Testing this tool

BRANDING ALK manufactures and sells Sublingual Immunotherapy Tablets (SLIT-Tablets) for the treatment of grass, ragweed and house dust mite allergens. These tablets are marketed in Canada as: GRASTEK, RAGWITEK AND ACARIZAX. A submission has also been filed for a tree tablet (brand name unknown). Allergy.ca will be an unbranded website and should be completely distinct from any of these brands. ALK has a sister brand - klarify.me and an allergy app ‘klara’ that delivers pollen counts. These may be useful in developing the brand for allergy.ca ALK is currently involved in a number of direct to consumer campaigns. Our recommendation is that the design of the website be consistent with existing campaigns (as long as these campaigns are unbranded). For allergy.ca is central to developing a consistent experience for the customer that will lead to strong brand equity over the long term.

If existing campaigns do not match the goals and objectives of the website, new branding should be considered and future content can be aligned to this brand.

Tone/voice The focus of allergy.ca will be on education and information. ALK wants to empower patients to take action to resolve their uncontrolled symptoms by asking for a referral to an allergist and asking the allergist for AIT. To accomplish this, ALK wants their audience to understand the following:

- What allergy immunotherapy is - The different forms of allergy immunotherapy (AIT) - The differences between Subcutaneous (SCIT) and Sublingual (SLIT) - How current treatments work and their relative efficacy - How AIT is prescribed and administered in Canada - How and why patients will want to ask for a referral to an Allergist

The science, and therefore the validity, that supports AIT for these patients is important, however the tone should be less scientific and more empathetic. The appeal should be that patients may not have to suffer breakthrough symptoms, that their condition may not be life threatening, but it can be life changing, and that they may not need to continue taking pharmacotherapy over the long-term