For the win

Trumpeting the value of osteopathic medicine: AOA wins 3 communications awards

Awards from the ASAE and PR News celebrate coverage of the osteopathic profession.


The AOA’s communications team recently won three industry awards for its various efforts to raise the visibility of the osteopathic medical profession.

Among the wins are two Gold Circle Awards from the American Society of Association Executives (ASAE) for the Doctors That DO campaign and The DO e-magazine. The Gold Circle Awards recognize excellence in association and nonprofit marketing, membership and communications and will be presented at the ASAE’s 2017 Marketing, Membership, and Communications Conference in Washington, DC, in early May.

Since it kicked off in fall 2015, the Doctors That DO brand campaign has led to 1 million visits to and 350,000 “Find Your DO” physician profile views. is the campaign’s consumer health website where patients search for DOs.

The DO was recognized for its transition to a short-form news magazine. From 2015 to 2016, The DO’s traffic and readership increased by 45%, and its multimedia content tripled.

The AOA also won a PR News 2017 Nonprofit Award in the Press Release category for coverage of a study in the Journal of the American Osteopathic Association on a roller coaster remedy for kidney stones. More than 850 broadcast, print and online outlets covered the story with the osteopathic perspective—including The New York Times, CNN, NBC’s Today, BBC News, CBS Radio, and Popular Science.

The PR News Awards recognize excellence in nonprofit and corporate social responsibility sectors. This year’s nominees included the American Red Cross, the American Heart Association and the American Academy of Pediatrics.

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