ALK already has more than 2.5 million unique users on its web-platforms and this audience will be expanded and leveraged to engage with patients earlier in their disease journey.
Market research shows that there is a clear trend towards self-medication for allergies, using over-the-counter remedies. Meanwhile, the internet has become the principal source of disease information for people with allergies, around 60% of whom rarely see a doctor. This makes it more relevant than ever for ALK to engage directly with patients, both to raise awareness of the full range of allergy treatment options, and to encourage consulting an allergist who can prescribe AIT.
As well as smoothing the path for more patients to initiate AIT treatment, ALK will help allergists to ensure a greater number of AIT patients complete their treatment by launching a new range of support tools. At the same time, ALK will position itself to penetrate the non-AIT market which today represents around 95% of allergy market revenue, worth more than DKK 120 billion with the aim of supporting allergy sufferers earlier in their disease journey.
ALK will do this by looking at adjacent business opportunities, via partnerships, in-licensing or product acquisitions.
- Establish a new consumer care division to drive digital patient engagement.
- Use digital platforms to offer solutions for early allergy intervention, symptom alleviation and relief.
- Launch new tools to help improve treatment adherence.
- Explore expanding ALK's portfolio with respiratory prescription medicines.
- Expand the anaphylaxis franchise in Europe and launch in the USA and other markets.
The updated strategy – which builds upon ALK's successful European business and recent investments in North America – places succeeding with the tablet portfolio at its core, and has four key components: 1) Establish and succeed in North America; 2) Complete the tablet portfolio for all relevant ages; 3) Patient engagement systems and adjacent business; and 4) Optimise and reallocate ALK's resources.