When customers search for solutions for neck and shoulder pain, they not only need medical information but also need a timely and emotionally accurate answer. With the TOFU – MOFU – BOFU model, content hits the “pain point” not only physically but also in the decision-making journey, helping therapy service businesses approach, nurture, and convert customers more effectively. According to a survey by Hubspot, campaigns applying a standard TOFU – MOFU – BOFU model have a conversion rate 3.5 times higher than single content pieces.
TOFU (Top of Funnel) is the stage that helps customers identify the problem and recognize the brand. With shoulder and neck pain – where 90% of office workers have experienced it, content at TOFU should focus on education, empathy, and building emotional connection: for example, a blog post “5 signs your shoulder and neck pain is no longer a small matter” or a short video “Sitting postures that cause silent neck paralysis destroying your health every day”. Customers don't know they need therapy, but you can make them want to learn more.
MOFU (Middle of Funnel) is the time when customers are considering solution options. This is when the neck and shoulder therapy brand needs to demonstrate expertise, commitment, and reliability. Content such as: “A 3-session therapy roadmap to help office workers sleep well again”, real case studies or customer testimonials are the key foundation. Tell a story instead of promoting, and let the differences in the treatment process, equipment, or therapists become competitive advantages. BOFU (Bottom of Funnel) — the decision stage. When customers already know what they need and are choosing a place to trust, content needs to be stronger in persuading action: Free trial offer, authentic 1:1 testimonial videos, money-back guarantee if not effective after 3 sessions…Close sales with trust, not just a good price. At DPS.MEDIA, we have accompanied many clinics and small therapy centers in HCMC to implement the TOFU – MOFU – BOFU model effectively, helping them double their booking rates after only 2 months. What matters is not what you write, but writing at the right time, to the right person, and with the right emotion – that is the true power of Content that hits the pain point.
Evoke awareness with TOFU content for people with neck and shoulder pain: Capture hidden needs at first glance
Touching “unnamed pain” with creative TOFU content
At the TOFU (Top of the Funnel) level, the goal is not merely to create awareness – but to highlight latent needs that customers themselves are not yet aware of. People with shoulder and neck pain sometimes do not label the problem as “neck pain”, “shoulder stiffness”, but rather fatigue, insomnia, lack of concentration, or the feeling that the body is “running out of battery”. Therefore, TOFU content plays the role of unlocking awareness by:
- Asking thought-provoking questions: “Did you know that persistent shoulder and neck pain is the reason you cannot sleep deeply?”
- Using relatable comparisons: “Waking up every morning with a neck like ‘rusty iron’?”
- Creating micro-moments of curiosity: “90% office workers experience this symptom without realizing it!”
A real case study from a DPS.MEDIA customer – Y.Care neck and shoulder therapy center in Ho Chi Minh City – showed that after implementing TOFU content in this direction on Facebook and Zalo platforms, they recorded a 3x increase in engagement, with average video watch time up 65%. Notably, 72% of the most engaging content did not directly mention “therapy” or “massage”, but simply reflected the right mood and behaviors: working with head down, constantly checking phones, sleeping sitting on the sofa.
Language shapes behavior: from vague awareness to curious action
According to statistics from the “Consumer Insight 2023” report by Decision Lab, Vietnamese people spend an average of more than 6 hours/day on digital devices – and shoulder and neck pain is a symptom that accompanies a “highly digitized lifestyle”. Realizing that, TOFU content should focus deeply on “linking daily habits with symptoms not yet reflected in medical terminology”.
| Common habits | Physical manifestations | How content can reach |
|---|---|---|
| Working continuously 8 hours/day | Neck fatigue, eye strain | Funny video: “A day in the life of an office worker with a living neck and a dead back” |
| Lying down with the phone before sleeping | Neck pain upon waking up | Checklist post: “Adjust 5 small habits to sleep without neck pain” |
| Lack of exercise | Stiff shoulders, stress | Infographic: “Shoulder tension at the start of the week? Here’s the surprising reason!” |
At DPS.MEDIA, we propose that TOFU content strategies must use everyday language – not medical, not sales language. That is how SMEs in particular and therapy brands in general can “connect before persuading”.
MOFU and the journey from interest to consideration: Leverage content to nurture customer trust
Content at MOFU: The bridge from awareness to trust
In the MOFU (Middle of the Funnel) stage, customers are no longer just “browsing” but have actively started researching. For shoulder and neck therapy services – a service related to health and personal experience – trust plays a key role in converting interest into consideration behavior.
Based on research from Harvard Business Review (2021), MOFU content needs to create “emotional resonance with rational backup” – emotional resonance accompanied by persuasive reasoning. At DPS.MEDIA, we build content such as:
- Case Study Video: Real customer journeys, before – during – after treatment, help create a sense of “I can be like that too”.
- In-depth consulting blog: Analysis of 5 common causes of neck and shoulder treatment failure and how the service addresses those issues.
- self-assessment checklist: Tools to help customers “self-examine” their problems and realize the urgency of needing treatment.
Logical connection: Data – emotion – credibility
we apply the framework from the book “Building A StoryBrand” (Donald Miller) to control the message at MOFU, positioning the customer as the “hero seeking a solution”, and the brand as the “trustworthy guide”. Content at this point needs to reflect three goals:
| Content objectives | appropriate content type | Strategic reason |
|---|---|---|
| Evoke trust | Real experience videos, reviews with evidence | Social proof effect & cognitive risk reduction |
| Provide expertise | Infographic on the mechanism of muscle – nerve pain in the neck and shoulder area | Convince rationally with visual science |
| Create selective interaction | Mini quiz “Which group of shoulder and neck pain do you belong to?” | Increase precise retargeting at BOFU |
Case study: Personalized content segmentation – Untangling the psychology of hesitant customers
A recent campaign for the therapy Spa ‘ZentaCare’ implemented by DPS.MEDIA has proven the effectiveness of MOFU content. We categorized the customer list based on blog reading behavior + previous checklist downloads.
Then, each user group is served corresponding content – for example:
- Viewers of 3+ articles about neck pain when sitting in the office → receive a webinar video with on-the-spot relaxation instructions and a booking offer.
- People who download the “Cervical vertebrae misalignment self-check” checklist → are invited to the fanpage inbox to receive a free mini diagnostic session.
Result: The conversion rate from MOFU to BOFU increased by 421%., and the waiting time from the first page visit to booking decreased to less than 4 days. That is a testament to the power of oriented content – when it is placed at the right pain point and relieves anxiety in the most practical & emotional way.
BOFU and the art of conversion: When content is not just information but a call to action
Information traps and how BOFU guides conversion behavior
When customers have ”passed through” the TOFU and MOFU levels, everything is no longer simply about sharing knowledge. A higher level of awareness also means higher expectations. This is the time when BOFU content needs to be as persuasive as a professional consultant – not just providing information, but also offering a short, concise yet highly motivating call to action.
According to research from the Content Marketing Institute (2023), the key factor that makes customers decide to convert is the element of risk reduction and increasing trust. For customers suffering from persistent neck and shoulder pain, a landing page that simply describes the treatment is not enough. They need content such as:
- Direct comparison between treatment methods
- Result statistics: “95% of customers reduced pain after 3 sessions”
- Real customer videos treatment experience with emotions
- Prominent call-to-action button: “Register for a free trial treatment”
Case study: Turning the BOFU funnel into a springboard for a 30% increase in conversions
DPS.MEDIA once implemented a campaign for a physical therapy center in HCMC. Before applying the TOFU – MOFU – BOFU model, the service page conversion rate only reached 3%. After restructuring BOFU content, adding a treatment comparison table and an online free trial program, registrations soared to 9.2% in just 6 weeks.
| Improvement factor | Before | After |
|---|---|---|
| Clear CTA | None | “Free trial treatment experience – Register now” |
| Quantitative information | General description | “87% felt pain relief after 2 sessions” |
| Social proof | Lack | Customer video sharing experience |
BOFU needs emotion, logic, and concreteness
From the perspective of DPS.MEDIA, bottom-of-funnel content not only needs to be “informative” but must be “action-oriented”. This means every line must be designed to push customers toward a decision – gently but decisively. We call it “emotional logic”: a combination of rationality (data, evidence, expert quote) and emotion (pain, trust, hope for recovery).
With shoulder and neck therapy services, every time a customer reads the CTA “Eliminate aches and pains today – Register for free consultation”, it is no longer just information. It is a gentle reminder, but right at the time they need a hand to be reached out. BOFU, in that way, has fulfilled its mission.
Hitting the pain point both literally and figuratively: Creating content from the perspective of someone who truly understands
The right pain hits the insight: Customers don't want to “know”, they need to be “understood”
People with shoulder and neck pain rarely think they need a therapy course. They often only look for quick pain relief solutions, or worse... ignore the pain thinking “sleeping in the wrong position” is a minor issue. That is where content thinking according to the TOFU – MOFU – BOFU model shows its strength. It is not just about writing content according to the customer journey, but writing with “empathy” to every aching cell.
DPS.MEDIA applying the philosophy from the book “Building A StoryBrand” by Donald Miller: Don’t say how good you are – say how well you understand the “pain”. Don’t describe the acupoint separation mechanism – let customers see themselves in the content lines.
- TOFU: “Stiff neck, tired shoulders, painful morning – not necessarily due to the pillow, it could be a signal from accumulated stress”.
- MOFU: “Shoulder and neck therapy is not just massage – it is the way you return life energy to yourself.”
- BOFU: “Therapists applying Japanese standard Shiatsu methods, 1:1 benefits – 100% refund if no improvement after 3 sessions.”
Case study: Local therapy brand increases conversions by 42% after 60 days
Below is the 3-level TOFU - MOFU – BOFU content implementation table for a manual therapy shop in Binh Thanh District:
| Content layer | Form | Main message |
|---|---|---|
| TOFU | Video Reels + Blog | “Nighttime neck and shoulder pain: Risk of cerebral ischemia due to improper sleeping posture” |
| MOFU | Service landing page | “3-stage therapy regimen for cervical spine adjustment – No medication used” |
| BOFU | Consultation form + testimonial template | “I thought I had cervical spondylosis – turns out stress caused muscle stiffness. After 3 weeks, I could sleep again” |
The effectiveness of a message does not lie in fancy words, but in its ability “to ”accurately identify the feeling of helplessness” the user is feeling. When content dares to go deep into the inconvenience – from turning the neck painfully, sitting at work with dizziness to losing focus because of headaches – at that moment you no longer have to “solicit”, but are “being sought after”. That is the essence of content that hits the “pain point”.
Content planning according to the TOFU MOFU BOFU cycle: Synchronized strategy for an effective conversion funnel
Maximize awareness with TOFU content: Create demand from awareness
People experiencing neck and shoulder pain rarely realize the cause stems from lifestyle habits and work environment. Therefore, at the top of the funnel (TOFU), the core task is to raise awareness. DPS.MEDIA once directly implemented a campaign for a therapy clinic in Ho Chi Minh City, using a series of short videos on TikTok and Reels – each video depicting an “office syndrome” such as “bending over a laptop 8 hours/day = cervical spondylosis”.
Result: the number of comments asking for more details increased by 220% compared to the industry benchmark. Suggested content types at TOFU:
- Infographic: Incorrect sitting posture causing shoulder muscle congestion
- Podcast interviewing physical therapy experts
- Online “pain point” test (interactive pain locator landing page)
Turn emotion into action at MOFU: Advise at the right moment
At the middle of the funnel, when viewers are aware of the “pain point”, the next task is to build trust. According to a survey by the Content Marketing Institute, 68% of customers want brands to help them find solutions – not just describe the problem.
Below is a typical content matrix that DPS.MEDIA has applied:
| Format | Targets | Real-life example |
|---|---|---|
| Home self-stretching instructional video | Maintain engagement, create a sense of “self-solution” | “5 minutes every morning” series: over 25,000 views after 10 days |
| Checklist PDF “7 signs you need therapy” | makes viewers self-assess and decide to seek consultation | CTR for document download reached 191% via email list |
| Real case study | Create emotional connection and authenticity | Ms. Mai – IT staff recovered after 6 therapy sessions |
BOFU: Create the “final push” with pricing models and trial experiences
According to HubSpot, the highest conversion rates come from personalized content combined with trial offers. For neck and shoulder pain therapy clients, experience is essential. DPS.MEDIA suggests implementing BOFU content as follows:
- First therapy package only 149,000 VND – limited to 50 early sign-ups via landing page
- Real testimonial video: close-up of client during acupressure, expressions, sharing real feelings
- Transparent cost comparison chart between therapy and prolonged medication – helps clients clearly see health ROI
Synchronization between content layers not only creates a smooth funnel, but also helps clients “gently” move to the final action – booking a therapy session today. This is also how DPS.MEDIA approaches: not selling solutions, but guiding the journey to relieve each pain.
The power of case studies and testimonials at the BOFU stage: Turn experiences into proof of action
Turn customer trust into an effective closing tool
When customers have reached the stage BOFU (Bottom of the Funnel), they are no longer just interested in general information but are seriously considering choosing a solution. This is the moment when testimonial and case study become the key “weapon” to overcome the final barrier – trust.
According to Nielsen's research (2021), 92% of consumers trust reviews from others more than from brands. Therefore, at DPS.MEDIA, we always prioritize integrating real case studies and authentic testimonials from past clients into BOFU content campaigns – especially for service industries such as shoulder and neck therapy which heavily depend on personal experience.
Real-life example: Deploying BOFU content for the V. therapy room.
The BOFU campaign for client V Therapy Center attracted 30% more converted customers by providing real stories from people who had suffered from chronic shoulder and neck pain, spent a lot on ineffective treatments – until they found the right therapy method here. DPS.MEDIA edited and optimized testimonial videos and case study articles for the sales landing page, increasing the page conversion rate from 8% to 21%.
| Content format | Role in the BOFU stage | Actual effectiveness |
|---|---|---|
| 90-second testimonial video | Creates emotion and reduces doubt | +18% treatment registrations |
| slide-format case study | Highlights treatment results | +25% time on page |
| Customer journey infographic | Clearly illustrates real experience | +12% content interactions |
Factors creating high-conversion testimonials & case studies
Our implementation experience shows that, for these contents to work effectively in BOFU, three factors must be ensured:
- Choose the right character: The speaker needs to represent the target customer persona.
- Present clear changes: Before – During – After using the service.
- Appropriate content format: Short video, slide story, or interesting infographic.
Applying the TOFU – MOFU – BOFU model is not just empty theory if the content strategy does not leverage persuasion from real experiences. With a trust-sensitive field like shoulder and neck therapy, DPS.MEDIA believes that: The journey of one person can light the way for hundreds of others to believe and decide.
Understanding people with neck and shoulder pain to write content with the right insight: Combining data, empathy, and storytelling
When the customer insight is not about the pain but the underlying worry
Neck and shoulder pain is not simply a physical sensation – behind it is the obsession of restless sleep, decreased work performance, or dependence on painkillers. According to a survey from Ho Chi Minh City University of Medicine and Pharmacy (2022), up to 68% of people aged 30–45 experience symptoms related to neck and shoulder pain, and among them, 74% share that the scariest thing is that the “illness seems insignificant,” but it quietly affects quality of life every day.
This is exactly when therapy businesses need to go beyond describing regular services to truly “write according to user pain”. At DPS.MEDIA, we integrate the method of displaying insights through storytelling with deep evidence from actual behavior according to each TOFU-MOFU-BOFU stage — for example:
- TOFU – Raising awareness: A short video about Ms. Dung – an office worker who often suffers from neck pain that slows down her computer work, accompanied by the narration: “Did you know, each morning neck and shoulder pain episode reduces your work productivity by 23 minutes?”
- MOFU – Suggesting solutions: Blog post: “How bad sitting posture destroys your neck every day?” Softly embedded CTA inviting to read an ebook on posture recovery + evidence from a physical therapist.
- BOFU – Driving action: A real story of Mr. Thanh – after 3 sessions of standard biomechanical therapy, he quit painkillers and slept better. The reel recounts his experience: “I didn’t just stop hurting – I got my sleep back.”
Combining data, empathy, and storytelling: The golden trio you can't miss
For content to be effective, empathy alone is not enough – it needs to be “measurable by data” and “retellable in emotional language.” DPS.MEDIA has applied the Harvard Business Review (2021) principle of the Content Empathy Loop – in which user emotional feedback must lead to specific behavioral data, not just virtual interactions.
A typical example: in a neck-shoulder therapy campaign, after tracking the heatmap, we discovered that most readers stopped at the image of a compressed neck MRI but did not click the registration button. When we replaced the content with a comparison image of “3 patient faces before and after therapy,” conversion increased by 37% — showing that empathy sometimes comes not from pain, but from the hope of seeing clear change.
| Stage | Featured insight | Suitable content format |
|---|---|---|
| TOFU | Fear of mild illness lasting and affecting daily life | Funny video, gentle warning infographic |
| MOFU | Want to try the solution but afraid of wasting time | At-home exercise checklist, self-assessment web tool for pain level |
| BOFU | Searching for a reputable place, with commitment & methodical treatment | Recovery case study, standard medical protocol |
The success of content in treating shoulder and neck pain does not lie in describing symptoms, but in correctly reflecting the ”fear of being overlooked” in the customer's mind – then skillfully steering them to a solution with real stories and clear data logic.
Preparation for the next journey
Applying the TOFU – MOFU – BOFU model to the content strategy for neck and shoulder therapy services not only helps businesses reach the customer's “pain point”, but also creates a personalized, reasonable, and persuasive experience journey. Each stage in the marketing funnel, when built with deep understanding of customer psychology and real needs, will help content become an effective bridge between physical pain and specialized solutions – bringing customers closer to the service you provide..
From the perspective of DPS.MEDIA, Vietnamese SMEs can absolutely master the content game by investing in a content strategy for each funnel stage. Don't just see content as a task to do — see it as a tool to guide user emotions and behaviors. When implemented scientifically, the right content chain, at the right time, will no longer be a distant theory but become a real competitive advantage in the healthcare service industry.
Spending more time surveying customers, listening to them, and observing their actions will be the foundation for you to refine TOFU – MOFU – BOFU messages to be more realistic. In addition, you can also dive deeper into topics such as storytelling in therapy, or how to integrate the funnel model into digital platforms like Facebook, TikTok, or Google Ads to optimize effectiveness.
If you are looking to optimize your content strategy for health services, don't hesitate to start with this 3-stage model and experiment with step-by-step adjustments. We – DPS.MEDIA – are always ready to accompany you on the journey to transform your digital marketing strategy to become more practical, effective, and sustainable.
How are you applying this model to your business? Share with us in the comments or join the discussion to develop new perspectives together!
