Michelle Nguyen
Consumer Marketing Lead
Shire Ophthalmics
Michelle Nguyen is the Director of Consumer Marketing for Shire Pharmaceuticals Ophthalmic Business. Michelle is lead for the direct-to-consumer marketing efforts for the eyeloveTM and Xiidra® (lifitegrast ophthalmic solution) 5% campaigns that launched in August 2016. Working with her team, Michelle took on the interconnected challenges of introducing a Shire in to the Ophthalmics space, launching the first new product in more than 10 years for dry eye disease, and making eye health a household conversation. The eyelove campaign, featuring celebrity spokesperson Jennifer Aniston, used digital, print, broadcast, social media and a live event in NYC to raise get women to prioritize their eye health and recognize that dry eye symptoms like reading, driving, or working at a computer. At the same time, the Xiidra “double ii’s” launched a brand with a fresh creative, a bold color palette, an exciting tone, and loads of personality. The campaign is fully integrated through media and marketing messaging, using similar voice for consumer and professional audiences, and shows up in unexpected ways to drive awareness.
Michelle has spent the past 12 years in the pharmaceutical and biotech industry working in various specialties and therapeutic classes. She began her career in industry as a management consultant focusing on statistical modeling and forecasting, and moved towards her current marketing path about 8 years ago with Shire for Lialda®. She moved to Boston to launch Biogen’s rare disease franchise in hemophilia and a multiple sclerosis product, Zinbryta. In 2016, Michelle rejoined Shire as lead of the consumer team for the Ophthalmics Franchise.
