For the roller ball, create a subset of messaging/marketing that speaks to this product specifically. a. Note: This claim will most likely appear alongside an image such as the one pictured above. Things to note: Our consumer is the "persistent pain sufferer". Their pain might be managed (but perhaps with unwanted side effects) or they could be tirelessly searching for a way to live their life pain-free again. When you think about a chronic pain suffer, this person might be frustrated, defeated, stressed, at their wits end, etc. Topical pain relievers can serve as an alternative to current treatment, a new solution for more recent pain sufferers or an additional product to add to one's "pain toolkit". Your messaging should: Connect with the consumer in an provocative and meaningful way Include something about the unique benefits of topical pain relievers • Be different than anything being used currently in this space (think outside-the-box)