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Forbes
20-06-2025
- Health
- Forbes
Clarity, Not Volume, Drives Trust In Pain Management Messaging
Christy Saia-Owenby is the Founder & CEO of MOXY Company, focused on strategic growth for medtech, healthcare brands and physician leaders. getty 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. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Forbes
17-06-2025
- Business
- Forbes
20 Ways To Turn Marketing Missteps Into Smarter Strategy Moves
getty Every communications professional has a story about a campaign that didn't land as they hoped. Maybe the message missed the mark, the audience didn't respond or the timing was off—whatever the reason, these "flops" often teach us the most. The key is taking the time to unpack what really went wrong and why, without rushing to move on. Below, 20 Forbes Communications Council members share some reflections and practical takeaways from past marketing misfires. These lessons can sharpen your instincts, strengthen your planning and help you spot weak points before they become costly. The failed campaign, the failed idea, is always an important reminder to take the swing and swing hard. What I took away from that moment was that it is vital to take the swing—armed with the research and information, coupled with what your experience tells you—and to trust it. Even if it "fails," you learn more from that swing and that informs the successes that are sure to follow. - Nina Mehta, MIT Technology Review Every failed campaign is a reminder to step outside our echo chamber. Great ideas need validation through data, testing and audience feedback. The biggest lesson? Strategy isn't just creative; it's collaborative. Success comes when we create with our audience, not just for them. - Lyric Mandell, PhD, MOXY Company Marketing involves risk and experimentation; we all have our share of flops. I learned that replicating a competitor's success didn't work for us, even if it was a good idea. The key is to learn, experiment and be creative, but focus on your unique brand, voice and value. That early flop shaped my approach. - Kayla Spiess, Searce Embracing failure as a learning experience is the core of an experiment-centric mindset. Taking calculated risks, prioritizing learning over pure performance and answering "Why didn't it work as expected?' creates the psychological safety needed to keep pushing boundaries. Teams working under this culture are up to two times more productive and three times more innovative than teams led without this framework. - Vanina Marcote, IBM I've absolutely had ideas flop, and it always comes down to losing sight of the data because I fell in love with a preconceived narrative. The biggest lesson? Your gut is powerful, but it needs grounding. Now I anchor every creative impulse in data and dialogue, relying on the team's collective wisdom as a sounding board to verify and refine intuition into something truly impactful. - Joshua Stratton, Against The Current Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? Yes, we once launched a campaign focusing only on product features, and it fell flat. The key lesson was to shift from product-first to audience-first messaging. Now, every campaign starts with audience pain points, ensuring a relevant emotional connection and better engagement. - Saakshar Duggal, Artificial Intelligence Law Hub One of the most valuable lessons I've learned in marketing is that just because you have a clever idea doesn't mean it'll succeed without a little extra creativity. I once launched a social campaign that sounded great on paper but flopped in execution. It taught me that smart concepts need bold strategies and out-of-the-box ideas, like influencer partnerships or unexpected approaches, to truly connect. - Victoria Zelefsky, Anne Arundel Economic Development Corporation Yes—I once led a campaign that flopped because we assumed the audience knew our industry's jargon. The visuals were strong, but the message didn't land. The lesson? Test your messaging early. Now, I always bring in audience feedback before launch to avoid internal tunnel vision and ensure we're solving real problems, not just creating noise. - Maria Alonso, Fortune 206 I once launched a campaign with a focus on broad audience appeal, hoping to reach a wide demographic. It underperformed because it lacked specificity and didn't resonate deeply with any one group. The biggest lesson I learned was the importance of understanding your target audience's unique needs. Now, I focus on personalization and segmentation to ensure campaigns speak directly to the right ICP. - Antony Robinson, Novalnet AG We launched a digital campaign to gather video-based customer stories at scale through a vendor platform. The team tested different channels and messages, and even added incentives, but it didn't get us any stories. A few months later, we got 150 videos at our annual conference with the same mechanism, in a lively in-person setting. Context and timing often matter more than tools or incentives. - Rinita Datta, Cisco Systems, Inc. We once launched an email campaign filled with clever puns and eye-catching visuals, thinking creativity alone would drive engagement. It completely flopped. The biggest lesson we learned was that clarity always beats cleverness. Now, our focus remains on crafting messages that are clear, relevant and value-driven, ensuring the audience immediately understands what's in it for them. - Lauren Parr, RepuGen Our client insisted on placing our spokesperson on a daytime talk show, despite our target audience—senior execs and decision-makers—not watching. We advised against it and suggested more relevant platforms, but the talk show took priority. The result: lack of impact and board disappointment. The lesson: Always align strategy with where your target audience truly engages. - Katie Jewett, UPRAISE Marketing + Public Relations I've written sizzle reels that felt spot-on in the script but didn't work once they were cut. Or I loved it, and the client didn't. That's the creative space. Not everything hits. When it flops, I look at what landed and why. Sometimes it takes a walk around the block to accept the criticism. Creative work isn't about getting it right every time. It's about staying open-minded and trying again. - Rich Bornstein, Bornstein Media Our audience is giving us clues every day. If we listen to our audience, we build ideas based on their needs. However, if we jump into a conference room without the right research and analytics, we make the mistake of thinking we are so smart that we don't need research. That's pretty rare, and customers have a way of reminding us to listen. - Bob Pearson, The Next Practices Group In a previous role, my team tried to publish the company's first original research report based on trends and insights from platform usage. I underestimated the reliability of the data, and we failed. Since then, I've been able to produce multiple reports. Now, my first question is, "Do we have access to the right data to generate meaningful insights?" We only go ahead if I'm happy with the answer. - Rekha Thomas, Path Forward Marketing Not every idea lands—and that's the point. Real growth doesn't come from playing it safe. The magic is in the process, not just the outcome. I've learned to expect some misalignment, ask for feedback, embrace the discomfort and keep going anyway. Creative risk refines your craft, and failure is the cost of growth. - Amber Roussel Cavallo, Civic Builders We were so convinced our edgy, disruptive approach would resonate with a younger audience. We went all-in, pushing boundaries we thought our competitors wouldn't dare to cross. However, it turns out we misread the cultural moment—what we thought was daring came across as tone-deaf and, frankly, alienated a significant portion of our target demographic. The backlash was educational. - Patrick Ward, NanoGlobals Yes, all marketers have ideas that flop. It doesn't always mean the campaign or product was bad. Timing often plays a bigger role than we admit. The key is to dig into the data and ask: Was it poor messaging, product readiness or market timing? Some of my best-performing ideas today were ones that initially failed. I just launched too soon. - Prateek Panda, The biggest lesson I learned from flopping ideas is that reach without relevance is just noise, meaning you are just burning the budget if you don't back the hype with user value. For that reason, every idea must clear a north-star KPI and deliver a clear benefit before launch. - Jamie Elkaleh, Bitget Wallet Every marketer has ideas or campaigns that fail. Not every test beats the control. Every new idea is just a test to compare against what you are already doing. So, failure is simply part of the process. No marketing initiative is truly a failure as long as you learn from it. Every idea that underperforms teaches you more about what doesn't work. Learn from every campaign and you'll never "fail." - Tom Wozniak, OPTIZMO Technologies, LLC
