Bausch + Lomb has teamed up with American sportscaster Erin Andrews to promote its dry eye disease treatment, launching the “Miebo ohh yeah” campaign to spread the word about the condition and drug.
The FDA approved Miebo in May 2023. Bausch + Lomb is pitching the drug as the first treatment that is designed to directly target tear evaporation. Miebo forms a layer over the eye to slow tear evaporation, which the company says is the top cause of dry eye disease. Rival dry eye disease therapies have other mechanisms, leading Bausch + Lomb to work to get the word out about what makes Miebo different.
Andrews, who is part of Fox Sports’ NFL broadcasting team, has signed on to support the communication push. The sportscaster will discuss her experience with dry eye disease as part of a broader campaign.
Bausch + Lomb will run 3D billboards, which create the illusion of depth, in Times Square in New York from October to December. Nearby, the company will open the Miebo Experience on Oct. 14. Visitors to the experience will have access to a photo booth and explore scenes that represent common scenarios that can lead to dry eye symptoms, such as airplanes and frequent flying.
The activities in New York are part of an integrated campaign that Bausch + Lomb will run nationally on various channels with different media partners, influencers and brand properties. The distinct aspects of the campaign are tied together by the line “Miebo ohh yeah."
Bausch + Lomb is running the campaign to support growth of a key product that has made a fast start to commercial life. The company raised its full-year guidance for Miebo sales from $95 million to the $150 million to $160 million range after seeing the product pull in $42 million in the second quarter. Bausch + Lomb CEO Brent Saunders predicted peak sales of “well over $500 million” on an earnings call in July.