Novartis debuted a campaign for dry eye disease medication Xiidra this month, turning the inflammation behind dry eye into a villain. The campaign is both raising awareness for dry eye disease and ...

Bausch & Lomb BLCO announced an agreement with Novartis to acquire dry eye drug Xiidra (along with a few early-stage eye care products) for $1.75 billion in upfront cash and potential sales-based ...

Xiidra (lifitegrast ophthalmic solution) may be safe to use while pregnant or breastfeeding. Your doctor can help you determine whether you should use the drug during this time. If you may be or can ...

A red-hot animated menace takes center stage in Xiidra's latest DTC campaign, its first under new brand owner Novartis. In the debut TV commercial, the inflammation-personified character lurks behind ...

Novartis last year bought Shire’s dry eye drug Xiidra from Takeda to beef up its ophthalmic offerings and reap blockbuster sales along the way. But now, the $3 billion-plus buy doesn't look so ...

Typical DTC drug campaigns feature happy people hiking in the woods or enjoying a picnic. Shire abandoned that custom in favor of a minimalist, text-centric drug campaign for its dry eye treatment ...

This summer, Bausch + Lomb unveiled plans to acquire a dry eye disease treatment from Novartis for up to $2.5 billion. Now, the eye health company has closed the deal. The purchase of XIIDRA, a 5% a ...

VAUGHAN, Ontario--(BUSINESS WIRE)--Bausch + Lomb Corporation (NYSE/TSX: BLCO), a leading global eye health company dedicated to helping people see better to live better, today announced it has ...

Please provide your email address to receive an email when new articles are posted on . Well, Labor Day has come and gone, so I guess it is time for my annual September lifitegrast — now Xiidra — ...

LAVAL, QC / ACCESSWIRE / June 30, 2023 / Bausch + Lomb Corporation (NYSE/TSX:BLCO), a subsidiary of Bausch Health Companies Inc. (NYSE/TSX:BHC), announced that it has entered into a definitive ...

VAUGHAN, Ontario--(BUSINESS WIRE)--Bausch + Lomb Corporation (NYSE/TSX: BLCO), a leading global eye health company dedicated to helping people see better to live better, today announced it has entered ...

Xiidra (lifitegrast) eye drops are a brand-name drug that doctors may prescribe to treat the symptoms of dry eye disease. If a person has a Medicare Part D prescription drug plan or a Medicare ...