Panel Presentation & Discussion: Culture vs. Clinic
Applying a Biosemiotics Framework to Transform Patient Care
Listen to an exclusive panel presented by Luminous thought leaders at the Society for Applied Anthropology (SfAA) Annual Meeting in March 2024.
Walk away with:
A deeper understanding of the history and role of semiotics in generating consumer-centric insights across industries, including patient-centered healthcare
An exploration of the emerging field of biosemiotics and its power in addressing Social Determinants of Health, designing patient-centric healthcare solutions, and ensuring real world efficacy
A look at Luminous’ framework for investigating people’s experience of health holistically, leveraging several methodologies including applied semiotics and discourse analysis to uncover and address implicit bias in healthcare and treatment
A review of how these methods apply to understand obesity and GLP1s, rare disease, Alzheimer’s and brain health in examples from recent work with global pharmaceutical companies
“As an industry, we have pitched biology against culture for a long time - but it is false. Biology is part of, impacted by and an ingredient of culture. They don’t operate separately.”
Panel speakers include:
Malcolm Evans, Luminous Advisor and leading figure in the application of semiotics to marketing. Malcolm worked with the UK’s first specialist agency, Semiotic Solutions, and pioneered Added Value’s international Decoder offer. He then founded his own semiotics consultancy, Space Doctors, where he remained until 2014. Malcolm now divides his time between the commercial and academic arenas.
Natasha Delliston, Luminous Advisor, brand strategist, semiotician and consultant. Natasha held roles in several integrated communication and specialist design agencies within WPP. Her recent clients include MS Society, Dementia UK, RNIB, Marie Curie, Great Ormond Street Hospital, Greenpeace and Amnesty International.
Noël Theodosiou, Principal & CEO, Luminous. Noël brings 30 years in insight, strategy and innovation, enabling global organizations to address complex challenges and shape the future. Noël previously worked at WPP companies in London and New York. During her career, she has led strategic engagements with global brands and organizations such as Novo Nordisk, Pfizer, Toyota Motor Co., The Coca-Cola Co., Bank of America, and Shell.
Yogi Hale Hendlin, PhD, Luminous Advisor, Environmental Philosopher and Public Health Scientist. Yogi works as a professor at Erasmus University Rotterdam and the University of California, San Francisco. Yogi’s research is routinely picked up by international media and has appeared in publications such as Time magazine, The Guardian, BBC, and the Associated Press.
