Optimized News Release - Final Assignment

Original Press Release: I searched “University of Alberta Hospital Press Releases”

Unique and promising cancer treatment to begin clinical trials at University Hospitals

World class research licensed to Edmonton-based company

A team of University of Alberta medical researchers has developed a revolutionary new cancer therapy to induce the body to create an enhanced immune system to destroy cancer cells. This promising new treatment will be used in Phase 1 human clinical trials scheduled for June at the University Hospitals in Edmonton. These trials will include 10 patients, five with advanced brain cancer and five with melanoma (skin cancer).

This breakthrough is the result of research conducted by Dr. Lung-Ji Chang, a Heritage researcher, and his research team in the University of Alberta's department of medical microbiology and immunology. This original and promising work has been done in collaboration with Dr. Ken Petruk, a professor of neurosurgery with the University's Faculty of Medicine and Oral Health Sciences. Dr. Chang's pre-clinical research was based on the successful rejection of human tumors in "humanized" laboratory animals (animals whose immune systems have been developed to resemble that of people). The therapy (immunogene therapy) is the result of a unique combination of two genes and includes the gene (B7-2), never before tested in cancer clinical trials. The phase 1 study will target the most common and aggressive form of brain cancer and a highly aggressive form of skin cancer, and will evaluate the safety and toxicity of the vaccine.

In making the announcement, Dr. Lorne Tyrrell, Dean of the Faculty of Medicine and Oral Health Sciences, said "Dr. Lung-Ji Chang has had a significant impact on the University of Alberta since he was recruited 4 years ago. He is an excellent example of a basic scientist who has applied his knowledge to the clinical challenges of AIDS and cancer therapy through gene therapy. His work has brought clinicians and basic scientists together to develop new approaches to these diseases and he has rapidly brought international recognition to our Faculty of Medicine and Oral Health Sciences and our University."

Briana Bio-Tech Inc., an Edmonton-based biopharmaceutical company, has licensed the research and is funding the clinical trials and the ongoing research and development for this promising technology for at least the next three years. The company has exclusive worldwide distribution rights of this technology.

Mr. Romano Robusto, President and Chief Executive Officer of Briana Bio-Tech, said, "We are very excited by the outstanding world-class research underway at the University of Alberta and with this collaboration. Our company is actively pursuing other strategic alliances and collaborative ventures in areas of oncology and neurology."

Dr. Linda Allison, Vice-President, Medical and Scientific Affairs of Briana Bio-Tech added, "Briana is very pleased that this important research is moving toward clinical trials with such close collaboration between Drs. Chang and Petruk. It also pleases us that the ownership of this technology will stay here in Edmonton."

Briana Bio-Tech is focused on the commercial development of proprietary therapeutics and diagnostic projects for treating cancer and neurological disorders. Briana is currently negotiating licenses for a number of strategic technologies in late-stage pre-clinical or early stage human clinical studies.

The University of Alberta in Edmonton is one of Canada's largest research-intensive universities serving more than 29,000 students.

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For more information please contact:
Dr. Lung-Ji Chang, associate professor,
Medical Microbiology and Immunology;
University of Alberta, 403-492-9821.

Mr. Romano Robusto, President and CEO,
Briana Bio-Tech,
403-423-1038 or 514-629-6431

Sandra Halme, Public Affairs,
University of Alberta, 403-492-0442.

Revised Press Release:

Clinical Trials for Unique Advanced Brain Cancer Tumor(s) and Skin Cancer Treatments (Melanoma) to begin at University of Alberta Hospital, Edmonton

Clinical Trials Research is licensed to Edmonton-based company Briana Bio-Tech

A team of University of Alberta medical researchers has developed a revolutionary new cancer therapy to induce the body to create an enhanced immune system to destroy cancer cells. This promising new cancer treatment will be used in Phase 1 human clinical research trials scheduled for June, 2013 at the University of Alberta Hospital in Edmonton. These trials will include 10 patients, five with advanced brain cancer tumors and five with melanoma (skin cancer).

This breakthrough is the result of research conducted by Dr. Lung-Ji Chang, a Heritage researcher, and his research team in the University of Alberta's department of medical microbiology and immunology. This original and promising work has been done in collaboration with Dr. Ken Petruk, a professor of neurosurgery with the University's Faculty of Medicine and Oral Health Sciences. Dr. Chang's pre-clinical research was based on the successful rejection of human tumors in "humanized" laboratory animals (animals whose immune systems have been developed to resemble that of people). The therapy (immunogene therapy) is the result of a unique combination of two genes and includes the gene (B7-2), never before tested in cancer clinical trials research. The phase 1 study will target the most common and aggressive form of brain cancer tumor and a highly aggressive form of skin cancer (melanoma), and will evaluate the safety and toxicity of the vaccine.

In making the announcement, Dr. Lorne Tyrrell, Dean of the Faculty of Medicine and Oral Health Sciences, said "Dr. Lung-Ji Chang has had a significant impact on the University of Alberta since he was recruited 4 years ago. He is an excellent example of a basic scientist who has applied his knowledge to the clinical challenges of AIDS and cancer therapy through gene therapy. His work has brought clinicians and basic scientists together to develop new approaches to these diseases and he has rapidly brought international recognition to our Faculty of Medicine and Oral Health Sciences and the University of Alberta as a cancer treatment center for advanced brain cancer tumors and skin cancer (melanoma)."

Briana Bio-Tech Inc., an Edmonton-based biopharmaceutical company, has licensed the research and is funding the clinical trials research and the ongoing research and development for this promising cancer treatment technology for at least the next three years. The company has exclusive worldwide distribution rights of this technology.

Mr. Romano Robusto, President and Chief Executive Officer of Briana Bio-Tech, said, "We are very excited by the outstanding world-class cancer treatment research underway at the University of Alberta and with this collaboration. Our company is actively pursuing other strategic alliances and collaborative ventures in areas of oncology, neurology and cancer therapy."

Dr. Linda Allison, Vice-President, Medical and Scientific Affairs of Briana Bio-Tech added, "Briana is very pleased that this important skin cancer (melanoma) and advanced brain cancer treatment research is moving toward clinical trials research with such close collaboration between Drs. Chang and Petruk. It also pleases us that the ownership of this technology will stay here in Edmonton with Briana Bio-Tech.”

Briana Bio-Tech is focused on the commercial development of proprietary therapeutics and diagnostic projects for treating cancer and neurological disorders. Briana is currently negotiating licenses for a number of strategic cancer treatment and cancer therapy technologies in late-stage pre-clinical trials  or early stage human clinical trials research studies.

The University of Alberta in Edmonton is one of Canada's largest research-intensive universities serving more than 29,000 students.

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For more information please contact:
Dr. Lung-Ji Chang, associate professor,
Medical Microbiology and Immunology;
University of Alberta, 403-492-9821.

Mr. Romano Robusto, President and CEO,
Briana Bio-Tech,
403-423-1038 or 514-629-6431

Sandra Halme, Public Affairs,
University of Alberta, 403-492-0442.

Labels: Clinical trials, Cancer treatment, Brain cancer tumor(s), melanoma, Cancer therapy, University of Alberta

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I found Google Adwords tool most useful. I plugged in these keywords from the original press release, checked for global and monthly searches and drilled deeper around the words that had medium and high monthly searches and then added more keywords from those ad groups. The reason I added the medium and high search keywords is that those will optimize the press release more than the low searched words. It is interesting that University of Alberta is searched the most rather than with long tail Edmonton or Hospital Edmonton.

clinical trials: added clinical trials research, clinical research trails

cancer treatment: added cancer treatment centers, cancer therapy

advanced brain cancer: added brain cancer tumor

melanoma: added skin cancer, skin cancer treatments

university of alberta hospital Edmonton

university of Alberta, University of Alberta Edmonton

 (I have a snip from Google Adwords that does not want to post which is a chart that should go right here.)

 

I also looked for Youtube videos about the University of Alberta cancer research and about Briana Bio-Tech but did not find any. This is something both companies could pursue for further optimization.