Founded in 1898, the American Optometric Association (AOA) is the leading authority on quality eye care and an advocate for our nation’s health, representing more than 44,000 doctors of optometry (O.D.), optometric professionals and optometry students.

mdg started with a topline performance model to establish baseline expectations and then crafted the digital strategy using the model to align tactics. The digital campaign consisted of four paid tactics: Facebook, Google Ads (SEM), Feathr and LinkedIn. Messaging was split to focus on the hard numbers (i.e., 60-plus courses, 26 credits) and timely course topics (i.e., infection control, tele-optometry, artificial intelligence).