What is a unique selling proposition (USP)? It’s what makes your practice different from any other chiropractic practice in the world.

Creating a USP is both vitally important and terribly difficult. It is vitally important because you need to have a clear picture of what makes your practice unique, so that you know what you are trying to sell to potential patients.

It is terribly difficult because you will start out wanting to serve everyone, and you will have to narrow down your focus.

In this issue, let’s look at the USP in relation to your patients and the way you want to practice.

What kind of patients do you care about? For example:What types of people do you enjoy being with? Do you get a kick out of working with children? Do you like talking with and being around athletes?

The people with whom you want to work will form the core of your practice.

This isn’t to say you won’t have a variety of patients, but you get what you ask for, so you need to know who you want so you know how to market.

What types of specialties and techniques do you want? Consider: Will you have a variety of techniques? Will you include some physical therapy?

Acupuncture? Other services? Will you be selling supplements and products?

Issue 4 > Get the Facts > Your extern experience How to make it meaningful > WHAT MAKES YOU UNIQUE? > Work on remembering people: A useful habit to learn > Planning to Succeed in Practice: PROJECT 4 > Download this Issue in pdf format

It will be too late to make these decisions after you open your doors. Here’s why you should decide beforehand: Everything you add to your “bag” of services will require you to get special training, and each new product will mean acquiring an inventory.

Be sure you know what you want to do now so you can start planning.

Finally, what specifically will you be doing in your practice that makes you different from other chiropractors? You need to start now to think about creating your own “niche” to differentiate yourself from others. This uniqueness is what you will use to market your practice.

It’s never too soon to start thinking about creating your USP. Take some time each month to write up some ideas about this important subject. Each time you revisit the subject, you will have new insights and thoughts, and you’ll be refining your USP.

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