A New Course of Action Leads to a Healthy Prognosis for Pharma Drug

Client: Hikma Pharmaceuticals
What started as a comprehensive digital marketing audit for a young brand has resulted in a major overhaul and remarkable growth within a 12-month period.

A comprehensive audit and fact-based analysis
Hikma Pharmaceuticals (formerly West-Ward Pharmaceuticals) asked Responsory to conduct a thorough audit of its ailing Mitigare website, display advertising, paid search campaigns and other digital marketing initiatives.  The examination revealed a variety of critical issues and an opportunity for Responsory’s health marketing pros to diagnose an entirely new protocol. This new course of action was founded on three key objectives:

1. to educate and inform healthcare professional (HCP) and patient audiences
2. to facilitate True Blue Savings program (co-pay coupon card) activations
3. to facilitate physician sample kit requests

The mission critical hub: Mitigare.com
The new action plan centered on a completely new website presence for the colchicine drug, capitalizing on Responsory’s direct response design and development expertise. Our strategy to feature Mitigare’s co-pay coupon card and the HCP sample kit prominently throughout the new site, paid off. The new True Blue Savings pages make up more than 50% of the renovated site’s pageviews, and the Sample Kit pageviews have increased 491% YOY. The Patient and Healthcare Resource content libraries and new easy-to-find Gout Prevention Blog have dramatically increased the site’s organic search strength.

Once the renovated site was up and running, a strategic mix of traffic-driving tactics were put into play:

• Digital Content Development
• Paid Search Advertising
• Search Engine Optimization
• Smart Zones Display Advertising

RESULTS: Attentive account strategy and creative management delivers a higher ROI. The remarkable results stem from the intense attention to detail that was required to truly understand the target audiences of arthritic gout sufferers, physicians and pharmacists and uncovering new and different ways to get in front of them with the right messaging and response mechanisms. Here are a few healthy outcomes due to our attentive account strategy:

• Our PPC program’s extraordinary surge of 1,185% in traffic — and impressive savings card download conversion rate (12%) — can be attributed to setting up our campaigns properly along with constant tweaking and optimization.
• A commitment to compliant yet keyword-focused on-page copy on blog posts and throughout the site has led to a 13% click to conversion rate for savings card downloads via organic search.
• The robust audience targeting capabilities of our Smart Zones platform have allowed us to home in on the right physicians, fueling more than 80% of the Mitigare Sample Kit requests.

What’s even more impressive is that Responsory delivered all of these ROI-bolstering results while spending 26% less than the previous year’s digital marketing budget.