Case overview
In 2019, Novartis Pharmaceuticals acquired Xiidra, a first-in-class treatment for dry eyes. With the COVID-19 pandemic limiting in-person interactions, Novartis was faced the challenge of relaunching Xiidra in the United States using a digital-only strategy.
The Brief
Novartis sought to successfully relaunch Xiidra in the United States, despite the limitations imposed by the COVID-19 pandemic. The goal was to increase brand awareness, educate healthcare professionals about Xiidra’s benefits, and drive product adoption.
Our Approach
The Keshri team adopted a data-driven approach, leveraging analytics to inform content creation, digital advertising, and campaign performance evaluation. The team also collaborated closely with Novartis to ensure alignment with the company’s marketing objectives.
The Results
The digital-only relaunch of Xiidra was a resounding success. The campaign generated over $35 million in sales in the first month, exceeding Novartis’ expectations. The relaunch of Xiidra demonstrates the effectiveness of a data-driven, digital-first approach to pharmaceutical marketing. By harnessing the power of innovative content creation, targeted advertising, and virtual events, Novartis and the Keshri team were able to successfully launch Xiidra in a challenging environment and achieve significant growth in sales. The campaign also resulted in:
