- Case Study -
Environmental Data Helps ALK Reduce Health App Churn by 50%
About ALK & Klarify.Me
ALK is a global specialty pharmaceutical company focused on allergy and allergic asthma. It markets allergy immunotherapy treatments and other products and services for people with allergies, as well as for allergy doctors. A young company with an old soul, klarify.me began as a consumer-focused start-up under the umbrella of parent company ALK to better educate & engage end users.
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ALK's Goals
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Educate Allergy Sufferers about Symptom Triggers
ALK wanted to help their allergy-suffering audience develop a better understanding of their personal environmental triggers. They also wanted to highlight how unmanaged air pollution and pollen exposure could be risky, without scaring their users.
Communicate When to Take Medicine & Enjoy the Outdoors
Allergy medicine needs to be taken before symptoms start to be effective. ALK wanted to use their app, Klara, to help end-users understand when to take treatment, when to take precautions, and when to enjoy the great outdoors.
Boost Patient App Engagement & Loyalty
ALK wanted to offer their audience value beyond just medication provision - to do this they would need to increase engagement levels with customers and position their allergy brand, Klarify.Me, as a go-to resource for seasonal allergy sufferers.
Educate Allergy Sufferers about Symptom Triggers
ALK wanted to help their allergy-suffering audience develop a better understanding of their personal environmental triggers. They also wanted to highlight how unmanaged air pollution and pollen exposure could be risky, without scaring their users.
Communicate When to Take Medicine & Enjoy the Outdoors
Allergy medicine needs to be taken before symptoms start to be effective. ALK wanted to use their app, Klara, to help end-users understand when to take treatment, when to take precautions, and when to enjoy the great outdoors.
Boost Patient App Engagement & Loyalty
ALK wanted to offer their audience value beyond just medication provision - to do this they would need to increase engagement levels with customers and position their allergy brand, Klarify.Me, as a go-to resource for seasonal allergy sufferers.
01
Creating an Engaging Allergy Companion App Interface:“Klara”
The Klara app is beautifully designed and intuitive to use: When users open the app, they are greeted with a short summary of today’s air conditions, which includes location-based pollen and air quality information, and activity level recommendations.
A user might see, “Good news! Very low pollen levels. Air quality is fair. Today is good for any activity outside.”
Scroll down a bit, and that recommendation becomes a stylized green happy face, presented alongside further detail about what these environmental conditions mean for the user, as well as granular information about the specific pollen and pollutant types that are in the air.
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02
Communicate When to Take Medicine & When to Enjoy Outdoor Activities
Users can dive deeper to see the pollen forecast, as well as an allergy calendar. The forecast shows today’s, tomorrow’s, and day 3 pollen levels, communicated through 4 color-coded categories (green is very low and red is high) - also broken down by plant and species type.
The allergy calendar of the pollen season shows a zoomed-out view of what a typical allergy season might look like for various pollen types during the year for the user’s location.
03
An Insightful In-App Education Center
Klara’s app makers also developed a learning center where users can educate themselves on a wide range of topics related to respiratory sensitivities.
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04
Dedicated Air Pollution Topics
Additional Klara app modules address air pollution in-depth, utilizing BreezoMeter’s Air Quality API to provide information about dominant pollutants, their concentrations, and possible sources, and the health effects for each.
05
Actionable Tips for App Users
Through the Klara app, ALK provides actionable insights, which help patients mitigate their exposure to air pollution and pollen.
One example of an actionable "Tip of the day" might be as simple as giving peer-to-peer advice like: “Don’t dry your clothes outside during pollen season! Pollen will attach to the fabrics and you'll drag pollen from the air into your home and/or bed.”
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How Does ALK Benefit?
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50% Reduction in App Churn Rate
After integrating the learning section and allergy log insights - based on BreezoMeter’s Air Quality API, the Klarify app saw app removals cut in half. User retention also jumped straight away, from 24% to 36%.
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High User Ratings in the App Store & Google Play
Demonstrating its true impact on people with allergies, the Klarify app has received excellent scores across digital distribution platforms, thanks to its intuitive and seamless user interface, providing users with daily tips and facts on environmental triggers, and a comprehensive learning section that users can easily deep-dive into with articles on allergies, air quality, traveling, and more.
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Improved Allergy Management
Increased user engagement and meaningful interaction with their users, meant patients were better informed and took a more active role in their health care. ALK’s actionable insights empowered extra sensitive allergy sufferers to enjoy more time outdoors, prompting them to take action when pollen concentrations were low and providing proactive lifestyle tips based on their location-specific environmental context.
"“Integrating BreezoMeter’s pollen and air quality makes the app actionable for our users, every day, all year round. The user experience is enriched by providing real-time and forecast data, and it keeps users engaged and coming back all year round. Because the air you breathe matters!”"
Rebekka Caselitz, Medical User Engagement Manager. ALK, Consumer Care Division