With support from several osteopathic organizations, the AOA has partnered with content marketing company Mediaplanet to deliver positive stories about the profession and DOs to hundreds of thousands of readers across the U.S.
The campaign, which is called Empowering DOs, is now in digital format after being circulated in USA Today in its March 24 issue to 600,000 readers in more than 15 of the country’s largest media markets.
DOs making a difference
The digital version is being delivered via web platforms, social media, e-newsletters, blogs and other online distribution channels by Mediaplanet and partners, including the American Osteopathic Foundation, the Federation of State Medical Boards, AACOM, and more. Total digital reach is expected to include more than 500 markets.
Empowering DOs includes several articles about osteopathic physicians making a difference in health care along with information about what makes DOs distinct.
There’s a feature on Barbara Ross-Lee, DO, the first Black woman to lead a U.S. medical school. That feature was on the print edition’s cover.
History and growth
An article on what it’s like to be NASA’s chief health and medical officer helps readers get to know J.D. Polk, DO, and a piece on the whole-person approach to medicine looks at the history of osteopathic medicine and its recent growth.
“As you read this publication, I hope you gain a better understanding of the osteopathic profession and the amazing people — past and present — who tirelessly work to improve health care in our country and proudly call themselves doctors of osteopathic medicine (DOs),” AOA CEO Kevin Klauer, DO, EJD, FACEP, wrote in an op-ed introducing the campaign.
Learn about the valuable contributions DOs are making to the world of health care by reading the campaign online, or see the print edition circulated on March 24.