Services for Healthcare Companies & Brands

Case Study: EU journalist programme yields a dozen earned media articles

bluebird bio, a gene therapy focused biotech, asked PR-it to develop a journalist programme for European media at a US-based medical congress. The objective was to support the company’s European launch markets by leveraging presented data to reinforce therapies’ efficacy and safety whilst deepening understanding of select rare diseases and the treatment class.


The centrepiece of the journalist programme was a presentation delivered by bluebird bio’s chief medical officer at a roundtable with an extended Q&A session. The presentation produced by our freelance medical writer recapped the company’s presented data in a digestible format and within the context of the diseases which were brought to life through 3D medical animation GIFs. The roundtable was supported by a press kit containing infographics featuring key facts of each relevant disease, 3D medical illustrations, and a graphical overview of relevant clinical trials.

Journalists were also invited to attend a satellite symposium sponsored by the company and an informal dinner to network with their peers, in addition to attending any scientific sessions of their interest.

By designing an editable media invitation, the company’s affiliates were able to invite journalists in local language. PR-it provided pan-European support through agenda development; content development; creative development; overseeing the medical, legal, and regulatory review process for assets; affiliate communications; and dinner logistics.

PR-it freelance medical writer at work


The top tier and trade journalists who attended the event published a dozen articles reaching millions of readers across bluebird bio’s focus markets. The media event also strengthened the company’s relationships with key media who provided glowing feedback about the event.

“I really enjoyed the roundtable with the chief medical officer, his presentation was fascinating to the point that I lost track of time. It was also great to have the opportunity for a live interview afterwards.” ~UK journalist

Results of a healthcare PR campaign for a PR-it client