Compugen Ltd. (CGEN): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to map the classic Product, Price, Place, and Promotion onto Compugen Ltd., but honestly, trying to apply a standard retail lens to a clinical-stage biotech is like valuing a startup based on its office furniture. As an analyst who's spent two decades watching these pipelines mature, I can tell you Compugen Ltd.'s real marketing mix as of late 2025 is all about scientific validation and partnership leverage, not commercial sales yet. Their 'Product' is the pipeline-think COM701 and the Unigen™ AI platform-and their 'Price' is currently measured by license fees, showing up as about $1.9 million in Q3 2025 revenue, which is just the appetizer for the over $1 billion in potential milestones. We'll look at how their 'Place' is defined by global trial sites and partners like AstraZeneca, and 'Promotion' is strictly scientific conference presentations, all while they manage operations with their $86.1 million cash runway. Stick with me; this is how you analyze a company where the next big sale is years away.

Compugen Ltd. (CGEN) - Marketing Mix: Product

You're looking at the core assets Compugen Ltd. is bringing to the immuno-oncology market as of late 2025. The product element here is entirely focused on novel biological entities, all stemming from their computational discovery engine.

The foundation of Compugen Ltd.'s product offering is the Unigen™ AI/ML platform. This is their proprietary predictive computational discovery engine, used to identify new drug targets and biological pathways for developing cancer immunotherapies. This platform is the source of their entire clinical-stage pipeline.

Compugen Ltd. has two wholly-owned candidates in Phase 1 development, which represent the company's direct product offerings:

• COM701: A potential first-in-class anti-PVRIG antibody.
• COM902: A potential best-in-class, $\mathbf{Fc}$-reduced antibody targeting TIGIT.

The development status and key clinical data points for these products are critical to understanding their value proposition.

COM701 is currently being evaluated in the MAIA-ovarian global adaptive platform trial. Sub-trial 1 is a randomized placebo-controlled study enrolling $\mathbf{60}$ patients in a $\mathbf{2:1}$ ratio to COM701 maintenance therapy in relapsed platinum sensitive ovarian cancer. The expected timeline for the interim analysis of this sub-trial is Q1 $\mathbf{2027}$. For context, the benchmark progression-free survival for these patients is around $\mathbf{six}$ months, making a $\mathbf{three}$-month improvement clinically meaningful.

The product pipeline also includes assets developed through partnerships, which represent significant potential future value for Compugen Ltd. The most advanced is Rilvegostomig, an $\mathbf{Fc}$-reduced PD-1/TIGIT bispecific antibody, where the TIGIT component is derived from Compugen Ltd.'s COM902.

AstraZeneca is advancing this product aggressively:

• Rilvegostomig is in Phase $\mathbf{3}$ development.
• AstraZeneca plans to launch its $\mathbf{eleventh}$ Phase $\mathbf{3}$ trial for rilvegostomig.
• Data presented at ESMO 2025 for NSCLC showed Objective Response Rates (ORR) ranging from $\mathbf{29.0\%}$ to $\mathbf{67.7\%}$ across different patient cohorts.
• Median Progression-Free Survival (PFS) reached $\mathbf{21.2}$ months in one cohort of CPI + CT-naïve patients with PD-L1 TPS $\ge\mathbf{50\%}$.

The final key product asset is GS-0321, a potential first-in-class, high affinity anti-IL-18 binding protein antibody, which Compugen Ltd. has licensed to Gilead Sciences. This asset is also in Phase $\mathbf{1}$ development.

The cash position as of September 30, 2025, was approximately $\mathbf{\$86.1}$ million, with an expected cash runway into Q3 $\mathbf{2027}$ to fund the advancement of these product candidates. Finance: draft $\mathbf{13}$-week cash view by Friday.

Compugen Ltd. (CGEN) - Marketing Mix: Place

The physical placement and distribution strategy for Compugen Ltd. (CGEN) is intrinsically linked to its operational footprint and its reliance on established global pharmaceutical entities for late-stage development and commercial reach. This structure allows Compugen Ltd. to maintain a focused R&D presence while accessing global patient populations and markets through established channels.

The company's primary operational base, its corporate headquarters, is located at 26 Harokmim Street, Bldg. D, Holon, Israel, 5885849. To support its international collaborations and U.S. market engagement, Compugen Ltd. maintains a key office in South San Francisco, CA. This dual presence in Israel and California positions the company strategically within two major global biotechnology hubs. The company was incorporated in Israel in 1993.

Compugen Ltd.'s clinical development activities necessitate a global footprint to recruit diverse patient cohorts for its pipeline assets. The distribution of its clinical trials spans several key geographies.

• Clinical trials are enrolling in the U.S.
• Clinical trials are enrolling in Israel.
• Clinical trials are enrolling in France.

For instance, the MAIA-ovarian platform trial evaluating COM701 maintenance therapy is enrolling patients across the U.S., Israel, and France. Furthermore, the Phase 1 trial for GS-0321 (COM503), licensed to Gilead, had its first patient dosed on January 7, 2025.

Commercialization and product distribution for Compugen Ltd.'s most advanced candidates are managed through exclusive licensing agreements, effectively outsourcing the physical distribution network to its partners. This is a critical aspect of its Place strategy, as Compugen Ltd. currently has no products approved for commercialization itself.

The distribution channels are defined by these partnerships:

• Gilead Sciences, Inc. holds the exclusive right to develop and commercialize GS-0321 (COM503) following Phase 1 studies. The total deal value for this program is up to $848 million.
• AstraZeneca is developing rilvegostomig, a PD-1/TIGIT bispecific antibody where the TIGIT component is derived from Compugen Ltd.'s COM902, across various development stages, including multiple Phase 3 trials. This deal offers Compugen Ltd. potential milestones and royalties exceeding $1 billion.

The core market for Compugen Ltd. is the global immuno-oncology research and development ecosystem. This market is characterized by significant, rapid growth, which validates the strategic placement of its discovery platform and partnered assets within this space. You can see the scale of this market in the figures below, based on late 2025 estimates. Honestly, the numbers are quite compelling for a company focused on discovery.

The dominance of North America, holding an estimated 47.8% to 48% share of the global market in 2024/2025, underscores the importance of the San Francisco office for engaging with key U.S. clinical sites and potential future commercial operations, even if distribution is currently outsourced. The primary treatment modality driving this market is Immune Checkpoint Inhibitors, with the segment holding around 40.8% of the market share in 2025. Compugen Ltd.'s pipeline, featuring anti-PVRIG (COM701) and anti-TIGIT (COM902) assets, places its products directly into this dominant therapeutic category.

Finance: draft 13-week cash view by Friday.

Compugen Ltd. (CGEN) - Marketing Mix: Promotion

You're looking at how Compugen Ltd. communicates its scientific progress and financial standing to the market as of late 2025. Promotion here isn't about selling a consumer good; it's about validating deep science and assuring investors about the runway for their computational drug discovery platform, Unigen™. It's about getting the right data in front of the right key opinion leaders and analysts.

The promotional cadence is heavily weighted toward scientific and financial milestones. You can see the near-term focus by looking at the schedule of key events in the fourth quarter of 2025. This is how they manage external perception.

The investor relations push around the Q3 2025 results was critical for signaling stability. Even with Q3 2025 revenue at $1.9 million compared to $17.1 million in Q3 2024, the market focused on the cash position. As of September 30, 2025, Compugen Ltd. held approximately $86.1 million in cash and equivalents. Honestly, the projection that this cash is sufficient to fund operating plans into the third quarter of 2027 is the real promotional anchor here, especially since the company carries no debt.

Scientific promotion centers on demonstrating the predictive power of the Unigen™ platform and the clinical differentiation of their assets. You see this in the specific data points highlighted for major medical meetings.

• Scientific validation at ESMO 2025 included a poster presentation on a pooled analysis of 60 patients treated with COM701 for platinum-resistant ovarian cancer.
• SITC 2025 featured a poster on the Phase 1 trial of COM503 (GS-0321), Abstract number 589.
• The Unigen™ platform's AI/ML capabilities were promoted at Single Cell Genomics 2025 with research titled Bin2Niche, focusing on spatial transcriptomics.

Key messaging is tightly linked to the unique formats they are developing. The narrative consistently pushes the idea that their approach is superior to competitors in the same pathway. For instance, the messaging around TIGIT specifically calls out the Fc-reduced format.

Here's the quick math on the differentiation points being promoted:

• COM902 is promoted as a high-affinity Fc-reduced anti-TIGIT antibody, a component licensed to AstraZeneca for use in rilvegostomig.
• COM701 is promoted as an Fc-reduced Anti-PVRIG antibody, which they believe is a potential paradigm-shifting target.

What this estimate hides is that while the cash runway extends to Q3 2027, the October 2025 ATM raise only added approximately $1.6 million in net proceeds from selling about 0.8 million shares. Still, the focus remains on the science driving future value.

Compugen Ltd. (CGEN) - Marketing Mix: Price

You're looking at Compugen Ltd.'s pricing structure, which, for a clinical-stage company, isn't about setting a sticker price for a finished drug yet. Instead, the price element here is all about the financial agreements underpinning their pipeline advancement.

Compugen Ltd.'s revenue model is non-product based right now. It relies heavily on the structure of its strategic partnerships, specifically through license fees and milestone payments tied to development progress. The revenue recognized in the third quarter of 2025 clearly reflects this, primarily stemming from the agreement with Gilead Sciences for GS-0321.

Here are the key financial figures that define the current pricing and financial stability:

The near-term revenue recognition for Q3 2025 was approximately $1.9 million. This figure is important because it shows the immediate financial return from their licensing strategy, mainly from the Gilead license agreement, which included both upfront and IND milestone payments recognized during the period. Also, you should note that in October 2025, subsequent to the quarter end, the company raised an additional $1.6 million through the sale of approximately 0.8 million shares via their ATM facility, which adds a small buffer to the stated cash position.

Looking further out, the potential upside from these partnerships is substantial. Compugen Ltd. has the potential for over $1 billion in future milestone payments and tiered royalties from their existing partnerships, including those with AstraZeneca and Gilead. This represents the long-term pricing power embedded in their intellectual property.

When a drug finally reaches the market, the actual consumer price is a decision made by the commercial partner, not Compugen Ltd. However, Compugen Ltd.'s compensation from that eventual sale is structured as follows:

• Royalties will be mid-single digit tiered percentages.
• These percentages apply to net sales of the partnered products.
• The structure is designed to align partner success with Compugen Ltd.'s financial upside.

The current cash position of approximately $86.1 million as of September 30, 2025, is critical because it dictates the timeline for when they might need to seek further financing or realize more milestones. This balance is expected to fund operations into the third quarter of 2027, assuming no further cash inflows. That runway gives them time to hit key clinical decision points, like the interim analysis for the COM701 trial estimated in Q1 2027, without immediate pressure to monetize early-stage assets at unfavorable terms. Finance: draft 13-week cash view by Friday.