How pharma found a new window on Facebook

Marylyn Donahue

This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.

In the fall of 2016, Allergan, a multinational pharmaceutical manufacturer headquartered in Dublin, Ireland, and Parsippany, NJ, made a first step into social media with a branded Facebook page that would help reinvigorate RESTASIS, a 12-year old product for treating dry-eye problems.

Having dominated the prescription-ophthalmic space for over a decade, RESTASIS was facing competition from a recently-launched rival: Shire's iixdra, also approved by the Food and Drug Administration (FDA) as a treatment for dry eyes, launched in August 2016, and changed the dynamics of the market.

Allergan's strategy thus sought to:

  • position RESTASIS as the leading prescription treatment for...

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