Idea:

Allergy sufferers can compare the Allergy Impact score against the pollen count to easily learn if their symptoms will feel better or worse than the pollen count suggests.

Data Insight:

Our primary research correlated weather data with allergy search terms and social mentions to discover the factors that have the greatest impact on allergy symptoms.

• Some of these factors are: precipitation, temperature, wind, dew-point, time of day, previous day’s pollen count, search, social mentions and user tracking inputs.

Innovation:

After identifying these variables, we applied a statistical model to account for regional variations across the United States, and used live data from all 41,000 U.S. zip codes to populate our model. The resulting index is accurate at the local level for each of these U.S. zip codes.

Originality:

Allergy Impact is a unique algorithm based on our hypothesis that there are factors that impact allergy symptoms beyond pollen count. Primary research identified these factors. And our equation is the first to predict “real feel” for pollen count.

Implementation:

Allergy Impact is a sophisticated algorithm developed in association with university allergists and environmental scientists, Constant Analytics – a leader in statistical modeling, and Johnson & Johnson.

Timeline:

Allergy Impact launched in December 2015, and is an ongoing utility in the ZYRTEC® allergy medication digital ecosystem.

Placement:

Allergy Impact has been executed as a responsive web app used online and on mobile; and is included in the ZYRTEC® AllergyCast™ app built on a web platform with native mobile applications for Apple iOS, Android OS, and more.

Results since launch four months ago:

• More than a million visits on the web, mobile site and app.

• 30% of users view Allergy Impact every day during allergy season.

• A survey of 10,000 users shows Allergy Impact increases ZYRTEC® purchase intent by 75%.

• As part of a campaign, Allergy Impact has helped increase ZYRTEC® sales by 27.6% in the first quarter of this year.

Results have exceeded our expectations on every level:

• We achieved our objective of building loyalty for the ZYRTEC® brand.

• We competed successfully against other allergy brands, in spite of our our lower share of voice.

• We created a “real-feel” for pollen that makes a meaningful difference in helping allergy sufferers manage their symptoms.