The AOA is taking osteopathic medicine to a wider audience with a new brand awareness campaign, launched at OMED 2015 in Orlando on Oct. 17. Our objectives were to sharpen the definition of osteopathic medicine in a way that consumers understand and connect with while increasing awareness of osteopathic medicine and the DO degree.
The campaign features real DOs in both print and video ads, talking about what makes osteopathic medicine unique—our empathetic, whole-person approach to care. It targets consumers when and where they’re looking for information about health and wellness, promoting the DO difference and directing potential patients to find their DO.
How did we get here?
Over the last six months, we conducted research with DOs, students and consumers to understand current attitudes and opinions on osteopathic medicine and identify what consumers felt were important in their health care. Interestingly, those qualities aligned quite nicely with the osteopathic philosophy. They want a doctor that is partner; a doctor involved in their health.
The AOA Brand Awareness Task Force, chaired by AOA Trustee William Burke, DO, searched for a creative agency partner to help find the bridge between the osteopathic approach to medicine and what today's consumers are looking for in a physician. The Task Force, comprised of DOs and student and lay representatives, selected Milwaukee-based Cramer-Krasselt to lead campaign message and creative development.
Where are we going?
The first phase of the campaign launched at OMED and will run through Spring 2016. You’ll start to see print ads in prominent magazines, including Essence, Health, Yoga Journal, O Magazine, People, and Runner’s World, in mid-November. Digital content, such as banner ads and 30-second videos, are already appearing on prominent health-focused websites like MayoClinic.org, WebMD.com, and Prevention.com.
Together, the campaign ads aim to raise awareness by reaching active health seekers when and where they’re looking for health information. They will drive people to our new consumer website, DoctorsThatDO.org, and the new "Find Your DO" tool to help bring new patients into your waiting rooms. Make sure they can find you by updating your profile information online.
This is just the first phase of a multi-year campaign. Out-of-home strategies and ways affiliate organizations can get involved are part of future plans.
Stay tuned! More information, resources and tools for DOs will be developed and shared throughout phase 1 to keep momentum going and help members stay involved in the campaign. The full body of market research will be shared with the osteopathic community so that these important insights continue to contribute to awareness.
The Brand Awareness Campaign is only one part our strategy to build awareness. Every interaction you have with patients, MD colleagues and policymakers is an opportunity to deliver an impression about who we are and what we do.