These 2 questions I ask of every dental practice I speak to. When answering it, over 90% of the practices I talk to will say something dealing with the great service they offer. And although your practice might indeed offer great customer service, that is all but unique. Especially if 90% of practices claim the same thing.

Why do you need a Unique Selling Proposition (USP)?

A USP defines your practice’s unique position in the market. It addresses the value you offer and the problem your practice solves. A good USP clearly states a specific benefit that your practice, and only your practices, provides that makes you stand out from the competition.

If every practice has the same USP, your prospective patients will have a difficult time choosing the right dental home. But when you have a clear USP, you differentiate yourself from the other options. It is a critical part of effective marketing especially in a field where the customers have many different options to choose from. And if 90% of your competition has the same selling proposition, imagine the possibilities when your sales proposition is truly unique.

An effective USP serves an important role for your practice as it forces you to consider your company’s mission and its very reason for being.  As a business owner, you need to carefully think through and communicate who your business is for, what drives you to offer the services you offer, and how you want to make a unique impact.

Although a USP does not need to be a formal document, it is advisable to put it in writing for your own reference and to share with your marketing team and your staff. It can be a simple memo summarizing the need that your practice fills, and how it fills that need. This message should be at the core of your marketing and branding.

Once you have an effective USP, a good marketing partner will use that to help identify the target market most likely to respond to your message and help find effective ways to reach them. From my experience, this can easily double or triple the response rates and return on investment for most all marketing campaigns.

The process of identifying your USP can also be a great inspiration for expanding your practice. It forces you to keep in mind new and creative ways that you can meet patient needs or solve unique problems.

Article by

David Banko
DART direct mail
DART direct print
O:  770-428-8851
F:  770-234-3820
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