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How Do Allergy Pharmaceutical Companies Build Customer Loyalty?

Yishai Lurie

More than 30%  percent of Americans and 40%  of Europeans are affected by seasonal allergies. Further, the global allergy medication market is expected to exceed $40 billion annually by 2025. Still, despite this huge market opportunity, many pharmaceutical companies are struggling to build strong, lasting relationships with their customers - why is this?

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Pharmaceutical Companies Need to Build Customer Trust Over Time 

The degree to which pharmaceutical companies can foster customer loyalty depends on their ability to establish meaningful relationships with their end-users.

Studies show that just 14% of individuals feel they have any sort of relationship with their drug provider, and fewer than 7% characterize the relationships they do have as “good.”  These trends are reflected in consumer behavior: It's common for people to buy one type of allergy medication, then switch to a different type for no apparent reason. 

Relationship pharmacyCustomers Don't Trust Non-Personalized Advertising

This dismal state of affairs is largely a product of a history of overzealous direct-to-consumer advertising (DTCA).  In 2016, spending on medical DTCA exceeded $10 billion and accounted for over a third of all medical advertising.

As prominent as it is, this marketing approach often fails to build bridges between pharmaceutical companies and  customers because its usually untargeted and not specifically relevant to the individual. In fact, this approach can have the inverse effect by prompting people to visit physicians in lieu of buying the drug that’s being advertised. Subsequently, health providers  will usually prescribe a cheaper generic alternative.

The Value of Personalized Experiences in Healthcare

Pharmaceutical companies need to convince their customers to remain loyal to a single allergy medication - and to do this, they need to provide customers with personalized brand experiences that address their needs and feel tailored to their lives.

For example, ALK's Klarify.Me integrates pollen data in a way that provides  helpful context for seasonal allergy sufferers.  Users can log symptoms throughout the day and use the app to identify their specific allergy triggers - such as Ragweed, Tree, or Grass Pollen. ALK's users can also better manage their medications by preparing for high pollen counts and acting proactively.

This approach really works! ALK mades such a positive difference in the lives of sensitive seasonal allergy sufferers that they reduced app removals by 50%!

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Allergy apps offering personalized experiences like ALK's provide immense value-add for individuals who try to monitor pollen counts on their own, but struggle to translate the data they find into actionable insights. 

Individuals are understandably concerned about the side effects of over-medicating - especially those that take allergy medications each day just to be safe and these tailored digital health solutions help to provide the end-allergy sufferer with valuable piece of mind.

Pollen Tracking

Hyper-Local Pollen Data Improves Patient Engagement 

Pollen Index-min

For pharmaceutical companies looking to make use of pollen data in ways that provide value, the key take-away is that people don't just want pollen data, they want information that adjusts to their own particular needs, sensitivities, and preferences.

BreezoMeter’s  hyper-local pollen data gathers information from an assortment of different sources — vegetation land cover, pollen counts from monitoring stations, emissions models. This information is then processed and modeled to provide comprehensive, location-based, and easy to interpret live and forecast pollen insights - which can be integrated by API.

By leveraging this information, forward-thinking pharmaceutical companies can make life much easier for individuals with allergy sensitivities and stand a much better chance of developing meaningful, long-lasting relationships with their end-users.

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