American Association of Colleges of Osteopathic Medicine

Website Success Story

The Challenge 

AACOM needed to drive engagement across multiple distinct audiences (prospective medical students, current students, member colleges, and the public), and to make its website a usable lead source for medical school applications. Content was buried, and the site navigation did not match how visitors looked for information. AACOM also needed a Buyer’s Guide-style experience for prospective students researching DO programs across AACOM member colleges. 

What Results Direct Delivered 

Results Direct delivered a modern website designed to support engagement and a highly-targeted digital experience built around audience-specific engagement paths, content discovery across multiple audiences, and increased applications to become a Doctor of Osteopathic Medicine.

The work included user experience research, content strategy, search optimization for both traditional engines and AI answer engines (AEO/GEO), and intentional surfacing of the pages most likely to drive medical school applications.

As part of the project, Results Direct designed and built the Choose DO Explorer, a faceted, searchable directory of every osteopathic medical school in the country. Prospective students filter by location, program type, dual-degree options, scholarship availability, and other facets that match how they evaluate schools. Each school’s profile pulls structured data, news, and student stories together in one record. The Explorer surfaces contextually on related articles and program pages.

Key Redesign Results 

• 200,000+ new users to the site
• 44% increase in active Choose DO Explorer users
• 110% increase in News area visits (2024 to 2025)
• Strategic pages (Apply to Medical School, Become an Osteopathic Medical Doctor, Choose DO Explorer) are now the top-visited pages on the AACOM website, ahead of the home page