Intelligent, informed, innovative

Experience the difference with Instinctif Partners


How did we achieve maximum online and offline impact when a microbiome start up secured a mega deal with big pharma?



Microbiotica, a leading player in microbiome-based therapeutics, spun out of the Wellcome Sanger Institute in 2016 with £8 million investment.

Instinctif supported Microbiotica when it announced that it entered into a multi-year strategic collaboration with Genentech, a member of the Roche Group, to discover, develop and commercialise biomarkers, targets and medicines for inflammatory bowel disease (IBD), a deal that would see Microbiotica receive up to $534 million in upfront and milestone payments while concurrently benefitting the Company which would see them grow their microbiome culture collection to the largest in the world.


Instinctif worked closely with Microbiotica to draft and edit messaging around the deal, identify and reach out to key national, trade and local media.

Instinctif provided pre-briefings on media and attended interviews to ensure key messages were shared.  Instinctif liaised with media to share additional data and imagery.

Instinctif also distributed the news using social media and monitor digital and traditional media for coverage.


The announcement garnered coverage in national outlets such as Forbes, The Times and The Telegraph.

Local and trade coverage was achieved in outlets such as BioCentury, BioWorld, Endpoints, FierceBiotech, Scrip, Cambridge News and Cambridge Independent.

The news was a huge success on social media, reaching over a million twitter accounts, creating two million+ impressions, with 313 tweets from 220 contributors within the first 10 days of the news being disseminated.