At $4.3 B in annual revenue, Belgium-based UCB S.A. would place about 14th among Fortune 500 US pharmaceutical companies.  But unlike its larger peers, whose industry-consolidating mergers have massive layoffs, all for the sake of cost-cutting earnings growth, UCB focused its business model innovations on unique advantage. As a result, UCB is delighting  patients and employees alike. I learned about UCB’s business model innovation from UCB’s Loïc Elleboudt. He spoke at the recent Swedish Marketing Federation’s Annual Tendency Day in Stockholm where I was the keynote speaker. The terrific event focused on innovation – from business models all the way through to digital media. Founded in the 1920s as an industrial chemistry company, UCB shed its non-pharmaceutical businesses and acquired two biotech drug companies to focus solely on “biopharmaceuticals,” a combination of large, antibody-based molecules and small, chemically derived molecules. Its business model…