Balancing Patient Care and Clinical Depth for Ridaura

When Hikma Pharmaceuticals needed to launch a digital home for Ridaura®, they faced a delicate balancing act: addressing the serious questions surrounding a black-box drug while providing high-level clinical data for doctors. Responsory stepped in to bridge this gap, designing a dual-path resource that honors the patient experience without compromising professional rigor—all within a rapid four-month timeline.

Hikma Pharmaceuticals (formerly West-Ward Pharmaceuticals) faced a significant communication hurdle with its rheumatoid arthritis drug, Ridaura®. Because the medication carries a black box warning, it naturally generates a high volume of questions and caution among patients.

The brand needed a multi-purpose educational hub that could address these patient fears without sacrificing the clinical rigor required by healthcare professionals (HCPs). Beyond the messaging complexity, there was a logistical hurdle: the site needed to be strategized, built, and approved within a strict four-month window to meet market demands.

Responsory approached the project with a focus on intuitive navigation and specialized content paths. We rolled up our sleeves to design a site that functioned as a roadmap for both audiences.

• For Patients: We focused on approachable lifestyle imagery and quick-hitting information to demystify the treatment process.
• For Healthcare Professionals: We created a dedicated section for technical data and prescribing information.
• Beyond Digital: To ensure the digital message translated to the exam room, we designed a companion six-panel educational brochure. This served as a high-impact leave-behind for Hikma sales representatives, ensuring physicians had tangible resources to share with their patients.

The prescription for this pharmaceutical website was to strike the right balance between serving patients and healthcare professionals.

The result was a seamless, dual-audience resource delivered on time and exceeding engagement expectations. By prioritizing easy-to-follow navigation and clear answers, we transformed a complex subject into an accessible tool.

• High HCP Interest: More than 35% of visitors navigate directly to the healthcare provider section.
• Patient Support: 26% of visitors actively engage with patient support resources and FAQs.
• Sales Success: The site and companion brochure received immediate accolades from Hikma sales reps, who now use them as essential tools for physician outreach.
• Rapid Delivery: The entire project—from wireframes to final regulatory approval—was completed in just four months.