Typical DTC drug campaigns feature happy people hiking in the woods or enjoying a picnic. Shire abandoned that custom in favor of a minimalist, text-centric drug campaign for its dry eye treatment ...

Shire’s first campaign for Xiidra is all about eyes and "i"s. The first work for the dry eye disease treatment uses the "ii" in the drug’s name to create visual plays on words. The campaign subs the ...

Xiidra (lifitegrast) is a prescription drug that’s used to help relieve symptoms of dry eye disease in adults and certain children. Xiidra comes as liquid eye drops in single-use vials. To learn more ...

Bausch + Lomb recently announced positive results from a study on XIIDRA, enhancing its position in treating dry eye disease in contact lens wearers. This news, alongside the U.S. launch of ASANA gas ...