Pulling a crowd in the foyer of the Faculty of Medicine and Health building at the University of Auckland’s Ocular Therapeutic 2023 conference was first-time exhibitor Zivana Anderson from Niche Pharma. She had chosen the event to launch EziDrops to New Zealand’s ophthalmic market. “The feedback has been great. We’ve had lots of comments like, ‘it’s so simple’, ‘it works’ and that they can absolutely see a need for this for many of their patients who have to take eye drops regularly.”
Designed by UK-based businessman Bob Gokani after he struggled with his own eye drops and couldn’t find anything in the market to help him, the EziDrops applicator is a simple, soft plastic dispensing tool. Designed to deliver drops to the centre of the eye to reduce product wastage, it’s easy to use, fits almost any dropper bottle with a nozzle, is suitable for young children, and older people with arthritis and, because it covers the whole eye, there’s no blink or flinch reflex, said Anderson. “It’s about compliance and making it easier for the patient. For example, other eye-drop dispensers require you to hold the eyelid up, whereas this leaves the lids free, covering the whole eye so the drop can be placed in the centre, which is better for absorption too.” Responding to a query about cross-infection, Anderson said EziDrops dispensers come in four colours, so she recommends patients buy two and remember ‘red for right’ so they know which dispenser is for which eye.
Gokani introduced EziDrops to the UK market about 18 months ago, netting both the endorsement of the UK charity Royal National Institute of Blind People, which sells it through its outlets, and Boots pharmacies. It’s been rolled out across Europe and is poised to be launched in the US, but this is its first introduction in Australasia, said Anderson. The eyecare market seemed the most obvious start to her, she said, but there are plans to also approach the pharmacy market, especially those with rest-home clients, down the line. “Optometrists and ophthalmologists understand the need and actually support patients with their eye drop usage, so we feel this is the right place to start.”
