Labbrand was a silver sponsor for the event, and Vladimir Djurovic, Labbrand Managing Director, delivered a presentation titled “Beyond Blue and White: Exploring the Application of Semiotics for OTC Brands in China”.
The event attracted executives, primarily from sales and marketing functions, that were specialists in their fields with extensive experience in the China pharmaceutical market. The discussions addressed the main challenges and considerations when building and promoting a pharmaceutical brand. For many of the attendees, key concerns revolved around appealing to their target market, physicians, but also how to connect with patients through non-branded patient education initiatives. Government regulations impose constraints on many aspects of the branding process in the pharmaceutical industry- from brand naming to package design and through to communication materials.
Labbrand presented on semiotics, a unique and innovative way for brands to find their market position to leverage codes to invest meaning into their packaging design, brand names, and more. In order to help the brand evolve over time to remain differentiated from competitors and relevant to consumers, brands can borrow codes from other industries and capitalize on trends. Semiotics is a fast and inexpensive tool for brand development and is complementary to other forms of R & D. It has a unique effectiveness for innovation, making it a valuable method for pharmaceutical companies and many other industries as well. Discussing semiotics with pharmaceutical professionals at the conference prompted lively discussions and much interest in an industry that is traditionally very sales driven.