The end of the Press Release states:"Daiichi Sankyo has achieved...

The end of the Press Release states:

"Daiichi Sankyo has achieved significant sales with Inavir? in Japan since its approval in September 2010, for the treatment of influenza".

Talk about confusing with apples and oranges. The average mere mortal reporters, investors and others with some degree of interest need to be clearly reassured by mgt that there is no relationship between a trial for prevention of Influenza and current sales of Inavir in Japan for treatment of Influenza. Rather, they get a simple statement indicating that Inavir has been selling well in Japan. What is an uninformed journo going to make of such a press release?

Perhaps BTA mgt should be looking for a cure for Foot In Mouth disease.

PR should have been worded something like:

The Phase III prophlaxis trial for CS-8958 is studying the potential for Inavir to be used as a prophylaxis in the prevention of Influenza. This study has no relationship to use of Inavir? in Japan for the treatment of influenza.

Daiichi Sankyo has achieved significant sales with Inavir? in Japan since its approval in September 2010, for the treatment of influenza.

PR 101 -

Rule number 1:
If you are going to issue a Price Sensitive Press Release, know your audience and leave no room for confusion.

In this case, the audience is not necessarily just holders or informed scientific reporters who understand the background, so spell it out for the dummies!!!