Through a semiotic research, Labbrand helps Takeda better understand the communication opportunities in China and South Korea to strengthen their brand.
Takeda is a research-based global company with its main focus on pharmaceuticals for more than 230 years. As the largest pharmaceutical company in Japan and one of the global leaders of the industry, Takeda is committed to strive towards better health for patients worldwide through leading innovation in medicine. Takeda's ethical drugs are marketed in around 100 countries worldwide.
Takeda is expecting areas of communication opportunities to build the brand for its luteinizing-hormone-releasing hormone (LHRH) analogs. Through seeking messages, lexicons, metaphors, positioning while analyzing color codes and visual elements, Labbrand aimed to organize the findings so as to determine effective messaging and advertising strategy for both China and Korea market.
DECODING THE COMMUNICATION OPPORTUNITIES
We conducted a semiotic research that explored the communication landscape in the Chinese and Korean markets for 4 indications including prostate cancer, endometriosis, breast cancer, central precocious puberty.
In order to understand how the industry communicates on this product category, we identified key competitors of Takeda in the Chinese and Korean markets and collected extensive materials for analysis. We then developed a generic framework and applied it to display the themes and expressions identified for further analysis. Across time, we discovered specific trends in terms of usage of themes.
With our findings, we successfully identified the communication strategy that was able to help strengthen Takeda’s brand.