Yahoo Finance

Novartis to acquire Xiidra®, expanding front-of-eye portfolio and strengthening leadership in eye care

Xiidra (lifitegrast ophthalmic solution) 5% fits strategically within industry-leading USD 4.6 billion Novartis ophthalmic pharmaceutical portfolio, laying groundwork for front-of-the-eye pipeline ...
MM&M

The ‘i’s have it for eye-care brand Xiidra

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 ...
FiercePharma

Novartis introduces inflammatory villain in its first Xiidra dry eye DTC campaign

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 ...
Medindia

Shire's First Prescription Eye Drop, Xiidra™ (lifitegrast ophthalmic solution) 5% is Now Available in the U.S.

Shire plc (LSE: SHP, NASDAQ: SHPG) today announced that Xiidra™ (lifitegrast ophthalmic solution) 5%, a twice-daily prescription eye drop indicated for the treatment of both the signs and symptoms of ...
Pharmabiz

Novartis to buy dry eye drug, Xiidra from Takeda Pharma for US$ 5.3 billion

Novartis has entered into an agreement with Takeda Pharmaceutical Company Limited to acquire the assets associated with Xiidra (lifitegrast ophthalmic solution) 5% worldwide. Xiidra is the first and ...