our mission

We innovate and develop home-based ophthalmology diagnostics that
enable both patients and eye care professionals to optimize visual
outcomes using our proprietary cloud-based platform


Our Purpose

We enable physicians to extend disease management into the patient’s home to obtain optimal vision outcomes


The Heart, Soul and Mind of Notal Vision begins with the Eyes

Inclusive Hearts
We strive to create a company culture where the positive input of all employees is expected, valued, and rewarded. Where patients are at the core of what we do
Impartial Souls
We commit to fair and equitable treatment of patients, doctors, providers, and employees
Inquisitive Minds
We lead change by striving to enable physicians to care for their patients in the home setting


Notal Vision has its roots in the innovative culture of Tel Aviv, a globally recognized center of hardware and software distribution.

The pioneering research and development team at Notal Vision sought to change the lives of people with age-related macular degeneration (AMD) with a simple, daily, at-home test. The result of their effort is ForeseeHome®. A large, randomized clinical trial conducted by the US National Eye Institute, AREDS2 HOME Study,  followed 1,520 dry AMD patients in the United States and evaluated their vision upon progression to the sight-threatening wet form of the disease. With the highly significant results from this trial demonstrating the vision benefit of ForeseeHome to patients, Notal Vision launched the product and gained US Medicare reimbursement in late 2015.

Today, Notal Vision headquarters is located in Manassas, Virginia, where the strength of our Tel Aviv R&D is combined with a veteran industry leadership team led by CEO, Quinton Oswald. With a deep pedigree of ophthalmic successes in large and small companies, including Lucentis® and Xiidra®, Mr. Oswald has assembled proven commercial, medical, and financial executives to be the architects of the company’s future.

The Independent Diagnostic Testing Facility (IDTF) underpins Notal Vision’s home-diagnostic capability. Directed by ophthalmologists, the IDTF is the epicenter of ForeseeHome testing result collection, analysis, and dissemination. Notal Vision IDTF doctors provide continual access to data as well as timely reports when a significant change in testing results takes place to ForeseeHome patients and their prescribing physicians.

Notal Vision’s pipeline includes Home-based Optical Coherence Tomography (OCT) which has entered the clinic and will reach the market within the next two years. For the vast majority of the 1.5 million eye injections delivered each year in the US, Home-OCT will enable eye doctors to treat based on individualized, continuous assessments of each patient’s disease status, moving from a standardized treatment regimen to personalized medicine.

Additional pipeline programs further optimize the vision benefits of timely and continuous disease detection and diagnosis, leveraging Notal Vision’s ability to place medical diagnostics in patients' homes and data in doctors' offices.


Notal Vision’s executive team is composed of highly and diversely experienced individuals united by their focus on the patient and a passion for pioneering value-added paradigm shifts in eye care. Together they represent more than 150 years of ophthalmology and industry expertise spanning product development, clinical development, and commercialization.

Management Team


Susan Orr, Chief Executive Officer

Dr. Orr is the Chief Executive Officer at Notal Vision, where she was previously the Chief Medical Officer and Vice President of Medical Affairs. Prior to her time at Notal Vision, Dr. Orr held a range of leadership roles at Alcon, before and after the Novartis acquisition, followed by Janssen (Pharmaceutical Companies of J&J) before joining Notal Vision in 2016. With a back-of-the-eye focus over the past 15 years, Dr. Orr has had both R&D and Commercial responsibilities including Pharmaceutical Alliances (BD&L) where she was key in the acquisition of ESBA1008, now known as brolucizumab. Dr. Orr also held leadership roles in Pipeline Strategy, New Product Strategy, Medical Affairs, and Clinical Development programs. Moving to industry in 1997 following 10 years in private optometric practice in Canada, Dr. Orr completed both her undergraduate (BSc) and graduate degrees (OD) at the University of Waterloo, Ontario.


Grace Chang, MD, PhD, Chief Medical Officer

Dr. Chang is the Chief Medical Officer at Notal Vision. She is a board-certified ophthalmologist and practicing vitreoretinal surgeon at the University of Southern California. Prior to joining Notal Vision, Dr. Chang held several high-level clinical and strategic roles at Alcon Laboratories, a subsidiary of Novartis, following a faculty appointment at the University of Washington. Dr. Chang completed her ophthalmology residency and vitreoretinal fellowship at Harvard Medical School, Massachusetts Eye and Ear Infirmary in Boston, MA.  Additionally, Dr. Chang holds a PhD in Computation and Neural Systems from the California Institute of Technology, an MS in Electrical Engineering from Stanford University, and a BS in Chemistry from Stanford University.


Gidi Benyamini, Chief Technology Officer and Director of Notal Vision Innovation Center

As the Chief Technology Officer and Director of Notal Vision Innovation Center, Mr. Benyamini is responsible for overseeing the the R&D, Engineering and Manufacturing facility in Tel Aviv, Israel. During his 15 years at Notal Vision, Mr. Benyamini had a leadership role in the development and manufacturing of ForeseeHome and in the initiation and successful execution of the AREDS2-HOME study in collaboration with the National Eye Institute. Prior to joining Notal Vision, Mr. Benyamini was Vice President of Engineering and Manufacturing at LaserComm, a telecommunications company based in Dallas, Texas. Prior to that, he held various positions in the Israeli hi-tech industry. Mr. Benyamini holds an engineering degree from Tel Aviv University and an MBA from Fairleigh Dickinson University in New Jersey.


John Hall, Corporate Controller, Interim Chief Financial Officer

John Hall is the Corporate Controller and acting CFO for Notal Vision. Mr. Hall has over 25 years’ experience in  accounting and finance working with both Fortune 500 companies and several start-ups, where he has led successful ERP implementations and built strong finance organizations.


Roni Amiel, Chief Information Officer

Mr. Amiel has more than 20 years of information systems leadership and brings extensive expertise of IT initiatives to this role. His most recent experience was at Frost Data Capital, which provides ideation, investment, and incubation to launch and scale startups. Prior to this, he was at Healthcare Analytics, where he was Chief Technology Officer and Chief Information Securing Officer. He was also the Chief Information Officer and Chief Information Security Officer for Blythedale Children’s Hospital in New York. Mr. Amiel earned his Bachelor of Science in Business Administration with a concentration in Information Technology from Colorado Technical University and his Masters in Biomedical and Informatics from Rutgers University.

Board of Directors

Guy Katsav, Chairman, Healthcare Investments, Ganot Capital

Mr. Katsav has been with Ganot Capital since 2009. He has extensive financial and strategic experience with healthcare companies across many specialties and throughout the world. He oversees investments in biopharmaceutical and medical device companies as well as buyouts of healthcare service companies. Mr. Katsav serves on the board of directors of eight portfolio companies, ranging from healthcare services companies with thousands of employees to med-tech and biotech start-ups developing life-altering, cutting-edge technologies. Prior to joining Ganot, Mr. Katsav worked in global healthcare investment banking for 8 years, most recently at Lazard. He graduated from Tel Aviv University with degrees in law and economics, and received an MBA from Columbia University.

Susan Orr, OD, CEO of Notal Vision

Dr. Orr is the Chief Executive Officer at Notal Vision, where she was previously the Chief Medical Officer and Vice President of Medical Affairs. Prior to her time at Notal Vision, Dr. Orr held a range of leadership roles at Alcon, before and after the Novartis acquisition, followed by Janssen (Pharmaceutical Companies of J&J) before joining Notal Vision in 2016. With a back-of-the-eye focus over the past 15 years, Dr. Orr has had both R&D and Commercial responsibilities including Pharmaceutical Alliances (BD&L) where she was key in the acquisition of ESBA1008, now known as brolucizumab. Dr. Orr also held leadership roles in Pipeline Strategy, New Product Strategy, Medical Affairs, and Clinical Development programs. Moving to industry in 1997 following 10 years in private optometric practice in Canada, Dr. Orr completed both her undergraduate (BSc) and graduate degrees (OD) at the University of Waterloo, Ontario.

Quinton Oswald, Former CEO of Notal Vision

Mr. Oswald is an ophthalmic industry veteran and the former CEO of Notal Vision. Prior to joining Notal Vision, Mr. Oswald served as CEO of Neurotech Pharmaceuticals. As CEO of SARcode Bioscience, he was instrumental in the clinical development of lifitegrast ophthalmic solution 5% (Xiidra®) for the treatment of dry eye disease, and its subsequent sale to Shire, PLC. Previously, he was Vice President & Business Unit Head for Genentech’s Tissue Growth and Repair Business. During his tenure at Genentech, Mr. Oswald oversaw the highly successful commercial launch of Lucentis® (ranibizumab injection) for the treatment of wet AMD. Prior to Genentech, Mr. Oswald led the North American Ophthalmology business for Novartis, which, in conjunction with QLT, Inc., pioneered Visudyne® (verteporfin for injection), the first drug treatment for wet AMD. Mr. Oswald also serves on the board of directors at Okogen, a developer of innovative ophthalmic therapeutics.

John Pollack, MD, Partner Illinois Retina Associates

Dr. Pollack is a Partner with Illinois Retina Associates in Chicago and an Assistant Professor of Ophthalmology at Rush University Medical Center. He is President-elect of the American Society of Retina Specialists (ASRS) and sits on the Board of its philanthropic foundation. An active researcher and lecturer, Dr. Pollack is the co-founding Editor of the annual ASRS Preferences and Trends (PAT) Survey which is the largest international survey of medical and surgical trends in retina and co-founder of The Winning Pitch Challenge, a medical competition that encourages and supports innovation in ophthalmology. Dr. Pollack has helped to start three physician-focused companies, is an advisor to multiple biotechnology and pharmaceutical companies, and sits on multiple commercial and non-profit boards.

Boaz Dinte, Managing Partner at Evergreen Venture Partners

Mr. Dinte joined Evergreen Venture Partners in 1996. He is personally responsible for some of the most significant exits at Evergreen. These include Evergreen’s investments in Exalink, which was acquired by Comverse; P-cube, which was sold to Cisco; Envara, which was acquired by Intel; and BigBand, which went public on NASDAQ. Prior to Evergreen, he was responsible for building the sales and marketing infrastructure in Europe and Asia as Director of Business Development and Marketing at M-Systems.

Zvika Slovin, MD, VP of Medical Devices, Elron

Dr. Slovin brings extensive experience in founding, managing, and successfully exiting Israeli start-up companies such as RDC Communications, Gnome, Tactile Technologies and QuantomiX. At Elron, Dr. Slovin provides business guidance and serves as a director in several of Elron’s group companies.

Barak Azmon, MD

Dr. Azmon, an ophthalmologist, is one of the co-founders of Notal Vision.



US-based, privately held investment company that has nearly 50 years of healthcare investment experience focused on senior care


Israeli investment fund dedicated to building technology companies, primarily in MedTech


Technology-focused Israeli venture capital firm

Independent Diagnostic Testing Facility

The Independent Diagnostic Testing Facility (IDTF) of Notal Vision is a medical provider, directed by licensed ophthalmologists. The IDTF is responsible for the collection, analyses, and reporting of all ForeseeHome patient testing results to both prescribing physicians and patients. Notal Vision IDTF physicians provide timely medical reports to doctors when a significant change in a patient’s testing results takes place, facilitating earlier detection and superior vision outcomes. The patient and physician enjoy 24/7 online access to testing results and compliance. Both doctors and patients are supported by a team of certified ophthalmic technicians and prescription specialists that manage the day-to-day operations of the IDTF and form the point of contact for testing related inquiries and feedback.

IDTF Physician Supervisors

George E Sanborn, MD

Dr Sanborn is a board-certified ophthalmologist. Following residency, he completed a fellowship in neuro-ophthalmology at the Wilmer institute, Johns Hopkins Hospital, Baltimore followed by a retina fellowship at the Wills Eye Hospital in Philadelphia. Dr. Sanborn was a Fulbright Scholar at the St. John Ophthalmic Hospital in the West Bank and a World Health Organization Fellow in the People’s Republic of China. Serving as a full-time faculty member at several institutions including the University of Texas Southwestern at Dallas, he has authored and/or co-authored several textbooks as well as numerous journal publications. With a history of active participation in clinical research, Dr. Sanborn was a principal investigator or co-investigator in Lucentis® and Eylea® age-related macular degeneration and diabetic macular edema trials, as well as the National Eye Institute’s SCORE1 studies for retinal vein occlusions. Dr. Sanborn joined the Notal Vision Data Monitoring Facility in 2015 as the Clinical Director, bringing his expertise and passion for improving patient outcomes to the pioneering field of patient-activated, cloud-based disease detection and monitoring in ophthalmology.

1Standard Care vs Corticosteroid for Retinal Vein Occlusion

Jennifer Jacobs, MD

Dr. Jacobs is a board certified ophthalmologist. Following residency, Dr. Jacobs served as a clinical instructor at the University of Maryland where she also completed a fellowship in Cornea, External Disease and Refractive Surgery in the Department of Ophthalmology, University of Maryland at Baltimore. Dr. Jacobs has nearly 20 years of ophthalmic experience in private practice providing comprehensive ophthalmic care as well as performing general ophthalmic and corneal surgery in Virginia and Maryland. Dr Jacobs is well respected among her peers who have selected her in 2015 as one of Northern Virginia’s top doctors. Dr. Jacobs is a fellow of the American Academy of Ophthalmology, and is a member of The Northern Virginia Academy of Ophthalmology, The Cornea Society, and the American Society of Cataract and Refractive Surgery. Dr. Jacobs is highly rated by her patients and takes pride in keeping abreast of the latest technological advances to provide her patients with the best care. Dr. Jacobs joined the Notal Vision Data Monitoring Facility in 2017 as one of our Medical Directors bringing her expertise and passion for patient education, early intervention and state-of-the-art ophthalmic care to the pioneering field of patient-activated cloud-based disease detection and monitoring in ophthalmology.

IDTF Performance Standards

Below is a list of the performance standards that an IDTF must meet in order to obtain or maintain their Medicare billing privileges. These standards, in their entirety, can be found in 42 Code of Federal Regulations (C.F.R) section 410.33(g).

1. Operate its business in compliance with all applicable Federal and State licensure and regulatory requirements for the health and safety of patients.

2. Provides complete and accurate information on its enrollment application. Changes in ownership, changes of location, changes in general supervision, and adverse legal actions must be reported to the Medicare fee-for-service contractor on the Medicare enrollment application within 30 calendar days of the change. All other changes to the enrollment application must be reported within 90 calendar days.

3. Maintain a physical facility on an appropriate site. For the purposes of this standard, a post office box, commercial mail box, hotel or motel is not considered an appropriate site.

(i) The physical facility, including mobile units, must contain space for equipment appropriate to the services designated on the enrollment application, facilities for hand washing, adequate patient privacy accommodations, and the storage of both business records and current medical records within the office setting of the IDTF, or IDTF home office, not within the actual mobile unit.

(ii) IDTF suppliers that provide services remotely and do not see beneficiaries at their practice location are exempt from providing hand washing and adequate patient privacy accommodations.

4. Have all applicable diagnostic testing equipment available at the physical site excluding portable diagnostic testing equipment. A catalog of portable diagnostic equipment, including diagnostic testing equipment serial numbers, must be maintained at the physical site. In addition, portable diagnostic testing equipment must be available for inspection within two business days of a CMS inspection request. The IDTF must maintain a current inventory of the diagnostic testing equipment, including serial and registration numbers, provide this information to the designated fee-for-service contractor upon request, and notify the contractor of any changes in equipment within 90 days.

5. Maintain a primary business phone under the name of the designated business. The primary business phone must be located at the designated site of the business, or within the home office of the mobile IDTF units. The telephone number or toll-free numbers must be available in a local directory and through directory assistance.

6. Have a comprehensive liability insurance policy of at least $300,000 per location that covers both the place of business and all customers and employees of the IDTF. The policy must be carried by a non-relative-owned company. Failure to maintain required insurance at all times will result in revocation of the IDTF’s billing privileges retroactive to the date the insurance lapsed. IDTF suppliers are responsible for providing the contact information for the issuing insurance agent and the underwriter. In addition, the IDTF must:

(i) Ensure that the insurance policy must remain in force at all times and provide coverage of at least $300,000 per incident; and

(ii) Notify the CMS-designated contractor in writing of any policy changes or cancellations.

7. Agree not to directly solicit patients, which include, but is not limited to, a prohibition on telephone, computer, or in-person contacts. The IDTF must accept only those patients referred for diagnostic testing by an attending physician, who is furnishing a consultation or treating a beneficiary for a specific medical problem and who uses the results in the management of the beneficiary’s specific medical problem. Non-physician practitioners may order tests as set forth in §410.32(a)(3).

8. Answer, document, and maintain documentation of a beneficiary’s written clinical complaint at the physical site of the IDTF (for mobile IDTFs, this documentation would be stored at their home office.) This includes, but is not limited to, the following:

(i) The name, address, telephone number, and health insurance claim number of the beneficiary.

(ii) The date the complaint was received; the name of the person receiving the complaint; and a summary of actions taken to resolve the complaint.

(iii) If an investigation was not conducted, the name of the person making the decision and the reason for the decision.

9. Openly post these standards for review by patients and the public.

10. Disclose to the government any person having ownership, financial, or control interest or any other legal interest in the supplier at the time of enrollment or within 30 days of a change.

11. Have its testing equipment calibrated and maintained per equipment instructions and in compliance with applicable manufacturers suggested maintenance and calibration standards.

12. Have technical staff on duty with the appropriate credentials to perform tests. The IDTF must be able to produce the applicable Federal or State licenses or certifications of the individuals performing these services.

13. Have proper medical record storage and be able to retrieve medical records upon request from CMS or its fee-for-service contractor within 2 business days.

14. Permit CMS, including its agents, or its designated fee-for-service contractors, to conduct unannounced, on-site inspections to confirm the IDTF’s compliance with these standards. The IDTF must be accessible during regular business hours to CMS and beneficiaries and must maintain a visible sign posting the normal business hours of the IDTF.

15. With the exception of hospital-based and mobile IDTFs, a fixed-base IDTF does not include the following:

(i) Sharing a practice location with another Medicare-enrolled individual or organization.

(ii) Leasing or subleasing its operations or its practice location to another Medicare-enrolled individual or organization.

(iii) Sharing diagnostic testing equipment using in the initial diagnostic test with another Medicare-enrolled individual or organization.

16. Enrolls in Medicare for any diagnostic testing services that it furnishes to a Medicare beneficiary, regardless of whether the service is furnished in a mobile or fixed-base location.

17. Bills for all mobile diagnostic services that are furnished to a Medicare beneficiary, unless the mobile diagnostic service is part of a service provided under arrangement as described in section 1861(w)(1) of the Act.