Virtual Agency Services for Companies & Brands

Case Study: bluebird bio quarterly media metrics dashboards

bluebird bio, a gene therapy-focused biotech, asked PR-it to deliver quarterly and end-of-year dashboards analysing its share of voice versus five key competitors across 15 countries. These six-slide, condensed and highly visual reports were shared with communications teams across Europe and the company's management team.

OUR APPROACH

Our team developed a search methodology based on Boolean search strings in 14 languages across 15 European countries to generate a real-time data set of all online, social and print mentions of bluebird bio and five of its competitors.

Once bluebird bio approved the methodology, we configured the search criteria in Talkwalker, an AI-driven analytics platform with access to media coverage from over 150 million sources (print, online news, broadcast, forums, etc.) and 20 social media channels in 187 languages across 196 countries. We also developed a standard operating procedure (SOP) to ensure all data analysis and reporting was consistent and repeatable each quarter.

Each quarter we reviewed approximately 1500 in-language results, analysed the raw data in pivot tables and prepared analyses for pan-Europe, UK, France, Germany, Italy and a group of 11 countries of interest. The dashboard slide for each geography included an analysis of coverage drivers, share of voice by coverage volume and potential reach, media highlights and a separate original media analysis focused on bluebird to evaluate tonality and coverage volume and potential reach by milestone. All analyses had quarter-over-quarter and/or year-over-year comparisons for context.

PR freelancer working on quarterly dashboards for bluebird bio_healthcare communications

OUTCOME

We delivered six quarterly reports within five to seven business days of the quarter’s close and one full year report. With each report we prepared a cover note outlining key results contextualised within coverage trends and media highlights.

The project was discontinued when bluebird bio withdrew from Europe to focus on the US market.

VIEW WORK
Quarterly media metrics report for bluebird bio