Through this campaign we were able to reach an audience circulation of
more than 4.5 million (4,560,752) through known published articles. It is likely this number is much higher as we did not have a way to formally track coverage of each local doctor's market nor establish the reach of many television and radio interviews that were conducted.
This should help us move toward our one of our goals at the ACVO which is to educate referring DVMs and the general public of the existence of specialty veterinary medicine, specifically ophthalmology. Given the recent research from AVMA that stated approximately 96% of the public did not know that specialists in veterinary medicine existed, this is a necessary PR effort.