What is a U.S.P. & why is it important

If you don’t know why you’re in practice, then your patients certainly don’t know, and if they
don’t know, then they are just going to go with their cheapest option.

Advertising that you’re the cheapest is not really a good idea because someone can always go
lower, no matter how low you go.

A Unique Selling Proposition is essential for an upper cervical practice so that it knows exactly
why people should do business with them.

A Unique Selling Proposition, or U.S.P. is a statement, in 90 words or less, that answers the
question: “Why should I do business with you versus any and every other option available to
me… including doing nothing.”

It is your “elevator speech.”  If you’re ever in an elevator, and someone asks you what you do,
it’s the speech you give them.

When you can answer this question in a succinct manner, then you have your practice’s U.S.P.

This is vitally important and is the foundation for all of your communication efforts with your
patients.

If you can’t succinctly state why you’re different, and why your patients should choose you as
their doctor, then you won’t be able to tell your patients succinctly why you’re different and
why they should choose you as their doctor.

If you can’t tell your patients, then they won’t be able to tell anyone else why you’re different,
and why other people they’re trying to refer should choose you as their doctor.

Don’t discount this step.  This seems simple and straightforward, and it is.  A USP is a very
simple thing, but simplicity of object does not mean that it is easy to develop.