Dry eye is rightly regarded as a ‘common disease’: its prevalence in Germany is estimated to be between 15% and 17%. The subject is arousing a great deal of interest in the medical community, as many patients are trapped in a vicious circle, which Santen is breaking with its successful campaign for a ciclosporin-A preparation.
Anti-inflammatory agents are often in demand for the treatment of dry eyes when tear substitutes are no longer enough. With the motto: “break the vicious circle of short-term treatment” Santen is positioning its ciclosporin A treatment which is approved for the long-term treatment of dry eye and therefore represents an alternative to the topical application of corticosteroids. These are only intended for short-term use, if possible, due to the risk of increased intraocular pressure (IOP) and of developing cataracts. Use of ciclosporin A is therefore recommended for long-term anti-inflammatory therapy.
Communication with physicians is normally face-to-face. During the coronavirus pandemic when visits are restricted and meetings can only take place virtually, print mailings are an attention-grabbing alternative. 3We launched the international campaign for dry eye specialists in compliance with the market-specific and legal requirements for the German market: with product information for ophthalmologists on Coliquio, for instance, in specialist newsletters, physician brochures and print mailings. We also designed and programmed comprehensive e-detailing for the ciclosporin A treatment on the IQVIA platform.
Santen Pharmaceutical is one of the world’s leading pharmaceutical companies specialising in ophthalmology. Santen is dedicated to improving eye health and vision for patients. In the EMEA countries Santen is a leader in the treatment of glaucoma and dry eye with prescription drugs as well as several OTC products.
