People are spending more time outdoors, and the reasons are pretty clear. After a period of confinement during the pandemic, there is a collective yearning for freedom and work-life balance. The pandemic didn’t start this trend, but it sure pushed it into high gear. And it is transforming consumer behavior.
However, as outdoor activities gain popularity, there’s a looming threat that could send us back indoors: a rise in allergies. With climbing pollen counts, seasonal allergy is the 6th leading cause of chronic diseases in the US.
It’s no small concern when 60+ million Americans are grappling with allergies. Pollen allergies alone account for ⅓ of this, costing $18 billion annually, close to the annual revenue of healthcare giants like Moderna.
Despite having a large consumer base, pharmaceutical companies are yet to catch up to a market projected to hit $36.2 billion in just 9 more years.
Why is this happening?
The traditional one-size-fits-all approach is no longer suitable to engage the expanding and aware customer base. So, many pharma companies need help to build trust with their customers to boost sales.
Maintaining a profitable marketing campaign and creating a loyal customer base requires a more personalized approach toward users.
With environmental intelligence backing a targeted marketing plan, pharma companies can tackle this issue. Let’s delve into the details.
Pharma companies fall short in connecting with their consumers due to their lack of success in direct-to-consumer advertising (DTCA) efforts.
For example, in 2020 alone, the US pharma industry spent more than $6.58 billion on DTCA, but campaigns yielded a profit of less than one-third of the expenditure.
Why? Because they struggled to deliver relevant and clear messages to the target audience.
To address this, companies can streamline their approach using intelligent data, such as real-time pollen updates. By considering the amount and type of pollen in a specific location at a particular time, pharmaceuticals can tailor their ads and recommendations, ultimately increasing sales.
This is exactly what Adylic, a global ad tech company, did with Ambee’s hyperlocal historical and real-time pollen data.
As more customers are now tech-savvy, tailored advertising campaigns grab more eyeballs. It prompts allergy sufferers to stock up on relevant medicines ahead of pollen season.
You can also utilize the full potential of pollen data by running automated ads using Zapier.
To engage discerning consumers, companies must create value by personalizing the user experience. It helps to build a lasting relationship with customers.
With stiff competition, personalizing brand experiences is the most feasible and scalable option. The key is to deliver the right information at the right time. This is where pollen data helps.
Imagine the impact of sending alerts exactly when pollen counts spike, recommending OTC medicines according to pollen species, encouraging outdoor activities in clear air, and more. By doing this, companies help customers manage their health better and display commitment toward public well-being.
Discover how Kimberly Clark Corporation experienced a 200% increase in website traffic by integrating Ambee’s pollen data.
Various pollen species peak at different times and locations, indicating a correlation between pollen concentration and allergy medication sales.
To delve deeper, researchers at Ambee developed Multiple General Linear Models (GLMs) to predict antihistamine sales at daily, weekly, and monthly intervals, both for current and future periods. They were able to establish that allergens have a significant impact on OTC medicine sales.
In fact, Boots partnered with Ambee for hyperlocal pollen data. They managed to provide personalized discounts and offers to customers based on pollen forecasts, ultimately increasing sales.
A pollen-based demand forecast can help pharmaceuticals optimize inventoriesand marketing strategies, leading to increased sales and ROI.
Tactical placement is crucial to reach potential customer segments. Pollen data helps to identify areas with high pollen concentration as well as pinpoint locations with untapped market potential. This can pave the way for pharmaceuticals to strategize and propel their market share. ( Tailored marketing and distribution strategies).
Allergy care is evolving, and so are consumer needs. By leveraging the data-centric approach of Ambee, companies can anticipate favorable outcomes, leading to an increase in ROI:
With a vision to democratize environmental intelligence, Ambee collaborates with pharmaceutical companies to imbibe more value into their products. Additionally, Ambee’s accurate and real-time pollen data can help pharma companies innovate marketing campaigns and cultivate a sense of connection with the user.
Companies using environmental intelligence will pave the way to transform the future of healthcare. It will position the business providers as advocates of well-being.