Lifescience Dynamics - Semiotic Deck PDF

An introduction to
Lifescience Dynamics &

Semiotic
The life science specialists
31st March 2010
rrahmani@lifesciencedynamics.com
Copyright Lifescience Dynamics Ltd. 2010
Agenda
Who
Who we
we are
are
Our
Our semiotic
semiotic approach
approach
Semiotic
Semiotic case
case studies
studies
Why
Why Lifescience
Lifescience Dynamics
Dynamics
2
We are a lifecycle management

company from NPD to Patent Loss
We provide end-to-end service
Market
Research
Competitive
Intelligence
Forecasting &
Valuation
Strategic
Consulting
Emotional &
rational
Scientific &
commercial
Market simulation
& scenario analysis
Strategic advice,
review & validation
Drug and disease

area forecasting
Business planning
& implementation
Qualitative &
quantitative
Policy markers &

influencers
Solutions based on comprehensive data,

exhaustive analytics, years of experience &
multi-disciplinary team efforts
3
Lifescience Dynamics Ltd. 2010
We offers a full suite of

services to help you
develop market winning products
4
A breadth of services, tools and

innovative techniques to be highly
responsive and flexible
We master all the TRADITIONAL TECHNIQUES
but are always integrating our toolbox with NEW APPROACHES
Qualitative
Quantitative
Projective techniques
All flavours of conjoint
To overcome defence mechanisms &

capture unconscious drivers.
Segmentations
Ethnography
Health Beliefs Model
To study respondents behaviours and

attitudes in their natural environment.
Semiotics
On-line studies
new
To analyse how signs, symbols &

culture generate meaning; without
interrogating respondents.
Online Focus Groups
With physicians
& patients
iOmnibus via facebook
new
Online survey tool using facebook to access

virgin respondents, specific targets,
reducing costs and gain speed.
new
new
Via WebEx, voice based conference or
iAdBoard
IM based on text typing
Virtual advisory board to engage busy KOLs, offering
flexibility and privacy at 1/3 of the standard cost.
5
Instant Respondent Evaluation
new
Harnessing the wisdom of the crowd
A strong patients and doctors panel

We are able to conduct worldwide on-line surveys
Rich mix of online patients panel
Over 67,000 member across the world:
30,000 in UK
30,000 in Spain
175,000 in US
around 1500 in other EU countries
Over 400 therapy areas covered
Data on medications taken by the patients,
gender segmentation and other demos available
Extensive online doctors panel

Over 400,000 opted-in physicians online:
14,000 in UK
50,000 in Asia Pacific
19,000 in Spain 50,000 in C/S America
13,000 in Italy 23,000 in Canada
23,000 in France 100,000 in US
17,000 in Germany
85% specialists (all specialties including hospital
pharmacists) and 15% primary care
Hospital manager and other non physician hospital
personnel are recruited via telephone-to-web
6
66
We provide global market research to

pharmaceutical companies from
preclinical to late lifecycle
London
New York
Delhi
Independent firm
Team has an average of a decade or more of experience working both
industry and supplier side
Global perspective combined with local insights
LSD CI directors and analysts located in New York and London have source
networks at all major biopharma companies
77
Our team has conducted CI in 86

countries providing you global scope
with a local reach
Core markets - US, UK, France, Germany, Italy and Spain

Secondary market specialisations Brazil, Russia, India, China and Japan
Emerging markets in Latin America, the Middle East, Asia and Australia
8
We provide guidance & support on:
National issues and considerations

Interactions between countries and regions
Global commercial objectives
Highly experienced and multidisciplinary

team with proven track records with top
10 pharma companies Pfizer, GSK,
Novartis etc.
The core team overview
Rafaat Rahmani
President & founder
Angela Gibbins
Qualitative Director
David Kuczenski
Quantitative Director
Peter Thomas
Scientific & Medical expert
Min Ameen
Lead statistician
15 years in pharma industries, both industry

side (Eli Lilly) and MR side
Delivered range of international projects for
top 20 pharma companies
MBA
24
years
experience
in
qualitative
international studies & projective techniques
Both industry side & agency side experience
Degree in Biological Sciences.
10 years experience in complex quantitative
international projects
Degrees in economics, mathematics and
quantitative research methods
25 years in international pharma and
biotechnology industry in MR, CI, business
development, strategic planning and pricing.
Degree in pharmacology
Specialised in advance analysis of quantitative
market research in pharma divisions of ZS
Associates and IBM Consulting
MBA and Engineering degree
Direct lines to senior project staff

available at all times
Long lasting relationships with
Consultants taken on board on specific
topics
In-house medical expert for every
project
Ethnographers and semioticians
Senior data analysts
Trusted fieldwork agencies worldwide

All provide consistently high quality
input and have experience in the
specific approach/disease area.
Only professional medical translators
are employed
Four P.hDs consultants

Physician advisors:
One GPs and two specialists
9
As a team we have delivered over 400

projects to big and small companies
Our staff has had the honor of servicing clients including:
10
10
Agenda
Who
Who we
we are
are
Our
Our semiotic
semiotic approach
approach
Semiotic
Semiotic case
case studies
studies
Why
Why Lifescience
Dynamics
11
Semiotics has a distinct tradition of

analysing communication systems
Semiotics studies signs and symbols system
to understand processes that generate and
produce the meaning and to analyses
interactions between messages we received and
cultural context we are immerse with. It answers
the question: how does something mean
anything to anybody?
It is a qualitative approach
Where the traditional qualitative is about WHY,
Semiotics is about HOW
the meaning is produced
Whats
Whats semiotic?
semiotic?
It is desk analysis: instead of interrogating respondents, it

analyses communication materials in light of cultural and
linguistic frameworks. It focuses on exploring and examining
texts, symbols, codes, cultural patterns, contexts,
discourses, themes and values which structure and give
sense to our reality
12
Confidential
Semiotics applies a systematic analysis

grid to the texts
Semiotics considers all kinds of

cultural
&
communicational
materials and analyses them as
texts using a systematic analytical
grid: the generative path of
signification
It covers 4 level of analysis from
the most superficial link to
manifestation
and
expressive
codes - to deeper ones - which
explore basic beliefs that shape
meaning
Text & codes
Superficial level
What we see/hear/taste/smell
Themes
Themes, tone of voice, language style
Stories
Chains of meaning, narrations, stories we tell
Values
Deep level
Basic and user values, principles
13
Confidential
Semiotics is especially suited for

communication and advertisement testing
and optimisation
It can be applied to any cultural products: devices, packaging, names, logos,
symbols, media materials (posters, TV and press ads, press release, leaflets, websites),
points of sale, cultural patterns (traditions, habits, ritual..), the language itself.
Support for creativity
Name/Claim/ Concept
Generation
New Packaging, Product
& Design Development
Concept Creation &
Development
Emergent cultural &
communication codes
identification
thorough and accurate
analysis of materials per se

assessment of the internal
fit/consistency among the

various levels where meaning
is generated
analysis of communication/
sensory codes and values

related to a specific
market/sector
Analysis of any
communication material
or current brand/product
identity
Positioning Studies
Packaging, Product &
Design Analysis
Brand Audit
Advertising (pre-post) test
14
Confidential
Semiotic allows to understand how the

formal elements of communication
works and interacts
The ideal research design
Semiotics can point out critical
areas/elements to be probed in the fieldwork
Semiotic
Semiotic desk
desk analysis
analysis
Qualitative
Qualitative fieldwork
fieldwork
What
What does
does the
the text
text say?
say?
How
How does
does the
the text
text speak?
speak?
What
What do
do recipients
recipients understand?
understand?
How
How do
do recipients
recipients interpret?
interpret?
Qualitative can understand and fill the gaps

with recipients/targets perceptions
15
Confidential
Agenda
Who
Who we
we are
are
Our
Our semiotic
semiotic approach
approach
Semiotic
Semiotic case
case studies
studies
Why
Why Lifescience
Dynamics
16
Case
Case study
study -- 11
Lifescience Dynamics Logo

- Semiotic analysis
Text & codes

Colours
Purple = associated with both
nobility
and
spirituality/mysticism
and
creativity. It balances red's
stimulation and blue's calm
Red = energy, enthusiasm,
liveliness, but also blood,
respiration, heartbeat, and pulse
Shape
rate
The squared shape which Blue = seen as trustworthy,
contains all the elements and
dependable, and committed
provide a frame to define
Grey = is the colour of intellect,
borders and weights
knowledge, and wisdom; it
carries authority
Neuron image
Immediately
associated
with science, biology,
medicine
But its dynamics as it
carries
information
between the brain and
other parts of the body
Verbal text
Lifescience = one of the
sections of science dealing
with
the
structure
and
behaviour of living things, such
as
botany,
zoology,
biochemistry and anthropology
Dynamics = forces or
processes
that
produce
movement, change inside a
group or system
Innovative solutions = using
new methods or ideas to find
answers to a problem
17

17
Case
Case study
study -- 11
Themes
Lifescience Dynamics Logo

- Semiotic analysis
A logo that balances and well integrates elements usually perceived as
opposite: rationality and creativity, rigour and enthusiasm, science and
intuition.
A logo that seems aimed to stand up from the crowd:
Shows a strong link and commitment to the pharma/science
universe:
It speaks a technical and scientific language
It clearly claims it focus on pharma research and topics
It shows cleaness, order and organisation
At the same time it tries to claim its distinctiveness
Strong and varied colours, not in line with the medical
chromatic codes
Direct reference to innovation, changements
18

18
Case
Case study
study -- 11
Lifescience Dynamics Logo - Semiotic

analysis
Stories
A problem solver. A brand that brings innovation and colour to the

pharmaceutical universe.
It stands in between a pharma companies (with whom it shares
competences and background) and market research/consultancy
agencies.
Values
Competence, scientific expertise, rationality and control

Originality,
development,
flexibility
but
within
borders/fundamentals
Passion, life, involvement
Actionability
defined
19

19
Case
Case study
study -- 22
Objectives: Homepage analysis for

biological products
We undertook a simple semiotic desk analysis of five website homepages. We

selected five biological products sharing an indication for RA as Lifescience
Dynamics has a strong experience in this therapy area and we analysed the
European homepages applying the semiotic generative path of signification
analysis grid.
The main objective was to understand how each homepage communicates in terms
of codes, themes, stories and values in order to map the competitive
communicational environment.
This type of analysis could help companies improve website graphic layout,
contents, internal consistency and distinction.
20
Confidential
Case
Case study
study -- 22
Semiotic analysis flow: generative path

of signification
We applied a systematic analytical grid the generative path of signification from

Greimas & Floch theory to examine texts, symbols, codes, cultural patterns,
contexts, discourses, themes and values which structure and give sense to these 5
homepages. The gird covers 4 levels of analysis:
Text and codes what we see, listen, taste, touch at the surface of texts
Themes tone of voice, language style, discourse we do
Stories chains of meaning, narrations, tales we tell
Values basic beliefs that shape meaning which lay at the deeper level
We used semiotic square as a map to shape the universe of reference and to

position the homepages, so it would be easier to
See the whole picture and extrapolate the sensory codes of this specific market
Compare the different communicational style and values conveyed
21
Confidential
Case
Case study
study -- 22
Remicade analysis
Text & codes
Text/Headlines highlight product performance attributes
Chromatic lay out represents harmonic oppositions: blue to
yellow; product to patient; science to life
Pictures represent general population & different patient
types
Themes
Generalisation (vs personalisation) & multi-functionality
Professionalism based on past results & quantification
Functional relationship with patients
Stories
Brand is a problem solver for everyone, anything and
anytime and theres plenty of evidence of its success
Values
Strength, undisputable
seriousness
performance
and
efficiency,
Keep an eye on. Website visitors cannot verify claims of patient success, they
22
have to trust the claims made by the product.
Confidential
Case
Case study
study -- 22
Mabthera analysis
Text & codes
Images of 2 people, different ages & lifestyle, close relation
Text/Headlines highlight hopefulness & warm greeting
Natural, placid setting & lights
Pastel and balanced colours (even if orange)
Themes
Sharing experience, life connection, warm relationships
Positive evolution, step-by-step reconstruction & renovation
Link between science & emotion, sense & sensibility
Stories
Brand is the tool to re-build and to start again a pleasant life,
to share experiences yes, you can!
Values
Life, quality of life, hope, think positive, hopeful attitude
towards future
Keep an eye on. The word life in the headline could have had a capital letter
23
to highlight the value of the concept
Confidential
Case
Case study
study -- 22
Enbrel analysis
Text & codes
Images show happy patients individually
Text/Headlines urge patients to action
Clean and simple graphic lay out all around the main photo
Balanced, pale and medical colours
Themes
Balance, sobriety
Involvement, patient initiative and management
Link between present actions and future results
Stories
Brand is the film director of the patient movie and the
guarantor of the happy end
Values
Achievement, hope, involvement, positive change
Keep an eye on. The headline, which is the driver of the main message,
24
disappears when you go to other single indications
Confidential
Case
Case study
study -- 22
Humira analysis
Text & codes
Images show people in everyday, enjoyable situations
Tidy, clean graphic lay out, chromatic range referred to
brand colour codes, white/grey predominance
Brand name sound assonance: Hu-mira = You (ad)mire
Themes
Identity & quality of life maintenance as a person (not patient)
Friendly seriousness
Approval, admiration, pleasure
Stories
Brand is the ally to support and maintain an active, lively and
involved life
Values
Pleasure, vivacity, reliability
Keep an eye on. More warm colours on the site could enhance message of
25
pleasure and vivacity.
Confidential
Case
Case study
study -- 22
Raptiva analysis
Text & codes
Formal, serious and professional style; looks like a formal
letter
No images, visuals or warm colours; only written text, cold
and neutral colours
Text focuses on scientific, clinical data and to do lists
Themes
Professionalism, commitment
Clarity, transparency
Self analysis and critic, consistency with product mission
Stories
Brand is so committed to patient safety that it voluntarily
takes action to protect patients (even if counterproductive)
Values
Honesty, rigour, safety, commitment
Keep an eye on. Patient referred to website for more information, could be
26
more personal and warm by asking the patient to contact
Raptiva directly.
Confidential
Case
Case study
study -- 22
Semiotic square provides a framework

to represent the values of this universe
All the values related to

rationality,
measurement,
performances, facts.
Declined as: performance,
science
All
values
related
to
intellectualism,
analysis,
comparison,
value
for
money.
Declined
as:
analysis,
comparison
All values related to ideal world,

dream, life, big fundamental
values
Declined as: life, evolution
All
values
related
to
playfulness, non sense, irony,
emotion, feelings.
Declined
as:
person,
involvement
27
Confidential
Case
Case study
study -- 22
28
Semantic scenario positioning on the

semiotic square
Practical pole
Performance, science
Utopic pole
Life, evolution
Analysis, comparison
Person, involvement
Critical pole
Ludic pole
Confidential
Agenda
Who
Who we
we are
are
Our
Our semiotic
semiotic approach
approach
Semiotic
Semiotic case
case studies
studies
Why
Why Lifescience
Dynamics
29
Our project teams consistently deliver

high-quality project with strategic
insights
30
Confidential
30
9 out 10 clients are satisfied and will

use again and will recommend us
Great breadth and

depth of experience
Insightful qualitative
& quantitative
analysis
Extensive research
capabilities and
innovative solutions
Highly experienced
senior professionals
Great report with

strategic thinking
Commitment
to quality
Pain free
and a good value
Zealous project
management
31
Confidential
31
Selected client feedback

Lifescience was professional, courteous, reliable, cost-effective & I had a very easy
time of communicating on a very regular basis with Steve & David."
-Global Brand Director, Pfizer
Excellent content and therapy area expertise. The final presentation was well
received and already has had an impact in decision-making on future product
development. I was very happy with the project as a whole.
-Manager, Commercial Analysis, GSK
Many thanks for all your efforts during this project and for a job well done."
-Director, Market Research, Ipsen
This is to reiterate that I enjoyed our cooperation with Lifescience Dynamics on the
Newbury project. What I would like specifically to stress is that the project had to be
implemented on short notice and Lifescience Dynamics showed a high level of flexibility
and implementation speed to make it happen. Also the methodology of the forecasting
process and the resulting model are of high quality. Lifescience Dynamics therefore is
on my list of preferred vendors for business analysis and market assessment projects.
-Head Early Phase Marketing and Search & Evaluation, Novartis Pharma AG
32
Confidential
32
Value and benefits delivered

Strategic thinking and real business insights our pharmaceutical industry analysts distil
market derived information to its purest form, providing clear, simply-stated advice for you
to act upon
Expertise and know-how in the pharmaceutical market our strengths in pharmaceutical
and vaccine product modelling, commercial analysis, pricing, market research and strategic
evaluation ensures the best results
Highly responsive and flexible service we offer an integrated partnership approach with
direct lines to senior project staff available at all times; project management is approached in
a proactive, goal-oriented and team focused way
Mastery of tools and methodologies of research the years of experience and range of
research specialisations of our staff means that all projects are conducted using best
practices
Fast and timely results we strive to complete every project as quickly and effectively as
possible, giving our clients a competitive edge through advanced knowledge of the market
A breadth of services, tools and innovative techniques we employ a full range of state-ofthe-art, qualitative (including semiotics and ethnography) and quantitative techniques, tools
and technology
Offices in client time zone we have headquarters in the UK, US and affiliates in Asia and
the Middle-East
Trustworthy, credible & ethical
33
Confidential
Lifescience Dynamics (Worldwide Headquarters)

The Oriel Thames Valley Court
185 Bath Road
Slough
Berkshire SL1 4AA
England, UK
O: +44 (0) 1753 205 126
F: +44 (0) 1753 205 127
Lifescience Dynamics (USA)
304 Park Avenue South, 11th Floor
New York, NY 10010
USA
O: +1 (212) 926-9290
F: + 1 (347) 523-9639
info@lifesciencedynamics.com
www.lifesciencedynamics.com
Thank you.
Questions?
rrahmani@lifesciencedynamics.com

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An introduction to

Lifescience Dynamics &

Copyright Lifescience Dynamics Ltd. 2010

We are a lifecycle management

Drug and disease

Policy markers &

Solutions based on comprehensive data,

Lifescience Dynamics Ltd. 2010

We offers a full suite of

Lifescience Dynamics Ltd. 2010

A breadth of services, tools and

All flavours of conjoint

To overcome defence mechanisms &

Health Beliefs Model

To study respondents behaviours and

To analyse how signs, symbols &

Online Focus Groups

iOmnibus via facebook

Online survey tool using facebook to access

Lifescience Dynamics Ltd. 2010

Instant Respondent Evaluation

Harnessing the wisdom of the crowd

A strong patients and doctors panel

Extensive online doctors panel

Lifescience Dynamics Ltd. 2010

We provide global market research to

Copyright Lifescience Dynamics Ltd. 2008

Lifescience Dynamics Ltd. 2010

Our team has conducted CI in 86

Core markets - US, UK, France, Germany, Italy and Spain

Lifescience Dynamics Ltd. 2010

We provide guidance & support on:

National issues and considerations

Highly experienced and multidisciplinary

15 years in pharma industries, both industry

Direct lines to senior project staff

Trusted fieldwork agencies worldwide

Four P.hDs consultants

Lifescience Dynamics Ltd. 2010

As a team we have delivered over 400

Our staff has had the honor of servicing clients including:

Lifescience Dynamics Ltd. 2010

Semiotics has a distinct tradition of

It is desk analysis: instead of interrogating respondents, it

Lifescience Dynamics Ltd. 2010

Semiotics applies a systematic analysis

Semiotics considers all kinds of

Text & codes

Basic and user values, principles

Lifescience Dynamics Ltd. 2010

Semiotics is especially suited for

thorough and accurate

analysis of materials per se

fit/consistency among the

sensory codes and values

Lifescience Dynamics Ltd. 2010

Semiotic allows to understand how the

Qualitative can understand and fill the gaps

Lifescience Dynamics Ltd. 2010

Lifescience Dynamics Logo

Text & codes

Lifescience Dynamics Ltd. 2010

Lifescience Dynamics Logo