New Market Changes and Challengers
For nearly a decade, the frontline defense against overdose deaths has been a 4 mg intranasal dose of naloxone, sold under the brand name Narcan®. In 2021, Responsory helped Hikma Pharmaceuticals launch Kloxxado®, a challenger brand that delivers an 8 mg intranasal dose naloxone, as a response to the shift from prescription opioid- and heroin-related overdose deaths to those caused by stronger opioids like fentanyl and fentanyl analogs.
But, much like the opioid epidemic itself, the market is always changing. With its primary competitor, Narcan®, becoming available over-the-counter, the introduction of a new 3 mg intranasal naloxone, and the FDA approval of a naloxone-alternative, Kloxxado® needed to pivot its digital strategy to maintain its growth and ensure continued access to this life-saving medication.