The Acute Problem with Chronic Pain Marketing and How Mara Baer Suggests Fixing It
Advocate Mara Baer identifies how mainstream chronic pain marketing relies on clichéd imagery and acute-pain framing that fails to resonate with chronic pain patients. She calls for marketers to co-create campaigns with patients, use realistic depictions of daily life with chronic conditions, and replace stock imagery with authentic representation. Empathy and accuracy, she argues, drive both engagement and clinical trust.
Chronic condition marketing is often designed by people who don’t live with the conditions. Operators in pain management, behavioural health, and specialty care can differentiate meaningfully by closing the empathy gap in their patient communications.
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