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 ...
What’s a quick way to nab market share from a competitor? Roll out a superior product at the same price--and that’s what Shire believes it’s doing with newly approved dry eye med Xiidra. The ...
This summer, Bausch + Lomb unveiled plans to acquire a dry eye disease treatment from Novartis for up to $2.5 billion. Now, the eye health company has closed the deal. The purchase of XIIDRA, a 5% a ...
VAUGHAN, Ontario, September 09, 2025--(BUSINESS WIRE)--Bausch + Lomb Corporation (NYSE/TSX: BLCO), a leading global eye health company dedicated to helping people see better to live better, today ...
Novartis has entered into an agreement with Takeda Pharmaceutical Company Limited to acquire the assets associated with Xiidra (lifitegrast ophthalmic solution) 5% worldwide. Xiidra is the first and ...
Shire has announced the launch of Xiidra (lifitegrast ophthalmic solution) 5%, the first prescription treatment for both the signs and symptoms of dry eye disease. Shire has announced the launch of ...
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Bausch + Lomb publishes results from Xiidra 5% study
Bausch + Lomb (BLCO) announced Clinical Ophthalmology has published results from an investigator-initiated study which evaluated the effectiveness of Xiidra 5% in alleviating end-of-day eye dryness ...
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