What Is Your USP?

USP, an acronym for “Unique Selling Proposition,” is a concept often used in marketing. Your USP is what sets you apart from all other practitioners in your dental specialty.

In order to best articulate your USP, ask yourself what it is that you do better than all other endodontists, prosthodontists or oral surgeons in your community? What makes your pediatric dentistry or orthodontics practice different from others?

If you have difficulty answering the first two questions, then ask yourself how you would like to differentiate your dental specialty practice. Is it a certain set of procedures you perform that others do not? Is it the physical location or design of your office? Is it the way your staff is trained and interacts with your patients? 

Articulating your USP to referring dentists and physicians enables you to establish a clear message of what sets your practice apart. This message is equally helpful in presenting your practice to patients.  Once you identify your USP, you should build your marketing efforts around it.

If you use some new cutting-edge technology, make clear on your Web site and in your dental practice brochure just what it is and how it benefits your patients. If you see new patients the same day they call, make sure your referring dentists and physicians know about it.

Going through the process of carefully writing down and expressing your USP enables you to create your own uniqueness. You have the power to be different and better. Just be sure to let the world know about it.