Restasis' first foray into Facebook drives big results for Allergan

Fierce Pharma ------- In Allergan's first social media dive for dry eye treatment Restasis last fall, it went all in on a Facebook digital campaign. The result? Measurements including brand impressions, ad recall and video views that rose well above the norm. The campaign began with Allergan looking for a brand refresh for blockbuster Restasis, which had been on the market for 13 years. The drug was facing competition for the first time thanks to Shire’s Xiidra, launched last August. So the pharma turned to Facebook, where Restasis did not have a presence. Facebook, working with digital agency Pascale Communications, as well as FCB Health and Mediacom, launched a Restasis page and began testing a variety of content and media formats. One of the first ideas the team settled on was creating top-level brand awareness driven by patient testimonial videos. To learn more click on the picture below to read the article.