Why Orasis is Betting on Doctors, Not Telehealth, for Vision Care

PONTE VEDRA, FL – July 21, 2026 – In an era where direct-to-consumer (DTC) models and telehealth platforms are hailed as the undisputed future of healthcare, Orasis Pharmaceuticals is making a powerful, counter-intuitive bet. The company just announced two new patient access programs for its presbyopia eye drop, Qlosi®, but the real story isn’t just the programs themselves—it’s the strategy behind them. Fifteen months after its U.S. launch, Qlosi boasts a patient refill rate of 49%, a figure roughly double what is typically seen for prescription therapies in the adjacent dry eye market.

This impressive metric isn't a happy accident. It’s the direct result of a deliberate, almost retro, strategy: empowering the eye care professional (ECP) instead of bypassing them. With a new “First Fill Free” program and an in-office dispensing option, Orasis is doubling down on its belief that for a condition as personal as vision, the trusted relationship between a doctor and patient is the ultimate growth engine. It’s a case study in how strategic operational choices can build a moat in a competitive market, proving that sometimes the most innovative path forward is the one that reinvests in the human touch.

A Deliberate Bet on the Professional

From its inception, the go-to-market strategy for Qlosi has been fundamentally different from the digital-first playbook that many modern pharmaceutical brands favor. Orasis has consciously chosen to place optometrists and ophthalmologists at the absolute center of its distribution model, a decision that now appears to be paying significant dividends.

“We built Qlosi around eye care professionals, not a direct-to-patient telehealth pathway,” stated Elad Kedar, Chief Executive Officer of Orasis Pharmaceuticals. This single sentence encapsulates a strategic philosophy that runs counter to the prevailing winds of disruption. While telehealth offers scale and convenience, Orasis wagered that patient adherence and long-term success in the presbyopia market would hinge on the expert guidance, personalized diagnosis, and in-person education that only an ECP can provide.

The 49% refill rate serves as powerful validation of this thesis. Prescription abandonment is a plague on the pharmaceutical industry, often driven by cost, side effects, or a simple lack of conviction. By ensuring the treatment journey begins in the optometrist’s chair, Orasis leverages the doctor’s credibility to build that conviction. Patients are not just responding to an ad; they are following a tailored recommendation from a professional they trust. This high-touch approach fosters an environment where patients are more likely to understand the treatment, manage expectations, and ultimately, stick with it.

Dismantling Barriers to Access and Adherence

With its market traction established, Orasis is now moving to eliminate the remaining friction points in the patient journey. The two new initiatives, First Fill Free and in-office dispensing, are tactical reinforcements of its core ECP-centric strategy.

The “First Fill Free” program, facilitated by pharmacy partner BlinkRx, is a shrewd move to overcome the initial hurdle of cost. For many of the 128 million Americans with presbyopia, the idea of a daily eye drop to replace reading glasses is novel. This program de-risks the decision to try Qlosi, allowing patients to experience its benefits without an immediate financial commitment. The partnership with BlinkRx adds another layer of operational sophistication, acting as a “digital pharmacy concierge” that handles insurance logistics and home delivery, thereby simplifying the process for both the ECP’s office and the patient.

Simultaneously, the introduction of in-office dispensing offers a powerful alternative that enhances convenience and ensures immediate treatment initiation. For practices in states where regulations permit, patients can now leave their appointment with Qlosi in hand. This eliminates the risk of a prescription going unfilled due to a lost script, a pharmacy delay, or a change of heart.

Dr. David Rouse, an optometrist and President of SECO, an education-focused optometric organization, highlighted the practical value of these options. “A no-cost first fill through BlinkRx removes a barrier to starting, and having Qlosi in the office lets me start the right patient during the visit, which is what I prefer,” he noted. This sentiment is echoed by other ECPs, who see these programs as tools that empower them to provide better, more immediate care.

The Challenger's Edge in a Crowded Field

Orasis entered a presbyopia market where a first-mover, AbbVie’s Vuity, had already established a significant presence. To compete effectively, a challenger needs clear points of differentiation, and Orasis has built its strategy around two: a superior patient experience and a superior prescriber experience.

The patient experience is anchored in Qlosi's formulation. As a 0.4% pilocarpine solution, it uses a lower concentration of the active ingredient than some competitors. More importantly, its preservative-free EyeQ Formulation™ was designed with a near-neutral pH and dual lubricants. In the world of ophthalmic drops, tolerability is king. Side effects like headache, brow ache, and instillation site pain are primary drivers of non-adherence. According to ECPs, Qlosi’s formulation appears to be a key factor in its success. “The tolerability is a major advantage,” one ophthalmologist who prescribes multiple presbyopia drops noted anonymously. “When a patient finds a drop that works without the discomfort, they are far more likely to stay on it. That’s what we’re seeing in practice.”

This focus on a more comfortable product, combined with the ECP-centric access model, creates a powerful flywheel. The doctor, confident in the product’s tolerability and efficacy, recommends it. The patient has a positive initial experience, aided by a free first fill. The high-touch support and proven results lead to a refill. This virtuous cycle, fueled by both product innovation and operational strategy, is what gives Orasis its competitive edge.

Strategic Implications for Pharma and Healthcare

The success of Qlosi offers a vital lesson for the broader healthcare and pharmaceutical industries. It demonstrates that in the relentless push for digital transformation, the strategic value of the human intermediary should not be underestimated. The Orasis model is not anti-technology; its partnership with a tech-forward pharmacy like BlinkRx proves that. Instead, it’s about using technology to augment the traditional doctor-patient relationship, not replace it.

This hybrid approach—combining a trusted human expert with technology that removes logistical friction—may well be the blueprint for success in specialty and lifestyle-oriented therapeutic areas. It acknowledges that patient behavior is complex and that adherence is driven by a combination of efficacy, tolerability, trust, and convenience. By meticulously addressing each of these factors, Orasis has not only built a successful brand but has also provided a compelling counter-narrative to the prevailing DTC orthodoxy. It’s a reminder that in the business of health, the relationship remains the ultimate platform.