Case study
What does it take to put advanced genomics on the national agenda?
pieces of national & business coverage
secured between 2022 and 2025
opinion articles
published between 2022 and 2025
average annual pieces of coverage
average annual reach
About the client
PacBio develops the genomic sequencing technologies powering breakthroughs to improve human health and the health of our planet. After opening a regional HQ and lab in London, PacBio wanted to raise its profile in EMEA, grow its share of voice against larger competitors, and position itself as a trusted genomics authority across scientific, regulatory and mainstream media.
Challenge
Despite its pioneering technology, PacBio struggled with visibility in the European genomics conversation. Two well-established rivals dominated the space. We therefore needed to:
1. Build brand recognition
2. Establish scientific credibility
3. Break into research, policy and healthcare dialogues
All of this had to be done while communicating complex science in a way that would resonate with audiences beyond the lab.
Spark has helped us tell our story in a way that resonates far beyond the lab. Thanks to the team’s strategic and science-savvy approach, we’ve not only raised our profile across EMEA but also become a more visible voice in the genomics conversation.”
Neil Ward, Vice President & General Manager at PacBio
Action
To raise PacBio’s profile and grow its share of voice, we delivered a multi-channel PR programme that combined storytelling, science and alignment with relevant news stories. We built credibility through a steady cadence of press releases, localised customer announcements, and collaborations with research institutions to showcase real-world applications of PacBio technology.
Our thought leadership programme tackled high-impact themes on the national agenda – including rare diseases, cancer, biodiversity loss, gene therapies and pandemic preparedness, making complex science relevant to both policy and public audiences. As well as working with local spokespeople, we coordinated with PacBio’s US HQ to bring in additional voices and reinforce the company’s global perspective, including microbial expert Dr Jeremy Wilkinson and human genomics specialist Dr Nina Gonzaludo.
We also led data-driven campaigns, such as an analysis of NHS prescriptions data, which revealed £41 million+ potential annual savings through genomics-guided drug choices. Alongside this, we hijacked breaking news moments, such as submitting letters to the editor on new gene editing laws and the publishing of pandemic preparedness strategies, ensuring PacBio had a voice wherever genomics entered the news cycle.
Impact
Since starting work with PacBio in 2022, we have secured 13 national and business press hits, including coverage in the BBC, The Telegraph and The Financial Times. We’ve also had 43 opinion pieces and three letters to the editor published. In the science press, PacBio now features regularly in conversations around rare disease, cancer and biodiversity, with an overall average of 69 unique pieces of coverage per year.
