The situation
Conversations between eye care professionals (ECPs) and patients about geographic atrophy (GA) are often inefficient, rushed, or both, leaving patients struggling to grasp the intangible benefits of slowing disease progression. With no obvious signs of efficacy to offset the ongoing treatment burden, treatment initiation with IZERVAY often faces significant delays. Retina specialists are struggling to effectively communicate the benefits of IZERVAY to patients with GA.
The idea
Introduce a comprehensive point-of-care (POC) campaign titled Eyes on Education. Centered around 3 videos designed to prepare patients before their appointments and reinforce key points afterward, each asset can be viewed in the waiting area or during quiet moments in the exam room. The videos cover the importance of early treatment, the benefits of slowing GA progression, and how IZERVAY can help manage their condition, delivered through a premium experience.
Putting Eyes on Education
The execution
Eyes on Education uses a familiar, nostalgic cartoon style to engage target patients through a video brochure—whether they’re at their specialist’s office or visiting the IZERVAY website from home. Designed with accessibility in mind, all 3 videos deliver gentle yet urgent messaging about the importance of treating GA, while easing the burden on ECPs.
