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Summary: Jennifer Shire

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Shire intended to introduce a new dry-eye drug to the US market by featuring actress Jennifer Aniston to unveil an awareness campaign. The drugmaker expected to attain enormous impacts through publicizing with multiple channels in order to lay the foundation of the introduction of the new dry eye drug, Xiidra. The invention of this new drug is an attempt to deal with rare disease that has affected millions of people, which also showed Shire’s commitment to health. Shire took the lead of using the most famous celebrities to establish a market, with an attempt to encourage public to pay more attention to their eye health and learn some knowledge of dry eye symptoms via their influence. With asking Aniston to tell her own stories about eye care

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