Some dental specialty practices spend hundreds of dollars printing attractive brochures to market their practices. A sharp design is important, along with the usual elements of a good brochure: biographies of you and your staff, photographs of your office and your practice’s contact information. But pretty is not everything.

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.