Veeva Systems Case Studies UCB: Transforming Medical Affairs with IoT

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	UCB: Transforming Medical Affairs with IoT Veeva Systems

UCB: Transforming Medical Affairs with IoT

Veeva Systems

Technology Category	Analytics & Modeling - Computer Vision Software Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries	Healthcare & Hospitals Life Sciences
Applicable Functions	Product Research & Development
Use Cases	Speech Recognition
Challenge	UCB, a biotech company based in Brussels, Belgium, was facing challenges in its Medical Affairs department. The department was in the process of transforming to become a more strategic partner alongside the traditional pillars of R&D and Commercial. However, patient fragmentation, stakeholder diversification, and digital disruption were creating an added sense of urgency for medical to take on its new role. The head of global medical affairs at UCB, Catrinel Galateanu, identified the need for the department to become a strategic, active leader at the center of R&D and commercialization efforts. The department was also tasked with articulating the value of the science and solutions to patients and diverse stakeholders. To achieve this vision, the department needed to focus on mastering insights to further strategy development, servicing a diverse universe of healthcare stakeholders, and prioritizing impact and new skills. Read More
About Customer	UCB is a global biotech company headquartered in Brussels, Belgium. The company is active in the Medical Affairs Professional Society (MAPS) and is committed to transforming its Medical Affairs department to become a more strategic partner in the organization. UCB aims to strengthen the 'ends' of the continuum, from unmet needs and research to development to delivery. The company is also focused on articulating the value of the science and solutions to patients and diverse stakeholders. UCB is dedicated to playing an increasingly active role in addressing societal issues such as access, health equity, outcomes, and patient centricity. Read More
Solution	To address these challenges, UCB implemented a number of solutions. The company focused on mastering insights to further strategy development. This involved expanding insights from identifying gaps to a more strategic level that answers major questions and informs the organization’s strategy, decisions, and goals. UCB also focused on servicing a diverse universe of healthcare stakeholders. This involved determining the values of each group and shifting its external relationships, evidence generation, scientific communications, and patient engagement accordingly. Additionally, UCB prioritized impact and new skills. This involved defining its priorities better and focusing on where it is uniquely positioned to provide the most impact while streamlining and automating more foundational areas like med info, compliance, governance, and operations. The company also evolved its operating model and learned new critical skills and capabilities. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Computer Vision Software

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Healthcare & Hospitals

Life Sciences

Applicable Functions

Product Research & Development

Use Cases

Speech Recognition

Challenge

UCB, a biotech company based in Brussels, Belgium, was facing challenges in its Medical Affairs department. The department was in the process of transforming to become a more strategic partner alongside the traditional pillars of R&D and Commercial. However, patient fragmentation, stakeholder diversification, and digital disruption were creating an added sense of urgency for medical to take on its new role. The head of global medical affairs at UCB, Catrinel Galateanu, identified the need for the department to become a strategic, active leader at the center of R&D and commercialization efforts. The department was also tasked with articulating the value of the science and solutions to patients and diverse stakeholders. To achieve this vision, the department needed to focus on mastering insights to further strategy development, servicing a diverse universe of healthcare stakeholders, and prioritizing impact and new skills.

About Customer

UCB is a global biotech company headquartered in Brussels, Belgium. The company is active in the Medical Affairs Professional Society (MAPS) and is committed to transforming its Medical Affairs department to become a more strategic partner in the organization. UCB aims to strengthen the 'ends' of the continuum, from unmet needs and research to development to delivery. The company is also focused on articulating the value of the science and solutions to patients and diverse stakeholders. UCB is dedicated to playing an increasingly active role in addressing societal issues such as access, health equity, outcomes, and patient centricity.

Solution

To address these challenges, UCB implemented a number of solutions. The company focused on mastering insights to further strategy development. This involved expanding insights from identifying gaps to a more strategic level that answers major questions and informs the organization’s strategy, decisions, and goals. UCB also focused on servicing a diverse universe of healthcare stakeholders. This involved determining the values of each group and shifting its external relationships, evidence generation, scientific communications, and patient engagement accordingly. Additionally, UCB prioritized impact and new skills. This involved defining its priorities better and focusing on where it is uniquely positioned to provide the most impact while streamlining and automating more foundational areas like med info, compliance, governance, and operations. The company also evolved its operating model and learned new critical skills and capabilities.

Impact #1	The transformation of UCB's Medical Affairs department has positioned the company to better address healthcare ecosystem changes and new business demands. The department has become more strategic, with a focus on mastering insights to further strategy development, servicing a diverse universe of healthcare stakeholders, and prioritizing impact and new skills. The department has also evolved its operating model and learned new critical skills and capabilities. This has allowed UCB to proactively shape the company’s decisions and goals, develop new capabilities and skills, and embrace a new mindset. The transformation has also positioned the department to better articulate the value of the science and solutions to patients and diverse stakeholders.

Impact #1

The transformation of UCB's Medical Affairs department has positioned the company to better address healthcare ecosystem changes and new business demands. The department has become more strategic, with a focus on mastering insights to further strategy development, servicing a diverse universe of healthcare stakeholders, and prioritizing impact and new skills. The department has also evolved its operating model and learned new critical skills and capabilities. This has allowed UCB to proactively shape the company’s decisions and goals, develop new capabilities and skills, and embrace a new mindset. The transformation has also positioned the department to better articulate the value of the science and solutions to patients and diverse stakeholders.

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Overview

UCB: Transforming Medical Affairs with IoT

Operational Impact