iQ 360 created a positioning strategy that leveraged the reputations of its collaborating institutions — Berkeley, Stanford and UCSF — to bolster Biohub’s credibility as a leading-edge research hub.
Media relations surrounding the investigator program launch focused on top-tier mainstream outlets as well as industry publications for maximum exposure. In the two days following the announcement, we secured 50 original articles from Business Insider, CNBC, Fortune, Nature, San Francisco Chronicle, Science, TechCrunch and others, with a cumulative audience of more than 160 million. Key messages of openness, collaboration and innovation in the fight against human disease came through consistently in our extensive coverage.
Ongoing social media through 2017 resulted in significant growth, including a 58 percent increase in followers from 11,751 to 18,537. Our two highest-performing posts reached a combined 512,308 people, garnered 6,029 post clicks and 3,269 reactions and shares. Amplifying our media coverage through link shares on Facebook drove 1,405 sessions to the CZ Biohub website.
More than that, sharing the research and stories of CZ Biohub Investigators on Facebook has created greater awareness and understanding of the groundbreaking medical innovation taking place in Mission Bay.
