Key foundations of the osteopathic profession—compassion, empathy and a desire to listen—are also cornerstone messages for the AOA’s newly launched osteopathic brand campaign, which is designed to increase understanding and awareness of DOs and their unique approach to care.

Featuring television commercials, digital and print advertising, and social media engagement, the campaign also reinforces DO Pride throughout the osteopathic community. Using the hashtag #DOProud, the campaign will spotlight the enormous contributions of DOs and osteopathic medical students in the lives of their patients, and in the healthcare community at large.

Follow the AOA on social media to join the celebration and receive regular updates as the campaign progresses.

Recent AOA surveys and anecdotal reports show that DOs continue to face questions from the public and fellow health care professionals about what it means to be a DO—the distinctiveness of osteopathic medicine. AOA has accepted the charge to move past creating awareness to the goal of clarity and true understanding of osteopathic principles and practices.

The AOA listened, which is why the Association begin working nearly a year ago on this comprehensive campaign. Partnering with Chicago-based brand strategy company Two by Four, the project’s goal is to increase understanding of the unique approach DOs bring to patient care. “The Doctor Will Hear You Now” is just one of the messages to be showcased across multiple platforms.

The campaign, which is planned to run through 2022, features real DOs who provide care across a broad spectrum of medical specialties and practice settings, and advertising assets will be leveraged in:

• print advertising
• TV spots in select markets
• streaming audio on Spotify and iHeart Radio
• paid search
• social media
• native advertising
• digital ads
• a new campaign website
• a public relations campaign that includes feature story pitches to Discover, TIME Magazine, Parade, US News & World Report and Men’s Health, among others

“This campaign comes at a perfect time, as osteopathic medicine continues exponential growth with one in four U.S. medical students preparing to become a DO,” says AOA President Joseph A. Giaimo, DO, MACOI, FCCP. “Going beyond simply informing prospective patients that osteopathic medicine exists, this campaign truly illustrates the distinctiveness of our profession.”

Unique to this branding initiative is the extensive participation by DOs in the campaign collaterals. The AOA invited members of the osteopathic community to video and photo shooting sessions at a Chicago production studio. A promise of fame on the big screen wasn’t part of the agreement, but 18 DOs volunteered to participate, and many took a vacation day or two so they could contribute for a few hours. Staff members and their families helped complete the cast, portraying patients and family.

Campaign print ads are scheduled to appear in Good Housekeeping, Prevention and Women’s Day. In addition, targeted digital display ads have been produced as well as TV spots in Philadelphia, San Diego and Tampa markets across the plethora of the wide-reaching networks. National print and broadcast coverage will be prominent in top-tier publications like Healthline and Discover.

The result is what the AOA and 2×4 are certain will make the campaign more authentic and show what makes a DO distinct.

“The former ‘Doctors that DO’ campaign served an important role in creating awareness of our profession, but now it’s time to definitively answer the question, ‘Doctors that DO what?’ This campaign captures the distinctive practice of osteopathic medicine in many ways, including our new tagline: Modern medicine for the body, mind and spirit,” says AOA CEO Kevin Klauer, DO, EJD.