At some point in life, everyone will be a patient. That’s one of the core drivers behind UCB's campaign featuring its own employees’ diverse experiences as patients, caregivers and dedicated researchers.
Called “Patients at the Heart,” the effort is a five-part digital series highlighting 10 stories that show what motivates UCB employees to put patients at the heart of their work.
It began as an internal effort to generate understanding and learn from each other what motivates the people sitting next to them. But then, it was so popular that UCB decided to share the stories outside the building, Allyson Funk, head of U.S. communications and public relations, said.
The digital and social media campaign is running on UCB’s website as well as its Twitter, Facebook and LinkedIn. The work shows the outside world who’s working for UCB, including a father of a son with severe food allergies, a heart attack survivor and scientists determined to find the next cure.
Along with the external digital campaign, the stories and images will run on campus video boards at UCB's Atlanta headquarters and also at offices in Boston, Seattle, Washington, D.C., and Raleigh, North Carolina. The campaign will run through October, with more stories to be unveiled over the next months.
“What’s been most interesting and impactful for me personally is to recognize that you may sit and work next to someone every day and they may have an underlying motivation for why they’re in this industry that you weren’t aware of. Being able to pull that out and share that has been a really great way to connect with people and validate the types of experiences people bring to their everyday work,” Funk said.
UCB currently markets 10 drugs, five of which are in neurology. Its most recently approved drug, through a partnership with Amgen, is Evenity, a therapy for osteoporosis in postmenopausal women at high risk of fracture.