The AIDA Project is an internal programme at UCB to support the evaluation and development of future business models in Europe. We are looking at how we can approach the market in different ways, considering a range of external factors. For example, within the context of changing reimbursement guidelines, the increase in requests for real world data to support development, changes to where care is delivered, increasing digitalisation and cost containment and the rise of empowered patients. There is also a complexity around the regionalisation of market access in Europe, specifically in the UK, Germany and Spain. The purpose of the programme is to understand what it will take to provide better value for patients. Previously, a lot of patient engagement has involved understanding their journey as a patient and how their condition impacts on their life. This is about patients working with us on how we can create additional patient value. Patients involved are from multiple therapy areas; not just neurology but we have looked at HIV, diabetes and breast cancer to enrich the process. Patient advocacy has been dominant in those disease areas, much more than epilepsy or Parkinson's Disease, for example. Patients also brought an additional range of expertise, outside of their condition, such as technology assessment knowledge or digitalisation.
The process involves bringing stakeholders together to perform an ecosystem evaluation across different countries. This identifies common external factors and allows the creation of identity archetypes. We then run a workshop to reflect on these archetypes and present the top line elements that they think have an impact on the patient journey; on the patient being able to get the optimal diagnosis, management, follow up and education. We will then develop these in-depth and understand what we need as an organisation from a knowledge, skills and behaviour perspective.
Ensure that UCB is supporting and delivering the maximum value to patients, in ways that are important to patients. Involving patients early on in the discussion to help shape and drive internal business models in a changing healthcare environment across Europe.
Problems addressed by Initiative
UCB is trying to anticipate future challenges and the future environment and is re-focussing, trying to stay agile and be prepared. Ensure that we have the right people working on the right solutions with the right skills.
Marc Van Melckenbeke
EU Medical Excellence CNS