Xiidra® and Response Media launch data-driven CRM to educate and activate dry eye patients
Dry eye disease (DED) impacts over 38 million people in the US. Yet, it continues to be widely misunderstood and underdiagnosed. Chronic dry eye, caused by aging, environmental factors, and increased screen time, can lead to long-term vision issues and persistent discomfort if left untreated. Unlike OTC drops that merely put a band-aid on symptoms, Xiidra® (lifitegrast ophthalmic solution 5%) is the only nonsteroid anti-inflammatory prescription drop that targets the root cause of inflammation.
In 2024, Xiidra® partnered with Response Media, leveraging their expertise in creating data-led strategies to launch Xiidra insider, a groundbreaking CRM program designed to bridge the gap between awareness and action. Response Media’s behavioral science-based frameworks connected with dry eye sufferers to educate, empower, and activate them with helpful resources to strengthen connections between patients and Eye Care Providers, drive Xiidra® prescription starts, and increase treatment persistence.
Key Strategies
- Create a strategic data-capture framework to understand individual sufferers
- Educate sufferers and position Xiidra as the #1 choice for dry eye inflammation
- Understand and overcome barriers to treatment initiation
- Bolster beliefs and navigate concerns to ensure adherence and long-term patient success
Response Media conducted primary research grounded in behavioral science, specifically the Optimal Stimulation Level Theory and the Necessity-Concerns Framework, to understand the undiagnosed patient mindset. This work aimed to increase adoption and persistence by identifying key barriers, including drivers of frustrations with current treatments, beliefs in medications, and concerns that prevent treatment adoption and adherence.
These insights informed a dynamic, personalized communication strategy that aligned with psychological readiness and addressed core drivers of hesitation. Stage-specific messaging met patients where they were—resolving doubts, reducing friction, and motivating action across the patient’s journey. Social proof and testimonials from everyday users and celebrity spokesperson (and actual patient) Julie Bowen reinforced credibility, demonstrated outcomes, and set realistic expectations for relief and usage.
Response Media’s behavioral science-driven strategy transformed insights into action through engaging personalized content and email journeys. By delivering relevant information at the right time, the program educated dry eye sufferers, helped them, increased prescription volume, and significantly improved treatment persistence.
Results
Xiidra insider drove 30% higher prescription fill rates compared to non-members.
Xiidra insider members were 2x more likely to continue successfully using Xiidra at month 7 compared to non-members.
55% engaged with personalized content designed to convert belief into action (4x higher engagement than benchmark).
