TV, print promo launched for dry eye therapy

Irvine, CA-Allergan has launched the first direct-to-consumer (DTC) advertising campaign for its chronic dry eye therapy, cyclosporine ophthalmic emulsion 0.05% (Restasis). The television spots and print advertising feature actress Janine Turner (Maggie O'Connell on the television series Northern Exposure), who is a chronic dry eye sufferer who takes cyclosporine.

"Chronic dry eye is one of the most common complaints heard by eye-care professionals, yet many people don't recognize they could have the disease or understand its severity," said Erik Hafkey, Restasis brand manager.

"The DTC campaign gives us the opportunity to raise awareness of chronic dry eye and tell consumers about the availability of the only prescription therapy for chronic dry eye and the exceptional safety and efficacy profile of Restasis," he added.