Clarity, Not Volume, Drives Trust In Pain Management Messaging

Forbes

20-06-2025

Christy Saia-Owenby is the Founder & CEO of MOXY Company, focused on strategic growth for medtech, healthcare brands and physician leaders.
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In today's spine and pain management landscape, the only thing more overwhelming than the condition itself is the sheer volume of competing messages claiming to provide relief. For potential patients, this information overload—and the social baggage that comes with it—often creates more confusion than clarity. But it's not just patients who are caught in the noise. For healthcare organizations, medical technology companies and physicians, the spine and pain space presents one of the most complex communication challenges in medicine today.
Having worked extensively in this space, I have seen firsthand how complexity is often underestimated. When agencies or partners claim they can effectively market pain products, procedures or providers without a true understanding of the clinical, emotional and social dimensions of pain, it raises a necessary question: Are they advancing care, or simply chasing attention?
Pain is deeply personal, often invisible and difficult to define. So is the messaging around it. Crafting communication that is clear, credible and collaborative requires more than marketing tactics—or inflated vanity metrics designed to make generic messaging appear effective. It demands empathy, precision and a deep understanding of both the science and the stigma surrounding pain.
In a market saturated with bold promises and competing voices, the question for healthcare communicators becomes urgent: How do we break through the noise—without adding to it—and build trust in a space where trust is often the first casualty?
One of the most common mistakes in spine and pain communication is casting too wide a net with a generic message in an attempt to capture the attention of the millions of people living with pain. While the potential audience is expansive—with nearly 21% of U.S. adults living with chronic pain—seeking mass appeal should never come at the expense of relevance. In an effort to seem inclusive, many medtech brand strategies end up overly generalized, lacking the nuance needed to truly connect. Ironically, this often alienates the very patients they hope to engage and help.
This challenge is amplified by the realities of information overload. Studies show that an excess of digital content can significantly impair decision making, productivity and well-being, illustrating why focused positioning is critical for impact.
The fundamental role of a healthcare brand strategist is not to promote everything to everyone; it is to deeply understand a specific pain point and deliver a clear, confident solution—your solution. In the spine and pain management space, a strong communication strategy isn't just good branding; it's a public service. Specificity is the antidote to overload.
While pain may be physical, how individuals experience it and seek help is intrinsically emotional and cultural. When healthcare communicators neglect to acknowledge this critical facet of care, campaigns miss the opportunity to connect with patients on a core level.
Research shows that shame can act as a silencer, with many reporting that feelings of embarrassment or unworthiness prevent them from seeking care or sharing their despair. This stigma is often exacerbated for those with chronic pain conditions where symptoms manifest in intimate or invisible ways. As a result, many patients internalize the belief that their suffering is exaggerated or illegitimate, creating uncertainty around when and how to chart a pain-free path forward.
As communicators, we must understand the social context in which we operate. It's not enough to promote a product—we need to validate the pain journey. That means highlighting the full treatment trajectory—not just the treatment itself—and honoring the emotional realities that come with it.
Compassionate and candid campaigns that emphasize empathy and care build trust. And trust is the bridge between despair and repair.
In today's fractured care landscape and increasingly crowded digital space, patients aren't just searching for a service—they're seeking guidance. They need trusted sources to help them navigate information overload, form informed opinions and chart a clear path forward. That's where strategic healthcare communication becomes invaluable—not by saying the most or shouting the loudest, but by communicating with clarity, calm and purpose.
The most impactful messaging positions itself thoughtfully within the care continuum, defining a clear niche while acknowledging the complexity of available treatment options. A strong brand strategy doesn't just promote—it provides context. It demonstrates an understanding of the social, emotional, physical and financial barriers patients face, while staying grounded in the specific solutions you offer.
When healthcare communicators do this well—offering insight, not just persuasion—they are no longer seen as promoters. They become trusted guides. In a space as personal and high-stakes as pain care, that shift isn't just good strategy—it's a public service.
Pain management requires collaboration, not competition. The future of healthcare communication lies in uniting disciplines, honoring lived experiences and crafting clear, evidence-based messaging that rises above the digital noise.
When you move beyond simply promoting services or new medtech—and start genuinely connecting with people, their challenges, their passions and their goals—you stop being just another provider or product. You become part of their story. That's how brands, hospitals, surgeons and the entire healthcare industry can stand out—not by shouting louder, but by mattering more.
As brand strategists and communicators, our role is not just to amplify, but to advocate. We must continually ask: How can our messaging make patients feel more seen? How can it reduce fear, silence shame and open the door to trust? When patients feel seen, they are not only more likely to seek care; they are also more likely to believe in the care they receive.
At the end of the day, clarity isn't just a smart strategy. It's good medicine.
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