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CAR-T (Cell Therapy) Nomenclature Review & Brand Equity Study. April 15, 2015

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CAR-T (Cell Therapy) Nomenclature Review & Brand Equity Study. April 15, 2015.

Brand Acumen. The Global Leader in Pharmaceutical Name Development and Submission Strategy.

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CAR-T (Cell Therapy) Nomenclature Review & Brand Equity Study. April 15, 2015

  1. 1. CAR-T: Market Perspectives April 15, 2015 Brand Acumen Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  2. 2. CAR-T: Market Positioning 2   The purpose of this presentation is to examine the CAR-T market landscape with an eye on brand positioning, market messaging and current external perceptions. The contents include a high level overview of the nomenclature and nascent brand architecture of the primary companies, a review of the evolving CAR-T lexicon, and the results of a CAR-T specific Brand Equity Perception Study conducted in March, 2015 with 83 professionals. Differentiation Dimensions Overview: The CAR-T Nomenclature and Nascent Brand Architecture Brand Acumen’s CAR-T Brand Equity Perception Study March, 2015 A Review of the Evolving CAR-T Lexicon Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  3. 3. Celyad Transposagen Cellular Biomedicine Carsgen Unum Caribou Biosciences Xcyte WuXi Atara CAR-T émergent nomenclature corporatebrands Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  4. 4. CAR-T anewlexicon chimeric antigen receptor therapy Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  5. 5. CAR-T: Brand Equity Perception Study In terms of Market Positioning, we shaped our external questionnaire to reflect each of the company's 'overall clarity of communication' and asked "What were the key drivers that made each respective company stand out amongst their peers." In this study we examined six (6) key categories for assessment. They are as follows: Category Attributes Explained For the Web Presence analysis, we examined the inherent associative brand (corporate) characteristics as they related to CAR-T. (This was particularly important as Novartis is different then the others as it is the only 'Big Pharma' player in the study). Web Presence Market Positioning Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  6. 6. CAR-T: Brand Equity Perception Study Collateral Material incorporates a review of the analog (print, etc.) and digital materials available from each of the companies. We looked at the ease of access to materials, educational offerings, range and scope of the materials and commitment to continue to educate at various different communication junctions (Patient, HCP, etc.). In terms of Differentiation, we focused our assessment on many of the traditional market differentiators and the ability for each company to leverage their core brand today and in the future. Gauging these attributes included asking: "How do you perceive this company’s ability to deliver on the promise put forth in their communication?". "Will their therapy work?". "Will they be first to market?” "Who is best? Second Best? etc. Category Attributes Explained Differentiation Collateral Material Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  7. 7. CAR-T: Brand Equity Perception Study Category Attributes Explained Depth. Here we examined each company's respective pipelines and how this resonates back to the corporate brand identity. This was more of a focus for Wall Street, VC's, investors and peers. Questions included: "Who has the deepest minds?". "Who has the least likelihood to suffer from brand technological obsolescence?” Analysts Perception asserts a battery of questions for Wall Street Analysts, VC's, biotech savvy investors and hedge fund analysts who understand and track/invest in the CAR-T space. Depth Analyst Perception Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”v
  8. 8. SurveyDesign 8   To initiate the CAR-T Brand Equity Study we surveyed five segments of Key Innovation Leaders (KILs). •  Bio Industry Writers (8) •  Venture Capitalists (7) •  Oncologists (35) •  CAR-T Specific Researchers (21) •  Market Makers/Analysts (12) CAR-TBrandEquityPerceptionStudy Brand Acumen’s CAR-T Brand Equity survey methodology brings together market, brand, competitive, and technological attribute perceptions. A corporate brand’s performance can be assessed allowing for a roadmap for improvement to be identified in micro-niche biotech ecosystems. samplesize/ numberofrespondents Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  9. 9. chimeric antigen receptor therapy CAR-T: The Main Players A Review of Company Nomenclature and Results of the Brand Acumen CAR-T Brand Equity Perception Study Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  10. 10. CAR-T nomenclature @NascentCAR-TNomenclature tisagenlecleucel-T Alternative Names: •  Anti-CD19-CAR retroviral vector-transduced autologous T cells - University of Pennsylvania •  Anti-CD19-CAR transduced T cells - Novartis/University of Pennsylvania •  CART-019; CART-19; CART-19 cells •  Chimeric antigen receptor-modified T cells against CD19 - University of Pennsylvania/Novartis •  CTL 019 •  LG-740 Most Recent Events 26 Feb 2015 Phase-II clinical trials in Diffuse large B cell lymphoma in USA (IV) (Novartis, pipeline, February 2015) 08 Dec 2014 Efficacy data from a pediatric study in Acute lymphoblastic leukemia presented at the 56th Annual Meeting and Exposition of the American Society of Hematology (ASH-Hem-2014) 15 Oct 2014 Interim efficacy and adverse events data from two phase I trials in Acute lymphoblastic leukemia (second-line therapy or greater) released by University of Pennsylvania tisa – gen – lec – leu – cel - T generic name •  MesoCART •  huCART19 non-proprietary name CRISPR/Cas9 Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  11. 11. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  12. 12. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  13. 13. CAR-T nomenclature @NascentCAR-TNomenclature Sleeping Beauty RheoSwitch® platformbrands AttSite® UltraVector® LEAP® Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  14. 14. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  15. 15. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  16. 16. CAR-T nomenclature @NascentCAR-TNomenclature Lentiglobin® Lenti-D® Starbeam Study North Star Study branded clinical studies brands Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  17. 17. CAR-TBrandEquityPerceptionStudy Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  18. 18. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.
  19. 19. CAR-T nomenclature @NascentCAR-TNomenclature eACT™ T-Cell Factory B.V. acquisition collaboration platformbrand Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  20. 20. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  21. 21. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  22. 22. CAR-T nomenclature @NascentCAR-TNomenclature CaspaCIDe™ CIDeCAR™ GoCAR-T™ DeCIDe™ brands Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  23. 23. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  24. 24. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.
  25. 25. CAR-T nomenclature @NascentCAR-TNomenclature Armored CAR technology technology brand Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  26. 26. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  27. 27. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  28. 28. CAR-T nomenclature @NascentCAR-TNomenclature pipeline identifier brand UCART Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  29. 29. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  30. 30. CAR-TBrandEquityPerceptionStudy Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria. Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”
  31. 31. evolutionary. revolutionary. disruptive. 31  Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

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