T he W o r k : P rofessional A dvertising Yes, it is all in their heads -but it's not psychosomatic "All in their heeds" is an outdated way of thinking about patients with the rhrnntr widespread pan. sleep disturbance, and fatigue of fihfonty.itgta hut (MR! studies show there js one element of truth to the phrase. Multiple studies of patients with fibromyalgia are revealing a conation of pan amplification that's believed to be neurologic in nature A demonstration from one such study >sshown below An evolving view of a controversial condition Fibromyalgia has baffled and frustrated the health care profession fur years There was a note when physicians literally thought the conditionwas 'all mtheir heads' that it was purely mood driven or even psychosomatic Today, the leading theory of Fibromyalgia is central sensitization adysfunctm T hypercxcitability to pain processing.' An image of pain fMRI data fromthis study support the hypothesis of altered pain processing in people wth Fibromyaig-» Fibromyalgia patients {« 16) in this study demonstrated a significantly lower pain threshufd than tlm healthy controls fn-lG) A fow-intensity stimulus applied to the thumb produced a subjective reaction of pair from the* Fibromyalgia patioiits. but nos from the control subjects In the fMRI depicted below, the yellow area inside the circle shows a pain processing area of the brain that was activated both by Fibromyalgia patients experiencing pain trom low-intensity 12.4 kg/cm’) stimulus and healthy controls experiencing pain from high intensity (4 16 kg/cm ) stimulus, suggesting alteied paw processing in Fibromyalgia patients Fibromyalgia? It's all in their heads sriMuius.ajbk^cKi Studies like this one help us to better understand this condition, and to rccogmrc that pain processing areas of the brain me activated at a much lower level of stimulus intensityin people suffering 4ro<n Fibromyalgia. The impact of Fibromyalgia can be debilitating, with chronic widespread pam. steep disturbance, and fatigue affecting many aspects o<patients' lives IT S TIME TO RETHINK FIBROMYALGIA working together for a healthier world. 1. AGENCY: CommonHealth CREATIVE TEAM: John Spetrino, Hank Luce, Mark Rusinack, Kathy Jenkins CLIENT: Schering 2. AGENCY: Euro RSCG Life LM&P CREATIVE TEAM: Christian Bauman, Paul Correia CLIENT: Pfizer 217
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