VML Madrid’s “PainVisible” Campaign Sheds Light on a Global Healthcare Crisis

Pain is one of the most universal human experiences, with 90% of patients citing it as their primary complaint during medical visits. Yet, for millions of non-verbal patients—such as babies, individuals with autism, stroke or Alzheimer’s patients, and those with conditions like Down syndrome—pain assessment remains an elusive challenge. Traditional methods rely entirely on verbal self-reporting, leaving these vulnerable populations at risk of misdiagnosis and inadequate treatment. VML Madrid’s latest campaign, "PainVisible," in collaboration with health-tech company Aritium, aims to address this critical healthcare gap with groundbreaking innovation.

The urgency of this issue is underscored by research published in The Lancet, which reveals that non-verbal patients face a 30% higher risk of misdiagnosis, often leading to severe consequences, including preventable fatalities. This invisible suffering represents a global healthcare crisis, highlighting the need for objective tools to measure pain accurately. The same research emphasizes the potential of AI-driven technology to revolutionize pain assessment, offering precision and objectivity that could transform care for millions worldwide.

Enter PainVisible—a pioneering initiative by Aritium, a health-tech leader specializing in IoT and AI solutions for smarter healthcare ecosystems. PainVisible leverages cutting-edge technology to bridge the communication gap for non-verbal patients, enabling healthcare providers to assess pain levels objectively. For Aritium, this project aligns seamlessly with their mission to optimize healthcare operations and enhance patient outcomes through innovative solutions.

The tool has already garnered significant attention within the medical community. Dr. Óscar Natoli, Head of the Pain Unit at MIVI, part of Spain’s largest hospital group with over 160 care centers, has tested PainVisible and praised its potential to transform pain management for non-verbal patients. Similarly, Dr. Marcelo Chapper in the United States has been involved in testing the tool, marking a critical milestone in its development and signaling its potential for global adoption.

With PainVisible, VML Madrid and Aritium are not just addressing a healthcare gap—they’re tackling a humanitarian crisis. By making pain visible for those who cannot speak for themselves, this campaign shines a light on the power of technology to drive equity in healthcare. As it gains traction, PainVisible could redefine how we approach pain assessment, ensuring that no patient suffers in silence.