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A USP is a unique selling point or unique selling proposition – it’s the thing that sets you apart from your competition.
In reality, it doesn’t have to be unique, just a selling point, and pretty much anything about your clinic can be turned into a USP. For example, if you have online booking then a USP is the convenience of an online booking system allowing you to book your appointment quickly and easily at any time. If you don’t, then the USP is that you offer a personal reception service where all appointments are booked by hand, without the need to navigate an awkward online booking service. Whatever it is, there is a way of making it a selling point.
The goal of this section is to identify your USPs and add them to your clinic marketing guide along with your keywords and positioning information.
USPs fall into a few different areas. We have:
We’ll cover each in turn. I also suggest you read both of these blog posts:
79 Powerful Words and Phrases to Describe Your Clinic
71 Useful Words and Phrases to Describe Talking Therapy
Even if you’re not a talking therapist, the second one also shows the process of taking your UPSs and putting them into prose, so is well worth a read.
These are USPs around your approach to treatment. For example you might say:
USPs around the individual practitioner. For example:
How good your clinic or process is, e.g.
Brainstorm your various USPs and collate them, then decide which are the most powerful marketing messages.
You might want to ask some friends what they think would most influence them, or ask existing or previous patients what they like about you. Add your USPs to your clinic marketing guide, and they’re ready to be used in your clinic descriptions and elevator pitch.
If you have more questions about SEO, we’ll be happy to help. Feel free to reach out, come and ask a question in Free Webinar Friday, or book a free strategy call.
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