SANTEN is launching its first campaign in Poland for the medical device CATIONORM, an emulsion for dry eye syndrome.

A campaign has been launched for CATIONORM's next-generation formulation - the first cationic emulsion for people with symptoms of dry eye syndrome. The manufacturer owns the advanced, unique technology of the cationic nanoemulsion. The tear film, which protects our eyes from drying and irritation, does not consist only of water, but is in the form of a natural emulsion. Therefore, supplementing the tear film with an exclusive aqueous component is not sufficient and the effect is usually short-lived. This forces patients to use drops frequently. For a long-lasting and complete effect, it is worth supplementing the entire tear film with an aqueous, lipid and mucin layer.

The campaign aims to reach patients with just that information. „The market for dry eye syndrome drops has been growing for several years. More than 90% products in the „artificial tears” category give only short-term relief by only moisturizing the eyes. The competition is strongly supported in ATL channels, mainly on TV. We decided to take advantage of Cationorm's competitive advantage based on its composition and mechanism of action and create a new category - cationic emulsions.” - says Radoslaw Rajkowski, marketing manager of Santen Oy S.A.

The target group targeted by the communication is primarily women from larger cities, aged 30-50.

The campaign is being carried out on television (national and thematic stations) and online. At the same time, Santen is communicating the product among medical specialists.

Santan is being handled as a result of an awarded tender by Media People acting in consortium with strategy collective Melting Pot and creative agency Mantra Media. The film was produced by production house Monte Video.