DBS ASSIGNMENT 4

Jayaprakash K Salian 17PGP061

Jayaprakash
IIM Raipur
Q1. Identify two highly attractive opportunities for UCB to use data and
elaborate data and value aspect for each opportunity:

Entrepreneurial culture by using “Analytics as a Service” (AaaS) framework

within the organisation adapted in UCB, the focus is to make the innovation spur
within the organisation by adopting the data-driven approaches to shift from
the traditional modus operandi and change processes significantly. The
organisation collaborated with multiple stakeholders across the ecosystem to
generate patient-centric solutions by using internal and external data by
streamlining the processes and verifying the sprint-solutions with “value runs”,
an elaborate A/B testing to validate the decisions and realised insights in the
workflow.

UCB tried to develop the “innovation-with-analytics” culture by

demonstrating the value created using data-driven analytics in identified
opportunities, that span across departments. Value creation, value capture and
value extraction. Value creation is when the product is conceptualized or
discovered. It involves what needs the product is going to serve and whether the
product is the company’s own brainchild or was a by- product of a merger and
acquisition. Using individual customer data to power the discovery process can
redefine product innovation for pharma companies. It involves rethinking the
meaning of CRM, data analytics, and insight-driven decision making. It requires
blurring the border between medical and commercial operations. But the
benefit is a value creation process that is aligned with the market need and that
can put the entire commercial operation on a footing for value capture. Over all
the opportunity to capture value revolves around Cost Reduction, Efficiency and
Scalability.
Q2. What critical success factors will allow UCB to capture that value?
The focus of the organisation on the supply chain optimisation can be aligned
along patient value strategy as the organisation would be able to reduce the
costs and transfer some value to the patients. This can also be used to divert
some resources to other patient-centric departments by automation and
streamlining the processes in supply-chain. But the industry retained a relatively
high margin compared to the other industries or sectors being disrupted by
digital technology. Creating a sense of urgency among the employees was
especially difficult and being a company that belongs to the pharma industry,
the senior executives want insights in silos rather than invest time and money in
generating the insights using huge amounts of data and technology to perform
analytics algorithms on them. Many pharmaceutical companies believe that
unless they identify an ideal future state, there is little value to investing in
improving big-data analytical capabilities. Indeed, they seem to fear being the
first mover, since there are few examples of pharmaceutical companies creating
a lot of value from the improved use of big data or data analytics. Further
increasing their hesitation is concern about the ever increasing interactions
with regulators if they pursue a big-data change program. Pharmaceutical
companies should learn from smaller, more entrepreneurial enterprises that see
value in the incremental improvements that might emerge from small-scale
pilots. Below are the 5 elements on which the data driven approach is
dependent upon for capturing value. The elements basically gives the over
factors which needs to be considered and enabled for a data driven business and
becoming a frontier runner.
 Acquiring analytics
Deciding the use of Data Architecture
capabilities in terms of
analytics Building
talent and technology

Changing business Building the capabilities

processes to of executives and mid
incorporate data level managers to
insights into actual understand data driven
workflows insights.