Sponsored by Haymarket Medical Network and Haylo


Santen and Elevate Healthcare
Stop Flares Fast

This website successfully solves a case of mistaken identity in the crowded prescription eye drop market. Busy ophthalmologists and optometrists often assumed that TobraDex ST, a Santen product, is the same as Tobradex, owned by a competitor. And previously, TobraDex ST had been generally marketed to address inflammation and ocular infections.

Research among these eyecare providers revealed that patients were suffering from uncontrolled flares of blepharitis and meibomian gland dysfunction (MGD). These episodes were not well managed with their previous maintenance therapies, and this medication can help. This effort positioned TobraDex ST as a rescue treatment, used short-term for these symptoms.

In part, this rebranding effort succeeds by clearly telling TobraDex ST’s story, moving beyond treatment for general inflammation to specifically targeting blepharitis flares. This is its key differentiator against Tobradex. The more specific positioning also bolstered brand sales in an overcrowded prescription eye drop market by differentiating TobraDex ST. And it explained the importance of XanGen suspension technology, which increased the drug’s viscosity, ocular retention and bioavailability in a preclinical study.

But those are all commercial and science-driven details, and this website’s true hero is a riveting illustration. Animation brings the flaming eye image to life, with realistic-looking flames burning the matchstick eyelashes. Amid the flickering and smoke, the “ST” in “Stop” and “Fast” is typeset in blue, showcasing the ST part of the brand name. All messaging and visuals were updated in vibrant blue, quickly conveying the new usage. And it makes it easy for users to click on the “Why ST Matters” video.


Argenx and Minds + Assembly
Recharging the Path to Treatment

Rare disease product launches are always challenging, especially for a startup. This site introduced both Argenx and Vyvgart, a treatment for myasthenia gravis, a rare autoimmune disease. Judges praised this solid approach, explaining a new targeted therapy. It paid off, too: Q1 revenue for Argenx reached $21 million, three times the consensus prediction. In Q2, sales topped $75 million, also well ahead of forecasts.