WHY WAIT? | NOVARTIS

Multiple Owners – DSA + DTC/HCP Integrated Campaign – Congress – Launch

Every year, hundreds of thousands of patients are sidelined by the relentless, gritty reality of DED (Dry Eye Disease). It isn't just “a little irritation”; it’s a chronic disease cycle that blurs their vision and turn everyday life into a constant battle for comfort. Even with proven science on the shelf, the path to relief is a total mystery to most patients. We tore up the playbook, launching a dual-track campaign that cut through the noise to position XIIDRA as the only non-steroidal powerhouse delivering true, long-lasting relief.