What image do you associate with the term “dry eye”? It is a modern-day disease whose concept was introduced to Japan around 1985. The number of potential patients with dry eye disease is estimated at over 8 million in Japan. Of those only around 2 million are estimated to receive treatment prescribed by a doctor. While the term “dry eye disease” has become popular through various media, not many people appreciate that it is a disorder that requires treatment by a medical professional. As a specialty company in the ophthalmic field, Santen strives to involve medical institutions in our dry-eye program. Since 2007, we have been promoting public awareness of dry eye through TV commercials, websites, and advertisements in newspapers, magazines, and on trains in Japan. We have also provided consultation meetings at shopping centers and other facilities. Santen continues to address the needs of untreated dry eye patients through various media.