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Caroline Houben - Participant 2013-2015

The Prince Albert Fund gave me the opportunity to further develop my management skills.


In 2014, UCB Biopharma established one of its core business units worldwide, the Central Nervous System (CNS) unit, in Brazil with a dedicated sales and marketing team in order to launch its key products. Caroline helped the company develop its new footprint for this unit.


Caroline’s responsibilities consisted of bridging the knowledge gap between neurologists, who are specialised in epilepsy, and UCB’s new technologies and treatment options. She managed to do so by creating a dedicated medical educational platform and conducting workshops. The selected participants who were invited to participate in e-sessions through the platform were able to participate in monthly e-lectures and take advantage of a continuous educational programme. “This was the best way to build strong relationships with the medical sector, paving the way for the products’ further commercial development.”

Caroline’s background as a chemist with an understanding of epilepsy helped her to establish those relationships, thus creating the best framework for interaction. She also contributed to smaller projects, such as organising the Purple Day in Brazil, or the local version of the Global epilepsy day, which raises awareness about this illness and its sufferers. Patient organisations gave very positive feedback about the event.

How she benefited

Thanks to the Prince Albert Fund, Caroline had the opportunity to work in an emerging market where UCB needed to develop brand and company awareness. “Being involved in the launch of new products as well as helping to establish the company’s name and reputation was the most challenging project I could wished for.” This project allowed Caroline to become the lead for UCB Brazil’s multichannel strategy. Ultimately, the objectives were largely achieved and the project was presented at the XII World Neurology Congress, in November 2015, in Santiago, Chile.

The company – UCB Biopharma

With its unique mix of expertise in biology and chemistry, UCB is a Belgian pharmaceutical company with operations in 40 countries. The group aspires to be the patient-centric global biopharmaceutical leader transforming the lives of people living with severe diseases. Its major treatment areas are epilepsy, allergy, Parkinson’s and Crohn’s Disease, and Rheumatoid Arthritis.

Caroline’s role was instrumental in a key project that UCB Brazil established last year, a medical education platform, in which she was involved early on for almost all aspects. She supervised this innovative digital multichannel initiative, establishing a Virtual Representative structure in order to share information about UCB products in areas were geographical access is not always easy.”

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