AACOM Choose DO Student Engagement Program

AACOM wanted to positively shift perceptions around the field of osteopathic medicine and increase enrollment by creating a student-focused brand, website, and social media presence.

Situation YMC conducted research to gather data around the existing perceptions of osteopathic medicine. Leveraging those insights, YMC developed the student-focused “Choose DO” brand to positively shift perceptions and increase student enrollment.


Survey 4 key audiences to discover existing perceptions

Dispel misconceptions through the creation of a student-focused brand

Create ongoing content to educate prospective students



Uncovered discrepancies between surveyed audiences


Developed a student-focused brand, website, and collateral


Delivered a strategic marketing and implementation plan

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