Shire was entering brand new category; Eye Care. The first product in the portfolio was a dry-eye medication, slated to launch in 2016. There was only one other dry-eye player, and while it is doing well, it does not seem to have captured all the value this segment had to offer.
To create brand narrative that drives everything Xiidra does in an effort to maximize the value it can capture from the dry eye category
A narrative that drives everything the brand does internally and externally. It was a critical input to their branded and unbranded launch campaigns.