LAHORE: A multinational pharmaceutical company is establishing a `pain management institute` (PMI) in Lahore to conduct research to develop evidence-based strategies and train healthcare professionals to improve the quality of social and work life of people suffering from pain.

Pakistan faces a growing demand for pain solutions, with an estimated four out of every 10 adults suffering from chronic pain conditions, such as back pain, arthritis and migraines.

The facility is being set up by Haleon, a consumer health company, as part of its pioneering global initiative.

The company`s chief executive officer (CEO) Farhan Haroon told journalists on Wednesday that the institute `aims to elevate the standards of pain management care. Pakistan has been chosen as the launch country for this global initiative to reflect the importance of the region in advancing healthcare solutions`.

`As a regional hub, Pakistan`s influence extends across South Asia, providing an opportunity for the institute to set a benchmark for pain management advancements in neighboring countries,` said Mr Haroon, who was accompanied by the company` global business lead, Mr Charles Leslie, and the director of the Leuven Centre for Algology and Pain Management in Belgium, Prof Morlion.

He said the institute would help address the country`s critical healthcare challenges, such as the gaps in specialised care and over-reliance on over the countertreatments.

He said the institute will create a supportive ecosystem, empowering both patients and healthcare professionals, especially front line care providers -pharmacists -by equipping them with knowledge and tools to offer effective pain management, particularly in underserved areas.

`PMI delivers localised solutions, such as educational tool kits in Urdu and tailored pain management strategies suited to Pakistan`s healthcare ecosystem, culture and economic conditions,` Haroon said.

`We are focusing on introducing cost-effective, product options, targeting different kinds of pains to serve the underserved communities and improve everyday healthcare in collaboration with both healthcare professionals and organisations,` he added.