AACOM Announces New “Choose DO” Recruitment Brand

February 05, 2019

The American Association of Colleges of Osteopathic Medicine (AACOM) has launched Choose DO, the Association’s first medical student recruitment sub-brand. This new initiative reflects AACOM’s commitment to promoting osteopathic medical education as a preferred pathway for future physicians and looks to increase the number of qualified physicians available to meet U.S. health care needs.  

With 25 percent of all U.S. medical students now attending a college of osteopathic medicine, the field has become one of the fastest growing health professions in the nation. The Choose DO brand will help to serve this growing community by providing tailored resources that engage and guide students interested in becoming physicians to learn more about their options for osteopathic medical school. In addition, Choose DO serves as a national platform for osteopathic medical school recruitment by providing branding, language, and resources that AACOM’s member colleges can choose to use to augment their own respective recruitment efforts. 

“Our goal is to inspire prospective students—individuals who will be part of the next generation of physicians—by connecting through stories, images, and information that resonates with them,” said AACOM President and CEO Stephen C. Shannon, DO, MPH. “These students have the opportunity to be part of a new horizon in medical education and training—one that fully embraces the importance of the patient-centered approach to treatment and care that is a foundational element of osteopathic medical education and training. This new sub-brand is a major step forward in helping us communicate the impact they can make by choosing to pursue a career in osteopathic medicine.”  

All Choose DO materials are focused on providing insights into osteopathic medical school education and training while also highlighting important information on the application process. Currently, brand initiative tools and materials include a new microsite—ChooseDO.org—intended to educate both prospective medical students and others interested in learning more about osteopathic medical school; dedicated FacebookInstagram, and Twitter accounts; branded PowerPoint presentations for health professions recruitment events; and flyers, one-pagers, giveaways, and other print collateral items. AACOM also crafted branded recruitment toolkits for recruitment and admissions professionals at its member colleges of osteopathic medicine.

Choose DO’s aspirational tagline, “A New Generation of Doctors,” will motivate and inspire the nation’s future DOs. The initiative’s simple, text-centric visual approach offers a clean and streamlined aesthetic and features a new logo designed for high visibility. 

“Today’s current and prospective osteopathic medical students represent a bright future for health care,” said Dr. Shannon. “Their unique backgrounds and training will provide a tremendous benefit to not only their patients, but also their families and the communities they will serve.”


Vol. 3, No. 3
February 7, 2019