Logan Howard

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