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Undergraduate Students Challenged to “D.O. More” Through Innovative Awareness Campaign on Benefits of Attending Colleges of Osteopathic Medicine


May 6, 2015


Lisa Cole, MBA
Vice President of Marketing and Communications
Scott D. Tattar
WHITECOAT Strategies

(Washington, DC) – Today, the American Association of Colleges of Osteopathic Medicine (AACOM) launched the “D.O. More” campaign to further stimulate interest among undergraduate students in applying to colleges of osteopathic medicine (COMs). The campaign coincides with the timing of decision-making among potential applicants to COMs.

The “D.O. More” campaign launches on the heels of recent data that indicates that one-of-four—25 percent—of first-year entering medical students in the United States are students of osteopathic medicine—the largest percentage ever recorded.

The innovative awareness campaign appeals to the aspirations of millennial students to contribute and improve their communities and the world. It includes an integrated digital and social media effort that works across social media channels, the web and email, and leverages high impact graphics, infographics, real-life testimonials, and photographs.

“More and more students choose colleges of osteopathic medicine because of a desire to give back to their communities,” said Stephen C. Shannon, DO, MPH, President and CEO of AACOM. “Our students push themselves to take their medical expertise to underserved communities and global health settings. The ‘D.O. More’ campaign connects students with their passion and potential.”

Campaign channels include: Twitter, Facebook, and a main campaign landing page: www.aacom.org/domore.

A quarter of first-year entering medical students in the United States are students of osteopathic medicine. According to AACOM, a total of 6,786 new matriculants at COMs were recorded in the fall of 2014, while 20,343 new matriculants at allopathic colleges were recorded over the same time period. The recently released data includes final enrollment figures from several COMs that were not previously available.

Record growth is being experienced by the 31 accredited COMs in the United States, which are accredited to deliver instruction at 44 teaching locations in 29 states. These colleges are now educating over 24,600 future physicians.

AACOM believes the increased trend is due in large part to the interest of students to put their teachings to good use through international programs, work in underserved communities, and rural work—and other attributes of the D.O. path. Visit the campaign at www.aacom.org/domore.


The American Association of Colleges of Osteopathic Medicine (AACOM) was founded in 1898 to support and assist the nation's osteopathic medical schools, and to serve as a unifying voice for osteopathic medical education. AACOM’s mission is to provide leadership for the osteopathic medical education community by promoting excellence in medical education, research and service, and by fostering innovation and quality across the continuum of osteopathic medical education to improve the health of the American public. AACOM represents the 31 accredited colleges of osteopathic medicine in the U.S., which are accredited to deliver instruction at 44 teaching locations in 29 states. In the 2014-15 academic year, these colleges are educating over 24,600 future physicians – more than 25 percent of new first-year U.S. medical students. Six of the colleges are public, and 25 are private institutions.