Hospital for Sick Children: Pain Squad

Cundari

Section I — Basic information

Business Results Period (Consecutive Months): March 2012 -July 2012

Start of Advertising/Communication Effort: March 26, 2012

Base Period as a Benchmark: Calendar 2006

Section II — Situation analysis

a) Overall Assessment

Every year at Toronto's Hospital for Sick Children, they are treating hundreds of children with cancer. One of the worst parts of what these young patients have to go through is pain. To combat it, doctors, nurses and researchers are continually working on innovative ways to manage and minimize the pain experienced during treatment. One way to track cancer pain is to ask patients to record exactly how they are feeling in a paper pain diary. After treatment, however, many patients are too tired or discouraged to keep detailed reports that are required to help clinicians better understand and treat their pain.