Kala Pharmaceuticals Launches Its First Direct-to-Consumer Campaign to Increase Awareness of Dry Eye Flares
Kala Pharmaceuticals, Inc. today announced the launch of its first direct-to-consumer (DTC) campaign, “There for the Flare.” The campaign leverages digital channels to educate patients about dry eye flares and EYSUVIS® (loteprednol etabonate ophthalmic suspension 0.25%) and encourage them to actively engage with their eye care professional to discuss treatment options. EYSUVIS is the first and only prescription therapy indicated specifically for the short-term (up to 2 weeks) treatment of the signs and symptoms of dry eye disease (DED).
Nearly 38 million US adults have symptoms consistent with DED, and approximately 17 million have been diagnosed with DED by an eye care professional with a reported 85% to 90% of these individuals suffering from dry eye flares.1-3 Dry eye flares can be described as an acute worsening of symptoms with varied intensity which might be caused by common triggers such as allergies, contact lens overuse, increased screen time, direct forced air from heating and cooling vents, or even mask wear.4-6 Most patients with DED can suffer from episodic dry eye flares that typically cannot be managed with ongoing maintenance therapy alone and/or artificial tears.7-10 In fact, 80% of patients using artificial tears report that they still suffer from dry eye flares.11
“We are excited to invest in our first direct-to-consumer campaign to increase awareness of dry eye flares and empower patients to talk to their eye care provider about symptoms and treatment options including EYSUVIS,” said Kate Kline, senior vice president of marketing at Kala. “Millions of patients suffer from dry eye flares. It’s not ‘if’ but ‘when’ a patient might experience a flare, and providers can ensure their patients are prepared to treat their dry eye flares with EYSUVIS. Kala is committed to providing dry eye patients with the latest information and resources and providing providers with EYSUVIS, a short-term prescription treatment option for dry eye disease.”
The “There for the Flare” digital campaign will target the millions of patients suffering from dry eye flares where they are searching for a solution—online—including search engine marketing, display ads, social media efforts, content on consumer healthcare sites, and a newly updated consumer website (eysuvis.com). As a result, patients could take action by making appointments to see their provider who is integral in helping them manage their dry eye flares. As a companion to the campaign, Kala will offer offices prescribing EYSUVIS printed materials for patient education.
“I am excited about this important campaign to educate consumers about dry eye flares and treatment options,” said Christopher E. Starr, MD. “EYSUVIS is a short-term Rx treatment for dry eye formulated with AMPPLIFY® drug delivery technology, which can enhance the distribution and penetration to the target ocular surface tissues in need of anti-inflammatory relief to quell the flare.”
"As an eye care professional, I welcome this effort by Kala to inspire patients suffering with dry eye flares to come into my office to confidently discuss their condition and treatment options," said Selina McGee, OD, FAAO. "My colleagues and I look forward to interacting with more dry eye patients and having meaningful conversations to alleviate their suffering."
References:
1. Paulsen AJ, et al. Am J Ophthalmol. 2014;157:799-806.
2. Howden LM, Meyer JA. 2010 Census Briefs. 2011. http://www.census.gov.
3. Market Scope. 2019 Dry Eye Products Market Report.
4. Bron AJ, de Paiva CS, Chauhan SK, et al. TFOS DEWS II pathophysiology report. Ocul Surf. 2017;15(3):438-510. doi: 10.1016/j.jtos.2017.05.011
5. Amparo F, Dana R. Web-based longitudinal remote assessment of dry eye symptoms. Ocul Surf. 2018;16(2):249-253. doi: 10.1016/j.jtos.2018.01.002.
6. Iyer JV, Lee SY, Tong L. The dry eye disease activity log study. Scientific World Journal. 2012;2012:589875. doi: 10.1100/2012/589875.
7. Kim Y, Paik HJ, Kim MK, et al. Short-term effects of ground-level ozone in patients with dry eye disease: a prospective clinical study. Cornea. 2019;38(12):1483-1488. doi: 10.1097/ICO.0000000000002045.
8. Akpek EK, Amescua G, Farid M, et al. American Academy of Ophthalmology Preferred Practice Pattern Cornea/External Disease Committee. Dry Eye Syndrome PPP-2018. https://www.aao.org/preferred-practice-pattern/dry-eye-syndrome-ppp-2018. Accessed Feb. 1, 2022.
9. Walker PM, Lane KJ, Ousler GW, Abelson MB. Diurnal variation of visual function and the signs and symptoms of dry eye. Cornea. 2010;29(6):607-612. doi: 10.1097/ICO.0b013e3181c11e45.
10. Tesόn M, González-García MJ, López-Miguel A, et al. Influence of a controlled environment simulating an in-flight airplane cabin on dry eye disease. Investig Ophthalmol Vis Sci. 2013;54:2093-2099. doi: https://doi.org/10.1167/iovs.12-11361.
11. Data on file. Kala Pharmaceuticals. Arlington, MA.