Generating Buzz
Generating Buzz
Generating Buzz

Generating Buzz

Thomas Goetz, the former Executive Editor of Wired and the co-founder of Iodine, a start up that helps people use their personal data to make better decisions about their health, chose Aggregate to help him generate word of mouth about his second book, The Remedy. The book is about how scientific discovery becomes social truth—in the guise of the little known story of how Arthur Conan Doyle, the author of the Sherlock Holmes series, and Robert Koch crossed paths in the midst of the quest for a cure for tuberculosis. Our strategy was to identify and engage influencers within the broad range of online communities that could find something they loved within the pages of the book—Sherlock Holmes fans, global health advocates, health innovation thought leaders, and more. And to generate additional buzz, we designed a beautiful series of graphic excerpts from the book, to give readers a peek inside and highlight Thomas’ brilliant way with words.

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