Analia De la Fuente from Patient Ecosystem Insights Practice at UCB

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Great discovery: Analia De la Fuente is Vice President & Global Head of Patient Ecosystem Insights Practice at UCB. 


A seasoned expert in identifying patient needs, and one of the key speakers at eyeforpharma’s recent Patient Summit Europe event, Ana’s driving force is her will to recognise exactly how lives can be transformed.



UCB is a global biopharmaceutical company focused on the discovery and development of innovative medicines. It specialises in patient solutions aimed at transforming the lives of people living with severe immune system, neurological and bone diseases.



I lead the Patient and Ecosystem Insight Practice, where our objective is gaining a deeper and more fundamental understanding of patients, while discovering their unique needs and ecosystem dynamics. It’s a very satisfying role and one which enables me to bring the patient into sharp focus.



After 20 years at Insights I still have the same joyful moments of surprise when I uncover a new angle on people’s present or future needs. If you combine that with the ability to impact on finding a solution then the circle is complete.



I have developed my career in the fast-moving consumer goods sector and had the opportunity to work on great brands with the purpose of making a difference to people’s lives. For example, Global Insights works for Unilever on Dove’s real beauty campaign and also crafts innovative methods for sustainable laundry initiatives.



My presentation focused on patient value and how that becomes part of the daily routine at UCB. By sharing what inspires me; making space for the patient voice, I hope that delegates were able to take something away that would galvanise what they do and make them think differently about what is possible.


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