The semiotic analysis for development of pharmaceutical brand
Lifecycle is a company active in the field of pharmaceutical marketing research that aims to give more value to brands of pharmaceutical products. To do this and to create a value added to a drug by extending its life cycle, Lifecycle employes a set of tools to understand and analyze the decisions and guidelines of the medical staff at the time when deciding which drug to prescribe.
One such tools is definitely the semiotic analysis – combined with the semantic analysis – with the phenomena of signification and communication and of assignment of meaning to the language. This combination is known like semiomantic analysis and has created a unique approach to Lifecycle to understand what a doctor really thinks when he speaks of a specific drug and of its effects. The approach proposed by Lifecycle, along with other investigative tools, allows to investigate not only the relations between words and the structure of discourse, but also all unwitting aspects and the deep perceptions that we have when we are talking about a drug or a pharmaceutical brand.
This type of methodology is used in the analysis of the qualitative interviews with physicians and experts, but also into the communication materials of the pharmaceutical companies, such as logo, advertising and website, in order to achieve a more effective brand image. The semiotic analysis can also be useful in the web 2.0 to monitor the image and credibility of a given brand in online forums, in blog or online communities dedicated to drug therapy and pharmaceutical marketing.
Another important consideration is that Lifecycle’s experience is based on many successful case histories and it is related to several therapeutic areas. For example AIDS, Antibiotics, Oncology, Pain therapy, Cardiology, Vaccines, Diabetes, Bio Technology, Obesity, Transplants, Diagnostic and devices, Psychiatry and Neurology, Andrology and Urology, Gastroenterology and many more.
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