Pain relief: How GSK is using semiotics to take the headache out of brand strategy

Jo Bowman

GSK has drawn on a vast bank of images and conversations from key global markets to help it establish a series of evolving “Health & Wellness Codes”.

As GSK prepares to separate its pharma and consumer health divisions in 2022, the business has been focusing on using insight and analytics to fuel business growth, the MRS Semiotics and Cultural Insight Conference (February 2022) heard.

“Our philosophy is to blend deeper human understanding with trusted science and deliver everyday health care with humanity,” said Clare Gough, Global Head of Innovation – Consumer & Business Insights & Analytics, GSK Consumer Healthcare.

“To do it, we need to be at the cutting edge of insights and analytics techniques so that deeper consumer market understanding can become a competitive edge for...

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