Moments Matter: Aligning Content with Patients’ Motivations, Emotions and Desired Outcomes

content, engagement, marketing

It only takes a moment. A potential patient goes online to research Botox or a breast aug and comes across a blog post, web page or social conversation about the topic. In short order, she makes a decision: Either the content “clicks” with her or she clicks away.

As a recent study from AOL Insights shows, such “content moments” can provide invaluable insights into what resonates with consumers and what doesn’t. Analyzing 7,300 such interactions, the company uncovered new findings that can help marketers create more engaging, more effective content.

The data suggests that consumers engage with digital content in eight ways:

  • To be inspired
  • To be in the know
  • To find information
  • To find comfort
  • To connect
  • To feel good
  • To be entertained
  • To update socially

Categories resonate to a greater or lesser degree depending on how well they align with viewers’ motivation, emotions and desired outcomes. For aesthetic practices, the three most relevant categories are To be inspired, To find information and To find comfort:

  • Beauty-related content accounted for 36.1% of all ‘To be inspired’ moments.
  • Medical-related content accounted for 39.1% of all ‘To find information’ moments and 28.7% of all ‘To find comfort’ moments.
  • Health and wellness content accounted for 44.6% of all ‘To find information’ moments and 17% of both ‘To be inspired’ and ‘To find comfort’ moments.

Obviously, this is not either-or, this-works-this-doesn’t situation. But proper alignment increases the likelihood that content will, indeed, click. For example:

According to the study, consumers looking to be inspired are seeking fresh ideas and ready to try something new. They tend to be relaxed and primed for further action. For them, a great gallery of Before & After photos is likely to resonate.

Consumers looking to find information are looking for both detailed insights and support/advice. They tend to be highly motivated and, armed with practical information, they’re ready to act. For them, posting articles and answering online questions can foster greater engagement.

Consumers seeking comfort are looking for support and insight. They may be tense or anxious so content moments should be designed to provide better understanding. Content that portrays the human side of a practice demonstrates empathy while reviews from satisfied patients provide social proof that you stand behind your work.

Understanding what aesthetic consumers are looking for is key to creating content that engages them. And the best content engages with them in their moment, addressing not just the topic in question, but also their motivations, emotions and hoped-for outcome.

As Christian Kugel, AOL consumer analytics and research vp, puts it:

Marketers are good at knowing when and where consumers access content. This research illuminates some of the missing pieces and gives insight into how and why consumers interact with content. Smart marketers can add this knowledge to their toolset to develop content that matches the motivation of viewers, ultimately resulting in a deeper, better and more impactful connection with consumers.

About Rob Lovitt

Rob Lovitt is a longtime writer and editor who believes every good business has a great story to tell. He has written for dozens of magazines and websites, including NBCnews.com, Expedia.com and the inflight magazines of Alaska, Horizon and Frontier airlines.

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