Chronic pain is an epidemic. For half the population, it has resulted in costly surgeries, addiction, lost wages, and lower life fulfillment. While current care methods are often ineffective, they have become the norm.

Hinge Health, a digital musculoskeletal (MSK) clinic, is challenging the norms of pain relief. They engaged Archetype to raise awareness among consumers that there is a better way to treat their pain. To achieve this goal, Archetype implemented a successful consumer media campaign to establish Hinge Health’s medical experts as thought leaders with trusted voices.

Our team designed a program centered on practical advice to ease pain associated with MSK and women’s pelvic health. From stretching techniques and strength-building exercises to effective home remedies, Hinge Health physical therapists became go-to resources for the health and wellness media.

To establish further credibility and drive linkbacks, we worked with Hinge Health’s design, clinical, and PR teams to create a Medical Experts page that highlighted the voices we were pitching, and encouraged readers to visit the broader Hinge Health website.

As a result, Hinge Health’s share of voice grew 2x against its competitors, making headlines in key outlets, including Expectful, Forbes Vetted, FOX News Be Well, Good Housekeeping, PureWow, Shape, The New York Times, Well + Good, Woman’s World, and Yahoo!.