“Pain Navigator”: a media about pain for doctors and patients

Starting point

The drug had no platform where pain could be discussed in more depth than in advertising: clearly with patients and at a professional level with neurologists.

What we learned about the audience

People find it hard to describe their pain: many do not know how a cutting pain differs from a stabbing, dull or throbbing one. This blurs the medical history and creates problems for both sides, the patient and the doctor.

Task

Present the project to two audiences at once: consumers and neurologists. Among patients, to become a pocket painkiller; among doctors, to increase prescriptions of the drug.

Colour and type

• Purple#6357FFthe main colour of the illustrations
• Deep purple#6038FFaccents and graphics
• Yellow#F9E400flashes of pain and highlights
• Red#F52A3Esignal elements

Solution

1. 01

   The “Pain Navigator” website on the client's corporate site: an open section for everyone and a closed section for doctors, accessed via a link in the newsletter

2. 02

   For patients: pain as a phenomenon, through culture, anthropology, art and evidence-based medicine

3. 03

   For neurologists: evidence-based medicine only, with studies, assessment scales and clinical criteria

4. 04

   A primer on types of pain: how to describe it to a doctor, infographics, a pain diary, including in Kazakh

5. 05

   Original articles, comics, infographics and expert columns

6. 06

   The medical editorial team and external medical experts, including PhDs in neurology

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Result

• Patientsgot a clear source of knowledge about pain
• Doctorsgot a professional channel with expert content
• The brandspeaks to two audiences in one project, and a community forms around it

Comics

Stories about pain everyone recognises: toothache, back pain after a working day, pain people put up with until the last moment.

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What worked

1. The primer on types of pain solves a real problem in the consulting room: the patient describes pain more precisely, and it is easier for the doctor to take the history.
2. Looking at pain through culture and anthropology made the topic interesting rather than frightening.
3. The closed section for doctors gave a sense of a professional club.

Team

• Maria Mityashina, Maria Fomina, Marianna MirzoyanMedical editors
• Ekaterina LoganovaArt director
• Maxim FetisovProducer