CAP’s Response to AOA’s Doctors That DO Campaign

Courtesy of Dr. Richard Friedberg, Issues of Interest Section on CAPConnect:

CAP members may be aware of the American Osteopathic Association’s (AOA) recent “Doctors That DO” advertising campaign, which includes two print ads that many in pathology and laboratory medicine consider disparaging.  On behalf of concerned CAP members, I contacted the AOA president, John Becher, DO, and requested that the AOA remove the laboratory-related ads from the campaign.

The AOA responded to me this week. Please note the following and share with others who may ask you questions:

• The AOA is aiming “to convey DOs’ whole-person approach to care” and they have been dismayed by negative feedback received from many in pathology and laboratory medicine.
• After March, the AOA will discontinue the use of two of the lab-focused advertisements.
• Because the AOA plans to continue the campaign longer term, I have also requested that a CAP member DO be included in the task force that reviews future campaign components.

I’m encouraged that our discussions with AOA have been respectful and fruitful. If you have any questions, do not hesitate to ask. I will share any significant future developments on this issue as well.

Source: Shared with permission from CAP on CAPConnect