UCB: Driving Launch Success
with Marketing Analytics

Launching a new biopharma brand is a high-stakes endeavor characterized by complexity, intense competition, and a desire to achieve a rapid return on investment (ROI). In today’s crowded treatment marketplace, differentiation is crucial, and competition for consumers’ attention is high. “It’s a lot of pressure for a launch brand, and leadership wants information yesterday,” says Nicole Hutcheson, associate director, patient insights and experience at UCB.

By leveraging a strong analytics foundation, building the right team, and making modifications along the way, UCB’s team recently launched a potential blockbuster in the dermatology category. Here are the keys to their success.

Pre-launch planning: Set the foundation

Due to delays in treatment approval, the brand launch was delayed by two years. This gave the team crucial time to refine their strategy, which included making adjustments to meet rapidly changing market dynamics. According to Grace Rodriguez, DTC portfolio marketing head at UCB, “We went into the launch feeling very clear on what our KPIs were, how we would reach them, and how we would report on them.” Establishing robust measurement frameworks early on helped ensure swift adaptation and informed decision-making.

However, even for brands with a shorter runway, a commercial launch is never a surprise. With the right measurement framework in place as part of pre-launch planning, brands can ensure they are nimble in their marketing activation and measurement. Hutcheson adds, “You can plan early, but you can’t plan for everything,” emphasizing the need for adaptable frameworks that evolve with the brand’s needs.

Structure team for success

Brands often need to build marketing, analytics, and agency teams from scratch to support new product launches. This can add pressure as they strive to establish effective collaboration and a cohesive team culture. From defining roles and responsibilities to fostering strong internal and external relationships, every aspect must align seamlessly.

“To build this partnership with our internal team members and all of our different agencies, we needed to get on the same page,” says Rodriguez. Before launch, and as part of the annual planning process, the UCB internal team hosts its partners, media agency, creative team, and Crossix. The group talks through the brand strategy for the year together and what they hope to accomplish. “We all leave with the same amount of information and everyone can take that back and dive in where it’s most relevant,” says Rodriguez.

Measure impact post-launch: Ongoing optimizations

Post-launch, the focus shifts to measuring impact and optimizing strategies in real time. Rodriguez and her team meet weekly and go over where they can optimize. “We made media adjustments very quickly after launch,” she says. For launch brands, leveraging early indicators and collaborating closely with partners like Crossix is essential for maximizing ROI and improving campaign performance.

Beyond the early days of launch, marketing continues to be a significant investment for the brand. The team applies a high level of rigor to measuring ROI, long-term planning, and determining the optimal level of channel investments. “Given our many years of partnership with Crossix and the value they provide, our organization is clear on how we measure our DTC campaigns,” says Hutcheson. “Our leadership is familiar with the metrics and when they will get them.”

Advice for launch success

Hutcheson advises aspiring launch teams to integrate analytics early in the planning phase, communicate transparently across teams, and embrace a culture of continuous testing and learning. “When working on a launch, everyone needs a little grace because launch brands are stressful and demanding, but we do manage to have fun along the way,” she says.

As the industry evolves and more brands come to market, the importance of data-driven decision-making will only increase. By leveraging advanced analytics, fostering collaborative team dynamics, and maintaining agility in execution, brands can navigate the complexities of market entry with confidence. Proactive planning and the right measurement framework can set the stage for sustained growth for launch brands in a competitive environment.

Working with an experienced marketing analytics partner can improve performance and unlock millions of dollars in media value. Use this RFP evaluation checklist to ensure you select the one that best supports your business needs.