Accidental Sisterhood

Empowering women. Changing lives.

The client

“I want to make an impact beyond the four walls of my exam room,” Dr. Ray Bologna told us. He had the idea for a book that would educate women about preventive steps and treatment options and, ultimately, change the perception that incontinence is simply an acceptable and unfortunate consequence of having children or growing older.

A physician on a mission

Dr. Bologna wouldn’t be the first person to write a book on pelvic floor health. With titles like, To Pee or Not to Pee and The Bathroom Key: Putting an End to Incontinence, information was available. But women weren’t buying it. Dr. Bologna was sensitive to the fact that incontinence could be an embarrassing subject that many women didn’t want to admit or discuss. “I want this book to be discreet enough that women would feel comfortable reading it on an airplane.” With this goal in mind, The Accidental Sisterhood was born.

Strategies & Tactics

A book transforms into a brand

The original idea for an educational book expanded to an actionable workbook and branded merchandising for a comprehensive pelvic floor exercise and lifestyle plan that empowered women to take control and achieve bladder health.

In 2015, as new digital content management platforms became available, Muse helped Dr. Bologna and his program partner, Dr. Mary South, build an updated online presence with new and repurposed content designed to reach women around the world.



Muse transitioned core concepts in the book to easily digestible online articles and newsletters, breathing new life into existing content and saving thousands of dollars in new content development.



Muse produced a video series to help audiences get to know the physicians and their methodologies, building credibility for the information.


In partnership with sponsors like Medtronic, Johnson & Johnson and AMS, Dr. Bologna toured the country hosting sold out women’s wellness events. Regional events supported dramatic increases in new patients.



Both paid and earned (and sometimes a combination of both!) media methods were deployed to promote regional events with standing-room-only results.