Nele, living with lupus
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Tendensdagen 2010 ucb patients as a driver of knowledge and innovation

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Patients as a driver of knowledge and innovation – changing the power dynamics in healthcare.
The market for health care is undergoing a paradigm shift where power is transferred to the patient. Innovative care means that patients have knowledge and drive innovation. Tovey has extensive experience in healthcare marketing and explains how UCB Pharma has made it possible for patients to change the market and take control of their health.

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Tendensdagen 2010 ucb patients as a driver of knowledge and innovation

  1. 1. Nele, living with lupus No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved Patients as a driver of knowledge and innovation UCB S.A.
  2. 2. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 2 Outline Background The Pharmaceutical industry Challenging environment The rise of the patient voice UCB: a patient-centric biopharma leader UCB Response Traditional innovation at UCB ‘Innovative’ innovation at UCB Delivering for patients through innovation at UCB Benefits of the model
  3. 3. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 3 The Pharmaceutical industry is unique 15 ‘big pharma’ companies are dominating the industry Market value: about 650 billion € Highly innovative industry: • very high level of investment in R&D • $65.3 billion for the US only in 2009 But also highly challenging: • it takes 10-15 years and millions of Euros to develop a new medicine • only about 1 in 10,000 compounds discovered by the industry is approved for marketing • only about 25 new drugs are approved for marketing every year Highly regulated industry: • Drug safety • Price control/government regulation Not customer-oriented until very recently “Innovate Or Die”
  4. 4. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 4 The environment is more challenging than ever Public perception of the Pharma industry is at a low point Payers (private & public) are putting pressure on Pharma margins with downward pricing demands Generic competition is wiping billions of dollars from the industry’s top line R&D productivity is at an all time low Sources: Peltzman; P.B. Hutt; Parexel; FDA; PhRMA FDA approvals over the last 30 years with exponential growth in R&D costs
  5. 5. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 5 The position of the Patient in healthcare transactions has moved towards the centre Source: Arthur D. Little analysis Biopharma company Prescriber PayerRegulator Patient In the past Biopharma company Prescriber PayerRegulator Patient Today
  6. 6. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 6 Patients are empowered and taking control of their health Patients no longer take things for granted or follow the advice of physicians blindly. Patients: • surf on the web for information on symptoms, treatments, alternative medicine, … • are better organised in advocacy groups • are well-connected to each other thanks to new technology • are more vocal in the doctor’s practice
  7. 7. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 7 Stephanie, living with rheumatoid arthritis UCB background 1928: Emmanuel Janssen established UCB in Brussels 1936: UCB enters the United States 1952: Atarax discovered U.S. license awarded to Pfizer Pfizer 1972: A new state- of-the-art R&D center in Braine- l’Alleud, Belgium 2004: UCB acquires British biotech company Celltech 2006: UCB acquires German pharma company Schwarz Pharma Beyond Combine leadership in antibody research & chemistry expertise to better understand severe diseases 1928 1936 1952 1972 1980s 1990s 2004 2006 Beyond 1980s: UCB registered its antihistamine Zyrtec Zyrtec® 1990s: Keppra, an anti-epileptic, was approved Keppra® > Founded in 1928 in Belgium > 8,000 employees globally > Headquarted in Brussels > Operations in more than 40 countries > R&D spend: 24% of sales Stephanie, living with rheumatoid arthritis
  8. 8. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 8 UCB vision We aspire to be the Patient-centric global biopharmaceutical leader transforming the lives of people with severe diseases Raffaele, living with epilepsy Vision • Heartfelt • Differentiates • Motivational • Compelling • Catalytic • Common ground
  9. 9. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 9 UCB key therapeutic areas CNS • Epilepsy • Parkinson's disease (PD) • Restless legs syndrome (RLS) Immunology • Crohn's disease (CD) • Rheumatoid arthritis (RA) • Bone loss disorders • Systemic lupus erythematosus (SLE)
  10. 10. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 10 UCB key financial data In Euros milllion 2007 2008 2009 Revenue 3,626 3,601 3,116 Recurring EBITDA 741 733 698 Operating Profit (EBIT) 344 113 837 Net Profit (after minority interests) 160 42 513 Europe 51% North America 35% Other 3% Asia 11% 2009 Sales by geographic region Total net sales: 2,683 million Euros Immunology & Allergy 18% Other 41% Central Nervous System 41% 2009 Sales by therapeutic area Total net sales: 2,683 million Euros
  11. 11. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 11 UCB delivering innovation thru traditional approaches Focused Research & Development Centres Strong understanding of selected therapeutic areas and disease mechanisms Connecting science in new ways - chemistry (small, chemically-derived molecules) and biology (large antibody-based molecules) Biology Chemistry
  12. 12. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 12 UCB delivering innovation thru new approaches – Try new ways thru partnerships and collaboration Sclerostin Bone loss disorders oncology Epratuzumab Autoimmune disease (SLE) Cyclofluidic drug discovery 'NeuroAllianz' consortium Cibles CNS Research Diane CNS research Inflammatory diseases Neurocom Neurodegenerative diseases Technology strategy Board Public support Federal Ministry of Education and Research Public support Regional Grants Public support IMI
  13. 13. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 13 Delivering innovation thru new approaches – Try to reach out to the customer - ‘Patient Centricity’ Simple question Listening to patients Delivering for patients Supporting patients The four dimensions of patient-centricity at UCB:
  14. 14. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 14 1. At UCB, patients are at the heart of what we do
  15. 15. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 15 PRE DIAGNOSIS Awareness Post Diagnosis  Consultation DIAGNOSIS Information seeking TREATMENT PLAN Denial ‐ acceptance Information seeking TestsDiagnosis Critical incident GP Self treatment Self explanation 15 Second opinion? DIAGNOSIS PROCESS Proposed treatment Use of support  services Treatment adaptation Specialist Consider Every Step In The Patient’s Journey
  16. 16. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 16 2. UCB takes every opportunity to listen to patients Regular patient summits UCB colleagues and patients meet to provide inspiration, share perspectives and ideas Patient Advisory Boards UCB colleagues and patient meet to discuss, gain insight and understand concerns PatientsLikeMe - innovative partnership: Providing real-world patient input in a measurable and fully compliant way
  17. 17. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 17 3. Delivering for patients Direct contact with patients allows UCB researchers to have new perspectives on Target Product Profiles and Biomarkers Design and Usability Studies with patients bring innovation in Research and Development
  18. 18. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 18 Example: Patient input in drug delivery systems Transdermal patch to address patient needs Patients in some disease areas have ‘on’ and ‘off’ periods in between dosing of oral medicines Transdermal patch offers 24 hour continuous delivery for stable drug levels
  19. 19. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 19 Example: Patient input in drug delivery systems Syringe: innovation with and for patients Syringe designed in partnership with Good Grips Easy to push syringe plunger Easy to grip wide flar Easy to grip elleptical barrel – easy to read syringe barrel Easy to remove needle cover
  20. 20. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 21October2010 20202020 Example: Patients input in other patients lives
  21. 21. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 21212121 Example: Patients input in other patients lives “After joining PatientsLikeMe, that was the first thing I read was about a specialist for epilepsy, not a neurologist. After seeing an epilepsy specialist, he said I was on way too many medications and reduced them drastically. Almost 2 months ago was my 1st. appt. with an epilepsy specialist and now my meds are reduced by 70% and I feel almost like a normal person again after 15 yrs of being so over medicated by a neurologist who had me taking so many pills a day, I didn't know my own name half the time. Thank-You so much PatientsLikeMe for letting me know about a epilepsy specialist.”
  22. 22. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 22222222 23% - I have had fewer visits to the ER 23% - I have had fewer visits to the ER 28% - I have gained greater control over my seizures 28% - I have gained greater control over my seizures 59% -the site has given me a better understanding of my seizures 59% -the site has given me a better understanding of my seizures 49% - recording my seizures helps me manage my condition 49% - recording my seizures helps me manage my condition 50% - PatientsLikeMe helped me understand side effects 50% - PatientsLikeMe helped me understand side effects 21% - Because of the site I insisted on seeing a specialist 21% - Because of the site I insisted on seeing a specialist PLM Epilepsy User Survey – Preliminary Findings 30% - PatientsLikeMe helped me be more adherent 30% - PatientsLikeMe helped me be more adherent 26% - PatientsLikeMe helped me reduce side effects 26% - PatientsLikeMe helped me reduce side effects
  23. 23. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 23 4. Supporting patients UCB supports non-promotional websites that allow people to obtain information about severe diseases and their treatment Patient Advocates are people who share their experiences with UCB, other patients, their caregivers and beyond They look to inspire, educate and increase awareness of what it is like to live with a severe condition
  24. 24. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 24 Patient Support examples Patient Advocates share experiences Patient Advocates from across the world share their experiences to increase awareness
  25. 25. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 25 Patient support examples: Local patient initiatives & UCB Staff UCB has supported Canine Assistants, a non-profit organisation providing service dogs, since 2005 and has committed more than $1 million UCB provides Scholarships to people living with severe diseases committing over $2 million since 2004 for continued education 2000 UCB staff across the world involved in over 75 local initiatives that either listen to or support patients
  26. 26. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved Patient support examples: Parkinson’s Well-Being MapTM 26
  27. 27. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 27272727 Patient support examples: Unbranded Wellness Widget iPhone App- Downloadable
  28. 28. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 28 Patients as a driver of knowledge and innovation: So what are the potential benefits? Increased positive impact on the lives of patients Improved productivity in innovation Increased Corporate differentiation Core ‘compass’ for decision making. Increased staff morale, motivation and pride Improved productivity in making things happen Increased staff cohesion and clarity of purpose Enhanced UCB attractiveness for new hires Enhanced UCB attractiveness for potential partners (Scientific & Commercial) Enhanced position with Payors & Authorities
  29. 29. No part of this presentation may be reproduced without the written permission of UCB Pharma, S.A. © 2010 UCB Pharma, S.A. – All rights reserved 29 Conclusions UCB operates in an Industry where innovation is an imperative UCB is aggressively pursuing the more traditional innovation model UCB is rapidly developing new models for innovation UCB is actively working with patients as a major new driver of innovation UCB believes that in order to add value and survive it needs to: • listen to patients • think of itself not only as a medicine R&D organisation… • …but as an organisation offering solutions to patients UCB has successfully welded together a core business process with its company vision UCB has and continues to discover multiple benefits from pursuing this approach

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