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Looking at AMD Through Patients' Eyes: Viscira Virtual Exhibit Educates Physicians by Personalizing Serious Eye Disease
Date:1/29/2009

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).

San Francisco, CA (PRWEB) January 29, 2009 -- 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 (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 ap
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Source: PRWeb
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