SMS for alergy

Novartis – pharmacology company from Great Britain, has set up a mobile application for allergics called Pollen-Count Alert. Registered patietns get short messages on their mobile phones every day (every working-day at 7 a.m., during weekend at 10 a.m.). The messages contain information about pollen count but the communicates are personalized – every registered patient fills in a form and then gets adequate informations about his specific allergic pollens. The company sends also advices how to decrease the distress.

The aim of the action is to help with the marketing campaign for spray and nasal drops against hay-fever. The program was free of charge for the first month, for first 5000 users. Then those who wanted to get the messages had to paid 1 £ for every 10 SMS. The new application was promoted in pharmacology press, at chemist’s shops and on public transports tickets. The company used existing client database as well. The efect of the campaign was very satisfacotry – 61 % of users could easily point the sponsor and 71 % of them marked the application as ‘4’ or ‘5’ (in 5-degree scale).