Your USP, part 2
Other conveniences to promote
your unique practice |
 In the last issue we discussed the process of creating a USP (unique selling proposition) to help you define who you are and how you want to practice, and to use in promoting your practice. Remember that your USP creates a perception of uniqueness in the minds of potential patients; it’s what makes them choose your practice instead of someone else’s.
Two more elements of your USP
Your USP is certainly about you and how you want to practice, but it’s more than that. Your USP includes:
• Benefits. Marketing people know the difference between benefits and features. Features are points you think are important about your service. On a new car, a feature might be a gadget like a rear-view camera.
Benefits, on the other hand, are about helping a customer solve a problem. The benefit of a rear-view camera is that it can help the driver back up and parallel park without damaging the car. Ask yourself, “How will patients benefit from my technique or from my particular type of practice?”
People who are searching for a healthcare provider also want reliability. Knowing your credentials and your specializations helps people feel comfortable entrusting you with their care. If you list a specialty, be sure it is something you’ve had extra training in. For example: Don’t say you are a “sports specialist” without acquiring a CCSP designation.
 • Conveniences. These are the services and extra value you provide that can persuade patients to come to your office rather than to your competitors. Here are three examples:
1. New patients are most likely in pain, and they don’t want to wait weeks, or even days, to be seen. If you can advertise that you see new patients the same day they call, or you say you will take walk-ins without appointments, you’ll get people to come to you.
2. People like the convenience of credit and debit cards. Stating that you accept all major credit and debit cards (and putting the card logos on your ads) helps people make the decision to use your services.
HOW TO EVALUATE YOUR USP
Before we leave this subject, we should discuss how to
evaluate your USP. How will you know your USP is right for
you and is effective in attracting and retaining patients? Visit www.studentDC.com/usp-eval to learn the four most
important elements of an effective USP. |
3. Working people can’t always get to the chiropractor during the day, so offering office hours that accommodate their schedules is a huge benefit. Offering appointments early in the morning several days a week, and late in the afternoon once or twice a week, will give you a flexible schedule. Saturday hours are also popular in some communities, and you might want to advertise, “Saturdays are for walk-ins.”
You get the idea. The more benefits you can provide, the more you attract people to try your office.
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