A New Course of Action Leads to a Data-Driven Recovery of Mitigare Brand

When Hikma Pharmaceuticals’ digital presence for Mitigare underperformed, Responsory conducted a data-driven audit to map a new path forward. What began as a routine examination evolved into a complete digital transformation, proving that a strategic plan—not a larger budget—is the key to sustainable engagement. By refining the brand’s digital foundation, we turned underperforming assets into high-growth engines for both patients and providers.

Hikma Pharmaceuticals (formerly West-Ward Pharmaceuticals) recognized that their digital marketing for Mitigare was struggling to gain traction. Despite the drug’s potential, the existing website, display advertising, and paid search campaigns weren’t delivering the engagement or conversions the brand needed.

Responsory was tasked with performing a comprehensive audit to identify why the brand was flatlining. Our analysis revealed critical technical and strategic issues that were hindering the user experience. The brand faced three primary hurdles: a lack of educational depth for both patients and healthcare professionals (HCPs), low activation rates for their “True Blue Savings” co-pay program, and underwhelming requests for physician sample kits.

Using our findings as a roadmap, Responsory’s health marketing experts developed a new protocol focused on direct response and user education. We completely overhauled the Mitigare digital hub, prioritizing a clean, intuitive design that guided users toward high-value actions.

The strategy centered on making the co-pay coupon card and HCP sample kits the stars of the site. We didn’t just redesign the pages; we built a robust content ecosystem, including:

• Targeted Content Libraries: Tailored resources for both patients and providers.
• Gout Flare Prevention Blog: A new, SEO-optimized resource to build organic authority.
• Strategic Traffic Tactics: A synchronized mix of Paid Search, SEO, and Smart Zones display advertising designed to reach arthritic gout sufferers and pharmacists exactly where they are.

Like so many aging websites, mitigare.com was suffering from confusing navigation, a perplexing user interface and other traffic-deterring ailments. West-Ward Pharmaceuticals asked Responsory to provide a treatment plan. The newly design site launched in Q4 2017 and nearly immediately saw a strong recovery in search engine optimization, traffic volume and user engagement.

By focusing on the details—understanding the specific needs of patients and the high-pressure environment of physicians—we delivered a remarkable turnaround within just 12 months. Most impressively, we achieved these results while spending 26% less than the previous year’s budget.

• 1,185% Surge in Paid Search Traffic: Our optimized PPC program delivered a massive influx of visitors with a high-performing 12% conversion rate for savings card downloads.
• 491% YOY Increase in Sample Kit Pageviews: By utilizing our Smart Zones platform, we accurately targeted the right physicians, fueling over 80% of all sample kit requests.
• Enhanced Engagement: We saw a 28% uptick in time on page and a 197% increase in referral traffic.
• Organic Success: Strategic, compliant on-page SEO led to a 13% conversion rate for organic visitors downloading the True Blue Savings card.

Through attentive strategy and creative management, Responsory helped Hikma transition from an ailing digital presence to a high-performing brand that truly serves its patients and providers.