An educational switch from medical device marketer to knee pain patient
At the beginning of the summer I fell hard while playing sports, landing on my knee. It really hurt, but I got up and kept going. After another week or two of moderate pain in my knee, I decided that the fall had done some damage. I had run the Boston Marathon in April, but now running was very painful. Time to see a doctor.
But what an awkward position. I needed to see a doctor about knee pain, the very thing that I have been working with as a marketer for more than two years. My primary focus is SYNVISC® (hylan G-F 20) a product made by Genzyme that helps patients who suffer from osteoarthritis knee pain, and can relieve pain for up to six months.
As a marketer I have thought of SYNVISC as a major comfort for people with OA knee pain, since most other options provide only short-term relief. But suddenly, as a patient, I wondered what dealing with pain long-term would be like.
I started wondering about all of the primary and secondary patient research we've done. All those focus groups, talking with patients to hear their stories and understand more about their lives:
- What do patients go through emotionally when dealing with knee pain?
- Where do they look for health information?
- How do they get to the right doctor?
- How do they talk with their doctor about their concerns, and information they have researched?
- What steps do they have to take for a diagnosis?
- How many different treatments do they have to try before finding something that works for them and their situation?
I could now see more clearly what patients have to face. I was frustrated with my knee pain, and I hoped, after years of playing hard-on-the-knees sports, that I wasn’t developing OA of the knee. Or worse, that I would need surgery.
My journey through the medical system began with a visit to my primary care physician. He took a look, asked about the pain, asked what made it hurt and asked what pain relievers I was taking. Once he had enough information, he referred me to an orthopedic surgeon who was a knee specialist to be sure I would receive the best care possible for this problem.
I made my appointment, but the earliest possible date was almost a month away. That was frustrating; I'm in pain, and all I can do is wait. Boy, for people who are really in severe pain, this kind of wait must be devastating. At least I was still mobile, and swimming laps almost every day to stay in shape. It also seemed to help my knee a little.
Finally, my appointment began with an X-ray of both knees. Then a wait for almost an hour to see the doctor. In the exam room a very pleasant physician's assistant came in to view the X-rays with me. Looking at them myself, I could see that there was no sign of osteoarthritis. I wiped my brow. The doctor came in and confirmed that they did not see any issues on the X-rays. Great news, but now what?
After a few more stability tests, pokes and questions, they decided the next best step was an MRI of the offending knee. Ah, yes, another wait. Next appointment available was a week away. And the next doctor appointment to review the MRI was two weeks away. But at least we had the next step.
The MRI seemed quick – I think I fell asleep. However, for people who are older or have a hard time dealing with loud noises, an MRI can be difficult to deal with. You also have to hold very still for a long time.
The final appointment with the doctor ended up with another wait (gives new meaning to the term "waiting room"). The orthopedist came in about 30 minutes after my appointment was scheduled to begin. Great news: there was nothing torn, nothing broken, no sign of any arthritis – basically, I was good to go. "You may have to deal with the pain for a little longer, but you should be able to get back to your sports without concern. Just take it slow to start." said the doctor.
So, my story had a happy ending. But I now have even more respect for those patients we market to everyday. Helping them through this process is important, as I know they are just looking for relief, and to get back to their normal lives.





Comments
Way to go that extra mile (pun intended) to get in the mind of our consumers. Now that's dedication!
Posted by: Matt Fishbein | August 28, 2008 09:51 AM
As a colleague on the Synvisc outreach, I literally feel your pain. After having my knee rolled into a few years back during a basketball game, I've been dealing with regular but moderate knee discomfort. The pain has been manageable to date, but I'm sure that will change as I get older (and continue to abuse my knees). So from the perspective of a mid-40s wannabe athlete, the thought of potentially being knocked out action due to knee pain is a lot easier to deal with knowing options like Synvisc exist.
Posted by: Mark O'Toole | September 2, 2008 11:48 AM
Mark - thanks for the comment. I hope your knee behaves and you stay active!
Posted by: Ed Feather | September 2, 2008 11:55 AM