he “D.O. More” campaign is a digital awareness initiative launched by AACOM during the first week of May 2015 to further stimulate interest in and awareness of osteopathic medicine among undergraduate students considering a future in the health professions. With an unprecedented 25 percent—one in four—of all first-year medical students in the United States now pursuing osteopathic medicine, “D.O. More” is elevating visibility of this distinct form of medical practice while spotlighting the tremendous role colleges of osteopathic medicine (COMs) play in preparing physicians of the future.
This effort marks the first time AACOM led a social media campaign that incorporates not only graphic elements, but also includes a news release, blog post
, hashtag—#DOmore2016—as well as campaign web pages
that empower supporters to spread the word and share stories.
Our coordinated approach, in conjunction with outstanding engagement from allies including osteopathic medical student groups (AACOM's Council of Osteopathic Student Government Presidents (COSGP), National Student Osteopathic Medical Association (SOMA), and Pre-SOMA), current medical students, prospective students, student leaders, organizational heads, deans, partner organizations such as the American Osteopathic Association (AOA) and National Board of Osteopathic Medical Examiners (NBOME), publications such as JAOA, JGME, and The DO, as well as from COMs nationwide—is making “D.O. More” a success.
Together we’re creating conversations with prospective students, current DO students, and leaders in osteopathic medical education who are passionate about educating communities and showing pride in the DO profession. Sustained engagement on Twitter and Facebook has translated to new audience growth across social media platforms, expanding the osteopathic medical community’s sphere of online influence.
The first phase of the campaign, which lasted into mid-June, generated the following outcomes:
- Generated a combined total of 233,800 online views (“impressions”) of AACOMAS Facebook and AACOM’s primary Twitter account (@AACOMmunities)
- Expanded our social media audience size by approximately 10 percent, fueling 213 new likes for AACOMAS Facebook and 328 new followers of @AACOMmunities
- Spurred more than 3,800 online actions (clicking on links, downloads, retweets, likes, shares, comments) from tweets and Facebook posts
Whether you already participated in “D.O. More” or this is the first time you’ve heard about the campaign, you can still get involved as we continue to share the stories of future DOs. Prepare to be inspired by students like Aaron Stecker of Western University of Health Sciences/College of Osteopathic Medicine of the Pacific (WesternU/COMP), who’s excited to spread the word about osteopathic medicine and why he’s embarking on the DO path.
“I chose osteopathic medicine for several reasons, but the primary reason is because of the emphasis on preventive care that we receive as DO students,” Mr. Stecker said. “Our current system of ‘sick care’ is not sustainable, and I am excited to be an active part of the solution with my medical training.”
So are we. Join
our growing circle and connect with others to amplify the voices of those who want to help the people who need it most, both near and far, as DO heroes.