New Naloxone Launch Encourages Audiences to Be Ready to Take Action

We helped Hikma Pharmaceuticals launch Kloxxado, a higher-dose naloxone nasal spray, quickly gaining brand awareness and website engagement with a savings card feature.

In April 2021, Hikma Pharmaceuticals received approval of Kloxxado™ (naloxone HCL) Nasal Spray 8 mg, its new opioid overdose reversal medication. At the time Narcan® was the only naloxone nasal spray on the market so swiftly building brand awareness was key to gaining market share on the opioid antagonist nasal spray leader. Embarking on a new product launch initiative is no easy task and even more complicated for a pharmaceutical drug. As its long-time digital marketing partner, Hikma knew it could count on Responsory for an agile strategy, calculated creative and quick turnaround for the naloxone nasal spray.

Responsory’s digital marketing efforts focused on building awareness of the life-saving potential of Kloxxado™ for people who are at risk of or might witness an accidental opioid overdose. With the increasing prevalence of potent, illegally-manufactured synthetic opioids, more naloxone could be required to keep someone alive or until medical help arrives or can be transferred to a medical facility. Kloxxado™ contains twice as much naloxone per spray than Narcan® (naloxone HCl) nasal spray 4 mg.^1,2 This is important because 34% of opioid overdose reversals involve 2 or more doses of naloxone.³

Responsory successfully worked within an aggressive timeline to get Kloxxado.com launched quickly. Because of Responsory’s patented Direct BrandingSM process, the team was able to strategize, wireframe, write, design, develop, build, test, review and have the site approved within 6 months. Smart Zones digital display ads and Paid Search advertising campaigns were up and running within weeks of site launch.

The site’s easy-to-follow navigation, precise information and introduction of the first savings card for naloxone nasal spray has led to high user engagement within the first 2 months. Kloxxado.com has received 9,377 pageviews with the home page and savings card pages the top visited. Smart Zones and PPC campaigns are driving 61% of users to the site.

1. KLOXXADO™ (naloxone HCl) Nasal Spray [prescribing information]. Columbus, OH: Hikma Specialty USA Inc., 2021
2. NARCAN® (naloxone HCl) Nasal Spray [prescribing information]. Plymouth Meeting, PA: Emergent BioSolutions, 2020
3. Avetian et. al. 2018, “Use of naloxone nasal spray 4mg in the community setting: a survey of use by community organizations,” Current Medical Research and Opinion, 34(4):573-576.