When customers search for solutions to shoulder and neck pain, they need not only medical information but also a timely and emotionally right solution. With the TOFU – MOFU – BOFU model, content hits the right “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 Hubspot survey, campaigns applying the standard TOFU – MOFU – BOFU model have conversion rates 3.5 times higher than single content.
TOFU (Top of Funnel) is the stage Help customers identify the problem and recognize the brand.With shoulder and neck pain – where 90% of office workers have experienced, TOFU content should focus on education, empathy and creating emotional connections: for example, a blog post “5 signs your shoulder and neck pain is no longer a small matter” or short video “Sitting posture silently 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 shoulder and neck therapy brand needs to demonstrate expertise, commitment and reliability. Content like: “3-session therapy journey helps office workers sleep well again”, real case studies or customer testimonials are key foundations. Tell stories instead of advertising,and let the differences in treatment process, equipment or therapy trainers become competitive advantages.BOFU (Bottom of Funnel) — the decision stage.When customers know what they need and are choosing a trusted place, content needs to be stronger in persuading action: Free trial offers, authentic 1:1 testimonial videos, money-back guarantee if no results after 3 sessions…Close sales with trust, ,not just good prices.At DPS.MEDIA, we have accompanied many clinics, small therapy centers in Ho Chi Minh City to implement the effective TOFU – MOFU – BOFU model, helping them double booking rates in just 2 months. The important thing is not what to 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 shoulder and neck pain sufferers: Capture hidden needs from the first glance
Touch the “unnamed pain” with creative TOFU content
At the TOFU layer (top of the Funnel), the goal is not just simply awareness – but highlighting latent needs that customers themselves haven't realized yet. People with shoulder and neck pain sometimes don't name the problem as “neck pain”, “shoulder stiffness”, but as fatigue, insomnia, loss of focus or feeling like the body is “low battery”. Therefore, TOFU content plays the role of unlocking awareness by:
- Asking questions to activate thinking: “Do you know that lingering shoulder and neck pain is the reason you can't sleep deeply?”
- Using relatable comparison images: “Waking up every morning with a neck like ‘rusted’?”
- Building micro-moments that spark curiosity: “90% of office workers experience this symptom without realizing!”
A real case study from DPS.MEDIA's customer – Y.Care neck and shoulder therapy center in Ho Chi Minh City – shows that after implementing TOFU content in this direction on Facebook and Zalo platforms, they recorded 3x increase in engagement, with average video watch time increased by 65%. Notably, 72% of the most engaging content didn't directly mention “therapy” or “massage”, but simply reflected the right mood and behavior: working with head down, constantly checking phone, sleeping sitting on sofa.
Language shapes behavior: from vague awareness to curious action
According to statistics from Decision Lab's “Consumer Insight 2023” report, Vietnamese people spend an average of more than 6 hours/day on digital devices – and shoulder and neck pain is a symptom accompanying “highly digitalized lifestyle”.Recognizing that, TOFU content should delve deeply into “linking daily habits with symptoms not yet reflected in medical terms”.
| Common habits | Body manifestations | How content can reach |
|---|---|---|
| Working continuously 8 hours/day | Neck fatigue, eye strain | Humorous video “A day in the life of office workers with stiff necks and dead backs” |
| Lying on phone before sleep | Neck pain when waking up | Checklist post: “Adjust 5 small habits to sleep without neck pain” |
| Lack of movement | Stiff shoulders, stress | Infographic: “Monday shoulder tension? Here's the unexpected reason!” |
At DPS.MEDIA, we recommend TOFU content strategies must use everyday language – not medical, not sales. That's how SMEs in particular and therapy treatment brands in general can “connect before convincing”.
MOFU and the journey from interest to consideration: Leverage content to nurture trust with customers
Content at MOFU: The bridge from awareness to trust
In the MOFU stage (Middle of the Funnel), customers no longer just “scroll past” but actively seek information. For shoulder-neck therapy services – a service related to health and personal experience – trust plays a key role in converting from interest to consideration behavior.
Based on Harvard Business Review research (2021), MOFU content needs to create “emotional resonance with rational backup” – emotional resonance accompanied by persuasive reasoning. At DPS.MEDIA, we build content like:
- Video Case Study: Real customer journey, before – during – after therapy, creating the feeling “I could be like that too.”.
- In-depth advisory blog: Analysis of 5 common causes why shoulder-neck treatment fails and how the service addresses those conditions.
- self-assessment checklist: Tool to help customers “self-reflect” on their issues and recognize the urgency of therapy.
Logical connection: Data – emotion – credibility
we apply the framework from the book “Building A StoryBrand” (Donald Miller) to control the MOFU message, positioning the customer as the “hero seeking a solution”, and the brand as the “reliable guide”. Content at this stage needs to reflect three objectives:
| Content objectives | suitable content type | strategy reason |
|---|---|---|
| Evoke trust | Real testimonials video, reviews with evidence | Social proof effect & reduce perceived risk |
| Provide expertise | Infographic on muscle-nerve pain mechanism in neck-shoulder area | Convince the mind with visual science |
| Create selective interaction | Mini quiz “Which neck and shoulder pain group do you belong to?” | Increase accurate retargeting at BOFU |
Case study: Tiered personalized content – Untangle hesitant customers' psychology
A recent campaign for the ‘ZentaCare’ therapy Spa implemented by DPS.MEDIA has proven the effectiveness of MOFU content. We classified the customer list based on reading behavior of blog articles + previous checklist downloads.
Then, each user group was served corresponding content – for example:
- Viewers of 3+ articles about neck pain when sitting in the office → receive a webinar video guiding on-the-spot relaxation along with a booking offer.
- Downloaders of the “Self-check cervical spine misalignment” checklist → invited to inbox the fanpage to receive a free mini diagnostic session.
Results: Conversion rate from MOFU to BOFU increased by 421%, and the waiting time from the first page visit to booking reduced to less than 4 days. That is proof of the power of targeted content – when it hits the right pain points and realistically & emotionally relieves concerns.
BOFU and the art of conversion: When content is not just information but an action invitation
Information traps and how BOFU guides conversion behavior
When customers have ”passed through” the TOFU and MOFU layers, things are no longer just about sharing knowledge. Higher awareness also means higher expectations. This is when BOFU content needs to persuade like a professional consultant – not just providing information, but also offering a concise, succinct yet highly compelling call to action.
Based on research from Content Marketing Institute (2023), the key factor that makes customers decide to convert is the element of reducing risk and increasing trust. For customers suffering from persistent shoulder and neck pain, a landing page that simply describes the treatment process is not enough. They need content in the form:
- Direct comparison between treatment methods
- Statistics of results: “95% of customers reduced pain after 3 sessions”
- Real customer videos sharing treatment experiences with emotions
- Prominent call-to-action button: “Register for free trial therapy”
Case study: Turn BOFU funnel into a launchpad for 301% conversion increase
DPS.MEDIA once implemented a campaign for a physical therapy center in Ho Chi Minh City. Before applying the TOFU – MOFU – BOFU model, the service page conversion rate was only 3%. After restructuring BOFU content, adding a treatment comparison table along with an online free trial program, registrations surged to 9.21% in just 6 weeks.
| Improvement factors | Before | After |
|---|---|---|
| Clear CTA | None | “Free therapy experience – Register now” |
| Quantitative information | General description | “87% felt pain reduction after 2 sessions” |
| Social proof | Missing | Customer videos sharing experiences |
BOFU needs emotion, logic, and specificity
From DPS.MEDIA's perspective, content at the bottom of the funnel needs not only to be “informatized” but also “actionized”. Meaning every word must be designed to push customers to a decision – gently but decisively. We call it “emotional logic”A combination of rationality (data, evidence, expert quotes) and emotion (pain, beliefs, recovery hopes).
With shoulder and neck therapy service, every time a customer reads the CTA “Eliminate fatigue today – Sign up for free consultation”, it’s no longer just information. It’s a gentle reminder, right when they need a helping hand extended. BOFU, in that way, has fulfilled its mission.
Hit the pain point both literally and figuratively: Build content from the perspective of true understanding
Hitting the right pain is hitting the insight: Customers don't want to “know” but need to be “understood”
People with shoulder and neck pain rarely think they need a therapy course. They usually just seek quick pain relief solutions, or worse… ignore the pain thinking “wrong sleeping position” is minor. That’s exactly where the TOFU – MOFU – BOFU content mindset shines. Not just writing content along the customer journey, but writing with “empathy” down to every aching cell.
DPS.MEDIA Applying the philosophy from the book “Building A StoryBrand” by Donald Miller: Don’t talk about how great you are – talk about how well you understand the “pain”. Don’t describe the meridian release mechanism – let customers see themselves in the content lines.
- TOFU: “Stiff neck, tired shoulders, painful awakening – not necessarily from the pillow, could be a signal from accumulated stress”.
- MOFU: “Shoulder and neck therapy is not just massage – it’s how you restore your life energy to yourself.”
- BOFU: “Therapist applies standard Japanese Shiatsu method, 1:1 privilege – 100% money back if no improvement after 3 sessions.”
Case study: Local therapy brand increases conversions by 421% after 60 days
Below is the 3-layer TOFU - MOFU – BOFU content deployment table for a manual therapy shop in Binh Thanh District:
| Content Layer | Format | Main message |
|---|---|---|
| TOFU | Video Reels + Blog | “Nighttime shoulder and neck fatigue: Risk of cerebral ischemia from wrong sleeping position” |
| MOFU | Service landing page | “3-stage therapy regimen to adjust cervical spine – No medication” |
| BOFU | Consultation form template + testimonial | “I thought it was spinal degeneration – turned out stress caused muscle stiffness. After 3 weeks I could sleep again” |
Effective messaging doesn’t lie in fancy words, but in the ability “to ”accurately identify the helplessness” the user is feeling. When content dares to delve deep into the inconvenience – from painful neck turns, dizziness while sitting at work to loss of focus due to headaches – that’s when you no longer have to “invite”, but are “being sought out”. That’s the essence of content hitting the right “pain point”.
Plan content according to TOFU MOFU BOFU cycle: Synchronous strategy for effective conversion funnel
Maximize recognition with TOFU content: Create demand from awareness
People experiencing shoulder and neck 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 awaken awareness. DPS.MEDIA has directly implemented a campaign for a therapy clinic in Ho Chi Minh City, using short video series on TikTok and Reels – each video describing an “office syndrome” like “hunching over laptop 8 hours/day = cervical spondylosis”.
Result: Comment volume asking for more details up to 220% compared to industry benchmark. Recommended TOFU content types:
- Infographic: Wrong sitting postures causing shoulder muscle blockage
- Expert physical therapy podcast interview
- Online “pain point” quiz (pain locator interactive landing page)
Convert emotions to action in MOFU: Consult at the right time
At the middle funnel layer, when viewers are aware of the “pain point”, the next task is to build trust. According to Content Marketing Institute survey, 68% 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 | Goal | Real example |
|---|---|---|
| Home muscle relaxation guide video | Maintain engagement, create a sense of “self-solving” | String “5 minutes every morning”: over 25,000 views after 10 days |
| Checklist PDF “7 signs you need therapy” | making viewers self-assess and decide to seek examination | CTR for downloading materials reached 19% via email list |
| Real case study (Case study) | Create emotional connection and authenticity | Mai – IT employee recovers after 6 therapy sessions |
BOFU: Create the “closing blow” with pricing model and trial experience
According to HubSpot, the highest conversion rate comes from personalized content combined with trial offers. For shoulder-neck pain therapy clients, experience is essential. DPS.MEDIA suggests implementing BOFU content as follows:
- First therapy package only 149,000đ – limited to 50 early sign-ups via landing page
- Real testimonial video: close-up of client getting acupressure, expressions, sharing real feelings
- Transparent cost comparison table between therapy and prolonged Western medicine – helping clients see clear health ROI
The synchronization between content layers not only creates a smooth funnel but also helps clients “gently” move to the final action – book therapy today. This is also DPS.MEDIA's approach: not selling solutions, but guiding the rescue journey for each pain.
Power of case studies and testimonials in BOFU stage: Turn experiences into action proof
Turn customer trust into an effective sales closing tool
When customers have reached the stage BOFU (Bottom of the Funnel), they no longer just care about general information but are seriously considering solution options. This is the time when testimonial (real testimony) and case study (case study) become the key “weapon” to remove the last barrier – trust.
Based on Nielsen's research (2021),92% consumers trust reviews from others more than from brands. Therefore, at DPS.MEDIA, we always prioritize integrating real case studies and testimonials from old clients into BOFU content campaigns – especially for service industries like shoulder-neck therapy which heavily depend on personal experience.
Real example: Implement BOFU content for V. therapy room.
The BOFU campaign for Client V's Therapy Room attracted 30% converted customers by providing real stories from long-term shoulder-neck pain sufferers who had spent a lot on ineffective treatments – until they found the right therapy method here. DPS.MEDIA edited and optimized testimonial video and case study article formats for the sales landing page, increasing the page conversion rate from 8% to 21%.
| Content format | Effect in BOFU stage | Real effectiveness |
|---|---|---|
| 90-second video testimonial | Create emotion and reduce doubt | +18% course registrations |
| case study in slide format | Highlight treatment results | +25% time on page |
| Customer Journey Infographic | Easy-to-understand illustration of real-life experience | +121% content interaction |
Elements that make high-converting testimonials & case studies
Our implementation experience shows that, to make this content work effectively in BOFU, three factors must be ensured:
- Choose the right character: The speaker needs to represent the target customer portrait.
- Present clear changes: Before – During – After using the service.
- Suitable content format: Short videos, slide stories or interesting infographics.
Applying the TOFU – MOFU – BOFU model is not just empty theory if the content strategy does not leverage persuasion from real experiences. In sensitive fields about trust like shoulder-neck therapy, DPS.MEDIA believes that: One person's journey – can light the way for hundreds of others to believe and decide.
Understand shoulder and neck pain sufferers to write on-point content: Combine data, empathy, and storytelling
When customer insight is not in the pain but in the worry behind it
Shoulder-neck pain is not simply a physical sensation – behind it is the obsession from restless sleep, reduced work performance or dependence on painkillers. According to a survey from University of Medicine and Pharmacy HCMC (2022), up to 68% of people aged 30–45 experience shoulder-neck related symptoms, and 74% share that the scariest thing is “insignificant illness”, but it silently affects quality of life day by day.
This is when therapy businesses need to go beyond ordinary service descriptions to truly “write according to the user's pain”. At DPS.MEDIA, we integrate the method of displaying insights through storytelling with profound evidence from real behaviors at each TOFU-MOFU-BOFU stage — for example:
- TOFU – Elevate awareness: A short video about sister Dung – an office worker who frequently has neck pain causing slow computer operations, accompanied by narration: “Did you know, each morning shoulder-neck pain reduces work productivity by 23 minutes?”
- MOFU – Suggest solutions: Blog post: “How wrong sitting posture destroys your neck every day?” Integrate light CTA inviting to read ebook on posture recovery + evidence from physical therapists.
- BOFU – Transform behavior: Real story of brother Thanh – after 3 standard biomechanical therapy sessions, quit painkillers and sleeps deeper. Reel segment recounts experience through narration “I didn't just stop the pain – I regained my sleep.”
Combine data, empathy, and storytelling: The golden trio you can't miss
For effective content, empathy alone is not enough – it needs to be “measurable by data” and “retold in emotional language”. DPS.MEDIA has applied Harvard Business Review (2021) principles on Content Empathy Loop – where user emotional feedback must lead to specific behavioral data, not just virtual interactions.
A typical example: in a neck-shoulder therapy campaign, after tracking heatmap, we discovered most readers stopped at the compressed cervical MRI image but didn't click the registration button. When replacing content with comparison images “3 patient faces before and after therapy”, conversion increased 37% — showing empathy sometimes doesn't come from pain, but from hope of seeing clear change.
| Period | Typical Insight | Suitable content type |
|---|---|---|
| TOFU | Fear of mild illness prolonging impact on life | Humorous videos, gentle warning infographics |
| MOFU | Want to try solutions but afraid of wasting time | Home exercise checklists, self-pain assessment web tools |
| BOFU | Seeking reputable places with commitments & systematic treatment | Recovery case studies, standard medical protocols |
The success of content in shoulder-neck pain treatment does not lie in describing symptoms, but in accurately reflecting the ”fear of being overlooked” in customers' minds – then skillfully guiding them to solutions through real stories and clear data logic.
Toolkit for the next journey
Applying the TOFU – MOFU – BOFU model to content strategy for shoulder-neck therapy services not only helps businesses touch the “pain points” of customers, but also creates personalized, logical and convincing experience journeys. Each stage in the marketing funnel, when built with deep understanding of customer psychology and real needs, will help the content become an effective bridge between physical pain and in-depth solutions – bringing customers closer to the service you provide.
From DPS.MEDIA's perspective, Vietnamese SMEs can completely master the content game by strategically investing in content according to each funnel stage. Don't just see content as a task that must be done — see it as a tool to direct users' emotions and behaviors. When implemented scientifically, the right content at the right time will no longer be distant theory but a real competitive advantage in the health care service industry.
Spending more time surveying customers, listening to what they say and observing their actions will be the foundation for you to refine TOFU – MOFU – BOFU messages closer to reality. In addition, you can also delve deeper into topics like storytelling in the therapy field, 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 health service content strategy, don't hesitate to start with this 3-layer model and experiment with adjustments step by step. We – DPS.MEDIA – are always ready to accompany you on the journey to transform your digital marketing strategy into something more practical, effective and sustainable.
How are you applying this model to your business? Share with us in the comments section or join the discussion to develop more new perspectives together!
