Consumer Pain Education Campaign

AOA: Break Through Your Pain

CHALLENGE

Following BRG’s award-winning work with American Osteopathic Association to launch and the nationwide awareness campaign, Break Through Your Pain, we were brought on to develop and execute upon a hyper local media campaign focused on specific states where there was a great need for education on pain management.

SOLUTION

Create four newsworthy public relations education campaigns in four states that address concerns around newly introduced pain management legislation and common misunderstandings about pain management to empower people living in pain to seek treatment, elevate state awareness and understanding of osteopathic physicians, and build American Osteopathic Association’s online reputation.

Leverage research, and key moments in time to develop state-by-state public education campaigns. Execute a multi-state media launch highlighting state legislation news, local osteopathic physician spokespeople, and American Osteopathic Association key messages.

RESULTS

These efforts, elevated the understanding that osteopathic physicians are fully licensed physicians uniquely qualified to develop individualized pain plans. Osteopathic physicians were featured in 100% of the media coverage, and nearly all coverage included the definition of an osteopathic physician. More than 98% of media coverage directed people to American Osteopathic Association’s website to gather information about pain management and to learn more about osteopathic physicians.

Overall, the campaign increased consumer awareness of the need for individualized treatment of chronic pain through national and local placements. A radio media tour and audio news release also helped reach local markets to effectively educate key audiences. Additionally, three op-ed pieces were developed and placed in Massachusetts, Kentucky and Washington to drive awareness and action around state specific issues on pain management.