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Emily (Kunka) Lewis, MS, CCRP
Digital Business Transformation, Neurology
UCB Biopharma
Mirror, mirror
on the…
smartphone
A Strategic Roadmap for
Innovative Digital
Companion Platforms
2
Proprietary
and
Confidential
Property
of
UCB
2
Proprietary
and
Confidential
Property
of
UCB
UCB is a global
biopharmaceutical
company focused on
solutions for people
living with severe
diseases.
By putting people at the
heart of everything we do,
we enable people to live
their best lives, as free
as possible from the
challenges of disease.
From Solution
to Patient
We strive for a unique
patient experience,
providing solutions
with the highest
possible impact.
From Patient
to Science
We pursue a deep
understanding of patient
sub-populations to
develop an original
scientific hypothesis.
From Science to Solution
We aim to translate scientific hypotheses into
innovative solutions and engage patients in the journey.
3
Proprietary
and
Confidential
Property
of
UCB
3
Proprietary
and
Confidential
Property
of
UCB
UCB’s patient value ambition
UCB Team Name [XXXXXXX] - UCB - Approval [XX-XX-XXX] - Approval date [XX Month XXXX] ! GO TO INSERT>HEADER FOOTER to change.
Creating value for patients now and into the future
Unique outcomes that help specific patients achieve
their goals
Best individual experience
Ensuring access to all those who need these solutions
in a way which is viable for patients, society, and UCB
4
Proprietary
and
Confidential
Property
of
UCB
4
Proprietary
and
Confidential
Property
of
UCB
Becoming more customer and
data-centric in our approach Developing digital platforms for
personalized patient care and
disease identification
Digital mindset Using data and technology
with purpose
Partnering externally for
greater impact
Our digital business transformation journey:
a strategic priority
5
Proprietary
and
Confidential
Property
of
UCB
5
Proprietary
and
Confidential
Property
of
UCB
Care Paradigm - The Dark and Tangled Forest
● Time to disease control
remains too long
● Burden of disease is often
underestimated and difficult
to objectively assess
● Without a clear idea of
symptom fluctuations, it is
difficult for HCPs to decide
which treatment to use
6
Proprietary
and
Confidential
Property
of
UCB
6
Proprietary
and
Confidential
Property
of
UCB
“Heigh-Ho, Heigh-Ho, It’s Home from Work We Go”
• Lots of time must be taken away
from work to attend doctors visits
• Precious appointment time is
wasted providing medical history
that can be summarised beforehand
• Patients need tools which enable
them to objectively track symptoms
on their own
• Physicians lack data, hindering
productivity in care management
7
Proprietary
and
Confidential
Property
of
UCB
7
Proprietary
and
Confidential
Property
of
UCB
The Evil Truth
• Without biomarkers, patients lack
the tools to objectivize the
subjective narratives of their
condition
• Without measurable targets to
treat towards, it is hard to
demonstrate progress in a care
plan
8
Proprietary
and
Confidential
Property
of
UCB
8
Proprietary
and
Confidential
Property
of
UCB
The Promise of dBMs - “Someday, My Prince Will Come”
• With novel dBMs patients
can better characterize
their symptom
involvement (length,
timing, progression, severity)
• Novel dBMs also allow us as
researchers to mine more
“rich” data to identify
subtypes of disease
9
Proprietary
and
Confidential
Property
of
UCB
9
Proprietary
and
Confidential
Property
of
UCB
TRADITIONAL DIGITAL
SOLUTIONS
No
symptoms
First
symptoms
Diagnosis
Treatment
Therapy
cycles & changes
Outcome
See Doctor
Pharma Core Business
Digital Paradigm Status Quo
• Pt Support Programs
• Connected devices
• Proprietary patient
apps
• Branded websites
Narrow window into
patient journey and
limited scope of support
10
Proprietary
and
Confidential
Property
of
UCB
10
Proprietary
and
Confidential
Property
of
UCB
TRADITIONAL DIGITAL
SOLUTIONS
No
sympto
ms
First
symptoms
Diagnosis
Treatment
Therapy
cycles & changes
Outcome
Booking
Pharma Core Business
Digital Paradigm with a Platform Approach
• PSP
• Connected devices
• Proprietary patient apps
• Branded websites
• Reach a wider population
• Leverage network effects
• Address specific needs at
various time points
PLATFORM-ENABLED OPPORTUNITY
11
Proprietary
and
Confidential
Property
of
UCB
11
Proprietary
and
Confidential
Property
of
UCB
The Enchanted Ambition with Companion Apps
CHAMPION
PROACTIVE CARE
MANAGEMENT
MAXIMIZE
PATIENT
OUTCOMES
ACCELERATE THE
PATH TO
ADEQUATE
TREATMENT
12
Proprietary
and
Confidential
Property
of
UCB
12
Proprietary
and
Confidential
Property
of
UCB
To allow patients to objectively measure symptoms in
chronic and episodic ways to better characterize
symptoms, as well as potentially predict them
MISSION
VISION
VALUES
Keys to Building “The Fairest of Them All”
Aim to make platform available to ALL patients within a
patient population, regardless of treatment regimen
Patient empowerment; elevating a patient’s sense of
agency (self-control & self-confidence, self-efficacy in the
management of their disease & treatments)
13
Proprietary
and
Confidential
Property
of
UCB
13
Proprietary
and
Confidential
Property
of
UCB
Bringing the Fairy Tale to Reality
● Map the patient
journey and patient
personas and
archetypes
● Perform qualitative
social listening and
netnography
14
Proprietary
and
Confidential
Property
of
UCB
14
Proprietary
and
Confidential
Property
of
UCB
Collaborate and Iterate
● Prototype a platform MVP
● Collaborate with patient
organizations (convene
patient councils) to obtain
feedback
● Collaborate with KOLs
(conduct clinician interviews
and advisory boards) to
obtain feedback
15
Proprietary
and
Confidential
Property
of
UCB
15
Proprietary
and
Confidential
Property
of
UCB
From Fairy Tale to Reality
Convene a scientific committee to further mobilize the scientific
community and create a sustainable impact
16
Proprietary
and
Confidential
Property
of
UCB
16
Proprietary
and
Confidential
Property
of
UCB
Patient-Driven Evidence Generation
● Think about incorporating…
○ Self-reported outcomes
■ Questionnaires, symptoms and
triggers
○ Actively generated health data
through audio-visual diaries
■ Selfies, audio recordings of
voice
○ Passively generated health
data
■ Step count, ambient
temperature and pressure
17
Proprietary
and
Confidential
Property
of
UCB
17
Proprietary
and
Confidential
Property
of
UCB
Building Models
● Annotate photo and video sample
quality (e.g. based on level of
background noise, wearing of
makeup or false eyelashes, etc.)
● Have experts label samples
according to a baseline protocol
● Have experts convene case
meetings to come to a consensus
on a finalized labeling protocol
● Curate the richly labeled and
clinically validated samples for use
in model training and testing
18
Proprietary
and
Confidential
Property
of
UCB
18
Proprietary
and
Confidential
Property
of
UCB
Coming to Life - Launch Strategy/Evidence Objectives
● May need to consider pursuing regulatory status as a Software as
a Medical Device (SaMD)
Generation of Evidence
for the Platform
For the effectiveness and
clinical benefit of the
platform as a patient tool
Generation of Evidence
from The Platform
On disease burden,
patterns of severity,
subtypes, and treatment
response
19
Proprietary
and
Confidential
Property
of
UCB
19
Proprietary
and
Confidential
Property
of
UCB
Patient App with Caregiver Access
● Symptom tracking
● Monitor external factors
● Life impacts & QoL
● Medication and adherence mgt
● Sleep and activity tracking
● Journaling
● Educational content
● Engagement prompts
● Appointment scheduling
● Visualized results and trends
● Report & data download
*Translations available by country
20
Proprietary
and
Confidential
Property
of
UCB
20
Proprietary
and
Confidential
Property
of
UCB
HCP Dashboard - Suggested Functionality
● View detailed patient profiles
● Direct drill-down access into
patient questionnaires
● Direct access to photo and audio
samples
● Charts and trends across digital
measures
● Alerting system
● Internal note taking
● Direct messaging to patients
● Ability to export data
21
Proprietary
and
Confidential
Property
of
UCB
21
Proprietary
and
Confidential
Property
of
UCB
• Digital companion apps are supporting care transformation by
providing a truly holistic approach to patient needs by
• advancing disease understanding
• providing a more complete picture of the patient’s condition for
action-oriented, proactive care
• Ultimately, these apps have the potential to evolve care
standards through the utilization of data to drive improved
transparency and communication with HCPs
The Prince’s Kiss - Harnessing the Power of Connection
22
Proprietary
and
Confidential
Property
of
UCB
22
Proprietary
and
Confidential
Property
of
UCB
Remember, you’re the only one who
can fill the world with sunshine.
-Snow White
23
Proprietary
and
Confidential
Property
of
UCB
23
Proprietary
and
Confidential
Property
of
UCB
UCB
@UCBUSA
facebook.com/UCBbiopharma
www.ucb-usa.com
Thank You!

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