Assessing the commercial opportunity for a new CAR-T therapy

The Challenge

Our client had developed a new chimeric antigen receptor T-cell (CAR-T) therapy for treating lymphoma. The new treatment was going to compete with other CAR-T therapies and emerging non-CAR-T alternatives.

Putnam, an Ashfield Advisory company, was asked by the client to help them understand the product’s potential position in the market, identify key challenges and deliver commercial success.

The Approach

Putnam mapped the wider current treatment paradigm in detail, pinpointing decision drivers and identifying target patient pools.

This work included quantifying physicians’ projected peak treatment shares and evaluating how they perceived the product’s attributes, compared to competitor treatments.

The Results

Putnam gave the client valuable insight into anticipated referral patterns and identified specific hurdles to CAR-T adoption, referral and treatment. The team presented strategic recommendations to address the various challenges and highlighted opportunities for success.

This work laid the foundation for all the client’s subsequent brand strategy work, ranging from medical communications, messaging and KOL engagement, to CAR-T site selection and onboarding, pricing and access strategy, and revenue forecasting.