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AAO launches effort to rebrand itself as vanguard of eye care
The American Academy of Ophthalmology is embarking on an initiative to rebrand itself and foster an understanding of the specialty’s impact on society, a speaker said at the AAO annual meeting in Las Vegas.AAO CEO David W. Parke II, MD, described the rebranding effort during a press briefing. Although the initiative will involve changes to the AAO’s logo, tagline, design of products and website, it is mainly designed to enhance the public’s understanding of the goals and contributions of ophthalmology, Parke said.