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Allergy Unlocked

Targeting and supporting patients to take action offline

Challenge

Reaching your target audience can be daunting when your product represents a treatment outside the usual paradigm. When your competitors are Fortune 500 pharmaceutical companies with deep pockets, your challenge gets even bigger.

This was the reality facing ALK, a smaller pharmaceutical company offering an allergy cure – immunotherapy - rather than symptomatic treatment. Despite being blessed with a unique treatment model, it was challenging to cut through the clutter to deliver messaging, especially in a crowded space where competitors invest extensively in digital to gain stakeholder attention. And since immunotherapy requires adherence over a significant period time, only highly motivated allergy sufferers can be expected to buy into the idea of a cure. This required a targeted approach to all communication activities for them to work. 

Solution

Vertic defined personas representing the psychological profiles of people dissatisfied with symptomatic allergy. These definitions were driven by digital intelligence – Vertic’s digital brand IQ – and ALK’s existing market research. Based on these profiles, content and tools were conceptualized, designed and implemented. Allergy-unlocked.com is optimized against the search behavior of allergy personas, offering relevant content and tools for understanding immunotherapy better. It allows the personas to gather relevant info on a personal page and motivates them to carry this information into a consultation with an allergy specialist.    

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Mikkel Arnoldi Mikkel Arnoldi Global Head of Vertic Healthcare
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