In the midst of a prescription pain medicine crisis, where 50 million Americans struggle to find relief from chronic pain, Pain.com offers a beacon of hope. Built on the belief that pain is personal, this campaign positioned the website and accompanying email journey as essential tools for empowering users with personalized, nonpharmacologic treatment options and actionable resources.

Responsibilities: Design Leadership, UX Direction, Visual Design, Art Direction

Agency: MERGE

The campaign’s centerpiece, the Pain.com website, provided users with innovative features like the Personal Pain Relief Evaluation quiz, patient success stories, and curated treatment options, all designed to foster engagement and hope. To complement the website, a customer journey email stream extended the campaign’s reach, guiding users back to the site and delivering tailored content based on their needs. Together, the website and email journey created a seamless experience that met users at every stage of their pain management journey.

This campaign achieved measurable success:

64% increase in pageviews
47% increase in time spent on the site
14% decrease in exit rate

The impactful messaging, cohesive multi-channel approach, and user-focused design earned the MM&M Silver Award in 2022, recognizing Pain.com as a standout in both creativity and user engagement.

Website

The Pain.com website serves as the heart of the campaign, offering tools and stories to empower users in their pain management journey. Highlights include:

Personal Pain Relief Evaluation Quiz: An interactive tool that provides tailored treatment recommendations based on the user’s unique pain profile. By addressing individual needs, the quiz fosters engagement and drives deeper connections with users.
Patient Success Stories: Real-life accounts of individuals finding relief through nonpharmacologic treatments, offering hope and relatability.
Nonpharmacologic Treatment Options: Curated resources showcasing the latest innovative therapies and solutions.

The website’s empathetic tone and actionable tools effectively resonated with users, driving measurable results and positioning Pain.com as a trusted resource for chronic pain management.

Targeted Social Media Campaigns with Purpose

Our social media strategy was designed to connect with patients through thoughtful, creative storytelling. We crafted three unique concept approaches, each addressing a specific aspect of the pain experience:

Discover the Power: An inspirational approach, showcasing advanced pain management solutions to instill confidence and hope.
Your Pain is Unique: A sympathetic narrative, emphasizing the individuality of each patient's journey and offering personalized support.
Understand Your Pain: A clinical approach, providing clear and informative content to educate patients about their condition and available options.

These campaigns resonated deeply with audiences, fostering meaningful engagement and reinforcing the brand's commitment to compassionate care.

Email Journey

The campaign extended beyond the website through a thoughtfully crafted email journey designed to drive traffic and engagement. Using segmentation, the email stream addressed specific user needs based on behavior, demographics, and pain profiles, ensuring personalized communication at every touchpoint.

Key Highlights:

Segmentation Strategy: Emails were tailored to different user groups, including those exploring treatment options, engaging with the Pain Relief Evaluation quiz, or seeking ongoing support.
Engaging Content: Topics ranged from treatment tips and patient stories to interactive CTAs that directed users to key website tools like the quiz and success stories.
Results-Driven Approach: The email journey played a critical role in driving traffic back to the site, increasing quiz completions, and maintaining user engagement.

Visual Component: A cohesive design ensured alignment with the Pain.com branding, maintaining consistency across channels and reinforcing the campaign’s empathetic and personal tone.

My Role

As an Associate Creative Director, I collaborated closely with the Creative Director and worked with a multidisciplinary team of designers, copywriters, and strategists to bring the Pain.com website and email journey to life. My contributions included shaping the overall creative strategy, ensuring cohesive messaging across channels, and crafting engaging visuals and tools, such as the Personal Pain Relief Evaluation quiz. I also focused on incorporating authentic patient success stories, blending empathy-driven storytelling with practical resources to create a user-centric experience. Together, our team delivered a campaign that effectively engages its audience and drives meaningful results.