Mass media campaigns are needed to counter misconceptions about back pain and promote higher value care

Back pain is saddled by misconceptions that contribute to low-value care and poor outcomes. Many patients and clinicians mistakenly view the spine as fragile, believe that pain equates to damage and overemphasise the role and value of rest, imaging, medication and surgery.1 Guideline-based care will not be embraced if such misconceptions are not countered. Here, we provide four arguments for accessible, engaging and convincing education to the...