Case Study: Hikma Pharmaceuticals achieves a successful fast-track launch of sodium oxybate oral solution with Responsory

Hikma Pharmaceuticals launches authorized generic with Responsory and reaches 4,600 new patients in 16 months

Hikma Pharmaceuticals faced the challenge of capitalizing on a narrow six-month window to be the first to launch an authorized generic of a popular narcolepsy treatment ahead of competitors. They needed to quickly introduce this new, cost-effective option to sleep medicine physicians. The vendor, Responsory, was engaged to lead this expedited strategic launch.

Responsory developed a custom-designed website for both patients and physicians and implemented a multichannel marketing campaign including digital advertising, search, and targeted email. This solution successfully positioned Hikma's generic as a trusted and affordable alternative, resulting in the acquisition of over 4,600 new patients within 16 months and a significant boost to the company's bottom line, as noted by its executives.

Hikma Pharmaceuticals