These efforts, elevated the understanding that osteopathic physicians are fully licensed physicians uniquely qualified to develop individualized pain plans. Osteopathic physicians were featured in 100% of the media coverage, and nearly all coverage included the definition of an osteopathic physician. More than 98% of media coverage directed people to American Osteopathic Association’s website to gather information about pain management and to learn more about osteopathic physicians.
Overall, the campaign increased consumer awareness of the need for individualized treatment of chronic pain through national and local placements. A radio media tour and audio news release also helped reach local markets to effectively educate key audiences. Additionally, three op-ed pieces were developed and placed in Massachusetts, Kentucky and Washington to drive awareness and action around state specific issues on pain management.