Chronic Pain Sufferers are adults, often 35 and older, who live with persistent muscle, joint, or back pain and want relief that fits daily life. Many look for alternatives to pharmaceuticals, from CBD to devices and digital therapy. Brands in this audience include Compex, Hemp Bombs, Lazarus Naturals, AppliedVR, and Kraken Kratom. Studying their ads shows how companies talk about a sensitive health topic, and where platform rules and trust constraints shape the creative. It also highlights compliance risks to avoid in your own campaigns.
They deal with ongoing muscle, joint, or back pain that affects work, sleep, and activity.
Many want alternatives to pharmaceuticals, whether devices, supplements, or therapy.
Most are 35 and up, including seniors and veterans, with a strong share on fixed or limited budgets.
They have often tried several things already, so they distrust big promises.
They read reviews, forums, and ingredient or device details before buying.
Affordability, clear dosing or usage, and a safe return policy shape decisions.
AppliedVR is a digital therapeutics company that develops virtual reality programs for chronic pain and behavioral health treatment. Its FDA-authorized VR software is used in clinical and at-home settings as a non-drug therapy option. The company positions itself at the intersection of healthcare and immersive technology, working with health systems and payers.
Compex is a Swiss electrical muscle stimulation (EMS) brand with 40+ years of innovation, founded in 1986 in Ecublens, Switzerland. Now owned by DJO Global, Compex produces wired and wireless EMS devices for muscle recovery, training enhancement, and pain relief. The patented Muscle Intelligence (Mi) Technology distinguishes the brand from generic TENS/EMS competitors.
Curable is a mental health app focused on chronic pain management, using techniques from pain reprocessing therapy, cognitive behavioral therapy, and mindfulness to help users address pain with a mind-body approach. The app is positioned at the intersection of digital health and chronic pain treatment. It operates on a subscription model.
Floyd's of Leadville (floydsofleadville.com) was founded in 2016 by Floyd Landis in Leadville, CO. After hip replacement surgery and an opioid dependency following his cycling career, Landis turned to CBD for pain management and launched a brand distributed across 3,000 bike shops and 3,000 convenience stores. Also searched as Floyd's.
Hemp Bombs (hempbombs.com) was founded in 2016 in Tampa, FL. The brand offers one of the broadest CBD product ranges available DTC, including gummies, capsules, oils, vapes, sleep products, and pet formulas, positioned at accessible price points with high potency options. Also searched as Hemp.
Kraken Kratom (krakenkratom.com) is one of the US's largest kratom retailers, founded around 2014 in Portland, OR. The brand offers a wide range of kratom powder, capsule, and extract products and is compliant with American Kratom Association Good Manufacturing Practices. Also searched as Kraken.
Krave Botanicals is a San Diego-based kratom brand founded around 2015, offering a wide range of kratom powders, capsules, and shots. The brand is one of the most widely distributed in US convenience and smoke shop retail channels. Also searched as Krave.
Lazarus Naturals (lazarusnaturals.com) was founded in 2016 in Portland, OR by Sequoia Price-Lazarus. The brand produces high-potency, full-spectrum CBD at accessible prices and is best known for its assistance program offering 60% off to veterans, people with disabilities, and low-income households. Also searched as Lazarus.
Pathways is a technology brand in the health-fitness space; specific product details are limited, but the brand appears to offer app or platform-based tools related to wellness or personal development. It markets primarily direct-to-consumer through digital channels.
Somedays is a period care and women's health brand selling pain relief patches, supplements, and related products direct-to-consumer online. It targets consumers seeking alternatives to traditional over-the-counter menstrual pain relief. The brand advertises across Meta placements to drive ecommerce sales.
Start with empathy and specificity. Name the situation, such as lower back stiffness after a workday or joint pain on stairs, without implying a guaranteed cure. This audience has heard promises before, so credibility comes from clear explanation of how a product or device works and who it suits. Format-wise, educational video and testimonial-style content tend to carry the message. Compex shows a device-led route, explaining muscle stimulation for recovery and pain relief, while AppliedVR represents a clinical, digital-therapy angle. CBD brands such as Hemp Bombs and Lazarus Naturals often stress product range, potency clarity, and fair pricing. Watch the rules. Health and supplement categories face tight platform policies, and medical claims can trigger rejections. Keep language to support and comfort, avoid diagnosing, and review each platform's current policies. Researching live ads helps you see which phrasing survives in market and which angles competitors repeat.
Overpromising is the fastest way to lose this group. Language like miracle relief or end pain forever breaks trust and often breaks policy. Aim for honest, specific benefits and make the usage or trial terms easy to understand. Another mistake is ignoring affordability. Many in this audience manage pain on a budget, and brands like Lazarus Naturals build positioning around fair prices for veterans and seniors. Discount programs and clear guarantees speak to that concern. Tone matters as well. Avoid dramatizing suffering or using shaming imagery. Show people returning to ordinary activity in a believable way. Finally, do not assume one message fits every product type. Device brands, CBD brands, and kratom retailers face different regulatory contexts and different buyer expectations. Compare how each frames its offer, how it handles proof, and where it sends traffic after the click, then adapt only what fits your own compliance position.
The directory includes Compex, Hemp Bombs, Lazarus Naturals, AppliedVR, Kraken Kratom, and Krave Botanicals. They span devices, CBD, kratom, and digital therapeutics aimed at people managing ongoing pain. Search each brand in AdLibrary to see its live and past Meta, Instagram, and TikTok ads, then compare which hooks, formats, and offers stay in market longest.
Within platform limits, they usually stress product range, potency clarity, quality testing, and fair pricing. Hemp Bombs and Lazarus Naturals are examples to review for how they phrase benefits without medical claims. Look at how long individual creatives keep running and which angles repeat across several brands, since repetition often points to messages that have been tested.
Avoid guaranteed cures, diagnosis language, and shaming imagery. Health claims can trigger ad rejections, so keep messaging to comfort and support, and check each platform's current policies. Save the strongest examples to a swipe file, group them by hook or offer, and test your own variation instead of copying a single competitor.
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