Santen launches its first Cationorm campaign in Poland

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

The campaign introduces Cationorm, a cationic emulsion for people with symptoms of dry eye. It highlights Santen’s nanoemulsion technology and the role of the tear film in protecting the eye’s surface. The message focuses on supporting the tear film, including its lipid layer, rather than adding moisture alone.

Explaining the 2017 campaign, Radosław Rajkowski, Marketing Manager at Santen Oy S.A., said: “The market for dry eye drops has been growing for several years. More than 90% of products in the artificial tears category offer short-term relief by moisturising the eyes. Competitors invest heavily in mass-market advertising, particularly television. We decided to highlight Cationorm’s formulation and mechanism of action to establish a distinct category: cationic emulsions.”

The campaign primarily targets women aged 30–50 living in larger cities.

The campaign runs on national and specialist television channels and online. Santen is also communicating with medical specialists.

Following a competitive pitch, Santen appointed Media People in a consortium with strategy collective Melting Pot and creative agency Mantra Media. Monte Video produced the film.