Jenna Parenton

Creating a seamless brand experience for both patients and HCPs requires tight alignment across strategy, teams, and execution. This panel will explore how UCB unifies DTC and HCP approaches while leveraging cross-functional collaboration, diverse perspectives, and generational insights to drive stronger engagement and performance.

• Aligning DTC and HCP efforts under one brand strategy while tailoring messaging to each audience
• Clarifying the differences in engaging patients vs. HCPs to ensure relevance without fragmentation
• Embedding cross-functional collaboration into daily operations to break down silos and improve execution
• Leveraging diverse backgrounds and perspectives to strengthen creativity and audience understanding
• Promoting mentorship across experience levels to balance seasoned expertise with new thinking 

We asked. You answered. Throughout the conference, attendees can anonymously share their biggest commercial frustrations, challenges, and "if I could fix one thing…" moments. In this closing session, we'll react to audience submissions and explore how lessons from brands, entertainment, technology, and culture might inspire new ways of thinking. Honest conversation, audience participation, and a different kind of conference finale.