Shire and Digitas Health for Xiidra

After the successful launch of dry eye treatment Xiidra, Shire and Digitas Health needed to flesh out the product’s consumer website while maintaining the “witty, cheeky, and geeky vibe and iconic visual appeal” of the brand.

Another priority was to maintain the launch site’s easy navigation, multimedia integration, and delivery of information around bite-sized topics — all of which had been well received by consumers.

Much of the site’s disease state and MOA content is presented in an infographic-type style that’s simple, colorful, and easy-to-digest.

The homepage’s welcoming “Come on iin” invitation was the first example of the clever use of the brand’s double “i” to emphasize key parts of the site’s copy in a way that is perfectly aligned to the brand’s fun and unique identity. Engaging animations and videos also supported the brand feel.

Judges loved the site and described it as clean, clever, and highly user experience oriented.

“The visuals are beautiful,” said one judge. “The copy is witty, smart, and very concise. It makes me want to try Xiidra.”

Other judges appreciated the site’s visual design. One judge paid perhaps the highest compliment in noting the site “doesn’t look like a traditional pharma ad.”

Though specific results are confidential, the team reported impressive metrics for unique visitors, unique registrations, and video views.

“This team did a standout job marrying visual style with storytelling,” said a third judge. “I also really liked the visual graphics, animation, and navigation. Well done.”


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Sponsored by: Healthline

Healthline is the fastest growing health brand bringing trending health topics and analysis together at scale. Reaching over 39 million people a month, Healthline delivers hyper-relevant solutions to today’s marketers with data, relationships, and ingenuity.