What is Sales and Marketing Strategy of UCB Company?

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How does UCB drive sales and marketing for its specialized therapies?

UCB, a global biopharmaceutical company, focuses its sales and marketing on severe diseases in immunology and neurology. Its strategy aims to significantly improve patient lives with chronic conditions.

The company's recent success with key growth drivers, like BIMZELX®, highlights the effectiveness of its evolving sales and marketing approach in a competitive market.

What is the sales and marketing strategy of UCB?

UCB's strategy emphasizes patient-centricity and specialized therapies for neurological and immunological conditions. This approach has propelled growth, with BIMZELX® demonstrating triple-digit growth in new markets and projected blockbuster sales by 2025, contributing an estimated €1.3 billion to sales, representing 18.8% of UCB's total revenue. This success is a testament to their focused go-to-market efforts, moving from a broader chemical-pharma base to a specialty biopharma leader, including advancements in rare diseases and gene therapy, as reflected in their UCB BCG Matrix.

UCB employs a diverse sales channel strategy, prioritizing direct engagement with healthcare professionals for its specialized treatments while expanding its global reach through strategic alliances. This dual approach ensures that its innovative therapies for severe and rare diseases are accessible to patients worldwide.

Direct Sales Force Engagement

UCB's direct sales teams are crucial for educating healthcare professionals on complex treatments. This is particularly important for its key growth drivers, including BIMZELX®, EVENITY®, FINTEPLA®, RYSTIGGO®, and ZILBRYSQ®.

Strategic Global Partnerships

The company actively pursues partnerships to broaden the availability of its medicines. Collaborations with other pharmaceutical firms have been instrumental in expanding the global footprint of treatments like EVENITY®.

Market Expansion Through Agreements

UCB secures market access in key regions through targeted agreements. An example is the November 2024 deal with Bioray for BIMZELX® in China, underscoring its strategy for entering new territories.

Manufacturing and Distribution Alliances

To support its growing portfolio, UCB is enhancing its manufacturing capabilities through partnerships with U.S. Contract Manufacturing Organizations. This ensures a robust supply chain for its key products.

Access and Market Penetration

UCB's commitment to patient access is reflected in its broad coverage. The company achieved 82% access coverage for its medicines in 2024, demonstrating a successful UCB sales strategy focused on patient needs.

• Direct engagement with specialized medical centers.
• Collaborations with global pharmaceutical partners for wider distribution.
• Agreements with local entities for market-specific commercialization.
• Partnerships with contract manufacturers to scale production.
• Targeted engagement with national health systems to improve access.

The overall UCB business strategy integrates direct sales efforts with a network of partnerships to maximize patient access to its innovative therapies. This approach contributed to a significant financial performance in 2024, with its five key growth drivers collectively driving a 17% increase in revenue to €6.15 billion and a 15% rise in net sales to €5.61 billion. Understanding the Target Market of UCB is fundamental to this channel strategy.

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UCB's marketing tactics are deeply rooted in a patient-centric philosophy, augmented by robust digital strategies and data analytics. The company prioritizes engaging healthcare professionals, patients, and caregivers through a multifaceted approach that blends online and offline channels. This strategy is designed to effectively communicate the value of its innovative treatments.

Digital Engagement

UCB leverages content marketing, SEO, and paid advertising to reach its target audiences. Social media platforms are also utilized to foster engagement and disseminate information.

Data-Driven Strategies

The company employs dynamic targeting and next-best-action strategies, utilizing technology and analytics to refine its marketing mix. This ensures efficient and impactful communication.

Professional Education

Traditional media and events remain crucial for disease awareness and professional education. These channels are vital for reaching healthcare providers with critical information.

Patient Voice Integration

A cornerstone of UCB's approach is integrating patient perspectives into its decision-making. This patient-first mindset shapes research and the positioning of its solutions.

R&D Investment

The company's commitment to innovation is evident in its annual R&D investment of 25-30% of sales. This fuels the marketing of groundbreaking treatments.

Marketing Expenditure

In the first half of 2025, marketing and selling expenses increased by 23% to €1.165 billion. This reflects significant investment in global product launches and US-based services.

UCB's commitment to digital channels was recognized in the 2024 Global Pharmaceutical Customer Experience Rankings, where it achieved a CXQ® score of 60. This highlights its effectiveness in online engagement. The company's overall UCB sales strategy is designed for sustained growth, focusing on therapeutic areas with high unmet needs. This approach to UCB marketing strategy supports its broader UCB business strategy of leading in biopharmaceuticals. The UCB sales and marketing approach for rare diseases is a key differentiator.

Key Marketing Pillars

UCB's marketing efforts are built on several key pillars, ensuring comprehensive reach and impact across different stakeholder groups.

• Digital marketing initiatives for patient engagement are a priority.
• The UCB sales force effectiveness in the pharma industry is continuously enhanced.
• UCB's product launch marketing plan for biologics is meticulously crafted.
• The company focuses on UCB brand positioning in the biotechnology sector.
• UCB's approach to market access and reimbursement for new drugs is integral to its strategy.
• UCB pharmaceutical sales targets and achievements are closely monitored.
• UCB marketing campaigns for epilepsy drugs demonstrate targeted efforts.
• UCB strategy for expanding into new markets is ambitious.
• UCB customer relationship management in sales is a critical component.
• UCB competitive analysis of sales and marketing strategies informs its actions.
• UCB sales training programs for pharmaceutical representatives are robust.
• Understanding how UCB markets its new treatments is key to its success.
• UCB market share growth strategies are multifaceted.

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UCB's brand positioning is built on the foundation of 'Inspired by patients. Driven by science.', focusing on severe diseases within immunology and neurology. The company aims to improve the lives of individuals and their families by offering solutions for chronic and debilitating conditions, emphasizing patient value throughout its operations.

Patient-Centric Innovation

UCB's core message centers on creating patient value, integrating individual patient and caregiver experiences into medicine development and delivery. This patient-centricity is a key differentiator in its UCB sales strategy.

Scientific Rigor and Empathy

The company's visual identity and tone of voice reflect a blend of compassion and scientific expertise. This approach appeals to its target audience by highlighting innovation and a deep understanding of unmet patient needs.

Investment in Research and Development

UCB invests nearly 30% of its revenue into scientific innovation, underscoring its commitment to developing novel treatments. This significant investment fuels its UCB marketing strategy for new therapies.

Customer Experience Excellence

UCB maintained its top global position in customer experience in DT Consulting's 2024 research, achieving a CXQ® score of 65. This reflects a successful UCB sales and marketing approach for rare diseases.

UCB actively adapts to evolving consumer sentiments and competitive pressures through continuous innovation and a focus on delivering effective solutions. This commitment ensures brand consistency across all communication channels, reinforcing its UCB brand positioning in the biotechnology sector.

Focus on Severe Diseases

UCB's strategic focus on immunology and neurology addresses critical unmet needs, guiding its UCB pharmaceutical sales and drug marketing efforts.

Unique Selling Proposition

The company's unique selling proposition is rooted in innovation and a profound understanding of patient requirements, central to its UCB business strategy.

Patient and Caregiver Integration

Incorporating patient and caregiver insights is integral to UCB's product development and delivery, enhancing its UCB digital marketing initiatives for patient engagement.

Adaptability and Innovation

The company's ability to respond to market shifts and competitive threats through ongoing innovation supports its UCB market share growth strategies.

Brand Consistency

Maintaining brand consistency across all touchpoints reinforces UCB's identity and its commitment to its Mission, Vision & Core Values of UCB.

Competitive Analysis

UCB's proactive approach to market dynamics informs its UCB competitive analysis of sales and marketing strategies, ensuring sustained company growth.

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UCB's sales and marketing strategy is strongly focused on supporting its key growth drivers through targeted campaigns. These efforts aim to increase brand awareness, drive product adoption, and foster patient engagement.

Direct-to-Consumer (DTC) Campaign for BIMZELX®

UCB launched a significant DTC campaign in the U.S. for BIMZELX®, an immunological medicine. This campaign, accelerated into 2024, supports the drug's rapid adoption and its projected blockbuster status by 2025.

Expanding Access and Awareness

The BIMZELX® campaign aims to broaden awareness and expedite patient access following multiple FDA approvals in 2024. These approvals cover indications such as psoriatic arthritis and ankylosing spondylitis.

Patient Advocacy and Community Support

Beyond product promotion, UCB actively engages in patient advocacy. These initiatives underscore a commitment to the patient community and long-term brand building.

Rare Disease Focus and Scholarships

In 2024, UCB partnered with rare disease foundations for the Siblings Voices Survey, highlighting the impact of conditions like Lennox-Gastaut Syndrome. The Myasthenia Gravis Scholarship further demonstrates UCB's dedication to supporting patient education and fostering brand loyalty.

These comprehensive marketing campaigns reflect UCB's integrated approach to sales and marketing strategy, emphasizing patient-centricity and long-term value creation. This aligns with their broader Growth Strategy of UCB, focusing on innovation and patient support.

BIMZELX® U.S. DTC Campaign

Accelerated in 2024, this campaign targets increased adoption of BIMZELX® for immunological conditions, aiming for blockbuster status by 2025.

FDA Approvals and Market Expansion

Multiple FDA approvals in 2024 for BIMZELX® across various indications, including psoriatic arthritis and axial spondyloarthritis, are key to UCB's market expansion strategy.

Siblings Voices Survey

A 2024 collaboration with LGS and Dravet Syndrome Foundations to assess the family impact of rare epileptic syndromes, demonstrating UCB's commitment to rare disease advocacy.

Myasthenia Gravis Scholarship

Launched in fall 2024, this scholarship builds on UCB's epilepsy program, supporting educational opportunities for individuals with Myasthenia Gravis and their families.

Patient Engagement and Brand Loyalty

These patient support initiatives are integral to UCB's marketing strategy, fostering brand loyalty and enhancing credibility within patient communities.

UCB Pharmaceutical Sales Growth Drivers

UCB's marketing campaigns are strategically aligned with its key growth drivers, such as the expanding portfolio of immunological and neurological treatments.

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