摘要 :
In 2012 and 2016, the first two strategic science-business media models were published (SBBMM 1.0 and 2.0). Since that time, there have been significant changes both to the media landscape and to the usage and capability of online...
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In 2012 and 2016, the first two strategic science-business media models were published (SBBMM 1.0 and 2.0). Since that time, there have been significant changes both to the media landscape and to the usage and capability of online and social media platforms. This paper seeks to describe the current bioindustry-relevant media landscape, to introduce a new media model, the Strategic Bioenterprise Media Model 2020 (SBMM 2020), which reflects this new landscape, and to present a mainstream submodel to support the latest opportunity for biotechnology media coverage: Mainstream Media. Examples are drawn from media coverage following the FDA approvals of Zulresso from Sage Therapeutics, Aimovig from Novartis and Amgen, and AquAdvantage salmon from AquAdvantage Technologies. The overall goal of this paper is to equip bioenterprise professionals with an understanding of media dynamics and the strategic potential it brings, ultimately contributing to bioenterprise success.
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摘要 :
Media coverage following U.S. Food and Drug Administration (FDA) drug approvals is generally found in two sectors: bioindustry news and the financial markets. The March 19,2019 FDA announcement of its approval ofthe postpartum ant...
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Media coverage following U.S. Food and Drug Administration (FDA) drug approvals is generally found in two sectors: bioindustry news and the financial markets. The March 19,2019 FDA announcement of its approval ofthe postpartum anti-depression biopharmaceutical Zulresso from Sage Therapeutics also elicited unusually high levels of media response in the mainstream media. This case study (1) details the total media news response following the FDA approval announcement regarding Zulresso, (2) compares that media response with the mainstream media coverage for Aimovig, a Novartis and Amgen treatment, which received the most mainstream coverage in the group of 2018 FDA novel drug approvals, and (3) compares the media coverage for three recent FDA drug approvals, Mayzent, Dovato and Evenity, to demonstrate a normative media response pattern. Findings include demonstration of Zulresso coverage across all major mainstream media outlets, well in excess of its mainstream media comparator, Aimovig. The three recently-announced comparators received the anticipated media coverage in the bioindustry and financial markets segments, while the two mainstream candidates, Zulresso and Aimovig, both received more and/or more timely media coverage in the bioindustry and financial markets media sectors than three recent drug approval comparators. No determination could be made as to whether the mainstream media response to Zulresso was a singular incident, or the signaling of a sea change due to the maturation of the biotechnology industry.
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