Case overview
In 2019, Novartis Pharmaceuticals acquired Xiidra, a first-in-class treatment for dry eyes. The COVID-19 pandemic posed a significant challenge to the relaunch of Xiidra in the United States, as traditional in-person marketing tactics were limited. To overcome this hurdle, Novartis partnered with Leaders of Healthcare, a strategic communications firm specializing in healthcare and public health.
Involvement
Watch the Commercial:
Key Opinion Leader Activation: Dr. Ken Jeong
One of the key components of Leaders of Healthcare’s strategy was the activation of key opinion leaders (KOLs) to amplify the Xiidra relaunch. The firm selected Dr. Ken Jeong, a renowned medical physician, comedian, and actor, as a strategic partner due to his broad appeal and credibility within the healthcare community.
Our Approach
Leaders of Healthcare employed a multi-faceted approach, including the activation of key opinion leader Dr. Ken Jeong, content creation, digital marketing, print publishing, and the development of a “Dry Eye” animated character.
The Results
The relaunch of Xiidra was a resounding success, with the campaign generating over $35 million in sales in the first month. The “Dry Eye” animated character played a significant role in enhancing patient engagement and understanding of the condition.
The partnership between Novartis and Leaders of Healthcare demonstrated the effectiveness of leveraging a combination of traditional and innovative marketing strategies to drive successful product launches. By incorporating the “Dry Eye” animated character into the campaign, Novartis was able to make the concept of dry eye more relatable and engaging for patients.
