“Low Vision” and what it means.

Jul 28, 2014

Low Vision.” It’s not a term I was familiar with prior to joining a healthcare PR firm and having the opportunity to work in ophthalmology, but it is something that I am all too familiar with now between KOL conversations, patient case study reviews and my aging parents.

Simply defined, low vision is the deterioration of one’s vision, making it difficult to complete every day tasks. It can be peripheral or central dependent on its cause (Age-related Macular Degeneration or Diabetic retinopathy, etc.) and can manifest in the forms of distortion, contrast sensitivity, depth perception issues and various other inconvenient and even disheartening ways. Low vision can thoroughly impact a person’s everyday quality of life dependent on it’s cause and severity.

I am a firm believer in timing – that is, you are always exactly where you were supposed to be, emotionally, physically and spiritually. On a recent trip, I was indeed exactly where I was supposed to be.

Checking in late for a flight with an overweight suitcase, I was frazzled and I admit, a bit short with the counter agent whose assistance I required to make my flight and most important for my luggage to make my flight. As we went back and forth over the $100 overweight baggage fee and my disdain for said charge, a woman next to me was having a visibly difficult time navigating the self-check in kiosk. The gate agent and I both stopped our conversation and she attempted to verbally instruct the woman on how to use the machine.

“Ma’am, you just put in your confirmation number and select how many bags you are checking, once you confirm your flight information we can help you,” the gate agent stated.

The woman slightly confused and frustrated said, “I can’t. I have low vision. I don’t know what this says.”

The gate agent responded, “I don’t know what that means…” and as she trailed off a bit confused I chimed in.

“I do. Let me help you.”

We proceeded to gather her information and get her all checked in and on her way to her appropriate gate.

Some people would say this was a coincidence, I however, believe in divine appointments, and this was definitely one. It was a reminder of so many simple things; how lucky I am to be able to see, the importance in using what we have available to help others, and most notable that though ophthalmology is often an overlooked sub-specialty, it is an incredibly important and innovative field.

The gate agent gave me a first class upgrade that morning and didn’t charge me at all to check my bags. It’s important to remember that sometimes in slowing down, we actually get ahead.

-Written by Cassy Dump, Account Executive at Pascale Communications.

Read Cassy Dump’s bio here.

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Mederi Therapeutics Launches New Websites

Jul 16, 2014

Our client, Mederi Therapeutics, recently unveiled new websites for both Stretta Therapy and Secca Therapy that are education-focused and offer even more comprehensive information about the conditions that Mederi therapies address.

Stretta Therapy for GERD is a non-surgical, out-patient procedure that is rapidly gaining wider recognition as a solution that fills the treatment gap between medication and surgery. If you or anyone you love suffers from GERD or reflux, take a moment to review how Stretta Therapy works and pass along the new site.

Patient profiles are also featured on the new site so prospective patients can hear how Stretta Therapy has improved the quality of life for several patients. Also available on the new Stretta Therapy site are FAQs as well as candidacy criteria.

If you would like additional information on finding a physician that performs Stretta Therapy, please see Mederi’s physician finder.

Secca Therapy treats an underlying cause of Bowel Control Disorder and is offers an alternative to many patients who wish to avoid a surgical treatment. Check out their site here.

Follow Mederi Therapeutics and Stretta Therapy on social media:


Mederi Therapeutics on Twitter

Stretta Therapy on Twitter


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PC sponsors Prevent Blindness’ 3rd Annual Focus on Eye Health National Summit

Jun 30, 2014

Prevent Blindness Logo

PC was proud to sponsor Prevent Blindness‘ 3rd Annual Focus on Eye Health National Summit!

Prevent Blindness, one of the nation’s leading volunteer eye health and safety organizations, hosted their annual summit this year in Washington D.C. on June 18th.

Prevent Blindness provides detailed information on eye care costs in their report entitled The Future of Vision, which showcases projected estimates of vision costs in the future. Additional information can be found on the Prevent Blindness website. (www.preventblindness.org)

Congratulations and we wish Prevent Blindness continued success!

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Survey Reveals 95% of Cataract Surgeons Prefer Imprimis’ Go Dropless Therapy

Jun 26, 2014

imprimis pharmaceuticals go droplets intraocular injection videos why go droplets pc pr nyc healthcare public relations eye care

At the recent American Society of Cataract and Refractive Surgery (ASCRS) conference in Boston, our client Imprimis Pharmaceuticals, Inc. compiled a video survey of doctors discussing their preferences in using dropless therapy for patients undergoing cataract surgery. Their responses were overwhelmingly positive for dropless!

95% (20 out of 21) of the doctors surveyed in the videos expressed favorable opinions to Imprimis Pharmaceuticals’ Go Dropless therapy. TriMoxi is a single cost formulation created by ophthalmologists and pharmacists, using patent pending technologies that uniquely allow for the combination of drugs – an antibiotic and anti-inflammatory. It is used as an injection during cataract surgery. Surgeons currently using the sterile injectable formulations report less concern about patient compliance, reduction in staff time on drop-related training and calls, reduction in patient complaints about costly drop therapy and the inconvenience of using drops for several weeks post-op.

According to William Trattler, MD, one of the cataract surgeons interviewed about Go Dropless, “There’s still a lot of challenges with patients remembering to take their drops…If we could place both an antibiotic and an anti-inflammatory medication inside the eye, so patients would not need drops both before and after surgery, it would be a huge benefit to our patients.”

Imprimis – Trattler – from Imprimis Go Dropless on Vimeo

Imprimis Pharmaceuticals, Inc. is a vertically-integrated specialty pharmaceutical company dedicated to delivering high quality, novel, and customizable medicines to physicians. See the rest of the Why Go Dropless? doctor interviews here.

Guardant Health Rocks ASCO!

Jun 4, 2014

ASCO 2014 Logo Banner

Our new client, Guardant Health, recently attended the American Society of Clinical Oncology (ASCO) annual meeting in Chicago. As we mentioned in our previous blog, Guardant Health is a growing healthcare company focused on the development and commercialization of oncology diagnostic products.

While at ASCO, Guardant Health participated in poster sessions and announced the U.S. commercial launch of their premier product, Guardant360. Hard tumor biopsies are not always available from patients due to risk or lack of tissue. Guardant360 is a simple blood test that identifies a patients genomic alterations through patented sequencing of cell free DNA, which can be used to assist in directing a patient’s personalized therapy plan.

Helmy Eltoukhy, Ph.D., Guardant Health’s co-founder and CEO said, “As a simple blood test, it provides physicians with a streamlined, cost-effective method to identify genomic alterations that can comprehensively influence a patient’s therapy response.”

For more information, view the ASCO Guardant360 posters.

 Guardant Health ASCO 2014

PC Welcomes New Clients

Jun 2, 2014

Our family is growing! PC would like to welcome the following clients:


Biosyntrx, a nutritional formulations company working close to ophthalmologists and nutritional experts, brings interesting supplements to the pharmaceutical market. Biosyntrx’s mantra is, “Good enough is the enemy of excellence.”


Truinject, creators of the first certified training program for aesthetic injections, brings the passion of wanting higher level integrity to the physicians they train. Can’t wait to see what they have in store.

Be sure to follow them on Twitter @TruInject and LinkedIn.

Guardant Health

Guardant Health, a growing healthcare company focused on the development and commercialization of oncology diagnostic products.

Check out their Twitter and LinkedIn!

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Ocular Therapeutix, a company focused on the development of ophthalmic therapeutic products using its proprietary hydrogel technology, such as ocular sealant and drug-eluting punctum plugs, is a welcome addition to the team!

Check out their LinkedIn!

nicox logo

Nicox, an international leader in ophthalmic research and developer of world-class brands, is currently marketing Sjö(TM) – an advanced diagnostic test for the early detection of Sjögren’s syndrome in dry eye patients – in the United States. We have been working with them in the ECP-facing eye care space, but are now branching out into the patient-facing consumer space; and naturally, we couldn’t be more thrilled!

Be sure to visit their LinkedIn!

Welcome, all. Can’t wait to show you what we can do!

PC News Coverage, PCAcclerator a hot topic!

May 20, 2014

Pascale Communications loves it when our clients garner media attention, but we are always humbled when we find ourselves in the spotlight!

Our CEO, Georgette Pascale, offered her words in an interview for businessinterviews.com. GP’s insight on running a virtual company is a page turner!

Speaking of Georgette, she recently wrote a column for Westfair Online about the forming of PC and managing a virtual office. A great piece – Check it out!

With the recent launch of the PCAccelerator, our new guided DIY PR kit, news outlets are taking interest!

Here’s what it does: PCAccelerator is a user-friendly, do-it-yourself public relations kit that a company or individual can affordably run from the comfort of their own office. Essentials in the kit include strategy meetings with PC experts, tips for planning and executing your ideas, and other helpful items to make sure you have everything you need to run a successful PR campaign.

A tip of the hat to the following news outlets covering the PCAccelerator:

EyeWire Today

Bulldog Reporter

PCAccelerator is already making waves. We here at PC would like to thank all of the outlets that found interest in our little kit!

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Dr. Nimesh Patel Given Award During Heidelberg Engineering Event!

May 16, 2014

Dr. Nimesh Patel Heidelberg Engineering

Heidelberg Engineering, a leading manufacturer of high tech ophthalmic medical devices, held an event on May 5th attended by over 200 researchers and clinicians.

Among those speaking at the event, Dr. Nimesh Patel presented his research on the effects of microgravity on the eyes of astronauts using the Spectralis OCT, an ocular multimodal diagnostic imaging tool, on board the International Space Station. A video recording of the presentation will soon be available on the Heidelberg Engineering website.

During the event, Dr. Patel received the company’s 2014 “Xtreme Research Lecture Award” for his presentation of his research into the eyes of astronauts. Congratulations, Dr. Patel!

Dr. Nimesh Patel Xtreme Research Lecture Award Heidelberg Engineering

Be sure to follow Heidelberg’s LinkedIn page for an update on the video covering the event!

Common Writing Struggles ABC’s Richard Castle Knows Well

May 9, 2014

castle ABC

ABC’s hit show Castle portrays the antics of the crime novel titan Richard Castle, who is world renown in the Castle Universe for putting out dozens of best-selling crime novels (and some published in our own universe!) by following around snarky NYPD Detective, Kate Beckett.

As successful as Richard Castle is in the field of writing, he hasn’t always been as consistent with the ways of words. “Castle” begins with Castle killing off Derek Storm, the protagonist in all of his successful novels. As evident in his blog, Castle opens up about his truths and fears in the aspects of writing. After scanning the blog (and watching every single episode of the TV series), we can relate to these three struggles Castle has faced, and still faces, in his writing.

  • Getting Started:  Most writers know the hardest sentence to write is the very first one. Anne Lamott has a section in her book Bird by Bird titled “Shitty First Drafts,” which she talks about how no one, not even Stephen King, sits down at his computer and “shits gold,” as it’s often called. Two things Lamott mentions to remember to get over the hump:
    • Freewrite to get all of the ideas out.
    • Focus on Editing. The first draft never gets published. It’s always the fourth, or fifth.
  • Creative Dialogue: This is an expressed fear of many creative writers, even those who work in creative nonfiction (a genre where the quotes are provided for you!). There are two main reasons why your character’s words won’t come out:
    • You don’t know enough about the character. You have to know your characters inside and out in order to make their words as real and believable as possible. Think about the situation, and who the character is speaking with. Fill in the blanks to make them a real person.
    • You haven’t found their voice in real life. If the preceding strategy happens to fail (which it rarely ever will), you need to find a voice in real life to emulate into your writing. Whenever we think of a stereotypical boring mom with quirky comments, we think of Eric’s mother from That 70′s Show. Remember: just because you borrow the type of voice doesn’t mean you’re borrowing their exact words. That’s where your talent comes in. You borrow words from the English Dictionary to communicate your thoughts, don’t you?
  • Inspiration:  One doesn’t get out of bed without a reason, and neither does your writing. The entire show of Castle begins with a lack of inspiration, and Castle finding it again in his muse, Detective Kate Beckett. While we understand all of us may not have a beautiful and complex love interest handy for literary inspiration, you have to capitalize on inspiration when it strikes you. Unfortunately, those moments inspiration strikes are always the most inconvenient times of the day. Two things to remember here:
    • Always carry paper. Everywhere. On your nightstand, just outside of the shower, or sitting on top of the toilet. Wherever you find yourself with inspiration… you must capitalize on it!
    • Write as much as you can when it does. Even if you don’t have time to write, elaborate on your ideas as much as you can. Writing three words about a complex thought will never come back to you when you look it up later.


Stretta to be discussed by international panel of experts at DDW

May 2, 2014

Mederi Therapeutics Science GI GERD

PC’s client, Mederi Therapeutics, will host an international panel of some of the world’s leading gastroenterologists during Digestive Disease Week (DDW) at 1:15 – 2:00 p.m. on May 5th, to discuss the use of Stretta, a radio frequency therapy, in the treatment of GERD. In addition to leading physicians from the United States, panelists hail from Saudi Arabia, Turkey and Italy.

Stretta is a non-invasive technique designed to treat Gastroesophageal Reflux Disease (more commonly referred to as GERD) in lieu of long-term drug therapy. Stretta is a low-energy radiofrequency energy that is designed to reform the esophageal tissue to help make the muscle gateway from the stomach to the esophagus stronger and more reliable, keeping acid out of the esophagus and in the stomach, where it belongs.

Panelists will be discussing the role of radiofrequency therapy and sharing their insights into the procedure and the type of patient for whom Stretta is appropriate. The Panel will take place in Product Theater 3319 on May 5th.  Mederi Therapeutics is located in booth 2384 and will have representatives available to answer questions. 

Digestive Disease Week DDW2014