PM360 2022 Trailblazer Awards Ophthalmology/Optometry Brand Champion Rashmi Singh

Rashmi Singh, Director of Marketing, Thea Pharma US

When a pharmaceutical product is challenged with strong generic competition, it becomes critical that the brand strategy, messaging, positioning, promotional mix, and execution are in sync for maximum impact. While serving as the Associate Director, Ocular Surface Franchise at Santen in her previous role, Rashmi Singh focused on defining a clear strategy for TobraDex ST (tobramycin dexamethasone ophthalmic suspension, in a XanGen formulation) that would differentiate it against generic options.

The problem to be solved was twofold. First, TobraDex ST’s positioning had to be refocused to specifically target acute flares of blepharitis/meibomian gland dysfunction (MGD). Previously, the drug was generally marketed to address inflammation and ocular infections. Second, Rashmi had to continue to bolster brand sales in an overcrowded prescription ophthalmic eye drop market that would also now include a new generic. Rashmi worked with Elevate Healthcare Marketing on a new campaign, which used the imagery of a flaming matchstick eyelash and the headline “Stop Flares Fast” to remind eye care professionals (ECPs) that TobraDex ST provides rapid relief from acute flares while also killing resistant pathogens such as methicillin-resistant Staphylococcus aureus and Streptococcus pneumoniae. The flames were also animated and used in digital tactics such as banner ads, conference videos, and kiosk videos.

The new campaign was launched in late March 2022 following its unveiling at the Santen National Sales Meeting. In alignment with market research, ECPs found the flaming matchstick eyelash campaign to be reflective of the disease state and were impressed by the presentation of the clinical data. The prescription data post launch showed 4-week/4-week growth, which outpaced the market (TobraDex ST +15/1% vs. Market +1%).


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