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Updates from Environmental Experts

10 Reasons Why Businesses Shouldn't Wait to Integrate Pollen Data

Daniel Elkabetz

 If you’re a business considering pollen data integration in 2020, now is the time to act. 

1. More People Today are Suffering from Seasonal Allergies

According to the ACAAI, allergic rhinitis already affects between 10%-30% of the entire world population.

There’s now evidence to suggest that hayfever (or allergic rhinitis) is on the rise - especially in urban areas. One France-based study found that hay fever prevalence in a particular region rose from 8% of the local population in 2004 to 12% in 2015, possibly attributed to rising allergenic ragweed pollen.

It’s estimated that by 2025, half of the entire EU population could suffer from seasonal allergy (!)

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2. Allergy Seasons are Getting Stronger & Longer

Researchers have analyzed pollen data sets from 17 different locations in the Northern Hemisphere averaging over 26 years.

In 71% of the locations analyzed, researchers found increases in total amounts of pollen produced and in 65% of the locations a significant increase in the length of the pollen producing season, by 0.9 days per year worldwide on average.

Another study by Bielory, suggests pollen counts could double by 2040.

3. Demand for Pollen Information is Growing

The global pollen allergies market is predicted to grow dramatically between 2019 and 2026.

With this market growth, comes increased demand from the public for actionable pollen information that can be used to manage and better control allergy symptoms. You can see this growth in demand for pollen data in BreezoMeter’s own Pollen API usage:

BreezoMeter Pollen API calls per month

Graph showing the growing pollen requests to BreezoMeter’s platform 

4. New Granular Pollen Data Adds Value for Businesses

Based on the precise topography, weather and climate conditions of a particular location, pollen levels can change from 1 kilometer to the next. For actionable decision-making, it’s often insufficient to provide pollen data only at the level of a large region.

UK MetOffice Pollen Map

The UK MetOffice divides all of the country into only 16 very large regions - but within these regions, the actual pollen levels may vary dramatically.

Source

BreezoMeter’s approach to pollen reporting provides accurate live and forecast pollen reporting up to the resolution of 1KM. Even more, this information is broken down by plant type and species for every location.

Bottom-line: The more hyper-local and person-specific pollen insights are, the more valuable they will be for end-consumers and internal research. 

BreezoMeter Pollen Map

5. Industry Leaders Are Already Integrating Pollen Data

Global, leading companies like ALK, Taisho Pharmaceutical, Amcal Pharmacy have already started to leverage high-resolution pollen count data feeds and insights for their current and future product roadmaps. This is a sign of wide-spread market disruption to come.

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6. COVID-19 Makes Pollen Data More Important


Previous studies have shown that pollen season is associated with general increased mortality from respiratory & cardiovascular disease: A study by a group of Finish researchers found that the sudden start of the pollen season increased mortality due to respiratory diseases by as much as 20%.

We’ve written more about the increased risks for pollen-sensitive groups in the time of COVID-19 here.

7.  Increased Access to Personalized Data Helps Brands Differentiate

As options for personalized environmental intelligence increase, so do options for businesses looking to differentiate. At BreezoMeter, we often find that businesses integrate either pollen information or air pollution information.

However, when it comes to human health & what your customers care about, pollen and air pollution are entirely linked

By complementing existing air quality integrations with pollen, businesses  benefit from a new insights layer to add to their existing products and solutions. Your close competitors are probably not doing this yet!

8. Personalized Insights Help Build Brand Trust & Credibility

As many as 72% of consumers today will only engage with personalized messaging. This fact has been duly noted by Neutrogena and Amcal Pharmacy, who use environmental intelligence to deliver the right message, at the right time to the right people, with amazing results: 

Amcal Pharmacy Uses Breezometer Pollen Data Feed to Australian Commuters

(Source)

9. Your Products, Apps & Websites will be More Engaging

For product managers looking for clever ways to boost engagement and reduce churn across their products, pollen count data feeds and personalized insights has been found to transform historical interaction with certain types of products and applications.

Allergy app data

By integrating attractive pollen heatmaps and personalized recommendations, to their allergy-suffering customers, allergy-leader ALK improved their app churn rate by 50%!

10 Pollen Insights Helps Inform Product, Marketing & Logistics Strategy

Our individual responses to the environment around us has presented a challenge for companies looking to develop tailored solutions based on our environmental exposure.

Today, location-specific pollen data can be correlated with real product use and individual behavior to develop solutions that are more personalized to the user.

For healthcare providers, hyper-local historical, live and forecast pollen data can also help to plan where and when medical supplies will be needed and where to prioritize marketing activity.

 

Allergy 400x400

One of our clients even integrated live pollen insights for real-time bidding in Adwords, with great results!

Go Further

Interested to learn more about pollen integrations for business? Talk to us!

Integrate Pollen Data

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