The attention trap and a big mistake in content marketing

The biggest mistake in advertising or content marketing is an attempt to explain "how good I am." versus trying to focus on what your target audience really needs.

It is evident and clear that the clinic or surgeon is willing to express that to explain why the patient shall select him or her or the particular clinic.

But what is missing here? We are missing the patient we are targeting! 

A certain time ago, I posted a number of materials about attention. And the attention volume is something we underestimate nowadays. 

Attention is something we have to hunt more and more, as it is directly related to the amount of time that our target audience, patient in our case, will dedicate to reading, listening, or watching you. 

The great framework that works the best in my practice when we are talking about patient strategic communication approach is AIDA. 

A - Attention - something to generate attention

I - Interest - something to generate interest to dedicate time and lead to 

D - Desire - a perceived desire to "have it" or other words to take an 

A - Action - the actual aim we want to achieve while communicating with the patient. 

The attention-grabbing part is the weakest part in the majority of cases, which I observe in patient communication, either in advertising or educational approaches.

Oleksii Sologub

MSc, LLB, MBA

Premium IOL Clinical Integration

Patient Communication & Conversion Strategy

Board-Level Advisor in Ophthalmology