For Healthcare & Life Sciences Professionals

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Executive Summary

Consumers suffering from allergies can often pick from a slew of prescription or over-the-counter medication options to treat their condition, which may range from chronic allergy symptoms to an occasional case of the sniffles on a high pollen-count afternoon. Allergy drug marketers face the difficult task of winning loyalty from a wide audience of consumers in a fractured market. To be successful, marketers must recognize the variations that consumers living with allergies display and build their consumer-focused campaigns around these insights. In this fourth document in the "Understanding Prescription Drug Takers" series, we investigate consumers taking Allegra, Clarinex, Flonase, and Zyrtec and highlight key differences that pharma marketing execs must know to make effective channel and messaging choices.

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