How Can Pharma Companies Use Pollen Data To Target Their Marketing Campaigns?

Pollen–once a seasonal annoyance only thought about for a few weeks every spring, has now become a far more severe threat to people’s health.

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Pollen seasons are now starting twenty days earlier than they were back in 1990, making them harder to predict. The reason? Climate change and its effects like extreme weather and global warming.

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This situation presents a real double-edged sword for the pharmaceutical business. On one hand, they must be prepared to understand the changing patterns, acting ahead of time to produce the necessary treatments and medications. Yet on the other hand, a longer pollen season could also create a booming market for allergy remedies and offer companies a chance to develop more targeted strategies.

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Let’s discuss the growing challenge of allergies and how pharmaceutical companies can arm up for the pollen season with the help of data.

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The severity of pollen allergies

Inhaling a deep breath of fresh air or the changing of seasons can be a soothing experience unless you are among the $50 million Americans suffering from allergies. Striving for relief, they spend around $18 billion annually—that’s massive, with an astonishing $3 billion being spent solely on the pollen related allergies.

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In light of such huge numbers, one can already imagine the market potential that pharmaceutical companies can tap into and take advantage of for their marketing campaigns.

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So, let's explore and dig into just how big the allergy market is.

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‍Growing allergy market

As allergies and the rate of the population continuously increase, the allergy treatment market is unsurprisingly on the rise as well. According to Data Bridge Research , the allergy treatment market was valued at $19.07 billion in 2021. And if that wasn't impressive enough already, industry analysts have predicted that the market is expected to reach $31.63 billion by 2029, showing a remarkable CAGR of 6.53% over the forecast period 2022 to 2029.

And what's more, the pollen allergies market is projected to grow at a rate of 2.87% during the forecast period of 2021 to 2028. All this just goes to show that the allergy treatment industry is a booming sector with tremendous potential.

Harness pollen data for personalized marketing

Gone are the days of a one-size-fits-all approach to advertising. In today's world of communications and marketing, companies have the opportunity to reach a wider audience in a more creative and personalized way than ever before.

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In fact, the study by Deloitte reported that over 36% of biopharmaceutical products fail to achieve the desired outcome in the market, typically because of ineffective targeting and promotion procedures. It's no wonder then that personalization is quickly becoming the most sought-after approach in marketing.

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To get the most out of this marketing strategy, businesses need the right tools to help them along the way. That’s where pollen data can help.

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Pharmaceutical companies can leverage pollen count data to make data-driven appeals to specific customer segments. For instance, the data can enable pharma companies to predict when customers are likely to be sensitive to certain medications and send them ads related to the same.

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With this information, pharma companies can reach those customers with personalized messages that will be more effective in enhancing customer satisfaction and repeat purchase. Interpreting pollen data also allows pharma companies to better understand their customers, providing powerful insights to help shape future advertising efforts. This approach could eventually lead to more efficient and effective ad campaigns, where the right message is delivered to the right customer at the right time. Ultimately, better use of pollen data could provide pharma companies with a competitive advantage that helps them better meet the needs of their customers.

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To gain more comprehensive insights into pollen-based marketing.

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Here’s how Ambee’s pollen data can help  

Pharmaceuticals can tap into Ambee's hyperlocal, granular pollen data to maximize their campaigns and effectively reach desired customers.

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And that's exactly what Bayer did when they tapped Ambee's pollen APIs to gain insights into pollen concentrations. With this knowledge, they forecasted anti-allergy drug sales with unbelievable accuracy. This enabled Bayer to create and deploy tailored campaigns to their customers, and the results were nothing short of spectacular. An impressive 20% improvement in user engagement which later got translated into booming sales for Bayer.

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From start-ups to Fortune 500 companies, Ambee's hyperlocal pollen data API is helping companies across the world achieve their goals. By partnering up with companies from various industries like pharmaceuticals, healthcare, and retail, Ambee has gathered a wealth of success stories that prove the effectiveness of our pollen data. Here’s how Ambee’s pollen data has helped -

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Targeted marketing

Who says you can't fight off allergies with a winning strategy? With pollen data, pharmaceutical companies can target the right people at the right time. Ads can be tailored to keep audiences informed about allergies in their area, when pollen counts are going to be highest, and practices to mitigate their effects.

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Adylic, a pioneering ad tech agency, used Ambee's pollen data to create a customized advertising approach for a pharmaceutical specialized in seasonal allergies treatments. The results? A remarkable cost-per-click rate of $40.05, well below the industry average, allowing the company to make greater profits from their efforts. 

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Now you can also make the most of pollen data and run automated ads using Zapier.

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Enhanced customer engagement and satisfaction

With pollen levels ranging from low to high, pharma companies can make use of this data to maximize their Return on Investment (ROI). By taking into account the amount of pollen in the air, pharma companies can develop their strategies accordingly to measure their success. For instance, during peak pollen levels, they can focus their efforts more on pollen allergy medications, in order to maximize sales and ROI. During times of low pollen levels, pharma companies can focus more on other medications that their target audience may find more value in.

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Pollen data can be a powerful tool for pharmaceutical companies looking to tap into the potential of customer engagement. By leveraging Ambee's pollen data, Kimberly-Clark Corporation experienced a 200% increase in website traffic, which ultimately drove their customers to promote their anti-allergy products.

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With tailored advice and recommendations, pharmacists can offer personalized care and advice that resonates with customers, leading to improved customer satisfaction and engagement. Thus, pollen data has a great capacity to connect with customers and build lasting relationships with them.

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Improved product positioning and market penetration

Pollen data can be used by pharma companies to identify potential markets for their products. By taking into account the allergens found in the local atmosphere, companies can adjust and tailor their product positioning and marketing approach according to the local population's needs. Furthermore, pollen data can be used to identify regions with more pollen count and focus their market penetration efforts on those areas, resulting in a greater market share. As an example, Boots harnessed the power of Ambee’s pollen data to stay ahead of their competitors.This allowed them to dominate the allergy relief product market and reach their sales goals with ease.

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Maximized Return On Investment (ROI)

With pollen levels ranging from low to high, pharma companies can make use of this data to maximize their Return on Investment (ROI). By taking into account the amount of pollen in the air, pharma companies can develop their strategies accordingly to measure their success. For instance, during peak pollen levels, they can focus their efforts more on pollen allergy medications, in order to maximize sales and ROI. During times of low pollen levels, pharma companies can focus more on other medications that their target audience may find more value in.

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Stay ahead of both pollen season and your competitors

Targeting consumers with personalized messaging is an essential element of successful marketing. With so many options and variables, it can be difficult to accurately identify customers and create campaigns tailored to their unique needs. That's why using Ambee’s real-time pollen data combined with historical pollen count data is essential. Not only will it offer a more detailed look into customers and their locations, but it can also help better segment the audience, resulting in more effective campaigns and experiences with a higher conversion rate.

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Are you looking for pollen data for your exceptional use case? Get in touch or leave a comment below.

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Frequently Asked Questions

‍Q. What is pollen data, and how can it be valuable for pharma companies?

Pollen data is information collected from continuously monitoring the presence of pollen in the atmosphere. This data can be valuable for pharma companies in forecasting and reducing the risk for patients suffering from allergies, enabling them to adjust their supply and demand of medication accordingly.

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Q. Why is pollen data important for pharma companies?

Pollen data can help pharma companies predict and mitigate seasonal allergies, enabling them to develop more effective treatments and medications.

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Q. How can pharma companies utilize pollen data to target marketing campaigns?

Pharma companies can use pollen data to identify areas with higher allergy rates and then accordingly design more targeted and relevant marketing campaigns for those areas.

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Q. What are the benefits of using pollen data in pharma marketing campaigns?

Pollen data can allow pharmaceutical companies to more effectively target potential customers with tailored and specific marketing campaigns.

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Q. How can pollen data help pharma companies identify potential customer segments?

Pollen data can help pharma companies determine areas with high concentrations of allergies, providing insights to potential customer segments.