Allergy Standards Limited and the Asthma and Allergy Foundation of America hosted the fourth asthma & allergy friendly® Client Council on October 2, 2019 in the beautiful Foley & Lardner LLP building in Washington, DC. It was a learning-packed day with speaker Holly O’Driscoll, Former Global Design Thinking Leader at P&G; Founder and CEO at Ampersand Innovation, LLC. Holly offered the CERTIFIED clients in attendance a rare opportunity to learn and expand their knowledge in the 5-step process of Design Thinking. Holly and the group focused on coming up with meaningful ideas that solve real problems for the consumer with asthma and allergies.
Melanie Carver, VP of Community and Marketing gave an insightful presentation on understanding the consumer with asthma and allergies. She shared the household realities and the impact atopic diseases have on families. Also discussed was consumer shopping habits and potential advertising blunders companies make while targeting consumers with asthma and allergies.
Several key takeaways for the CERTIFIED clients included Amazon optimization by developing a store within a store on Amazon which would help generate larger Certification brand awareness and measured successes for the program. Another idea that came to light is a communication tool kit for the CERTIFIED clients. This tool kit would include Certification press releases, asthma statistics, social media best practices, and marketing collateral. Another recommendation was to conduct lunch and learns, webinars, and develop more infographic sheets to help tell the “asthma story.”
