The AOA’s brand visibility campaign, which launched 18 months ago at OMED 2015, is continuing its mission to increase public awareness and understanding of osteopathic medicine, said AOA President-Elect William S. Mayo, DO, in his update to the 2017 House of Delegates last week.
The integrated fiscal year 2017 campaign achieved over 320 million total impressions, exceeding the target goal by 17 percent. “As you can see, consumers really are responding to our message … big time,” said Dr. Mayo.
Since the campaign’s launch, 1.4 million people have visited the DoctorsThatDO.org website and 573,000 of them have clicked through to the campaign’s “Find Your DO” search tool. Dr. Mayo highlighted that efforts have led to an astonishing 64 percent lift in the likelihood to consider a DO among consumers exposed to the digital campaign.
Looking forward to the third year of brand awareness, plans call for updating the creative marketing, bringing back more print advertising, leveraging high-performing digital tactics and introducing fresh, new DO faces to the campaign.