Upcoming Webinars Archived Webinars Training Vitals Host A Webinar About Get Updates Contact

Allergan’s Dry Eye Ad Campaign Aims to Raise Disease Awareness

XTALKS VITALS NEWS

Eye Exam

Using its new ad campaign titled, “Eyepowerment,” global pharmaceutical company Allergan hopes to inspire individuals experiencing these symptoms to talk to their doctor about treatment options for the eye condition.

Share this!

March 14, 2017 | by Sarah Hand, M.Sc.

It’s estimated that up to 33 million Americans suffer the symptoms of chronic dry eye disease, including redness, itching and watering. Using its new ad campaign titled, “Eyepowerment,” global pharmaceutical company Allergan hopes to inspire individuals experiencing these symptoms to talk to their doctor about treatment options for the eye condition.

“As a global leader in eye care, we are always working toward raising awareness for and renewing the conversation around the issue of Chronic Dry Eye since it affects millions of people,” said Herm Cukier, Senior Vice President, Eye Care, Allergan. “The campaign taps into consumers' emotions, hopefully inspiring more people to find Eyepowerment.”

The ad campaign features iconic celebrities and other historical figures, including Grace Kelly, Amelia Earhart and Frida Kahlo. According to Allergan, these women were chosen as the faces of the campaign because their “presence – and eyes – helped tell their personal story, reveal their character and leave their mark on the world.”

Eyepowerment includes digital, social, television and print ads, and is backed-up by public relations support. The social media campaign was officially launched on February 24.



In promotion of the DTC ad campaign, Allergan enlisted the help of various celebrities and influencers who tweeted using the hashtag, #Eyepowerment during the Academy Awards last month. Allergan also vowed to donate $10 for every “eye selfie” posted using the hashtag to the charitable organization, Dress for Success.

Allergan’s disease awareness ad campaign is poised to further promote its blockbuster dry eye drug, Restasis. Last year, direct competitor, Shire launched its Restasis competitor, Xiidra.

When Allergan hired actress Marisa Tomei to be the face of Restasis, Shire followed suit by recruiting actress Jennifer Aniston to star in the company’s “eyelove” commercial. Despite the competition between the drugmakers, some analysts believe there’s enough room in the dry eye market for both companies.

“As Shire's Xiidra continues to ramp up, we expect the dry eye market to expand to approximately two billion and become a stable oligopoly between the two products,” said Bernstein’s Ronny Gal. In addition, Gal predicted that the approval timeline for generic dry eye drugs could be delayed, giving Allergan and Shire’s dry eye treatments more time on the market without generic competition.


Keywords: Chronic Dry Eye, DTC, Disease Awareness


| NEXT ARTICLE | MORE NEWS | BLOGS | VIDEOS | POLLS & QUIZZES | WEBINARS |

Share this with your colleagues!

MORE NEWS
New Self-Injectable Form of Lupus Drug Approved by the FDA

July 25, 2017 - Patients with systemic lupus erythematosus (SLE) will now have the option to self-inject their medication thanks to the FDA approval of GSK’s reformulated lupus drug, Benlysta (belimumab).

Featured In: Biotech News


Canadian Chicken Farmers to Further Reduce Use of Antibiotics

July 24, 2017 - The Chicken Farmers of Canada, a national group dedicated to supporting poultry farmers and helping them meet consumer demand for chicken, has announced their strategy for eliminating the use of certain antimicrobials in meat production.

Featured In: Food News


Neonatal MRI Medical Device Approved by the FDA

July 24, 2017 - Medical device maker Aspect Imaging has received US Food and Drug Administration (FDA) approval for its Embrace Neonatal MRI System.

Featured In: Medical Device News


LEAVE A COMMENT
 
  
THE XTALKS VITALS INDUSTRY BLOG

Manufacturing Control Strategies: What Pharmaceutical and Biotech Companies Need to Know

REGISTER FOR THESE WEBINARS

Outsourcing Pharmacovigilance: Pros and Cons and Lessons Learned


EDC and eSource: Combined for Better Data and Faster Insights


Using Model Reduction to Bridge the Quality Systems Pharmacology-Pharmacometrics Divide


How to Maximize Your Non-GLP Toxicology Studies: A Guide for Optimal Design and Methodology


Copyright © 2016-2017 Honeycomb Worldwide Inc.