Introduction of a life-changing ophthalmology treatment
Oraya Therapy™ had received European CE-Mark designation for the treatment of wet age-related macular degeneration (AMD). To support the company’s first product launch, Medical Minds created and executed in-person, one-on-one qualitative research and internet-based quantitative market research studies with mostly elderly patients in the UK. The study revealed important information regarding what would motivate and interest patients in Oraya Therapy and how much they would be willing to pay for it if not covered by the UK National Health Service.
Our market research studies demonstrated that patients were willing to pay out-of-pocket for the treatment if recommended by their physicians and also revealed the price that most people were willing to pay. The studies highlighted concerns and attitudes towards treatment that supported the development of patient education. Medical Minds created the first patient brochure written in British English that was compatible with American English.
Oraya Therapeutics developed Oraya Therapy for the treatment of wet AMD, with the objective of reducing the number and frequency of anti-VEGF injections while maintaining visual acuity. Oraya/IRay® employs noninvasive, low-voltage, stereotactic, highly targeted X-rays—offering a new option for patients worldwide.
The INTREPID (IRay Plus Anti-VEGF Treatment for Patients with Wet AMD) clinical study demonstrated that a patient population with wet AMD previously treated with anti-VEGF for up to 3 years experienced a 32% reduction in the number of injections and had substantially drier retinas with Oraya Therapy versus controls. Additionally, 25% of patients treated with Oraya Therapy needed no further injections during the first year of follow-up. The mean visual acuity in the Oraya Therapy group was maintained versus controls, even with significantly fewer injections.
Today, adoption of Oraya Therapy is rapidly expanding in Europe, especially in the UK and Germany, and is under evaluation in other countries.