Your Unique Selling Point, Also Known As USP. hassan mushaid unique selling point

So how do some dental practices become more successful than their local competitors? One of the main factors is that they find and exploit their USP or for some practices, USP’s!

Every dental practice should have its own USP. A unique selling point is something that makes your business different from the rest, something that makes your business stand out but from a patient’s point of view. Dental practices, more or less have the same products/treatments that they offer to their patients. Ranging from dental implants, teeth whitening, veneers to similar lay outs such as a waiting room, reception and a surgery.

It is evident in the way they market themselves. In their marketing, they manage to project a feel for their USP’s using the text to describe and introduce their business and their website to highlight their visual assets with the help of images so their target audience (their patients) can fully appreciate their USP’s. So how do you find out what your unique selling points are? One of the problems you may encounter is that you and your staff have become so familiar with your surroundings and the business that you will be taking your USP’S for granted and will find it difficult to pinpoint them due to daily routines. This means you may need a fresh pair of eyes to go through your patient journey for you and have them assess the history and value of your business but most importantly, you! Some of the things you can look out for in your business that may count as your USP’S can include:

* Any Post graduate training you may have had.

* Your clinical interests and specialties, e.g. receiving referrals or if you lecture or mentor

* Any awards you may have received.

* Your team’s qualifications and experience

* Maybe an associate you have has a specialty or restorative post graduate qualification

* Unique treatments that you may offer, e.g. facial aesthetics

* Your practice, location and accessibility: Ease of parking etc.

* The interior design and feel

* Ways you make patients feel relaxed e.g. practice design or your staff are trained for nervous patients

* Media coverage and PR for your charitable work or awards etc.

The list can go on.

The main to be careful of when finding your USP is to look at it from a patient’s point of view. Remember, your patients are not familiar with dental terms or if your business is at best practice level when it comes to HTMO15 (unless your going to leave the HTMO15 booklet in your waiting room). Some of the things that a patient will look for are; If you can provide the best quality treatment that they need, if your practice makes them feel relaxed, whether or not your team make them feel comfortable, and that they are in the hands of professionals.

The best way to find out what your patients want and what they already appreciate is by getting them to fill out a questionnaire. This is a really good way to find out what your current USP’s are and then take action to market them. It only takes your patients a minute to fill out the questionnaire and is probably best given to them when they are waiting in your own waiting rooms or about to leave.

I believe dentistry is becoming more and more patient-focused and with the dental industry growing, it’s going to become harder for potential patients to notice you unless your message with your USP’S are delivered to them effectively. If you would like a patient questionnaire template then please drop me an email and I will send across one to you.

 

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