue on their website.

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This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.