Semiotic codes in the pharmaceutical industry - borrowing from FMCG and other sectors

Diane Fox-Hill

This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors.

Semiotic codes in the pharmaceutical industry – borrowing from FMCG and other sectors

Diane Fox-HillPDD Ltd, United Kingdom.

THE PROBLEM OF TRUST

Trust just isn't what it was. The days when we implicitly trusted our doctor, bank manager or even the local priest have passed us by. Lawsuits, financial improprieties and well-publicised cases of abuse have all materially damaged these relationships. Nowadays mass media, the Internet and the proliferation of choice have thus eroded what previous generations perhaps saw as irrefutable bonds. Class action regarding drug effects, the ability to research medical issues ourselves on the world wide web,...

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