PRICING STRATEGY ANALYSIS

Integrated Pricing Strategy and Payer Sentiment
Analysis for a Leading CAR-T Developer

The client, a clinical-stage biotechnology company, advancing a CAR-T cell therapy for autoimmune indications, partnered with Roots Analysis to conduct a comprehensive pricing strategy analysis and competitive benchmarking assessment across the US and European markets in preparation for late-stage development and commercialization.

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The Challenge

Optimizing Pricing Strategy for a Novel CAR-T
Cell Therapy Platform

Unclear Value-Based
Pricing Benchmarks

As the client's CAR-T cell therapy asset progressed towards late-stage development, the company lacked clear visibility into appropriate value-based pricing benchmarks relative to approved biologics and emerging advanced therapies.

Limited Insights into
Reimbursement Sensitivity

Given the anticipated high upfront cost of therapy, the company faced uncertainty regarding payer acceptance, competitive pricing ranges and the feasibility of alternative payment models across the US and European markets.

Fragmented Competitive
Pricing Landscape

While being aware of the competing modalities and gene-modified therapies, the client lacked a consolidated view of competitor pricing models, lifecycle cost comparisons or pricing evolution trends across similar modalities.

The Roots Way

How Roots Helped?

Roots Analysis deployed a structured pricing strategy analysis framework combining secondary research, primary stakeholder interviews and scenario-based financial modeling.

Competitive and Modality Pricing Benchmark Analysis: We conducted an exhaustive search to collect pricing-related information for approved biologics and cell and gene therapies across target indications, while evaluating comparative positioning across indications and treatment lines. We further assessed list prices, net pricing trends, reimbursement models and lifecycle cost considerations to establish realistic reference pricing ranges.

Stakeholder Input Analysis: We then conducted targeted interviews with payers, KOLs, former pricing and market access executives and other industry experts to assess willingness-to-pay thresholds, reimbursement sensitivities and receptiveness to alternative pricing models, including milestone- or outcome-based payment approaches.

Scenario-Based Pricing and Market Access Models: Leveraging benchmark data and primary insights, we developed pricing scenarios across geographies, evaluated potential outcomes under different adoption and reimbursement conditions and delivered a phased pricing roadmap aligned with clinical differentiation and health economic value drivers.

Change We Created

Results You Can Quantify & Impact
Our Clients Can Count On

30%

Improvement in Pricing Confidence Range

Comprehensive competitive benchmarking and primary payer insights enabled the client to define a defensible value-based pricing range, reducing internal pricing uncertainty by 30%.

Enhanced Reimbursement Readiness

Targeted stakeholder interviews and scenario modeling helped incorporate outcome-based pricing elements, improving projected reimbursement acceptance probability by 2x across priority markets.

20%

Revenue Forecast Optimization

Integration of competitive pricing benchmarks and adoption-based scenarios strengthened financial assumptions, improving long-term revenue forecast accuracy by 20%.