Company
Lundbeck is an international pharmaceutical company engaged in the research and development, production, marketing and sale of drugs for the treatment of psychiatric and neurological disorders. Company vision is to help patients suffering from neurological and psychiatric diseases within the CNS area. In addition to developing world-class pharmaceuticals, Lundbeck places great emphasis on increasing knowledge by offering education to health care providers, patients and their relatives.
Lundbeck business and R&D focus areas are psychiatry (schizophrenia, depression, anxiety) and neurology (Dementia/Alzeimer’s disease, Parkinson’s disease and epilepsy), and in the last few years has greatly intensified research and development activities, investing approximately 20% of revenue in R&D. Lundbeck is the third largest pharmaceutical company in Western Europe within antidepressants and sixth largest company within sales of antipsychotics.
Headquartered in Denmark, Europe is Lundbeck’s home market with subsidiaries in 29 countries and partner alliances in the Far East, Middle East, Latin America, North Africa and East Europe. In 2002, Lundbeck employed 4534 employees, with 834 people in R&D.
Operating in the French market since 1992, Lundbeck France markets one main product: Seropram/Citalopram, for depression and two others for psychotic disorders: Fluanxol/Flupentixol and Clopixol/Zuclopenthixol. Lundbeck France is about to launch two new products: Cipralex/Escitalopram (depression) and Ebixa/Memantine (Alzheimer). In 2002, Lundbeck France had 454 employees, with 347 in sales and 54 in R&D.

Business Challenges and BOARD Solution
The Management Intelligence project in Lundbeck started in July 2001 when the IT department received a clear target from the CEO: “You have 15 months to be ready for the pre-launch of 2 new products”. Taking into account the challenge, the company culture and the potential for delays, “we took an atypical approach by starting the project from the back-office. We decided to build a completely new information system, based on a new CRM solution (ATLAS) co-developed with CEDEGIM and specifically designed for the pharmaceutical industry.” Said Yves Hennequin – Director, Business Support and Jean-Christophe Huet – Director, IT Lundbeck France.
BOARD was selected to support the analysis for a distributed community of users and provide them high-speed access to all the information coming from the CRM system. We selected BOARD for its flexibility, easy-of-use and competitive cost. Another key selection criterion was also the quality of the service provided by the partner, SDG Consulting France.
The ease of development and the speed in deploying a low-maintenance web-based solution allowed to answer each specific need of the different sales channels.
After the success in solving the front-office needs, it was decided to tackle the challenges of the back office, where today is made extensive usage of BOARD simulation functions in developing fully customized applications supporting the budgeting process and performance management.
BOARD provides a unique combination of speed and simplicity. “The original toolkit paradigm allowed Lundbeck to develop fully customized analytic applications without any programming and with an iterative approach, adapting the multidimensional model to ever-changing business needs” Yves Hennequin – Director, Business Support. The application delivers today more than 300 reports and charts through 17 intranet websites for all of our 450 authorized users.
After a first project with SDG Consulting France Lunbeck on their own “had the opportunity, in a second project, to fully appreciate the potential of BOARD across the entire organization. Obviously, we benefited from SDG’s expertise and vision in the more complex projects, and fully appreciated the quality of resources made available by their international group. Thanks to the responsiveness BOARD International responsiveness and their dedication, we had the pleasure to see, not so usual in the software industry, that the product development took into account a large number of our requests” Said Jean-Christophe Huet – Director, IT.
Today after having seen the added value provided by projects deployed with BOARD in Lundbeck France several Lundbeck subsidiaries in different countries are coming “on BOARD”.