Testing this tool

Personas For the launch of allergy.ca, ALK will focus on two primary personas: 1. The dissatisfied allergy silent sufferer 2. Patient care givers

Persona 1: The dissatisfied allergy silent sufferer. Patient with allergies on current treatment who experience breakthrough symptoms

- Adults age 18-50 living in Canada - Married or single - Employed - Income: $40 000/year and up - Enjoy outdoor activities - Suffer from lack of sleep/stress

- May not seek alternative forms of treatment through their physician - Busy, due to full time work and other activities through the week?

Persona 2: Patient Care givers of pediatric patients (ages 5-18) who are experiencing breakthrough symptoms despite treatment (antihistamine, INCS)

- Adults age 30-45, mostly female - Parent, care giver - Prefer to avoid SCIT (needles) as a treatment - Busy (need a convenient option) - Want better for their kids - Hate steroids (INCS) - Some may have a preference for a “natural” solution