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

CAR-T: Market Perspectives April 15, 2015 Brand Acumen

Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

CAR-T: Market Positioning

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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


Celyad Transposagen Cellular Biomedicine Carsgen Unum Caribou Biosciences Xcyte WuXi Atara

CAR-T émergent nomenclature

corp

orat

e br

ands


CAR-T a new lexicon

chimeric antigen receptor therapy


CAR-T: Brand Equity Perception Study

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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). W

eb

Pres

ence

M

arke

t Po

sitio

ning



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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.


Diff

eren

tiatio

n C

olla

tera

l M

ater

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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.

Dep

th

Ana

lyst

Pe

rcep

tion

Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”v

Surv

ey D

esig

n

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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-T Brand Equity Perception Study

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.

sample size/

number of respondents

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.


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


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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

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


CAR-

T Br

and

Equi

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erce

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udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score.


CAR-

T Br

and

Equi

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

Sleeping Beauty RheoSwitch®

plat

form

bra

nds

AttSite® UltraVector®

LEAP®


CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy



CAR-

T Br

and

Equi

ty P

erce

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

Lentiglobin® Lenti-D® Starbeam Study North Star Study

branded clinical studies

brands


CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy


CAR-

T Br

and

Equi

ty P

erce

ptio

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udy


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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

eACT™

T-Cell Factory B.V.

acqu

isiti

on

collaboration

plat

form

bra

nd


CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy



CAR-

T Br

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

CaspaCIDe™ CIDeCAR™ GoCAR-T™ DeCIDe™

brands


CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy



CAR-

T Br

and

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

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Armored CAR technology technology brand


CAR-

T Br

and

Equi

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ptio

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udy



CAR-

T Br

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

pipeline identifier brand UCART


CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy



CAR-

T Br

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Equi

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erce

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evolutionary. revolutionary. disruptive.

31 Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

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