(PRESS RELEASE) AIRPORT CITY, ISRAEL — NovaSight, a rapidly growing pediatric-focused eyecare company, announces that it will end the year celebrating a pair of major developments. CureSight, NovaSight’s innovative digital therapy for amblyopia (lazy eye), will be released to the U.S. market beginning this month, and Drew Hopper has been appointed to Vice President of Sales and Marketing North America, an instrumental position in the rollout of the device.
Mr. Hopper, an accomplished global commercial executive leader with more than 20 years of experience in sales and marketing — including a decade in the eyecare space — said he is eager to help NovaSight get this technology into the hands of U.S. eyecare practitioners and their patients. In the role of VP Sales and Marketing North America, Mr. Hopper will build relationships with clients, recruit key opinion leaders (KOLs) to serve on NovaSight’s scientific advisory board; support the company’s reimbursement efforts through discussions with payers, and develop, manage, and maintain consistent and effective sales and marketing initiatives. Armed with an MBA in Marketing & Strategic Leadership and extensive experience in directing goal-oriented teams, Mr. Hopper is an ideal professional to spearhead the integration of CureSight into U.S. eye care practices.
CureSight received U.S. Food and Drug Administration (FDA) 510(K) clearance based on a ground-breaking pivotal study that found the device to be non-inferior to eye patching – the current gold standard of care — for amblyopia treatment in children. CureSight therapy is carried out while the child watches any streamed content of their choice on a user-friendly, eye tracking based device from the comfort of their home. Treatment reports are shared via a web portal allowing eye care providers to monitor patient treatment progress and compliance. “We are thrilled to have the opportunity to introduce CureSight to U.S. eye care providers and their patients, and truly gratified to have Drew Hopper on board to guide the campaign,” said Ran Yam, NovaSight co-founder and CEO.
“We are excited to bring CureSight into the U.S. market, and to begin the process of building out our U.S. based commercial capabilities,” said Mr. Hopper. A Physician Early Adopter’s Program, a dedicated CureSight Monitoring Center, and three unique CPT codes will assist U.S. eye care providers in integrating CureSight into their practices.
- Select participants in the Physician’s Early Adopter Program will begin referring CureSight to their amblyopic patients starting this month. The next step of the U.S. commercialization will commence during the first half of 2023 with an official launch that will include a group of hundreds of physicians who already signed up to the CureSight Referral Program as medical coverage scales up.
- CureSight treatment referrals are transmitted via portal to a nation-wide Monitoring Center directed by practicing ophthalmologists and supported by a team of certified ophthalmic professionals and patient engagement specialists ,to provide comprehensive physician and patient support including compliance monitoring, troubleshooting, billing, and technical support.
The three unique CPT codes assigned by the American Medical Association (AMA) referred to remote treatment of amblyopia using an eye tracking device are: CPT-0704T, which is associate with device supply, initial set-up and patient education on use of the device, CPT-0705T, which is associated with monitoring-center technical support of patient activity on the device; and physicians CPT-0706T code, which is associated with physician interpretation and reporting of the data collected through the CureSight technology. These unique CPT codes mark an important step toward health insurance coverage for CureSight.
NovaSight is aiming to reach coverage from the top five U.S. insurance payers during 2023 which ideally will pave the road for widespread coverage.