

AGENCY, developed with Professor Christopher Eccleston
Painful conversations.
A free research series on healthcare communication and chronic pain. Five downloadable guides exploring why improved communication is the key to overcoming the paradox of pain.

Hosted by
Professor Christopher Eccleston
Director, Centre for Pain Research · University of Bath · Author, Embodied: The Psychology of Physical Sensation
Centre for Pain Research
University of Bath
The research
How do we help people overcome their barriers to seeking treatment?
Chronic pain is a complex challenge affecting 15.5 million people in England alone, yet it remains largely misunderstood. For professionals in the medical industry, understanding and effectively communicating about pain is one of the greatest challenges, and opportunities.
Professor Christopher Eccleston, a pioneer in pain research, offers invaluable perspectives through the Painful Conversations series, dedicated to enhancing our approach to pain management and patient care. By improving communication, we can improve patient outcomes.
Download the free eBooks15.5m
people in England living with chronic pain
20%
of the world's population in chronic pain
28m
in the UK living with everyday pain
1in4
UK adults with chronic pain
Free downloads
The Painful Conversations series
Five research-backed eBooks on healthcare communication and chronic pain. Each one free to download.

Professor Christopher Eccleston
Centre for Pain Research, University of Bath
The Pain Paradox
Bridging the Communication Gap
- Why chronic pain is so hard to explain, and how that can leave patients isolated.
- The part communication plays in easing the paradoxes of chronic pain.
- How informed, compassionate conversation builds a better connection with patients.

Professor Luana Colloca
University of Maryland
Hosted by Professor Christopher Eccleston, Centre for Pain Research, University of Bath
The Weight of Words
The Transformative Power of Language in Pain Management
- How the words clinicians choose change what patients perceive and how well treatment works.
- Communication approaches that promote healing and reduce anxiety.
- How careful communication can strengthen the placebo effect and reduce the nocebo effect.

Professor Richie Gill
University of Bath
Hosted by Professor Christopher Eccleston, Centre for Pain Research, University of Bath
Mobility & Pain
Promoting Movement, Enhancing Health
- Why mobility matters in preventing and managing pain-related conditions.
- Ways to encourage physical activity when chronic pain has made someone sedentary.
- Practical steps to improve patient mobility and overall health.

Professor Christopher Eccleston
in conversation with Professor Michael Sullivan
Unjust Pain
Addressing Pain Beyond the Physical
- What it means for pain to feel unjust, and why that matters for patient care.
- Why a shared language around pain leads to better outcomes.
- Helping healthcare professionals recognise and respond to the emotional side of pain.

Professor Christopher Eccleston
Centre for Pain Research, University of Bath
8 Key Principles of Pain
Unravel the Complexity of Chronic Pain
- Pain beyond its physical limits, with Professor Christopher Eccleston.
- How chronic pain challenges identity and behaviour, and why care has to respond to both.
- The paradoxes of pain, and how understanding them improves empathy and treatment.
The researchers
The researchers behind the series
Each eBook in the Painful Conversations series is authored or co-authored by an active researcher. Their credentials are the series. Here is who they are.

Professor Christopher Eccleston
Director, Centre for Pain Research, University of Bath
Professor Christopher Eccleston is Professor of Medical Psychology at the University of Bath, where he directs the Centre for Pain Research. He founded the Bath Pain Management Unit in 1995 and led it until 2011, developing intensive treatment programmes for adolescents and adults living with chronic pain. He is the author of Embodied: The Psychology of Physical Sensation (Oxford University Press, 2016) and in 2018 received the Ronald Melzack Lecture Award for his contribution to pain science.

Professor Luana Colloca
MPower Distinguished Professor, University of Maryland, Baltimore
Professor Luana Colloca is an MPower Distinguished Professor at the University of Maryland, Baltimore, and Professor of Pain and Translational Symptom Science at its School of Nursing, where she directs the Placebo Beyond Opinions Center. An internationally recognised authority on the placebo and nocebo effects, her work investigates the mechanisms of pain modulation, with research published in journals including JAMA, Pain and Lancet Neurology. She holds an MD and a PhD in Neuroscience.

Professor Richie Gill
Professor of Healthcare Engineering, University of Bath
Professor Richie Gill is a Professor in the Department of Mechanical Engineering at the University of Bath, specialising in orthopaedic and musculoskeletal engineering. His research focuses on hip and knee joint function, disease mechanisms and treatment, drawing on experimental and computational methods. Before joining Bath in 2012 he led the Oxford Orthopaedic Engineering Centre, and he sits on the editorial board of The Bone and Joint Journal.

Professor Michael Sullivan
Professor of Psychology, Medicine and Neurology, McGill University
Professor Michael Sullivan is a clinical psychologist and Professor of Psychology, Medicine and Neurology at McGill University, Montreal. He is a leading authority on the psychosocial factors that prolong pain-related disability, in particular pain catastrophising and perceived injustice. He developed the widely used Pain Catastrophizing Scale and the Injustice Experiences Questionnaire, and founded the Progressive Goal Attainment Program, a community intervention shown to reduce disability and support return to work.
Why patient marketing matters
“Where can I look to find the treatment I need?”
David Neelham, 56
People like David are taking their healthcare provider selection seriously. He believes that in a modern world, online research can help him find the best treatment options for him.
That is why the UK private sector cared for a record 665,000 patients in 2023. And that is why self-pay is now 32% higher than pre-COVID times, to approximately 240,000 patients annually.
665,000
patients in UK private sector in 2023, a record
32%
higher than pre-COVID self-pay volumes
240,000
self-pay patients annually
4×
depression more prevalent in chronic pain sufferers

How we apply it
Research that changes how you communicate with patients.
Creating Understandable Language
Break down complex medical information into patient-friendly language, drawing on the Painful Conversations series on how to communicate better with people in pain.
Legal and Compliant Communication
Work within healthcare regulation with confidence, using an approach tested with some of the largest providers across EMEA.
Direct-to-Patient and Co-Marketing
Collaborate with healthcare providers to reach patients directly. Our co-marketing and direct-to-patient strategies help signpost awareness of the availability of your products at their clinics.
Research applied with
Ready to put the research to work?
We apply this research in Patient Product Marketing programmes for healthcare companies across EMEA. If you want to reach patients more effectively, book a call and we will show you what that looks like in practice.
Healthcare innovations deserve recognition. We help them get it.









