ELITE 2023 Master Educator Don Manser of EyePoint Pharmaceuticals

Don Manser

Senior Director, Marketing

EyePoint Pharmaceuticals

The Master Listener

For the last 12 years of his decades-long career, Don Manser has been in the eye care space and has taken what he’s learned and turned it into additional educational opportunities time and again. He is able to do that not just because he is a master educator, but a master of listening, reacting, and adapting.

Most recently, that has been the case for his work for Yutiq (fluocinolone acetonide intravitreal implant) 0.18 mg, an intravitreal implant designed to treat chronic non-infectious uveitis affecting the back of the eye—the most common form of uveitis associated with vision loss. What is unique about Yutiq is this one-time treatment lasts up to three years with a low, continuous dose. For patients with uveitis, that means they can spend years living their lives instead of submitting their eyeballs (and psyche) to injections every eight weeks. Don understands what this means to his audience, both professionals and patients.

Always taking feedback from the field, Don works with his agency partners to provide educational resources every chance he can. When doctors said they wanted to see examples from uveitis and retina specialists, Don launched the Yutiq Clinical Resource Center, an online library of patient profiles, experiences, and administration videos. Each case study highlights patient demographics, treatment history and diagnosis, and how treatment with Yutiq made an impact. Don took real-world feedback and built an archive of real-world examples for eye care professionals to learn from.

When it came to the patient audience, Don launched the brand’s first patient campaign in 2022, enlisting his creative agency to develop YUTIQPatients.com, which features bold, eye-catching creative that tells the story of Yutiq three-year duration by highlighting the stories patients can create while on treatment. With patient and doctor testimonials front and center across all pages, Don wanted to ensure users found useful information with every click of the site.

The results speak for themselves. Net product revenue for Yutiq increased over 55% in the fourth quarter of 2022 compared to the fourth quarter of 2021. Because Don Manser does what the best marketers do—he listens.

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