By jude daley’s count, there are more than 250 products on the market for taming the allergens that can trigger asthma attacks in adults and children (of whom there are an estimated 17 million in the United States alone¹). Unfortunately for patients and their caregivers, gaining access to those items—and the scientific information needed for self-empowered usage—can be a frustratingly daunting task.

Daley, a Santa Cruz, Calif, mother with an asthmatic son, knows firsthand just how difficult it can be to locate allergen-control information and a good selection of quality products. Determined to spare other parents and caregivers (as well as adult asthma patients) a similar hardship, Daley in 1999 launched a one-stop mail-order business making available allergy-fighting products plus supporting resources.

“My goal was to put together under one roof—convenient and easily accessed—all the products and information consumers must have in order to move toward greater freedom from allergy and asthma symptoms,” says Daley of her venture, The Breathing Company. “I believe you cannot truly help asthma patients by offering them a select few products. They must have access to the full spectrum of what is out there. And they also must be given access to supplementary resources. Only with the combination of extensive product selection and informational resources can you help give patients a firm footing on their individualized path to wellness.”

The resources of which Daley speaks generally include materials (or, at minimum, contact information) supplied not only by clinically based organizations such as the American Lung Association and the American Academy of Allergy, Asthma and Immunology, but also by media outlets, grassroots support groups, and even product manufacturers.

“The Breathing Company seeks to form a bridge between the busy physician and the patient by providing information that the doctor does not have time to convey,” Daley says.

The company chiefly markets direct to consumers, but it also conducts outreach to wholesalers along with institutions and enterprises likely to be involved in providing care to asthma patients. The company accepts orders by telephone, mail, or the Internet, and ships them via overnight and ground delivery services.

One of The Breathing Company’s main advertising tools is its Web site at www.thebreathingcompany .com, which lists more than 250 environmental control products to help reduce symptoms brought on by allergies and asthma. The Web site also is rife with links to information resources, some of which are considered partners with the company.

“Among our partners is National Jewish Hospital,” Daley says. “As its partner, we are able to offer a variety of the hospital’s comprehensive and user-friendly online asthma management tools.”

In the wholesale arena, The Breathing Company has partnered with at least one major pharmaceutical manufacturer, Daley says. But the partnerships that seem to be most fruitful for The Breathing Company are those involving active alliances with organizations that serve adults and children with compromised respiratory systems and that support the families of those patients. A prime example is the American Lung Association (ALA).

“We have worked hand in hand with the ALA on its ‘open airways program,’ providing asthma education and awareness to fifth grade students,” she says. “We have also participated in the ALA’s ‘Healthy Homes’ initiative, working with key manufacturers on donations and deeply discounted products for the underprivileged here on the central coast of California. Last year, we sponsored the ALA’s annual asthma conference at Pebble Beach, which brought us continued visibility as a solid medical support business.”

At the time, the Red Cross was not a partner with The Breathing Company, but that did not stop the young firm from rushing to volunteer its services in the aftermath of the September 11 terrorist attack on the World Trade Center towers.

“We worked with the Red Cross to source out respirators and air-purifying equipment for New York City residents and businesses,” Daley says. “We directly offered discounts on air purifying equipment, HEPA vacuums, respirators, masks, and other products that were badly needed in the days immediately following this horrific event.”

Beyond the Internet and partnerships, Daley has carried the message of The Breathing Company to prospective customers in person by addressing meetings of asthma awareness groups and “Better Breathers” clubs sponsored by various community hospitals in her area. The company also maintains a small learning center through which it can introduce newly diagnosed asthma patients and/or their parents or caregivers to the facts about allergy and asthma.

Family-run Enterprise
The idea behind The Breathing Company dates back to 1985, when Daley’s oldest son, Andrew, was 2 years old. He was diagnosed with asthma, but it was not until he turned 9 that Daley first learned how environmental-control products might help him feel better.

“The most puzzling aspect about this discovery was that his board-certified pediatrician never mentioned that he might be allergic to something in his environment,” she says.

When by chance she learned of the connection between allergies and asthma, Daley took Andrew in for testing. The allergist found that Andrew was allergic to household dust mite allergen, mold, cat dander, and some tree pollen.

“We implemented key environmental control features in our home, and Andrew’s asthmatic symptoms dramatically diminished,” she says.

Daley became so eager to share what she had uncovered that she decided that the best way to help others would be to start The Breathing Company. But no sooner did she set out to launch the firm than she found herself confronted by an entirely new set of problems.

“I did a lot of research and found that there were almost no companies of note in this niche to study and learn from,” she says. “That fact alone, that there were so few players in this field, worried me. Why, I wondered? Is this a sign that success is elusive?”

As she pondered the possible explanations, Daley grew increasingly uneasy about proceeding with her plan. In time, though, she was convinced that the dearth of competitors was a result of missed opportunity. Her experiences after starting the company proved her correct.

To operate the company, Daley recruited her husband and children—including Andrew. “I wanted the company mission and goals to be based on family principles and ideals,” she says. “I wanted to keep the feel of a small, focused company, even through the expected pains of corporate structure changes and franchise offerings that growth would eventually produce.”

Initially, The Breathing Company concentrated on building a customer base in and around the central California coast. By the beginning of its second year in business, it reached out to distant customers.

However, it quickly became apparent that inventorying was going to be a challenge due to the very nature of environmental allergies. “From one city to the next, you can have very different types of plant pollen, which means the products that work well in one city may not be effective in another,” Daley says. “What is more, some plant pollen goes through a cycle of dormancy in winter and then severe activity in spring and autumn, so there are periods of little or no interest in certain products, followed by periods of huge demand. So the challenge for us is finding the right venue for each product and at a competitive price-point.”

Avoiding Mistakes
There were other challenges besides. One was the matter of how best to evaluate prospective new suppliers.

“The answer has been to first look at how any proposed partnership will affect the bottom line,” she says. “For example, will a supplier who provides drop-shipments to customers help by saving shipping time, or will it instead ultimately lose business because of inadequate customer service? Keeping in close contact with our suppliers is the best defense against this challenge, but assessing the deficiency in the beginning would have been best.”

Daley’s cautious approach to growth may also prove a key to The Breathing Company’s success. “Our continued success lies in keeping the dream alive,” she says. “We must be able to clearly see our vision and continue to learn, explore, and share what we have learned with families and corporations that are looking to meet their own unique ideals.”

Rich Smith is a contributing writer for Dealer/Provider.

Reference
1. Spring Allergies and Asthma Survival Guide: Understanding Allergic Asthma. American Academy of Allergy, Asthma and Immunology Web site. Available at: www.aaaai.org/spring allergy/understanding_allergic_asthma.stm. Accessed April 1, 2002.