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Pain & Healing Institute

Pain care, regenerative medicine and longevity under one roof in Beverly Hills. We filmed the practice, photographed it and built the website around that footage, so every first impression tells the same story.

Practice
Pain, regenerative and longevity medicine
Office
455 N Roxbury Drive, Beverly Hills
Our work
Brand film, photography, social reels, website
Two moments from the Pain & Healing Institute film, side by side: the red light therapy bed and a patient resting under the light panel.
From the brand film, shot in the practice painandhealing.com (opens in a new tab)

01The brief

Two physicians built a practice where pain care, regeneration and longevity work together. Patients needed to see that standard before they ever walked in.

Dr. Faisal Lalani and Dr. Nadiv Samimi see patients who travel to Beverly Hills from across the country and around the world. The practice offers same-day and next-day appointments, with an outpatient surgery center in the same building.

So we made the whole visual language at once. Our production team filmed and photographed the practice, then we designed and built the website around that footage. The film, the photographs, the reels and the site read as one brand.

1Brand film
6Social reels
246Photographs
1Website, built around the footage

02The film

Seventy seconds, in their own words.

The founders introduce the practice themselves, cut against the rooms, the lab and the procedures: one film that introduces the practice wherever a patient meets it first.

Dr. Faisal Lalani and Dr. Nadiv Samimi at the practice reception, the opening frame of the film.
Brand film, filmed on location in Beverly Hills Our photography and video work

03The photographs

No stock. Every frame made here.

246 photographs of the rooms, the lab, the procedures and the people, made on the same production as the film, so the brand holds together wherever it appears.

The front lounge: leather chairs and a sofa beside street-facing windows.
Fig. 01The front lounge
The infusion suite: two recliners against a slatted walnut wall.
Fig. 02The infusion suite
Gloved hands joining two syringes during regenerative preparation.
Fig. 03Regenerative prep, in-house
Fluoroscopy imaging monitors in the procedure suite.
Fig. 04The fluoroscopy suite
Dr. Faisal Lalani and Dr. Nadiv Samimi, smiling in the practice lobby.

In the practice’s words

Two physicians. One standard of care.

Fig. 05 The co-founders, Dr. Faisal Lalani and Dr. Nadiv Samimi

Seven frames, pulled out large.

Select any photograph to see it full size

Fig. 06Ultrasound-guided injection
Fig. 07PRP, processed on site
Fig. 08The centrifuge
Fig. 09The consult
Fig. 10Image-guided procedures
Fig. 11The infusion suite
Fig. 12Custom IV compounding

The production

Filmed and photographed by our own videographer and photographer, in one production.

See our photography and video
A patient resting on the red light therapy bed, the room lit red.

How you want to feel ten years from now.

The red light suite · A line from the practice’s homepage

04The homepage, end to end

Every section, in order.

  1. Arrival
  2. Concierge medicine in Beverly Hills
  3. Three medicines
  4. Designed to work together
  5. The two physicians
  6. The surgery center
  7. Mapping the right care
  8. How medicine should feel
  9. Patient stories
  10. Insights
  11. The Golden Triangle
  12. The first step
  13. Footer

05Beyond the homepage

Sixty-nine pages, one voice.

Twenty-two treatment pages, forty-five condition pages and a profile for each physician, every one written for the questions patients ask before they book.

The PRP Therapy treatment page: the title and a short description beside a photograph of the centrifuge, with the physicians who perform it.
Treatment · PRP therapy

Each treatment page says plainly what the procedure is and who performs it, with the practice’s own photograph of the work and the date a physician last reviewed it.

The PRP Therapy page on a phone.
Treatment
The Sciatica condition page on a phone.
Condition
Dr. Faisal Lalani’s profile on a phone.
Physician

On the phone, nothing is an afterthought.

Every template was built for the phone first: the italic deck stays readable, the physicians’ review line sits under the title, and Book Now stays one tap away in the header.

Physician · Dr. Faisal Lalani

Each physician has a full profile with their portrait from the shoot, their background and the treatments they perform, so a patient knows who will treat them before the first visit.

Dr. Faisal Lalani’s profile page: his portrait beside his name and a short introduction.

06Built on Urge Foundation™

Found by search. Read by AI.

painandhealing.com runs on Urge Foundation, the website platform we built for medical and aesthetic practices. Search, AI answers, privacy and accessibility are built in, not bolted on with plugins.

Search

  • SEO built in, no pluginsTitles, descriptions, share previews and a sitemap, on every page.
  • Structured data everywhereThe practice, its physicians, treatments and reviews, in the language search engines read.
  • Medical review, on recordWho reviewed each treatment page and when, with cited sources.
  • New pages announced fastChanges reach Bing and other engines through IndexNow as they publish.

AI answers (GEO)

  • A summary written for AIllms.txt and services.md describe the practice for ChatGPT, Claude and Gemini, updated automatically.
  • Answers worth quotingA short, direct answer at the top of key pages, ready for AI and voice.
  • Clean text for AI agentsA plain-text copy of each page, without the design in the way.
  • Linked to the knowledge graphPages name what they cover, so AI connects the practice to its specialties.

Built for AI assistants

  • AI crawlers welcomedSixteen by name, including ChatGPT, Claude, Perplexity and Google’s AI.
  • Assistants that help patientsIn the WebMCP browser trial (until mid-November 2026), assistants in Chrome and Edge can find an office and fill in the form. The patient always presses Send.
  • An AI Activity reportWhich AI crawlers read which pages, and when an assistant helped. No personal data.

Privacy and access

  • Nothing tracks before consentAnalytics wait for consent, and browser privacy signals are honored automatically.
  • Private formsNever in URLs or analytics. Privacy-first and built with HIPAA in mind.
  • Accessibility in mindFollowing WCAG: a skip link, keyboard focus, clear landmarks and reduced motion.

Built for how patients search now.

Being named in AI answers is never guaranteed by anyone honest. What we can promise is a site that search engines and AI can read completely and correctly, from the first day.

How Urge Foundation works

07Made for the feed

Six reels, one per service line.

Cut from the same production for Instagram and paid social, so the feed looks like the film and the film looks like the site. Tap a reel to watch it with sound.

08The system

Their brand, given room.

The site’s design system comes from the practice’s own identity: deep ink, warm bronze and soft ivory, with Cormorant Garamond for headlines and Lato for reading. The fonts are served from the practice’s own server, so a visit never calls out to a third-party font service.

The Pain & Healing Institute wordmark.
Ink#1A1817
Bronze#725C42
Taupe#B9B2AA
Cream#EBE3D6
Ivory#F6F1EA
Cormorant GaramondHeadlines
LatoReading
MontserratLabels

09Under the surface

The details patients never see.

  1. One production, every channel

    The film, the photographs and the six reels came out of one production, so the website, the ads and the feed share the same light, the same rooms and the same people.

  2. Video that respects the phone

    The homepage film picks the right file for each screen size, and phones get a tap-to-play poster instead of an autoplaying download.

  3. Procedures, explained

    Animated procedure explainers, with captions on, sit on the treatment pages where patients decide, from nerve blocks to ketamine therapy.

Your practice

Seen the way patients should see it.

We film, photograph and build for physician-led practices that refuse to look like everyone else. It starts with one conversation.

Start a conversation
A frame from the regenerative medicine reel, on a phone.
Where patients see it first: the regenerative medicine reel
Next projectReveal Lasers
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