Novartis Egypt Unveils «Art of Vision» Campaign to Raise Awareness of Retinal Diseases

Novartis Pharma S.A.E. (Novartis Egypt) has kicked off a pioneering campaign, “Art of Vision”, which focuses on increasing awareness of retinal diseases. This initiative seeks to help catch these illnesses before vision loss occurs – particularly amongst the elderly population. The launch event was held during the annual Egyptian Vitreoretinal Society (EGVRS) conference and featured some of Egypt’s most distinguished Ophthalmology Healthcare Professionals and Specialists.

The press conference was held by Novartis Egypt in the attendance of Dr. Mahmoud Soliman, Professor of Ophthalmology at Cairo University and President  of the Egyptian Vitreoretinal Society , Dr. Hani Hamza, Professor of Ophthalmology at Cairo  University and Vice  President of the Egyptian Vitreoretinal Society, Dr. Mohamed Moghazy Mahgoub, Professor of Ophthalmology at Ain Shams University and Board member in the Egyptian Vitreoretinal Society in addition to Novartis representatives.

“Novartis mission is “Reimagining medicine to improve and extend people’s lives” through providing innovative medicines and advances in science,” said Dr. Mohamed Abdelmotagaly, InMArket Brands & Business Innovation (IBBI) Head at Novartis Egypt.

Abdelmotagaly expressed his happiness for Novartis Egypt’s latest “Art of Vision” awareness campaign, a joint effort with the EGVRS to spread awareness around retinal diseases and their effects on vision, helping patients better understand symptoms of eye disease as well as how best to reduce its impact.

Dr. Mahmoud Soliman, Professor of Ophthalmology at Cairo University and President of the Egyptian Vitreoretinal Society, said: “Collaborating with Novartis Egypt to launch “Art of Vision” campaign is a new hope for patients with diabetic retinopathy and wet eye atrophy, as its one of the biggest causes of vision loss for the elderly. Statistics indicate that about 288 million people around the world are expected to be infected with this disease by the year 20401, and diabetic retinopathy is the main cause of vision loss among middle-aged people in developing countries. 2”

Dr. Soliman praised Novartis Egypt for their invaluable contributions to health authorities and medical associations like the EGVRS who are working towards educating Egyptians about retinal diseases, as well providing them with effective treatment plans. In order to support this cause more efficiently, they have launched “Art of Vision” campaign together with Novartis Egypt.

“It is important to remember that aging should not directly be correlated with a decline in vision,” said Dr. Hani Hamza, Professor of Ophthalmology at Cairo University and Vice President of the Vitreoretinal Society  “Presbyopia significantly contributes to blindness among older adults, which can easily go unnoticed due to lack of awareness surrounding its symptoms.”3

“It is essential to equip the Egyptian community with awareness and vital information regarding retinal diseases,” emphasized Dr.Mohamed Moghazy Mahgoub, Professor Ophthalmology at Ain Shams University and Board member in the Egyptian Vitreoretinal Society. He further highlighted that people aged over 50 should have regular retina examinations for early disease detection, while those affected by presbyopia must actively educate themselves about its treatment for optimal results and vision quality preservation.”3

It is worth noting that Novartis Egypt is taking bold steps in supporting Egypt’s efforts to become a regional healthcare hub, in addition to supporting exports of the Egyptian pharmaceutical sector, and the company’s strategy focuses on enhancing its investments in Egypt, innovation and technology transfer.