2. Case Study
Mama Doc Medicine Book Launch
The American Academy of Pediatrics and author
Wendy Sue Swanson needed a simple and cost
effective solution for spreading the news of the
launch of an evidence-based advice book called
Mama Doc Medicine. They were looking for a way
to drive awareness of the book launch, increase
purchase intent and drive online sales with a key
focus on activating Dr. Swanson’s large online
followers across a multitude of touch points.
The Challenge
3. Our Solution
TheContentCapsuleofferedDr. SwansonandTheAAPaninnovativeandcosteffectivesolution
that distributed their complete marketing story to all digital touch points. Dr.Swanson was
able to develop one digital unit that contained content that was optimized to take the viewers
through a complete consumer journey of awareness, engagement and conversion. She was
then able to use this unit as the book website and core Facebook experience, but the true
benefit came via the Content Capsule’s unique embed feature. The complete marketing story
was embedded on national and local news channels, book reviewer sites, national publishers’
sites, hospital sites and personal blogs all via a simple copy and paste of an embed code.
Case Study
Mama Doc Medicine Book Launch
4. The Content Capsule turned Dr.Swansons’ followers and enthusiasts into a marketing engine by giving them
a unit they could embed on their properties enabling consumers to go deep into the consideration path. The
Capsule featured: An overview video by Dr.Swanson, access to a free excerpt of Mama Doc Medicine, video
examples of advice from Dr.Swanson , downloadable infographics, video excerpts of Dr. Swanson on NBC.
And most importantly, once
a consumer moved past
consideration and was ready to
purchase, the Content Capsule
contained direct links to
purchase the book on Amazon.
The Capsule also tracked and measured
every embed, click, video view and download,
allowing Dr.Swanson to see what video, tip
or piece of advice was truly resonating with
her audience and letting her update the
Capsule content on the fly everywhere it’s
been embedded. These real-time insights also
let her tailor her story during interviews to
align with what book excerpts and advice was
resonating best with her target audience.
Case Study
Mama Doc Medicine Book Launch
5. The Results
The AAP and Dr. Swanson were able to create a complete digital
marketing campaign with one highly interactive and sharable creative
unit. The Content Capsule served as an Dr. Swanson’s website, a social
media solution, a unique media relations tool and a highly interactive
partner website and key influencer marketing tool.
One turnkey solution for all digital channels at a fraction
of the cost of a microsite and delivered in a matter of days.
The Mama Doc Content Capsule was embedded on several key sites,
such as healthcarediy.com, healthychildren.org, seattlechildrens.org,
as well as over 30 blogger and book review sites.
Case Study
Mama Doc Medicine Book Launch
Experience the live
Content Capsule
Click on the links below
• Mama Doc website
• Partner Site
• KTVB news outlet
• Blog
• Facebook Tab
