Looking at AMD Through Patients' Eyes: Viscira Virtual Exhibit Educates Physicians by Personalizing Serious Eye Disease

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To help eye specialists better understand the impact of one of the fastest growing eye diseases on their patients, Viscira teamed up with an industry-leading biotech company to provide physicians with a virtual experience of having neovascular (wet) age-related macular degeneration (AMD).

It helped physicians better appreciate the impact of the disease on patient lives. Physicians commented that this virtual experience would be very helpful in their communication with Wet AMD patients, family members and caregivers. The exhibit also provided a unique opportunity for our client to have meaningful follow-up discussions with participants.

To help eye specialists better understand the impact of one of the fastest growing eye diseases on their patients, Viscira teamed up with an industry-leading biotech company to provide physicians with a virtual experience of having neovascular (wet) age-related macular degeneration (AMD). Unveiled at the American Academy of Ophthalmology (AAO) annual meeting in Atlanta in November, 2008, the virtual simulation exhibit engaged physicians in the actual experience of having Wet AMD and generated data that will help physicians better treat the condition.

Developed by Viscira (http://www.viscira.com), the interactive and new-media company delivering innovative technology solutions for today's pharmaceutical marketing challenges, the "EyeMac" exhibit drew meeting attendees into four viewing stations. Before beginning the simulation, attendees were surveyed using a touch-screen questionnaire to capture their Wet AMD treatment opinions and behaviors. Visitors then used special goggles to immerse themselves in the simulation environment from a first-person, patient perspective. Once the simulation was complete, viewers were asked to complete a second survey to rate the experience, including assessing if their understandings had changed and whether the virtual experience would influence their treatment approach.

"This exhibit achieved all of our objectives for the conference," said Dave Gulezian, President and CEO of Viscira. "It helped physicians better appreciate the impact of the disease on patient lives. Physicians commented that this virtual experience would be very helpful in their communication with Wet AMD patients, family members and caregivers. The exhibit also provided a unique opportunity for our client to have meaningful follow-up discussions with participants."

"Eye care specialists welcome any tools and information that can help us educate our patients and their families on this leading cause of blindness," said Richard Wong, M.D., a board-certified ophthalmologist practicing in the San Francisco Bay Area. "This exhibit and the applications that Viscira is developing will help us communicate more effectively with patients as part of a comprehensive treatment approach."

Physician Insights May Indicate Shift in Treatment Approach
Over 700 attendees at the AAO meeting viewed the EyeMac program. More than 78 percent of users said that the daily experience of a patient living with wet AMD was either significantly or somewhat different from what they had expected. More than 87 percent said that this greater awareness would significantly or somewhat change the way they would treat their patients.

Gulezian added, that, as a result of the exhibit's success at AAO, Viscira will be working with the client to deploy the virtual simulation model in other learning applications, including in the physicians' office, and in patient advocacy and sales training materials. "We are committed to fully leveraging the program across the multiple audiences involved in improving Wet AMD education and treatment," he added.

About Viscira
Viscira develops dynamic new-media communication solutions and interactive software applications for the life sciences industry. The San Francisco-based company offers a suite of best-in-class technologies that deliver engaging and memorable content via various electronic channels. Viscira provides innovative solutions for major clients such as Genentech, Amgen, Johnson & Johnson, Novartis, Eli Lilly, Allergan, Takeda and Medtronic. For more information, please visit http://www.viscira.com.

Contact:
Karen Reina                            
The Communication Continuum                
Phone: 914.419.1307 or 845.620.0557            

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Karen Reina
The Communication Continuum
845-620-0557
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914-419-1307