American Osteopathic Association

Challenge

Raise consumer awareness on the need for individualized treatment of chronic pain, while increasing understanding that DOs are fully-licensed physicians with additional training to ensure patient-centered care.

Solution

• Develop a newsworthy public education campaign that empowers Americans living with chronic pain to seek treatment, while showcasing DOs as experts who are uniquely qualified to offer an integrated approach to pain management.
• New pain insights developed through national and local-level consumer surveys
• New York Media Tour featuring a broadcast media tour and desk-side briefings with national magazines
• Aggressive media outreach to national and priority local markets
• New patient-friendly tools on AOA’s website

Results

• Secured more than 156 million media impressions with 6 national broadcast placements, 26 SMT interviews, and 4 national magazine desk-side briefings with Fitness, Whole Living, SELF and Women’s Health.
• Generated television and print coverage in priority states through interviews with local DO spokespeople.
• Delivered key campaign messages to media showcasing the severity and prevalence of chronic pain in America and the benefit of working with a physician to create an individualized pain management program.

Results Continued

• Elevated the understanding of DOs by featuring DO spokespeople in 85% of the media coverage and explaining a DO’s unique approach to care.
• Built AOA’s online reputation by directing consumers to AOA’s website to access interactive tools and discover more information about chronic pain and DOs.