A consultancy project with Investor Dynamics (the creators of MediaDashboard) suggested BetaBio's real peer group extended beyond Big Pharma. So Barri's list of competitors includes charitable foundations, the generics companies, and criminal gangs who offer untested drugs with similar branding over the Internet.

One foundation, the Hello Trust, has announced a research effort that directly competes with one of BetaBio's cash cows. This has driven down BetaBio's column inches in the dailies; however, there's no effect on the media that matter most, namely the medical journals read by the clinicians who prescribe BetaBio's drugs. Barri notes down the numbers. MediaDashboard's marked it as a sizeable future risk.

Among the generics - who operate in a legal grey area but have high public support - one has started selling a copy of BetaBio's bestselling anti-aging drug, which cost billions to develop. A bitter pill to swallow. What's important is that investor concerns are addressed honestly and accurately. MediaDashboard's noted it as an opportunity; Barri clicks to find out why.

As for the miscreants, Barri sees an ongoing story about counterfeiting gangs is now late stage, suggesting investor worries this week will be lower than last quarter. Armed with this healthy information, Barri starts to write.

Next: Barri starts taking his own medicine