A Place To Learn and Engage

Context

Since its inception in 2015, Pain Relief Revolution has been a voice for better and more progressive approaches to pain management. Our goal has been to empower our readers in their battles for creating sustainable relief from pain by delivering knowledge and fresh ideas that might otherwise get missed at standard medical appointments and internet searches.

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Challenge

Develop a robust community platform that would enable thousands of users to interact, create content, and engage with fellow users. No easy task when there are millions of websites in the medical landscape. Pain Relief Revolution came to us to create the brand, develop the network, and launch an ongoing social media campaign to increase awareness and cultivate conversation about painreliefrevolution.com.

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Strategy

Through extensive research, we discovered that much of the existing information about chronic pain on the web is unhelpful or even inaccurate. This finding became the basis for our strategy.

Content Strategy

Pain Relief Revolution can only be as good as its content, so ikonic designed a content strategy to target four of the most common topics sought after by chronic pain sufferers. We built a complete information architecture from the ground up to address more than twenty areas of expertise surrounding chronic pain. 

We worked closely with Dr. Peter Abaci to extract dozens of articles from his first three books. These articles touched on most of the topics necessary to reach our platform launch goals, however, we needed to fill in some gaps.

Influencer Marketing

To flood the website with quality chronic pain resources, we sought the help of digital influencers: authors, journalists, educators. Ikonic recruited chronic pain experts who could contribute to the platform while continuing to spreading the word about Pain Relief Revolution on social media and beyond.

Social Media

With a network of influencers in place we knew we would be able to quickly grow an audience across social media channels. 

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Creative

With this project our design team created a brand identity from the ground up. We utilized the standard design sprint to brand narrative and visual standards – rapidly iterating until we achieved an informed solution. The core of the resulting visual standards is a color code for each of the four primary topic spaces. These colors are reflected in the header for each article and sidebar links to relevant articles.

The logo was also the result of nearly two weeks of collaborative design exercises. These exercises allowed for our team to break apart and work independently before sharing and commenting on each individual iteration. In the end, we presented two logo and brand concepts to Pain Relief Revolution and collectively agreed on the current iteration. 

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Platform Development

The result of our strategy is a community platform that introduces an innovative community experience while delivering trustworthy content to people who suffer from chronic pain.

The customized content management system (CMS) serves as both a customer-facing platform as well as a full-scale publishing platform. We developed custom publishing workflows and interfaces to empower contributors to log into the platform and manage their own articles. We also built a custom RSS feed parser to enable import of articles directly from our expert's blog. 

The intelligent platform tags hundreds of trustworthy health articles daily and presents them to users in a beautiful, customizable dashboard. Additionally, an algorithm processes the most relevant articles based on user preferences. This personalized digital experience empowers consumers to take control of their health and pain.

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Results

Sometime after the platform was deployed, ikonic launched a highly-successful, ongoing social media strategy to cultivate conversation among key influencers and experts. We have leveraged data, integrated analytics, and KPIs to help drive and shape our social activities and campaigns. 

Since lauch we've also established partnership opportunities and business relationships far beyond our original scope. We continued recruiting experts to the platform while making it easier for contributors to submit articles. 

The platform has scaled to support heavy usage, and we have used user feedback and design sprints to continually optimize the user experience.

Milestones

  • More than 5,000 members have joined
  • Doubled the number of expert contributors – doctors and pain specialists
  • Content partnerships formed with about.com, Huffington Post, and WebMD.
  • Thousands of members tune in to monthly programming

 

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Pain Relief Revolution

Learning about pain treatments should be a highly positive and enriching experience. Pain Relief Revolution is working to make that a reality.