S What events in UCB's strategic context required the company to revisit its business strategy? Students should start by describing the volatile, uncertain, complex, and ambiguous nature of UCB's strategic context. Addressing this question first helps students look at UCB from an external perspective and think strategically about deploying data and analytics capabilities to compete in an industry facing digital disruption. The case contains multiple hints to suggest differences from the past in at least four domains: (1) patient/consumer behaviour, (2) ecosystem player behaviour (for example, the behaviour of payers), (3) competition, and (4) digital technology. CASE STUDY - UCB; DATA IS THE NEW DRUG