Project Description
Reimagined Website Carves Out Spaces That Connect with Key Audiences
Client: Hikma Pharmaceuticals
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.
Engaging Experiences for All Audiences
Starting with an overhaul of the brand’s website, Responsory helped the Kloxxado® team refine its story and translate it to the digital space. With a focus on content, we created and expanded spaces within the website for key healthcare and community audiences. Updating the site look and feel helped create new interactive and linking opportunities as well.
With the new footings firmly set, the next step was to get users to the website. To do this, Responsory’s pharmaceutical team revisited its paid strategy with new creative and new tactics, including a digital display campaign and the use of Reddit paid posts (something completely new to the brand), to increase interest and understanding in harm reduction circles, and within the public health and overall healthcare communities.
Addressing the Opioid Crisis with Optimism
While the campaign is still young, the results are encouraging. The website traffic continues to grow, with month-over-month user increases averaging about 25 percent. It’s also started ranking for keywords and phrases, including those related to the opioid epidemic and competitors.
With its strong focus on raising awareness of the dangers of fentanyl, the landing page and ads created for the Reddit campaign were shown to the White House as proof of the manufacturer’s dedication to educating the public on the dangers of opioids. And, after just one month, the campaign has garnered more than 500,000 impressions on the platform.
