Today's Practice | Nov/Dec 2016

Who Sells it Better?

Shire, Allergan landed big-name spokespersons for their dry eye campaigns.

Two girl-next-door American actresses recently signed on with two different pharma companies—Shire and Allergan—to promote dry eye disease (DED) awareness.

Jennifer Aniston’s educational awareness campaign for Shire uses the catchphrase eyelove in an attempt to raise awareness and understanding about chronic DED symptoms and to encourage women to discuss their DED symptoms with their eye doctors. The campaign’s website, http://www.myeyelove.com, showcases personal stories of women with DED. There was also an eyelove art project event in New York City, which invited attendees to create artistic images of their eyes using a customized photo capture. The images were then broadcast onto a large screen.

Marisa Tomei’s campaign for Allergan’s blockbuster drug Restasis encourages individuals to take an online DED quiz by donating US$1 for every quiz taken to Guide Dogs for the Blind. The quiz is available at https://www.restasis.com/What-Is-Chronic-Dry-Eye-Disease/Take-the-Dry-Eye-Quiz.

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