Brad Chapman, Head of Internal Operations and West Ecosystems for U.S. Neurology at UCB, Inc., and Professor Swapna Reddy, Clinical Assistant Professor at Arizona State University’sSchool for the Science of Health Care Delivery, College of HealthSolutions discuss a recent research project looking into how social determinants of Health (SDH) affect the epilepsy community. The project is dedicated to analyzing and evaluating the potential correlation between SDH and epilepsy treatment gaps and health outcomes at a community level and how patients can be better supported in managing their disease. To date, there has been a remarkable absence in research and information on how factors other than the quality of healthcare received can influence outcomes for epilepsy patients.
Brad Chapman serves as Head of Internal Operations and West Ecosystems for U.S. Neurology at UCB. In his role as head of the West Ecosystem, he leads a team comprised of field based, local leaders in the Western part of the U.S., who are focused on getting UCB’s neurology solutions to healthcare professionals and the patients who need them. As Head of Internal Operations, he oversees U.S. Neurology’s internal, integrated solutions team of cross-functional missions focused on value creation for the patient populations UCB serves with their in-market solutions. Brad was instrumental in bringing the internal team and the external ecosystems closer together beginning in 2017 by transforming the U.S.Neurology Go-to-Market (G2M) model. The agile transformation ensured consistency and synergies across the External Engagement Team and an Internal Engine (i.e. cross-functional, lean/agile ‘home office’). In 2019, the U.S. Neurology team led by Brad won an Eye For Pharma Award for their agile G2M transformation. Entering his 14thyear with UCB, Brad continues to remain fully committed to UCB’s ambition to keep patients at the center of all we do and deliver meaningful and sustained value through the Patient Value Strategy. Prior to his role in U.S. Neurology, Brad served as Co-Head of the Global Seizure Freedom Mission with specific focus on in-market patient value creation. Working with a talented team of cross-functional colleagues, Brad oversaw the areas of commercial and patient access for the epilepsy portfolio. During this time, he was also responsible for driving and enabling the success of UCB’s Solution Accelerators, whose sole focus was on unique and innovative solutions that sought to elevate the value of our core medicines in epilepsy (i.e. beyond the pill solutions) Earlier in his career at UCB, Brad was instrumental in the establishment of the Global Strategic Marketing Practice (SMP). As Global Head SMP, he and his team were focused on creating new standards for the entire UCB marketing community with a focus on Launch Excellence, Marketing Innovation and Excellence, Digital Marketing, and Practice Engagement. Since joining UCB, Brad has contributed to the organization’s growth and evolution through various roles including: Global Head, Strategic Marketing Patient Value Practice; Global Head, Strategic Marketing,CNS; Global Head Marketing, VIMPAT®; US Head of Marketing and Launch for VIMPAT; US Patient & Digital Marketing, KEPPRA®.Priorto UCB, Brad held positions at McCann-Erikson Healthcare Advertising,at Eisai and Pfizer in multiple marketing roles and at Eisai, Roche,and Eli Lilly and Company in stakeholder facing roles. He has a Bachelor of Arts in English from Mercer University and is an HBDI certified trainer and facilitator.