Case Study: UCB achieves clearer patient-centric Neupro brand strategy with CLEAR

UCB hits a new sales peak in 2018 with CLEAR

The customer, UCB, faced the challenge of creating a consistent global brand strategy for its Neupro product in an uncertain Parkinson's disease market. Their communications were inconsistent across markets, and they needed a strategy that balanced a patient-first perspective with clinical focus while being easily understood by various stakeholders. They engaged the vendor CLEAR M&C Saatchi for services including patient insight, brand strategy, and brand positioning.

CLEAR developed a patient-centric brand strategy built around a "Growth Map" framework. This solution balanced disease progression with a patient's subjective quality-of-life needs, delivering clarity for both physicians and internal stakeholders. The strategy was cascaded through training workshops and refined with feedback. As a result, Neupro hit a new sales peak in 2018 and continued to grow, demonstrating significant commercial impact for UCB.

UCB