Why Patients Choose The Competition – and How To Fix It (Unique Selling Proposition)

Don’t get this wrong: Your Lack of a USP Is Costing You Patients

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I’m Crystal, Chief Marketer and Co-Founder here at CNV Creative where we help you grow your online business by strategizing and implementing profitable, wholistic and data-driven marketing plans – so you can start loving your business again.

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Imagine pouring your heart into your business, crafting every detail with care, only to watch potential patients choose your competitors, time and time again. It’s not just disheartening; it’s a direct threat to the survival and growth of your practice. 

This is the stark reality for many business owners who find themselves invisible in a crowded market. Your dedication, your passion, and the unique aspects of your service seem to fade into the background against the noise of countless others claiming, “We’re the best!” 

In this post, we’re exploring a crucial strategy to solve that problem: developing a Unique Selling Proposition (USP). 

If you’re fed up with always being one step behind your competitors and are seeking a real change, continue reading.

What is a Unique Selling Proposition (USP)

A USP is essentially what makes your business different from everyone else in your market. It’s that special something—be it your product’s unique benefits, your exceptional service, or an innovative approach to solving problems—that makes customers choose you over your competitors.

Without a clear Unique Selling Proposition (USP), your voice goes unheard, your value unseen, and your potential unmet, regardless of the quality of service or product you provide. 

But this isn’t just about competition; it’s about ensuring the longevity and success of your business by connecting with your ideal clients in a way that’s both meaningful and unmistakable.

Why You Need to Pay Attention To Your USP

Time is our most valuable resource. And as a business owner, your time is more valuable than gold. So why invest your precious time into honing your USP? Here are a few compelling reasons:

Clarity in Your Marketing Message: A well-defined USP helps you communicate more clearly with your target audience. It cuts through the noise and directly tells potential customers why they should care about what you’re offering.

More Effective Targeting: Knowing your USP helps you identify and target your ideal customers more effectively. Instead of wasting resources on a broad, unfocused audience, you can direct your marketing efforts where they’ll have the biggest impact.

Justification for Premium Pricing: A strong USP can justify higher prices because you’re offering something that no one else is. This uniqueness adds value in the eyes of your customers, making them willing to pay more.

Being The Best In Silence Leads To Silent Failure: Understand that no matter how exceptional your offerings are, failing to effectively communicate your value could leave you struggling and overlooked.

Investing in your USP is not just about spending money; it’s about strategically allocating your resources to develop a clear, compelling reason for customers to choose you. It’s about not just being another option but being THE option. In the long run, this focus can save you time and money by making your marketing efforts more efficient and effective, and by building a base of loyal customers who believe in what you uniquely offer.

Getting it Wrong

Understanding the importance of a Unique Selling Proposition (USP) is one thing; getting it right? That’s another game altogether.

Despite its undeniable value, many businesses miss the mark on their USP, with missteps occurring 9 times out of 10. The reason isn’t for lack of trying but often comes down to not digging deep enough to find what truly sets them apart in a crowded market.

“The 5 Whys” Technique 

Enter the 5 Whys technique. Born out of lean manufacturing, this method is designed to drill down to the root of a challenge by asking “Why?” repeatedly. When adapted for marketing, it helps us dig beneath the superficial features to unveil the real value businesses bring to their customers.

By asking ‘Why?’ multiple times, we dive into the essence of your offer, discovering a USP that truly resonates with your audience. It’s not just about finding a unique angle; it’s about shifting your mindset to ensure your USP genuinely reflects the value you deliver. 

Implementing the 5 Whys Technique

Let’s work on an example together. We hear this one a lot when we chat with dentists.

The starting USP statement: is “I’m a great dentist because I care!”

Why this doesn’t work: While there’s no doubt about their sincerity and possibly even their exceptional level of care compared to others, this angle doesn’t resonate as strongly in marketing communications. Why? Well, to a patient, exceptional care is an expectation, not a differentiator.

So let’s begin the exercise with the audience (new patients in this case) in mind: 

Ask “Why?”: Why is it important for the dentist to genuinely care about you?

Answer: Because when a dentist cares, I feel more comfortable and less anxious about the visit. This comfort is crucial for me to even consider going to the dentist, given my fear or anxiety.

Ask “Why?”: Why is feeling comfortable and less anxious important to you?

Answer: Because dental anxiety has prevented me from maintaining regular dental visits in the past, which has led to poor dental health and exacerbated problems that could have been minor if addressed early.

Ask “Why?”: Why do you want to maintain regular dental visits and address problems early?

Answer: Because dealing with dental problems early can save me pain, time, and money. It’s not just about dental health; it’s about my overall quality of life. I don’t want my daily life to be affected by excruciating dental pain that could have been easily prevented or treated.

Ask “Why?”: Why is your overall quality of life important to you in the context of dental care?

Answer Because my oral health significantly impacts my confidence, my ability to enjoy food, and my social interactions. It’s about more than just avoiding pain; it’s about living my life to the fullest without being held back by dental issues.

Final “Why?”: Why do you want to live your life to the fullest without dental issues holding you back?

Answer: Because achieving a balance between my health, happiness, and daily activities is essential for my well-being. I want to trust that my dentist plays a crucial role in this balance by providing care that recognizes and supports my lifestyle, fears, and personal health goals.

Now we have a final USP Statement from the patient’s perspective:

I seek a dentist who prioritizes genuine care, understanding that my comfort and trust are key to overcoming dental anxiety. This care is essential not just for my dental health but for my overall quality of life, allowing me to live without the burden of dental issues. By choosing a dentist who listens, empathizes, and adapts to my needs, I’m investing in a partnership that values my well-being and supports my life’s goals.

And we can transform that into a marketing message, too which would read:

Choosing our dental practice means choosing a partner who puts your care and comfort first. We understand that overcoming dental anxiety is about more than just procedures; it’s about trust, comfort, and a genuine connection. Our commitment to personalized care ensures your dental health is always in sync with your overall well-being, allowing you to live your life free from the worry of dental issues. Here, you’re not just a patient; you’re a partner. Together, we’ll ensure your dental care supports your life’s goals, embracing a healthier, happier you.

Building Customer Loyalty Through USP

In wrapping up, carving out your Unique Selling Proposition (USP) is less about gimmicks and more about genuine value. The 5 Whys technique demonstrates that the key to differentiation lies in understanding and expressing the real impact you have on patients. It’s not the superficial features that set you apart, but the deeper benefits that resonate on a personal level.

Your USP isn’t just a marketing tool; it’s the heartbeat of your brand’s promise to its customers. It guides your strategies, molds your offerings, and defines the customer journey. Delivering on this promise turns casual buyers into devoted supporters.

Keep in mind that your USP should evolve with your market and customer expectations. Regularly reevaluate and refine it to ensure it remains relevant and impactful.

To conclude, establishing and living by your USP involves a blend of introspection, innovation, and a steadfast dedication to your customers. It’s a challenge, but the rewards—a distinguished brand with a loyal customer base—are immense. Dive deep to discover your unique value and let it shine through every aspect of your business.


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